Course Hero 15 - What marketing research facts led Allstate...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
What marketing research facts led Allstate to review its advertising and marketing strategies with respect to the motorcycle market? When market research indicated motorcycle riders weren’t even considering Allstate Insurance during the insurance purchasing process, the company knew something needed to change. In 2008, Allstate launched the Web site AllstateGarage.com, created by Chicago agency Leo Burnett. It features tools allowing visitors to plan a ride, find an agent and get a quote. It also includes safety- themed features, such as 30-second vignettes starring well-known motorcyclists. The goal of the site is to show that Allstate “knows bikers, speaks their language and understands what their needs are,” says John Anderson, Allstate's director of marketing and emerging businesses. But it's the build-a-bike feature that has really revved up visitors. “Every 30 seconds, someone is building a bike and posting it to the site,” Anderson says. “Our agents are even using the func- tionality to create contests with their local motorcycle clubs.”
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern