Upload
rod-brooks
View
7
Download
0
Embed Size (px)
DESCRIPTION
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
Citation preview
Taking it Offline
Making Offline WOM Scale
Overview
I. Who is PEMCO? II. Our vision III. Winning strategy IV. Scalable tactics V. Conclusion
Who is PEMCO?
• Personal-lines mutual insurance company founded in 1949
• Serves niche market of preferred-risk policyholders
• Provides coverage to ~200k Washington households
• Historically conservative and legacy oriented
• Leads with relationship.
Know what's important
• Leads with relationship
• Integrity • Responsibility • Courage
World-Class Customer Experience PEMCO BUSINESS MODEL
PEMCO’s “WHY”
We enable and protect the dreams of responsible Northwest people ?
Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why? Why?
Challenges: Old and new
• Highly regulated industry • Product perceived as a commodity • Insurance is an unsought product
Industry 1
Environment 2
• Consumers heavily influenced by peers, friends, even strangers online
• New & unfamiliar channels are sustaining brand conversations
Our Vision
Our vision
PEMCO gets it! – Voice of the Customer
PEMCO is the Northwest insurance company that “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.
The BHAG: Our big hairy audacious goal
PEMCO customers can’t stand the thought of friends and family doing business with anyone else.
“Never have to advertise for a lead again”
Winning Strategy
Extensive research initiative
Consolidate three prior slides into one that simply depicts the magnitude of the three research efforts (Employee, Agents, Consumers)
• 100 In-home Ethnographic Interviews • Important aspects of consideration • Key influences of decisions they make
Consumer Research
• Cross Functional & Multi-level Conversations • Culture, Values, and Challenges • Strengths and Opportunities
Internal Reviews
• Studied Top Twelve Companies – S.W.O.T. • Product, Price and Brand Positioning • Advertising, Messaging, Distribution and P.R.
Competitive Assessment
PEMCO’s winning approach
Differentiate on hyper local
Deliver world class customer experience
Achieve meaningful interaction
Different because we live, work, learn and play in the same communities.
Grow and evolve tools to reach and connect with broad consumer base
Invest in long-term consumer relationships through consistent engagement
Tools in the toolbox
Tools in the toolbox
Offline communication programs
Marketing 1
Community 2
Sales 3
• Advertising
• Media Relations • Events and sponsorships
• Grants & Partnerships
• Participation
• Donations
• Direct Agents • Independent Agents
• Multi-channel • Easily sharable • Output growth
• Offline • Experiential • Personal
• Consistency • Dependability • Familiarity
Lead with relationship
Awareness 1
Impact 2 Frequency
3
Implement an integrated, scalable, dynamic relationship building program
Lead with relationship: Awareness
Multi-channel
Sharable
Output growth
Traditional
Events
Web
PR
Direct mail
Sustained input Surprise &
delight Value exchange
Insider Info
Talk worthy
Online
Offline
Lead with relationship: Impact
Offline
Experiential
Personal
Lead with relationship: Frequency
Consistency
Dependability
Familiarity
Will It Scale?
Marketing partnerships
Local organization
Shared values
Common objectives
1
3
2
1
3
2
Local retailers
Celebrate a shared audience
Local services
Leverage shared interests
Local franchises & fans
Know your talkers!
Local franchises & fans
Know your talkers!
Make it fun and relevant
Give them something to talk about!
Make it fun and relevant
Make it easy to share!
Community agent partners
Amplify hyper-local community initiatives
Building powerful partnerships
Extending brand on a small budget
• Attract potential partners • Lead with relationship • Gauge image & reputation • Seek complimentary strengths • Capitalize on identity
Building powerful partnerships
Purpose Values Vision Commitment
Alignment
Engaged Partners Enhance Results
Events and sponsorships
Local Commitment
Meaningful Interaction
Memorable & Recurring
1
3
2
1
3
2
Empowered to build relationships
PEMCO brand ambassadors
• Outgoing & enthusiastic • Social media & tech savvy • Strong writing skills • Familiar with campaign • Understand PEMCO brand • Customer service background
Connect with community
Service-oriented activities create conversation
Facilitate engagement
Personalized souvenirs have life beyond events
Spark conversation
Integrate “talkable” campaign elements into events
Act local to be local
Livin’ la vida local!
In 2011, PEMCO will sponsor and participate in more than 100 events across Washington Oregon
WALLY… on the road
Media relationships
Timely news & safety info
Relevant feature stories
Northwest insights
1
3
2
1
3
2
Pitched features
Telling the story of PEMCO in the community
News & safety
Informing & educating
Northwest insights
Sharing attitudes & perceptions on local issues
Community relations
Celebrate Northwest
Uphold Educator Legacy
Empower Employees
1
3
2
1
3
2
Serving community & neighbors
Celebrate Northwest
Empower employees
Uphold educator roots
In Conclusion…
PEMCO offline social graph
PEMCO teams from
across the organization reach consumers and their networks with tangible offline programs the yield
measureable results with scalable output
PEMCO offline social graph
Each branch of PEMCO offline activity is highly integrated & multidimensional, connecting in unexpected ways with unanticipated audiences & driving engagement
Metrics: Marketing
Building powerful & enduring relationships offline
• Attendees to PEMCO sponsored events 1.2m • Potential impressions from 7 PEMCO Polls 19.5m • Personalized lanyards distributed 25k • Earned 2010 media hits 95
Metrics: Community relations
Building powerful & enduring relationships offline
• Contributed to or volunteered with local organizations 98%
• Donated to a company sponsored events 82% • Volunteer for non-PEMCO affiliated
organizations 67% • Board members on a community or non-profit
organization 15%
Metrics: Conversations
Activities drive insurance conversations
0% 5%
10% 15% 20% 25% 30% 35% 40%
Mar 09' Sept 09' Mar 10' Feb 11'
Insurance PEMCO
Had a conversation about auto insurance in the past month
Metrics: Conversations
Activities drive insurance conversations…offline!
0% 20% 40% 60% 80%
100%
Online In-person
• Of insurance conversations occur in person as opposed to online 91%
Lessons Learned
Lessons learned
Be clear about “Why” & “Who”
How: Meaningful, Experiential, Consistent
What: Personal & Community Engagement
1
3
2
@NW_Mktg_Guy www.rodbrooks.com
@alyssa_no
Let’s Connect!
Questions?