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

Twitter

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