Comments on: Geico, Who Are You?

By: Mike McDowell

Mike McDowell — Thu, 16 Apr 2009 20:12:04 +0000

Truthfully, I don’t know that they’re targeting different groups. But I do know that you can still have a consistent campaign, one that feels related from piece to piece, and reach different audiences. And marketing is very much about consistency and concentration. By being all over the board, I think they’re missing out on some cohesion.

By: Ryan Jerz

Ryan Jerz — Thu, 16 Apr 2009 18:51:57 +0000

All ad campaigns have to be run with a goal in mind, right? The goal for Geico has to be “get people to switch.” It’s definitely not “be consistent.” I never thought about, nor cared that they run all kinds of different commercials. That’s not the point. The point is finding something that will make me switch to Geico. Perhaps all the different ads (and for an insurance agency, thank God they’re not soft-focused happy people enjoying life like State Farm’s) are there to serve as something that grabs different audiences. I think before you question their consistency, you should take a look to see if the different spots are targeted more precisely than you realize. I don’t know if they are, but maybe the Cavemen play better to Prime Time TV, and the Googly eyes guy plays better to sports watchers. Or whatever.

By: Mike McDowell

Mike McDowell — Tue, 17 Mar 2009 18:07:46 +0000

The item up for debate is not whether or not you know exactly which commercials I’m referring to. We all do. In fact, you’ll notice I applaud their level of brand awareness several times. They spend a lot of money on TV ads, and awareness isn’t the issue. The issue is their message is slightly inconsistent. I like the ads. But, if you’re going to do an ad campaign with the celebrity testimonials, why run the gecko ads and the googly-eyed cash and the caveman ads and the secret service ads all at the same time? They are SO different from one another, they miss out on some cohesion. I can’t help but think that if they concentrated their efforts, they’d be even stronger. Geico is a good company, and good marketers, but the fractured ad campaigns confuse me.

By: DB

DB — Tue, 17 Mar 2009 16:11:41 +0000

I don’t try and make a habit of questioning those who know way more on a subject than I do, but Geico seems to be pulling this one off. I see your point about their inconsistent message, but I don’t have to click a single link you posted to know exactly what commercial/campaign you are talking about. Maybe it simply has to do with their market saturation, but they are reaching that audience and so is their slogan of saving money by switching auto insurance. Though, your final point is probably best…they can be more effective than they already are with a logical and rational approach.