It's one thing for a company to state who they are as a company, but it really comes down to what consumers have to say, so I decided to take to social media and I wasn't too surprised by my findings. Like most things online, the opinions where mixed. Most of the negative comments addressed either the raising prices or bad experiences with the costumer service, which i think is mainly dependent on your insurance agent. On the opposing side, a majority of the positive comments where written by loyal costumers who had seemed to only have had good experiences with the company. In my search, I also found that on their facebook page, State Farm was very responsive in there comment section (to both good and not-so-good comments)
Marketing
Marketing is definitely one of State Farm's biggest strengths, especially through storytelling. One of the most noticeable ways that they sell their company is through their mascot Jake from state farm. Starting out, Jake was strictly seen in commercials and advertisements (mainly on TV). However starting in 2020, the character was completely reinvented and started to have a social media presence on many platforms, most notably TikTok. Through his growing TikTok account Jake has created engaging and relatable content that has effectively reached newer generations, helping to keeping the companies name alive. By hopping onto new trends and collaborating with other well known influencers, he has been able to grow his following to over 1Mil! Similarly to the State Farm Facebook page, Jake is very interactive with his followers by responding to comments. This, I think is a very smart move on behalf of the marketers because it gives a very personal sense to the character and the company overall which ties back to their values of being there for their costumers.
What could they do differently?
It's honestly really hard to say what State Farm could do differently in there marketing. I think in a lot of ways their tactics are pretty spot on. I do however think that they could think outside the box a bit more. Maybe instead of sticking to social media and commercials and forms of advertising they could find ways to imbed themselves in other forms of entertainment.
I personally have been watching a lot of reality TV lately, so my idea is along the lines of a series following real life examples of State Farm helping their costumers when something goes wrong. One example of an episode could include someone who's say, house gets damaged in a storm. The story could follow the person and their process of being covered by state farm and how positively their life is impacted. This would add to that trustworthy feeling the company is reaching for AND would probably reach a whole new demographic.
Another idea could be to subtly sprinkle pieces of the company into existing shows. Say makes a cameo on fixer upper, again reaching a different medium.
Taking into account different forms of media being consumed and being able to tap into that is one thing that can very much make or break the success of a business.
Lesson
After researching a bit more into this brand and analyzing their strategies for success i've learned a lot about how important it is to focus on reaching certain audiences and making sure your capturing their attention by being relatable and engaging.
https://www.statefarm.com/about-us/company-overview
https://www.tiktok.com/@jakefromstatefarm
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