it all starts with a story (focus on farming)
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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
source | Nielsen study (August 2010)
Rod Brooks – NW Marketing Guy
Hashtag
#Farming10
@NW_Mktg_Guy
source | Nielsen study (August 2010)
Goat
Renter Guy
source | Nielsen study (August 2010)
P-Patch
People
source | Nielsen study (August 2010)
Wenatchee
Apple King
source | Nielsen study (August 2010)
Walla Walla
Wine Wine
Woman
Woman
source | Nielsen study (August 2010)
Urban
Chicken
Farmer
source | Nielsen study (August 2010)
Northwest
Family
Farmer
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
PEMCO Mutual Insurance
• Customer centric
• Relationship led
• Values based
• Hyper-local
• Challenger brand
• Integrity
• Responsibility
• Courage
PEMCO Mutual Insurance
• Integrity
• Responsibility
• Courage
Buying insurance
is about as
exciting as
purchasing
prepaid funeral
services!
Customer1
• Integrity
• Responsibility
• Courage
I can only win
by losing!
And I really
don’t want to
talk about it.
Customer1
• 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
Four.
Billion.
Dollars.
source | Advertising Age (2011)
76% of consumers believe
companies are untruthful in
their advertising.
Advertised In Reality
Advertised In Reality
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)
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%
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)
Voice of the
customer trumps
voice of the
brand
source | A.C. Nielsen Report – “Global Trust In Advertising & Brand Messages” (2012)
We’ve moved…
From the age of interruption to
the age of engagement.
From a passive consumer to
an active consumer.
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
Voice of the customer
• Integrity
• Responsibility
• Courage
Voice of the customer
• Integrity
• Responsibility
• Courage
“Show me
that you
know me
in ways that
others don’t”
Act local to
be local…
Hear and
share your
stories where
they live,
work, learn
and play.
Northwest Profile #38
Engage your audience
Engage your audience
Engage your audience
• Integrity
• Responsibility
• Courage
Today’s Objectives:
Why: Seven reasons
How: Four decisions
What: One action
• Integrity
• Responsibility
• Courage
“If you don’t
know your why,
your how and
your what don’t
matter!”- Simon Sinek
1source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
2source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
3source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
4source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
5source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
6source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
7source | Story Worldwide – “7 Reasons Storytelling is Important for Content Marketing” (2012)
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
Important
decisions
all of us
can make
• Integrity
• Responsibility
• Courage
1. Decide to listen
• Integrity
• Responsibility
• Courage
2. Decide to be affected
• Integrity
• Responsibility
• Courage
We love our evergreen trees… but we despise telephone trees!
Please make real peopleavailable to answer your phone!
• Integrity
• Responsibility
• Courage
3. Decide to respond
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
4. Decide to be engaged
• Integrity
• Responsibility
• Courage
1. Decide to listen
2. Decide to be affected
3. Decide to respond
4. Decide to be engaged
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
“If you see
someone
without a
smile, give
them yours!”- Stanley O. McNaughton
Former PEMCO C.E.O.
• 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)
• 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!
• Integrity
• Responsibility
• Courage
Our Mantra:
Turning touchpoints into
talking points and making the
routine remarkable!
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
Remember the basics…
Know your
talkers…
Give them
something to
talk about…
Make it
easy to share.
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
source | Nielsen study (August 2010)
Northwest
Family
Farmer
source | Nielsen study (August 2010)
Big Family Farmer
Thank You To
Northwest Artist Guy:
www.samday.com
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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