PEMCO may not be the best known insurance agency in the country. In fact, it's a local outfit in the Northwest, ranked 6th in consumer awareness behind giants like Geico and Allstate. But with a keen understanding of their ideal buyer, a bright idea and a clever deployment of integrated marketing communications, PEMCO put themselves on the map at a time when even the biggest brands scramble for their share of the spotlight. PEMCO went viral just before the Super Bowl XLVIII.
For many years now, PEMCO has shown a remarkable grasp on the personalities of their buyers, right down to idiosyncratic quirks that make Pacific Northwesterners memorable and in regional esteem, lovable. In 2007 they launched a lighthearted campaign centered around the many personas found in the Northwest, to such widespread success that consumers suggested their own ideas for characters with distinctly local flavor. It's therefore no surprise that PEMCO was aware its audience is passionate about football, or more specifically, the Seattle Seahawks.
As we've discussed before, "thou shalt know thine audience" is one of the core commandments of IMC.
By Dina Ely
I recently had the “pleasure” of having to update approximately 60 business local listings for a client across the Google and Yahoo local business networks, and what I experienced working with both companies on this was an eye-opener. In the end, I think I've figured out why Google will always trump Yahoo, and how out of touch Yahoo is with the needs of small and medium businesses. (Marissa Mayer, take note - there are a few things I think you've forgotten since the Google days.)
For this grand adventure I worked in the dashboards of both sites as well as extensively on the phone with support. Let me compare and contrast the overall experience and discuss a few takeaways.
Both Google and Yahoo play an important role in local search (as do a few other players – but that's another post for another time). Google is used more by customers in local searches, but to ignore Yahoo altogether would be foolhardy. Especially since Yahoo, like Google, offers free business listings. What they also offer, and pretty much give you no choice but to use, is a variety of subscription-based services including Localworks, which starts at $29.99/month per listing.
Here's where I hit my first road block. In order to do anything substantial with these 60 some odd listings, I really had no choice but to pay for a Localworks package just to get a fully-featured version of the marketing dashboard. If you try to go the free route, the tools available to you are minimal and it's virtually impossible to do anything on the kind of scale I needed. I claimed and prepared to edit every outdated listing, but everything came to a grinding halt when I hit the log jam of verification postcards. (This will come up with Google too, in just a minute.)