The document discusses the importance of word-of-mouth marketing and creating remarkable customer touchpoints. It provides statistics on daily brand discussions and emphasizes focusing on customers who will talk about the brand. Businesses are encouraged to give these customers something noteworthy to share and make it easy for them to spread the word. The goal is to convert routine interactions into memorable experiences throughout the customer experience.

1. Newcastle Chamber
• Integrity
• Responsibility
• Courage

2. Newcastle Chamber
• Integrity
• Responsibility
• Courage

3. PEMCO Mutual Insurance Company
• Customer centric
• Relationship led
• Values based
• Hyper-local
• Challenger brand
• Integrity
• Responsibility
• Courage

4. Newcastle Chamber
• Integrity
• Responsibility
• Courage

5. Newcastle Chamber
• Integrity
• Responsibility
• Courage

6. “I will spend more time
working ON my business
than IN my business”

7. Newcastle Chamber
• Integrity
• Responsibility
• Courage

8. “I will spend more time
asking questions than I
spend giving answers”

9. decisions
every business
and marketer can
• Integrity
(and should) make!
• Responsibility
• Courage

10. 1. Decide to listen
2. Decide to be affected
3. Decide to respond
• Integrity
• Responsibility
4. Decide to be engaged
• Courage

11. Newcastle Chamber
• Integrity
• Responsibility
• Courage

12. “I will focus more on
knowing my customers
and less on my
customers knowing me”

13. Newcastle Chamber
“Show me
that you
know me in
ways that
• Integrity
others
• Responsibility
• Courage
don’t”

14. Newcastle Chamber

15. Newcastle Chamber
• Integrity
• Responsibility
• Courage

16. “I will convert routine
interactions to
remarkable touchpoints
throughout my business”

17. Routine or Remarkable?
Touchpoint:
the point of contact, especially
when products or services come
• Integrity
into contact with a customer
• Responsibility
• Courage

18. Routine or Remarkable?
• Integrity
• Responsibility
• Courage

19. Routine or Remarkable?
• Integrity
• Responsibility
• Courage

20. Routine or Remarkable?
• Integrity
• Responsibility
• Courage

21. Routine or Remarkable?
• Integrity
• Responsibility
• Courage
Tuned Pale Ale

22. Word of mouth is the
most powerful form of
marketing there is!
source | “Digital Marketer Report, Experian – 2011

23. US consumers have at least one
daily brand-related discussion…
face-to-face – 93%
voice-to-voice – 45%
Online – 22%
source | Keller Fay & Yahoo! study (June 2010)

24. Remember the basics…
Know your
Talkers…
Give them
something to
talk about…
• Integrity
• Responsibility
• Courage
Make it
easy to share.

25. And remember…
• Integrity
• Responsibility
• Courage

26. Thanks for “Listening” – Questions?
PEMCO
Insurance:
V.P. and CMO
WOMMA:
Board of Directors
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Twitter:
@NW_Mktg_Guy
source | Nielsen study (August 2010)