An Allstate TV ad provides a perfect example of how to modify your marketing messages during the recession.
UPDATE (Jan 23): NPR referenced this Allstate ad on All Things Considered yesterday in the segment, “Selling Americans On The Virtuous Recession.” Martin Costi puts the ad in the context of the times. Give it a listen.
>> Scroll to the bottom to watch the video
Last week contributing editor Rebecca Novack wrote a great article about why you need to maintain your advertising during a recession, in which she said, “your goal for the next year is to alter your marketing messages to show sensitivity to rising anxiety and fear of the unknown. Ads should instill a sense of control, value, and positive emotions to the consumer.”
Her advice is spot on. In a recession you absolutely cannot let hard times derail your advertising, but it’s not enough to just maintain or increase your ad budget; you need to create marketing messages that resonate with customer’s fears, just as Hyundai did when they announced a no-cost car return program, where consumers could return their Hyundai if they’re laid off or lose income. Brilliant.
A few months ago Allstate released an ad. The ad may be a little old, but Allstate has been buying up a wide stretch of TV ad spots since January 1, 2009 and has been pushing the ad hard.
Here’s Dennis Haysbert’s monologue from the ad:
1931 was not exactly a great year to start a business, but that’s when Allstate opened its doors. And through the 12 recessions since they’ve noticed that after the fears subside a funny thing happens: people start enjoying the small things in life; a home cooked meal, time with loved ones, appreciating the things we do have, the things we can count on, it’s back to basics and the basics are good. Protect them, put them in good hands.
Enjoy the video, after the jump…
{ 2 comments… read them below or add one }
It speaks volumes against the consumeristic ideals of buy, acquire more to be happy…
and reminds America(ns) of what REALLY makes us happy…
Good move Allstate.
Is it any surprise that the little minds at NPR got it wrong yet again? The Allstate ads are an example of terrible advertising because they scare people into believing they’re one month away from living in the gutter. All these commercials do is cause people to reconsider the wisdom of spending hundreds or thousands of dollars annually on a policy they probably never use.
Let’s face it. The first people to be screwed in a recession are mainly the dumb and shortsighted. If they see this commercial many are going to cancel policies that aren’t required (like rental insurance) and skirt rules/laws that require others (auto, homes under mortgages, etc).
The Hyundai commercials are much better because they make you feel more secure and actually encourage you to purchase their product. The Allstate ones… sheesh! I want to stock up on dog food and toilet paper after seeing those.