Question

Please explain in detail, accordingly,

Progressive Corporation is among the largest providers of auto, motorcycle, boat, and RV insurance in the United States. The company was founded in 1937 and is considered one of the most innovative in the industry. From the beginning, its philosophy has been to approach auto insurance “like no other company had.” Progressive attracts new customers through its unique product offerings and services. For example, it was the first insurance company to offer a drive-thru claim service, a 24-hour claim service, and reduced rates for low-risk drivers. In 1994, it introduced comparison insurance shopping service, encouraging customers to call 800-AUTO-PRO (now 800-PROGRESSIVE) and receive a Progressive quote as well as comparison quotes from three other competitors. The company extended this service when it launched comparison rate shopping on the Internet. It was also the first insurance company to offer the Immediate Response Vehicle (IRV), a special vehicle that brought trained claims professionals to wherever customers needed them, including the scene of an accident. Today, Progressive has thousands of IRVs located across the country. The insurance industry has changed a lot over the years as consumers have become more educated, more cost-conscious, and less likely to use an agent during the buying process. Jonathan Beamer, marketing strategy and innovation business leader at Progressive, explained the company’s media strategy: “As a company, we’ve always had the belief that customers should be able to interact with us in their channel of choice. In the past, that was by phone, online, or through an agent. Social media is another means for customers to engage with our brand.” The company has a network of 35,000 independent agents but also gives customers the opportunity to interact with it via the Internet or mobile devices. It offers consumers several options to manage their service claims as well. Policyholders can bring their damaged vehicle to a Progressive service center, or they can call Progressive for roadside assistance to take care of problems ranging from flat tires to locksmith needs. Consumers have responded positively Progressive’s marketing campaigns in recent years thanks to the company’s iconic character Flo, a quirky, witty employee dressed in a white uniform and white apron bearing the company’s logo. Flo commercials are often set in an imaginary insurance superstore and aimed at consumers who are considering getting a new insurance policy or changing insurers. The company has found that using a person to represent the brand helps consumers envision the intangible act of buying and selling insurance as a tangible one. Its ads also often feature a large whiteand-blue “insurance” package, again reinforcing the idea that Progressive sells something concrete rather than abstract. In every commercial, Flo goes out of her way to help customers and their businesses. She works alongside plumbers, lugs shrubbery with landscapers, and finds stranded cars and drivers in pouring rain. Flo, her packages of insurance, and the Progressive supercenters have all helped differentiate Progressive in a competitive industry. Flo is now one of the most recognized advertising icons, and as Chief Marketing Officer Jeff Charney explained, “Flo has made us a household name.” However, Progressive’s marketing team is careful to keep her modern and relevant. She appears across all screens, including TV, the Internet, mobile devices, smartphone apps, video games like Sims Social, and animated YouTube videos, and she even has her own Facebook page (along with millions of fans). The company’s marketing has also won multiple awards, including Adweek’s “Brand Genius: Marketer of the Year Award” in 2011 and an Effie award for marketing efficiency. Progressive has experienced impressive growth over the past two decades thanks to its innovative and affordable insurance solutions and direct marketing campaigns. Between 1996 and 2005, the company grew an average of 17 percent per year, from $3.4 billion to $14 billion. In 2013, it wrote 17.3 billion policies and earned $18.2 billion in revenue.

QUESTIONS:

1. What has Progressive done well over the years to attract new insurance customers?

2. Discuss Progressive’s direct marketing campaign, which primarily revolves around the character Flo. Why does it resonant so well with consumers?

3. What else should Progressive be doing to ensure it stays top of mind in the competitive industry of insurance?

Answer 1

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The way progressive has continued to attract customers over the years and managed to do a great job was through unique product services and offerings. Progressive is among the largest providers of auto., motorcycle, boat, and RV insurance in the United States. Progressive attracts new customers, through its unique product offerings and services. For example, it was the first insurance company to offer a drive-thru claim service, a 24-hour claim service, and reduced rates for low-risk drivers. They also have comparison shopping insurance quotes by just calling their number. Also by using their iconic character Flo with her “quirky” personality where she shoes to always be there for their customers and make sure you are getting the best rate even if it’s not with Progressive. They also have affordable insurance rates and great customer service, and great marketing campaigns.

Progressive’s direct marketing campaign which does revolve around their iconic character Flo is viewing a modern day woman in today’s life and they keep her relevant. She’s everywhere, on TV, internet, mobile devices, and networks. Progressive’s media strategy is to, “As a company, we’ve always had the belief that customers should be able to interact with us in their channel of choice. In the past, that was by phone, online, or through an agent. Social media is another means for customers to engage with our brands.” The company also allows and gives its customers various of ways to interact with them including telephone, internet, and mobile devices. They offers customers more than a few options to deal with their damaged vehicle to a Progressive service center, or they can call Progressive for roadside assistance to take care of problems ranging from flat tires to locksmith needs.

Progressives direct marketing campaign with Flo resonates so well with customers because they feel like she is just an average person just like than with the same issues they may have. She makes them feel comfortable and they kind of feel like they know her more on a personal side and interact with her daily because they see her everywhere. Everyone lives Flo. Flo has a unusual, witty personality dressed in a white uniform and white apron bearing the company’s logo. Flo commercials are often set in an imaginary insurance superstore and aimed at customers who are considering getting a new insurance policy of changing insurers. So the customers feel like they are shopping right at home rather than with an agent who is just trying to sell them insurance for a high rate and not looking out for their best interest. Flo makes people feel comfortable. It’s like buying insurance from a friend you see or someone you know of rather than a complete stranger who’s just trying to make the next buck. The company had found that using a person to symbolize the brand helps customers envision the insubstantial act of buying and selling insurance as a real one. Its ads also often feature a large white-and-blue “insurance” package, again reinforcing the idea that Progressive sells something concrete rather than abstract. Flo is always willing and able and always goes out her way to help the people.