marketing case team 8

Cases from the Text . The Case applications from the text require student teams to (1) analyze the case with reference to the theories studied in the course, (2) do additional research into the company via Google, and (3) make a class presentation and manage the class discussion. Ø Cases come with questions posed at the end of the case that you should answer. But you do not need to restrict yourselves to the questions. You should feel free to apply your ideas and arguments as you think appropriate. Ø Identify the theories from the text that the case illustrates or that can be applied to analyze and better understand it, and make appropriate recommendations for the company involved. Ø Research the company website and Google it, for additional information that is relevant and useful to analyzing the case. Ø One Team will present each marketing case analysis in class, and manage the case discussion (this is an important learning experience and communication skill). Ø Each presenting Team is limited to 20 minutes of class presentation time plus 10 minutes of discussion time. Practice your presentation. Ø Presenting Teams will submit a written analysis of the marketing case on the day of presentation by emai l to the Professor and TA. Page limit 5 pages. These cases analyses will be graded out of 20 points. Write Section number, Team number, and member Names on all reports. Questions for Discussion (From the ebook) 1. 15-16. Why has Allstate’s “good hands” slogan withstood the test of time to become advertising’s longest-running slogan? 2. 15-17. Analyze Allstate’s Mayhem ads based on the process of creating an advertising message as outlined in the text (for the latest Mayhem ads, check www.allstate.com/mayhem-is-everywhere.aspx). 3. 15-18. Discuss issues of selecting advertising media for the Mayhem campaign. How might this process differ from that of campaigns for other companies? 4. 15-19. Based on the information in this case, how might Allstate measure the effectiveness of the Mayhem campaign? 5. 15-20. Has the Mayhem campaign been effective? Support your answer.

Team #8: Sarah Hajeer, Riti Mehra, Olivia Zachry, Natalia Parientes, Minh Doan BADM 3401- Sec 10 Allstate Case Study Allstate has long been a powerhouse in the Insurance industry, providing coverage on vehicles, property, life and so much more and generating almost $51 billion in revenue by serving 16 million customers in 2021, according to US News. This success is based in part on All States' immensely successful “In Good Hands”, which has been running since the 1950s. The campaign focused on the firm's reliability and became the oldest surviving slogan for a paid campaign. In the past decades Insurance firms have turned to more creative advertising such as the Geico Gecko or the Aflac duck, promoting savings for customers. In order to combat this Allstate created Mayhem to piggyback their existing slogan, the new series of ads portrayed unlikely events that could cause a claim to show customers there's more to an insurance plan than price. Allstate focus on reliability over affordability has been successful but continues to miss large shares of the market which may be more cost-conscious. Allstate, for the most part, is doing very well. They are one of the most recognizable brands, from their motto to their logo and the Mayhem campaign, with premiums continuing to rise in 2023. They are ranked very well by many insurance reviewing firms, including Fortune, Reinsurance News, and Harvard Business School. The biggest challenge facing Allstate is not from them doing something wrong necessarily but stems from the strength of competitors who may be utilizing similar marketing strategies to reach a very similar target market. Top competitors like Progressive, Geico, and State Farm have all used a media personality or identified character that makes it difficult for any specific one to stick out and be especially unique to draw in a majority of consumers. There are many opportunities for growth within the

These mascots signaled the start of an ad war across the insurance industry, and the death of assuring slogans like “Good Neighbor” or “Were on Your Side”. Such slogans conveyed trustworthiness and assurance but failed to be memorable and to reach the younger, more cynical generation. Allstate turned to “Mayhem” for their own comedic take on insurance, showcasing unusual situations that would lead to a claim. The character, played by Dean Winters, took the place of items like a hot grill or broken garage door to play out funny scenarios that might lead to an insurance claim. The use of a celebrity such as Dean Winters made the campaign recognizable and promoted brand recognition whilst breaking into the younger market. The adverts showcase mundane scenarios played out in chaotic, whimsical ways in order to keep viewers attention and communicate the value of their service. Additionally, Allstate was able to relate this character to their original slogan and nail down a worth-paying-more message with the line “If you’ve got cut-rate insurance, you could be paying for this yourself. Are you in good hands?” following Mayhem's antics. This highlights a clear point of difference from competitors whose adverts focus on savings or discounts. Mayhem became another in the crowd of insurance mascots but Allstate used his chaotic persona to break the mold of previous firms. Rather than acting as an advocate for the firm, Mayhem was invented as a sort of villain counterpart to Allstate- the hero. Allstate was able to expand the campaign to other medias as well, creating movie posters for different Mayhem skits, creating a twitter account that utilized randomness and virality to garner attention and even by putting up “broken” billboards that read mayhem is everywhere. Mayhem may have broken the mold of insurance mascots but the campaign failed to fully distinguish Allstate from its competitors. Following the model of a mascot with unique

personality allowed Allstate to level the playing field against the likes of LiMu Emu and Jake from state farm, but effectively grouped them in with most other firms as well. Additionally, the dark humor that is characteristic of mayhem could be off-putting to older customers who might not understand it. As a leader of its industry Allstate must find a way to stand out and expand its market share in order to out-compete other firms that have the same tools. Allstate continues to stand as an industry leader in Insurance and has seen a hefty increase in market share since the start of the Mayhem campaign over a decade ago. The continued success of this character will be a key factor in Allstate’s defense of their position as time goes on. Having already expanded into other media such as Twitter and Facebook the campaign is positioned to garner as much attention as possible without jacking up expenses. We believe further expanding Mayhem's online presence to Tiktok would be the best next step to Allstate’s campaign. The video-sharing platform has quickly become one of the most popular social media platforms, drawing mainly younger users. Giving Mayhem a Tiktok Account would not only allow Allstate to engage with more and younger customers but allow them to present promotional materials at a lower cost than traditional TV adverts. This account could include testimonials from customers who experienced their own crazy situation with the title #MiniMayhems, additional short Mayhem skits and even typical Tiktok Trends. Sharing real stories would allow Allstate to connect with more potential consumers, rather than just embracing funny or hypothetical advertisements. The Mayhem campaign gave great examples of why Allstate would be necessary in certain wild situations, but shifting to real stories that have happened to Allstate users and how the brand specifically has responded could improve credibility and make users more inclined to use them. Promoting these stories could take the form of a new series on Twitter, encouraging users to join a hashtag on TikTok, and even