Better coverage

“Better Coverage”
State Farm’s effort to craft a marketing image aimed at younger consumers
Denisse Montserrat Castillo Gutiérrez
Walden University





MGMT-4140V-2 MarketingManagement
Dr. José Lopez
May 22nd 2011









“Better Coverage”
State Farm’s effort to craft a marketing image aimed at younger consumers.

State Farm’s is a veryimportant insurance in the USA it also operate in Canada; this company is a group of services and financial services dedicate to be a tool for help people.
A few years ago State Farm’s realized that theywere cataloged as the insurance of the older people and they didn’t like that much so the company decided that they want to be insurance for younger adults (particularly 25 and 30 years old people)and started researching information, based on that information make decision for creating a marketing effective plan.
The results of the research was that younger adults wants to feel that companythink they are as important as the older people and also they thought car insurance is necessary for driving, based on this information State Farm’s started creating a marketing plan only focused onyounger people, this plan was very effective because in first place because they took this principal factors and started working on them, second they created a very funny, simple and innovate campaignthey began to show to younger adults the situation the can effort every day with them cars and the answer was nowwhat? This simple phrase was the start of a new market for Sate Farm’s and third theyspread this new campaign in all the possible channels like tv, internet adds, e-mails, etc. this company really make the effort for to attract the market of younger adults, and they effort had apositive result, they receive a positive feedback of the people, we can see that on the blog of nowwhat? People write very good comments about it.
In my opinion I think that State Farm’s found the key...