Allstate College Football: Marketing Automation: Driving Leads Off the Field

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Allstate College FootballMarketing Automation: Driving leads off the field

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Allstate College Football

Overview

Goals & Objectives

•Contribute to Marketing IIF Goals

(Acquisition and/or Cross Sell)

• Protect and Enhance the Brand

(Increase Consideration and Positive Brand Perception)

71 NCAA Partner Net Schools

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Allstate Tailgate Tour

OverviewEntering its sixth year as a major sponsor of college football, Allstate continues to demonstrate its

commitment to the sport through the Allstate Tailgate Tour as a means to provide Allstate Agents local

access to fans in the hopes of generating leads to build their books of business.

The Allstate Tailgate Tour includes numerous interactive elements to engage fans and reinforce their

positive brand perception of Allstate. At no cost, fans are able to visit the College Football Legacy Museum,

design their own team poster, have a souvenir picture taken and enter for a chance to kick a field goal on-

field for $1,000.

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Lead Generation Evolution

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Target Market

More of…Less of…

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o Challenge: Generate leads at onsite

activations for Agents to build

business

o Solution: Create branded gazebo

stations where Allstate Agents and

trained brand ambassadors collect

leads via paper and pencil with a co-

branded opt-in premium

o Learning: Leads go “cold” after 2

weeks and data entry turn around

for large events was to slow.

Legibility and fake names were also

an issue.

Allstate 1.0

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2007 Allstate Tailgate Tour

Events 12

Avg. Leads Per Event 159

% Qualified 60%

% Above Avg. Sales Rate 68%

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o Challenge: Generate leads at onsite

activations and turn around data

quickly so leads don’t go cold for

Agents

o Solution: Utilize electronic kiosks

for consumers to enter their

information via keyboard so a data

file is available within 24 hours of

the activation

o Learning: Very slow throughput and

system does not prevent false

information

Allstate 2.0

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Events 31


% Qualified 91%


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o Challenge: Improve throughput and

keep up the quality of leads at

onsite activations

o Solution: Utilize electronic kiosks

and electronic data tablets for

consumers to scan or enter their

information to ensure a 24 hours

turnaround from activation

o Learning: Throughput could still be

improved to increase quantity of

leads

Allstate 2.5

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Events 30


% Qualified 88%


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o Challenge: Generate high volumes of

qualified leads at onsite activations

and continue quick data turnaround

to Agents

o Solution:

• Utilize handheld electronic data tablets

with ID scanners to pre-populate fields

of consumer info so a data file is

available within 24 hours of the

activation

• Use consumer data for an email re-

contact strategy to keep leads warm

and continue product messaging post

event

o Learning: Ensuring Agents follow

through on leads to generate sales

and maximize investment

Allstate 3.0

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Events 16


% Qualified TBD

% Above Avg. Sales Rate TBD

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Lead Generation Analysis

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2007 2008 2009 2010*

Events 12 31 30 16

Avg. Leads Per Event 159 313 498 510

% Qualified 60% 91% 88% TBD

% Above Avg. Sales Rate 68% 214% 254% TBD

* To date this year

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Lead Life Cycle

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On-site Event

Consumer fills out Lead form

Data spreadsheet sent to Agents for

follow up

Leads are inputted into data

spreadsheet

Data spreadsheet sent to Home Office

Agents scrub and work leads for the

first 30 days after the event

Spreadsheet sent in to measurement team

for processing and tracking

Leads are scrubbed to determine number of

qualified leads

Leads that convert to a policy are then

reported after 30, 90, 120 and 180 days

post event

TURN AROUND TIME

Paper Leads – 1 week

Electronic Leads – 2 -3

days

1 – 2 days

1 – 2 days

4 – 5 days

3 – 4 days

During the first 30 days, Allstate

executes extensive re-contact plan

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Annual Sales Comparison

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0

50

100

150

200

250

300

Sales Rate

% Above the Average Sales Rate

2007 2008 2009

68%

214%

254%

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OTHER CASE STUDIESSprint, BMW and Home Depot

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o Challenge: Increase user

involvement with onsite data

capture kiosks.

o Solution: Octagon developed a game

to give NASCAR race fans (at the

track) the ability to learn about

Sprint and play a game at the same

time, to win a prize.

o Installed game on kiosk machines at

the race. Monitored the results and

generate reports for Sprint

Sprint – 4G Fast Track Game

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o Challenge: Track everything that’s

happening for real-time with all of

the Sprint EVO mall programs.

o Solution: Development of a web-

based data management reporting

tool for Sprint to support the EVO

mall kiosk program.

Sprint – Dashboard System

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o Challenge: Make the data capture

process for BMW more elegant and

automated.

o Solution: Octagon took BMW’s paper

registration process for and created

a customized application that

captures customer data.

o Octagon set-up of (12) iPads for use

during the Ultimate Driving

Experience and M Power Tour.

BMW – iPad Data Capture

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o Challenge: Increase traffic to local

Home Depot locations and generate

awareness around the event (3 days

prior)

o Solution: Octagon is assisting in

Facebook promotions for (14)

College Game Day events. We are

targeting users by the following

criteria:

• ex: (Facebook campaign aimed all

College students who attend Ohio

State)

• ex: (Facebook campaign aimed at

25-54 year old Males who live in

Ohio)

• ex: (Facebook campaign aimed at

anyone who has “Ohio State” as an

interest in their profile and lives in

Ohio)

Note: Each week, the demographics change.

The Home Depot – Facebook Promotions

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Thank You

Questions?

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Sports

Allstate College Football: Marketing Automation: Driving Leads Off the Field