Aletha Poole

My husband and I were recently considering changing insurance companies. So we decided to shop and compare. Of course our first thought was to explore the internet. Then I started focusing on the various commercials. I never really paid attention to the different commercials advertising insurance or at least I thought I hadn’t. Progressive, Allstate (which we currently have) and Geico are the major ones. Overall I think Progressive is the most informative; however Geico is the most interesting.

In order to gain new customers, Geico has changed its marketing strategy. Their marketing team has as many as six campaigns going at one time. There is the infamous Gecko, Cavemen, Cash, Motorcycle and Toys, Talking objects and my personal favorite Rhetorical Questions.

I find myself in awe trying to answer the rhetorical questions. The one that really stays with me is the wood chucks chucking wood. I can’t help but wonder what exactly does any of this have to do with savings for car insurance. To my amazement I continue to sit and watch each of the commercials over and over again.

During a recent online survey 54% of the customers surveyed were able to recall the majority of Geico’s commercial. Forty four percent like me continue to watch with interest. Geico spends $500 million dollars on its commercials and marketing strategy.

I would have never thought that I would be influenced by television commercials. However, they were instrumental in my taking 15 minutes to call Geico and inquire about their 15% savings. We have not made a final decision yet, but I am certain that Geico will be in our top two choices.

How much do commercials influence your buying decisions?

Photograph Credit:
Sabrina Segal