% MB How de you sell cor insurance by direct marketing? GEICO isthe leading di-actresponse culo insurer in 0 lowiavelvement category dominated by major brande, such as Alisate ond Stote Form. Its biggest marketing challange is 10 gonerote inguitios For rate quotes, to mo vate people to cal or go online to find out how they ean. save meney, which is reflected in its long-standing brand promise, 15 minaies could save you 15 petcent or more ‘heat insurance * GEICO’ advertising, under the diction of the frastin Agency, is guided by aggresive objectives that inglude significant inereases in ofl rorecuce vole and in haw policies writes as 3 tesul of hese quotes, a well 108 6 continual upward wend in key advertising indicators including brand awareness and od recall The advertising has used hiro te stond ou from the pack, podiclarly i he use offs unique brand chara Ihe litle green GEICO gecko, To face ‘he growing compe- tion, the Richmond, Virginie-based agency. tecom- @ new ‘Good News" TV compeigh that largely spools TV and radio progromming. For exomple, 0 ‘Bose 1 soo os ding boseal waton end 3 “Soap Opera" spot during daytime TV. Other pots CAT HED aucle Mago we nook EEG HE spots, hoirgrowih infomercials, home-imprevement shows, 3 well as a cohgressional vestigation reported as 0 Tis idea was fo essocote the “Good News” seanatia with the idee of saving money in unexpester ways, In addition 0.0 nation average for savings, the coos could be modified tase specie savings gues fot portclat mothe, The memorable ard enlerlaining campaign not only comimunicaed the savings message, but leo asso Gleled GEICO wih the "good nas" The compaigh wos 40 su-tessll tho! it was porodied by ESPN, the Today Show, Jim Carigy on the Conan O'Brien Show, comic ‘rips, and local newscaster, and even in or announce: iran by on ation ple. I was mo) success, however, in overcoming con sumer inertia, delving eustorners to their phones dnd the Inlet ond accomplishing its aggressive objectives — ‘eauling into Mghast eal af Inquiries in compoty history Wilh success lke this, you can understand why GEICO's "Good News" ond Gecko campaigns, hove received so much indusry ahenion 1. Whot i he biggest problem selling cor inuranes by direct marketing? 2. How did GEICO overcome this problem? bel na MACHO