This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
It All Starts With A Story (Focus On Farming)
1. Rod Brooks – NW Marketing Guy
VP & CMO
PEMCO Mutual Insurance
Seattle, Washington
Past Chairman &
Current Board Member
WOMMA
Word of Mouth Marketing Assn
source | Nielsen study (August 2010)
2. Rod Brooks – NW Marketing Guy
Twitter
Hashtag
#Farming10
@NW_Mktg_Guy
source | Nielsen study (August 2010)
14. 1
Customer
I can only win
by losing!
• Integrity
• Responsibility
• Courage
And I really
don’t want to
talk about it.
15. 2
Industry
• Highly regulated industry
• Product perceived as a commodity, little innovation
• Occasionally sought, seldom talked about product
• Industry ad spending at astronomically high levels
3
Environment
• Integrity
• Responsibility
• Courage
• New Influence by peers, friends, and strangers online
• New & unfamiliar channels sustain brand conversations
20. 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)
22. 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)
62. 2. Decide to be affected
• Integrity
• Responsibility
• Courage
63. We love our
evergreen
trees… but
we despise
telephone
trees!
Please make • Integrity
real people • Responsibility
• Courage
available to
answer your
phone!
73. Our Belief:
There is no such thing as a
commodity. All products and
• Integrity
services can be made to be
• Responsibility
• Courage
differentiated, remarkable
and talkable!
74. Our Mantra:
Turning touchpoints into
talking points and making the
• Integrity
routine remarkable!
• Responsibility
• Courage
80. Big Family Farmer
Thank You To
Northwest Artist Guy:
www.samday.com
source | Nielsen study (August 2010)
81. 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
source | Nielsen study (August 2010)