During his session today at INTEGRATE 2015, Rod Brooks, Vice President and Chief Marketing Officer, PEMCO Insurance shared the story of how PEMCO – a Seattle challenger brand – was able to break through the noise, and eek out the big brands by evoking the power of the 12th man.
Here are 12 takeaways:
- The customer voice trumps the voice of the brand. Consumers now trust the feedback of others more than advertising. Listening to and creating consumer opinions and recommendations are important both offline and online.
- Consumers want brands to, “show me that you know me in ways that others don’t!” Understand the audience and opting for a hyper-local campaign can be just as powerful as thinking big.
- You can’t just build a campaign and run an advertising spot – you have to live it on the inside. If you have a company culture that lives the brand, you have a secrete weapon that you can tap into: internal spirit and pride.
- Why do a contest that only allows for one or two winners when you can engage the entire community?
- If you don’t shoot video, you can’t use it. Don’t forget about the mainstays like photos and video. Be sure to capture both.
- “Renting” can be just as powerful as “owning.” It’s important to leverage what exists because it can trump creation.
- Incentivize participation to get people interested. It doesn’t have to be with dollars, but it can provide access to something individuals might not be able to do without joining in.
- Aggregate participation (#tagboard is one cool tool) but on the whole, when consumers see the involvement of others, it helps to fuel even more involvement.
- Don’t just think like a marketer, think like a business person. Sometimes you have to just do something! Ready. Fire. Aim. Adjust.
- The goal should always be to build brand advocates. Those are the consumers who will defend you even when you aren’t looking. It’s vital to build relationships – those direct connections will develop consumers who will speak positively on your behalf for no reason at all.
- You don’t have to sell, sell, sell. Rather, have a conversation that is important and highly relevant to the audience. Let the sales come as a side result of that conversation.
- Be the best at what you choose to take on internally and hire help that is the best at what they do when you choose to outsource.
Go PEMCO. Go Hawks!