Rod BrooksVice President & Chief Marketing Officer, PEMCO Mutual Insurance Company

Immediate Past Chairman - 2011Word of Mouth Marketing Association

• Integrity• Responsibility• Courage

Content intended to reflect brand

Helpful

Timely

Passionate Edgy

Curious

Engaging

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Our Vision

PEMCO is the Northwest insurance companythat “gets it.” An organization that’s great to do business with, one that shares the values of those who live here, one that’s genuinely likeable. It’s the first choice of responsible people.

PEMCO Gets

It!– Voice of the Customer

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What do you see?

“What do you see”

"The Lesson"

So what’s new?

Stay focused!

Keep the main thing, the main

thing!NEW

Health & fitnessWriting & sharing

Meaningful connections

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Health and fitness

I’m resolved to remain

standing on the scale until I lose weight!

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Passion and metrics aren’t enough

I’m resolved to change what I

do NOW in order lose

weight!

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Embrace continuous learning

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Five Principals: Word of Mouth Marketing

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Creating content

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Creating content

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Cogs of “content excellence”

Motivating

Language

Listen

Listen

Listen

Positive Thought

InformativeInteresting

TimelyRelevant

Entertaining

Engaged

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Human approach

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Human Approach

Social MediaVoice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially EngagedVoice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

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Human approach

Social MediaVoice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially EngagedVoice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

• Integrity• Responsibility• Courage

Social engagement mantra

“PEMCO’s success depends on the

positive opinion of people like me.

They listen, participate,

encourage and enable me to

share with others.”

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The content continuum

Received

ValuedUtilized

Share

dU

ndersto

o

d

Selfless+Inspiring +

Compassionate=HUMAN

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Are your marketing pants on fire?

76% of consumers believe companies are

untruthful intheir advertising.

source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

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Are your marketing pants on fire?

source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

Advertised In Reality

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Are your marketing pants on fire?

source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

Advertised In Reality

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Trust lives in the community.

78% of global consumers say they

trust recommendations from other consumers

source | Nielsen’s “Trust in Advertising” Report (2007)

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Moving from money to mouth

source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”

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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Making meaningful connections

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We are what they say we are!

The people who“link, like, and list”

us are among abrands most valuable

marketing assets.

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Dream big!

BHAG

BIG HAIRY AUDACIOUS GOAL

• Integrity• Responsibility• Courage

Dream big!

BHAG

BIG HAIRY AUDACIOUS GOAL

Aw

are

ness

Advoca

cy

Awareness to Advocacy

Filling The Gap With ContentTouch points to talking

points.

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I know you”

Initial: “I Know You” – Low Engagement 1) Familiar 2) Assessing & Evaluating 3) Consideration

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I like you”

Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I like you”

Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I love you”

Mature: “I Love You” – Active Engagement 1) Loyal 2) Relationship based 3) Recommendation behavior

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I defend you”

Mature: “I Defend You” – Active Engagement 1) Affinity 2) Proactive defender 3) Collaborative

Awareness

Percep

tion

Prefere

nceSelection

Referral

Re

new

al The Advocacy

Engine

Awareness

Percep

tion

Prefere

nce

Referral

Re

new

al

Fuel the Advocacy

Engine with timely

and relevant content and

conversations consistently

and regularly.

Awareness To Advocacy

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And remember…

BORING

“Advertising is the

price companies pay for

products and services!”

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Let’s connect!

Twitter: @NW_Mktg_Guy

Facebook:Rod Brooks

Linked In: Rod Brooks

Blog: www.rodbrooks.com