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geico

IMC
by

Maria Alonso

on 4 December 2013

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Transcript of geico

Insurance companies target a broad audience.
It may be hard to communicate and get to know the product (insurance policies) across so many segments

Insight: research/survey findings
IMC survey
Takeaway
What strategy would you use?
Product differentiation
“One-size-fits all”
BAV from the web
Note: Strength = (Differentiation + Relevancy)/2
Note: Stature = (Esteem + Knowlleadge)/2

Leadership
Mass Market
Who took the survey?
Female in its 31 and male in its 36
Highly Educated (College degree or above)
Heavy Users
Loyal

"Insurance policies are hard to understand"
Innovators: Change leaders and the most receptive of new ideas.

Experiences: Appreciate the unconventional.
GEICO
Competitors
No attribute base brand image stands out - Ad strategy not based on a unique selling proposition
The attributes that is less important for consumers is exactly the attribute from which GEICO is not recognized (face to face service)
Its strategy of eliminating the middle man and replacing it with new technologies is align with respondents personality (VALS)
Allstate
Recognized by its “coverage levels”
Competitors are getting closer
What? USP
How? Fear appeal
Who? Identification
Strategy?
Mayhem Commercials
Progressive
The worst score in the brand perceptual map
Strategy?
What?
Comparative Ads - it is not appropriate; this strategy should be used for new brands or brands with small market share.
Hyperbole
Action inducing: "call now today"
How?
Humor?
Who?
Credibility?
State Farm
Founded in 1922, State Farm was the first in the market
It does not have a distinctive attribute
The fact that it was the first in the market gave it a remarkable advantage because consumers do not understand insurance policies and tend to be loyal to their insurer
What?
Generic message: "get to a better state" State Farm.
Premptive: first to make a claim
Emotional
How?
Music appeal
Who?
Credibility?
Strategy?
Strategy?
What?
Generic Message
Resonance/Self-esteem challenge
Conative - Action Inducing
Target audiences by using different campaigns.
How?
Humor Appeal
Who?
"Someone" to gain your attention
Same product different strategies
Companies engage their audience by using humor appeal; in general consumers resent to have insurance.
Companies with a broad audience still can target their product to different segments and rank high in differentiation.
Can you think of other product/ company?
Deodorant: Axe vs Dove
INSURANCE
Top Players

• BARY, A. (2009, November 08). No. 4 progressive closes in on auto-insurance leaders. Retrieved from http://online.wsj.com/news/articles/SB125763204384036233
• Carinsurancecompanies.net. (2010). Top 10 car insurance companies. Retrieved from http://www.infographicsarchive.com/miscellaneous/top-10-car-insurance-companies/
• GEICO. (n.d.). Geico's story from the beginning. Retrieved from http://www.geico.com/about/corporate/history-the-full-story/
• Peretti, L. (2008). Geico integrated marketing communications case study. Unpublished raw data, Retrieved from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCwQFjAA&url=http://edoqs.com/download/79b35e3574e32cb96cf7fb1d699eff6e&ei=8GeCUvW8HdOtsQS9roEw&usg=AFQjCNHs05ui9STQPivFRezTYK77Jd1_w&sig2=OxiUiW34omyRvbAyu2dJBA&bvm=bv.56343320,bs.1,d.cWc

References
Rule#1: Identify with a Symbol
Rule#2: Visual/Visceral Impact
New technology
Shocking factor
Rule#3 Engage people
Strategic thinking
Simple: "15 minutes cou save you 15% or more in care insurance"
Creativity
Camel
Caveman
Pig
Good Execution
Full transcript