Check out the latest Esurance commercials to discover how we're built to save you money on car insurance and why our customers love us.
|Suggested by Karl Michaud|
Karl Michaud's insight:
“Geico, 15 minutes can save you 15% or more on car insurance” - few would argue that Geico’s campaign is not a huge success. So what is the competition to do? What should be their advertising strategy to compete? In Marketing: An Introduction, Gary Armstrong states that “Advertising strategy consists of two major elements: creating advertising messages and selecting advertising media.” Later, Armstrong states that a major obstacle to effective advertising is the ability to “break through the clutter.”
Esurance’s latest advertising strategy not only “breaks through the clutter,” but also targets Geico’s current and future customer base. The Esurance web page link is at: http://www.esurance.com/commercials
Esurance, like many companies is advertising on TV, the internet, twitter, and has a blog, Further; Esurance has an extensive PR campaign that targets the LBGT community, veterans, and communities in general. Also, Esurance offers an online tool that predicts whether gas prices will rise or fall. Despite all these efforts, the most effective part of Esurance’s overall strategy (advertising strategy and PR plan) rests with their advertising message.
The Esurance link has a number of TV and internet commercials that depicts different situations with different people but the message remains, “. . . just like her car insurance. But 15 minutes for a quote isn't how it works anymore. With Esurance, 7.5 minutes could save you on car insurance. . . Meet Larry, HD holdout. He saves time by not rewinding DVDs — which is crazy. Kinda like taking 15 minutes for a quote. With Esurance, 7.5 minutes could save you on car insurance.”
In essence, Esurance has high-jacked Geico’s message. In so doing, Esurance will reach the same customer base as Geico, “breaking through the noise” in a highly effective and efficient manner, which is half the battle.