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source | Nielsen study (August 2010)
VP & CMO
PEMCO Mutual InsuranceSeattle, Washington
Past Chairman &
Current Board Member
WOMMAWord of Mouth Marketing Assn
Rod Brooks – NW Marketing Guy
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source | Nielsen study (August 2010)
Rod Brooks – NW Marketing Guy
Hashtag
#Farming10
@NW_Mktg_Guy
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source | Nielsen study (August 2010)
Goat
Renter Guy
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source | Nielsen study (August 2010)
P-Patch
People
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source | Nielsen study (August 2010)
Wenatchee
Apple King
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source | Nielsen study (August 2010)
Walla Walla
Wine Wine
Woman
Woman
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source | Nielsen study (August 2010)
Urban
Chicken
Farmer
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source | Nielsen study (August 2010)
Northwest
Family
Farmer
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
PEMCO Mutual Insurance
• Customer centric
• Relationship led
• Values based
• Hyper-local
• Challenger brand
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• Integrity
• Responsibility
• Courage
PEMCO Mutual Insurance
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• Integrity
• Responsibility
• Courage
Buying insurance
is about as
exciting as
purchasing
prepaid funeral
services!
Customer1
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• Integrity
• Responsibility
• Courage
I can only win
by losing!
And I really
don’t want to
talk about it.
Customer1
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• Integrity
• Responsibility
• Courage
• Highly regulated industry
• Product perceived as a commodity, little innovation
• Occasionally sought, seldom talked about product
• Industry ad spending at astronomically high levels
Industry2
Environment
3
• New Influence by peers, friends, and strangers online
• New & unfamiliar channels sustain brand conversations
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Four.
Billion.
Dollars.
source | Advertising Age (2011)
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76% of consumers believe
companies are untruthful in
their advertising.
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Advertised In Reality
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Advertised In Reality
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92% of global
consumers say they
trust recommendations
above all other forms
of advertising
source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
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source | PEMCO Market Metrics (2011)
Reason 2001 2002 2005 2007 2008 2009 2010
Price60% 62% 50% 50% 36% 40% 33%
Referral and/or
Recommend10% 12% 17% 20% 22% 22% 32%
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70% of global
consumers say they
trust ratings and reviews
found on online platforms
and websites.
source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
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Voice of the
customer trumps
voice of the
brand
source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
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We’ve moved…
From the age of interruption to
the age of engagement.
From a passive consumer to
an active consumer.
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
Voice of the customer
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• Integrity
• Responsibility
• Courage
Voice of the customer
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• Integrity
• Responsibility
• Courage
“Show me
that you
know me
in ways that
others don’t”
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Act local to
be local…
Hear and
share your
stories where
they live,
work, learn
and play.
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Northwest Profile #38
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Engage your audience
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Engage your audience
![Page 43: It All Starts With A Story (Focus On Farming)](https://reader034.vdocument.in/reader034/viewer/2022042813/5457a3e4b1af9fc15d8b480b/html5/thumbnails/43.jpg)
Engage your audience
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• Integrity
• Responsibility
• Courage
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Today’s Objectives:
Why: Seven reasons
How: Four decisions
What: One action
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• Integrity
• Responsibility
• Courage
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“If you don’t
know your why,
your how and
your what don’t
matter!”- Simon Sinek
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1source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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2source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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3source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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4source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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5source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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6source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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7source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
Important
decisions
all of us
can make
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• Integrity
• Responsibility
• Courage
1. Decide to listen
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• Integrity
• Responsibility
• Courage
2. Decide to be affected
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• Integrity
• Responsibility
• Courage
We love our evergreen trees… but we despise telephone trees!
Please make real peopleavailable to answer your phone!
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• Integrity
• Responsibility
• Courage
3. Decide to respond
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
4. Decide to be engaged
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• Integrity
• Responsibility
• Courage
1. Decide to listen
2. Decide to be affected
3. Decide to respond
4. Decide to be engaged
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
“If you see
someone
without a
smile, give
them yours!”- Stanley O. McNaughton
Former PEMCO C.E.O.
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• Integrity
• Responsibility
• Courage
fas·ci·nat·ingcaptivating:inspiring a
great interest
or attraction
budg·etwhat the big guys
have that makes a
lot of noise!
source | Sally Hogshead– “HowToFascinate.com” (2013)
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• Integrity
• Responsibility
• Courage
Our Belief:
There is no such thing as a
commodity. All products and
services can be made to be
differentiated, remarkable
and talkable!
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• Integrity
• Responsibility
• Courage
Our Mantra:
Turning touchpoints into
talking points and making the
routine remarkable!
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
Remember the basics…
Know your
talkers…
Give them
something to
talk about…
Make it
easy to share.
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• Integrity
• Responsibility
• Courage
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• Integrity
• Responsibility
• Courage
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source | Nielsen study (August 2010)
Northwest
Family
Farmer
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source | Nielsen study (August 2010)
Big Family Farmer
Thank You To
Northwest Artist Guy:
www.samday.com
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source | Nielsen study (August 2010)
Rod Brooks – NW Marketing Guy
PEMCO Insurance:V.P. and CMO
- - - - - - - - - - -
Follow Rod on
Twitter:@NW_Mktg_Guy
Facebook:Northwest Marketing Guy
Blog:
www.SeeingTheEdge.com
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