Author Profile

Rod Brooks

Rod Brooks PEMCO Mutual Insurance
Vice President & CMO

Rod has enjoyed tremendous success during his 35 year career in sales, marketing, and business development roles since graduating with a bachelor’s degree in communications from Washington State University in 1975. He is known for his vision, leadership, and ability to transform vision into effective corporate strategy and unique implementation plans. Rod has been the marketing force behind successful start?ups, emerging growth companies, and well established businesses such as Schuck’s Auto Supply, Egghead Software, WordPerfect Corporation, and Coinstar. Rod has been active in the Word of Mouth Marketing Association since 2007 and was elected to the WOMMA board of directors and executive committee in 2008.


Articles Contributed By Rod Brooks

WOMMortunity: The Power of 12
The Seattle Seahawks won Super Bowl XLVIII. In fact, their defense dominated Denver’s number one ranked offense so soundly that most of the country called the game a yawner. Not so where I live. In the Northwest, the 12th Man knows how to yell, how to win, and how to celebrate. So how would a hyper-local insurance company find marketing opportunity in an event that is played on a global stage? With focus, passion, and WOMM.

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Where’s WALLY? Showing Northwesterners We’re, Indeed, A Lot Like You
They just might be one of the Pacific Northwest’s ultimate unplugged social media. This year, WALLY and JRWALLY – PEMCO’s “We’re A Lot Like You” event vans – connected with thousands of Northwesterners at events across Washington and Oregon. By year’s end, the WALLY team will have rubbed elbows with event-goers at 140 Northwest happenings, spanning geography from the Spokane Washington’s Hoopfest to Eugene Oregon’s Polar Bear Plunge.

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4 Ways PEMCO Uses Customer Insights from Online Reviews

The collected data painted a clear trend, and the 2012 Nielson Report headline summed it up: “Consumer Trust In ‘Earned’ Advertising Grows in Importance.” While trust sagged in traditional paid advertising messages, confidence soared in online ratings and reviews. The people who like, list, and link their experiences and opinions to a brand are the true influencers and have become the most credible sources of all.

 

PEMCO Review1

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While Big Insurers Shout Messages at Customers, Small Insurers Listen to Customer Messages

In 2011, Advertising Age reported that more than $4 billion would be spent on advertising by the insurance industry’s largest property and casualty companies. That’s right. Four Billion dollars. By comparison, the beer industry spent a paltry $1.25 billion on measured media during the same period. Clearly, there’s little room for the small or regional insurance carrier to compete for share of voice when that kind of money is in play. Unless, of course, it’s not share of brand voice you’re competing for.

 

Money

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Marketing Lessons Our Mothers Taught Us

The lessons from mom were presented in frequently repeated short and simple instructions that flowed off of every mother’s lips. “Don’t forget to say please and thank you,” she told us, and “always tell the truth” was a value consistently modeled and expected. Like most mothers, mine was a brilliant communications strategist capable of pulling out gems like, "If you don't have something nice to say, don't say anything at all."

 

Mom

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Content Isn’t King… It’s Gold!

Like any currency, content must be considered to be at least as valuable as what it is being exchanged for. As marketers, we need to keep the relevancy of our currency foremost in our minds. Said differently, our content – the stories, messages, tips, and insights that we share – are only as valuable as the individual receiving them perceives them to be.

 

Gold

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Winning Brands Will Be Built to Change: Community Managers Will Be at the Hub

Winning brands and agencies must make the shift from talking—or should I say shouting—at consumers to a position of actively and effectively listening. Brands must learn to be affected by what we hear from our communities and respond in ways that engage quickly with relevant answers, solutions, and changes. Winning brands know that the power and insight to fuel their success is all guided by C-level directives… the “C” now stands for community.

 

Listen

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Paying It Forward

In order to enable more people to have a WOMMA experience, we've created the first ever WOMMfest to celebrate national Word of Mouth Marketing Day. On Feb. 19, simultaneous events will be held in Atlanta, Chicago, and Seattle. Keynotes from each city will be streamed into all venues and will be supported with local case studies and examples we all can learn from.

 

WOMMfest

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Grow & Defend Your Brand with Advocates & Influencers

Marketers can no longer depend on internal resources or PR firms to protect the brand from criticism. Those resources just won’t scale for the size of the room we now compete in. The room is the internet and regardless of the listening tools that we deploy, we’ll need our advocates to help us to protect our brands.

 

Awareness to Advocacy

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Influencers and Advocates: Grow and Defend

An advocate is the customer who will defend your brand privately and publicly. They’ll defend it without being asked, without compensation and, most importantly, they’ll defend your brand when you aren’t in the room. While small in number, these are the people that must be identified, encouraged, and thanked.

 

Awareness to Advocacy

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What Goes Around WOMMA Summit, Comes Around
In November of 2010, at the Paris Hotel in Las Vegas, I attended my third WOMMA Summit. Just as I’d experienced in prior years, the Summit content was excellent and the opportunity to learn from experienced practitioners and network with interested “students” was amazing.

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People are Talking and You Need to Listen
There's a powerful message for marketers embedded in the elections taking place tomorrow. The voice of the customer is alive and well. It's the time in our country when we are reminded that the voice of the public really matters.

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Rather Illuminating: WOMM Lessons From A Legend
What advice would a 60-year broadcast-news icon offer that pertains to word of mouth marketing? I recently had the privilege to meet Dan Rather – the 2012 recipient of the Edward R.

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Don't Forget the Bells and Whistles
A weathered bell and tarnished whistle are tied together on a faded and discolored ribbon, and sit on the credenza behind my desk as valuable reminders of what not to forget or take for granted.

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Routine or Remarkable?-2

Are your products and services remarkable? Does your messaging tell people why?

Jeff Bezos, founder of Amazon.com, has been quoted as saying that “Advertising is the price you pay for having an unremarkable product or service.”

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Routine or Remarkable?
Are your products and services remarkable? Does your messaging tell people why? Jeff Bezos, founder of Amazon.com, has been quoted as saying that “Advertising is the price you pay for having an unremarkable product or service.” For decades, brands and their agencies have looked for magic messages to compensate for the unremarkable; persuasive messages that could be shouted into the unsuspecting ears of the public; messages that differentiate based on what, where and for how much, but seldom by sharing a story of why the brand exists. Things are different today.

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