Insurance customers have clear preferences for choice, advice and brand. That’s the key to Allstate’s successful customer-focused strategy to provide unique and innovative offerings to distinct customer segments. Allstate agencies serve customers who want local personal advice and differentiated products—and beyond auto, home and life insurance, we offer them a wide array of other products and services. Independent agencies provide our Encompass brand auto, home and umbrella insurance products, mostly in the form of a household or package policy. Esurance serves self-directed, brand-sensitive customers—mostly over the Internet and by phone—while Answer Financial serves self-directed, brand-neutral consumers who want a choice between insurance carriers. Our company grew all these brands in 2013 by focusing on their customers’ distinct preferences. Here are a few of the ways we tell our brands’ stories to consumers.
Allstate Brand
The "Good Life Anthem" points out that people face risks and uncertainties every day, but they focus on the good in their lives—and Allstate is there to help protect what’s good. Our larger message: beyond taking care of customers when things go wrong, Allstate prepares and protects people so they can live a good life every day.
Dennis Haysbert is the voice of Allstate in ads that reinforce the brand’s value—the unique products and features that only an Allstate agent can provide, such as safe driving bonus checks.
Mayhem represents the uncertainties people face in their lives, encouraging them to question their insurance coverage and reminding them that the good hands of Allstate agency owners can help protect them from those uncertainties. Mayhem now has more than 1.6 million Facebook fans and joined Twitter in 2013.
ESURANCE BRAND
Esurance offers efficiency and value for the money to the self-directed consumer. The brand is driving innovation with informative and intuitive tools like Coverage Counselor® to help people make smart choices about their insurance, and offers video appraisals to help them recover quickly when something bad happens. In 2013, Esurance launched homeowners and motorcycle insurance and expanded its auto and renters products into additional states. With its latest round of advertising, Esurance challenges existing category conventions and positions Esurance as the smarter choice for self-directed consumers.
ENCOMPASS BRAND
In June 2013, Encompass sponsored a senior PGA tour event, The Encompass Championship, featuring a celebrity Pro-Am and designed to engage independent agents who recommend Encompass’ household package policy to their customers. Agency representatives had to qualify to attend or play in the event by writing a significant number of new Encompass package policies over the four-month period leading up to the tournament.