This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: 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-is building a bike and posting it to the site,” Anderson says....
View Full Document
This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11