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State Farm: Staying relevant at age 90 . Adam Goode Ryan Barnes. Reinvented . Use traditional agent model “How can we still deliver same core values, but do it in a way that’s more modern”. Results. New campaigns and digital initiatives Downplayed iconic slogan “Get to a better state” - PowerPoint PPT Presentation
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State Farm: Staying relevant at age 90
Adam GoodeRyan Barnes
Reinvented
• Use traditional agent model
• “How can we still deliver same core values, but do it in a way that’s more modern”
Results
• New campaigns and digital initiatives
• Downplayed iconic slogan
• “Get to a better state”
• Convince drivers they still need agents
Revamped
Digital effort
Market Share
• State Farm – 18.07%• Allstate – 10.48%• Berkshire Hathaway (GEICO) – 9.22%• Progressive – 8.06%
Sources
• http://adage.com/article/special-report-marketer-alist-2012/state-farm-reinvents-90-logo-tagline-digital/238419/
• http://www.insure.com/car-insurance/largest-auto-insurance-companies-by-market-share.html
