The Power of 12!


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:

  1. 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.
  2. 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.
  3. 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.
  4. Why do a contest that only allows for one or two winners when you can engage the entire community?
  5. 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.
  6. “Renting” can be just as powerful as “owning.” It’s important to leverage what exists because it can trump creation.
  7. 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.
  8. 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.
  9. Don’t just think like a marketer, think like a business person. Sometimes you have to just do something! Ready. Fire. Aim. Adjust.
  10. 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.
  11. 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.
  12. 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!

8 Responses to “The Power of 12!”

  1. Whitney E. Drake Says:

    Way to tie-in the 12th man into your post! Rod’s presentation was awesome.

  2. Becky Says:

    12 takeaways on the Power of 12. How appropriate!

  3. rmort27 Says:

    Without knowing much about the Seahawks or ever hearing of PEMCO insurance (as an east-coaster), the number 12 will now always have the correlation for me of both the Seahawks and PEMCO! Great job by Rod.

  4. ellenmatis Says:

    Just sayin’, the PEMCO campaign with the Seahawks made me tear up. Great campaigns do that to emotional people like me 😉

    Glad to hear about some big name campaigns.

  5. LISA SANDS Says:

    I think a key part of this was that Pemco had an existing relationship in the sports marketing space with the Hawks. This made their engagement truly genuine — they were already using sports marketing to reach their consumer target. Also, this helped them tackle some of the challenges that could have arisen. If the Hawks were not buying into this the effort would not have been as successful or long-lasting. It was a fun campaign. Kudos to Rob Brooks and team!

  6. amandasamsbradshaw Says:

    Thank you for sharing this thorough recap. His point about tying in with the conversation already taking place has inspired me to integrate our football program into some of my marketing efforts for a medical office. Since I’m from Alabama, football is huge, and families are already eagerly anticipating the Fall season! Can I get a Roll Tide Roll?! (Sorry, Mr. Brooks!)

  7. Rod Brooks Says:

    Okay… Roll Tide Roll. That’s for you Amanda!

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