Geico Case Questions - Media planning PDF

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Kavita Patel GEICO CASE QUESTIONS 1. List 3 examples of how Geico has shown Corporate responsibility.  Safety Belt Poster Contest – Spreads the safety belt message and save lives (Winners (618 age group(s) win cash prices  Green Efforts- Go Green! (Recycling, water saving going paperless etc.)  Environment safety and pollution prevention- Auto body repair shops should pass an environmental and safety training program. Safety and Pollution Prevention training. 2. In 2006-2007 how did Geico start reaching beyond TV commercials to attract more clients?  They expanded to combine Internet and customer outreach, this would include Internet websites like Geico.com to Commercials, Magazine, Newsletter even Sponsorships (Virtual, NASCAR), Television networks (ESPN, ABC) and merchandise. 3. Give an example of 2 ways that Geico was able to engage customers on their websites.  Bikerfortykes.org – this website offered supporting numerous children charities, but the website would offer fun days for family, concerts, motorcycle / motorcycle equipment. Easy way to engage the customers by also having the chance to meet Geico Gecko  Geicogarage.com- This engages customers by letting consumers be a part of the GEICO No.7 Racing Team and explore the GEICO garage. 4. What were the 4 promotional tactics or vehicles that Geico used to reach their audiences?  National media tour – Children’s Games (races, painting cave art, fish for the Gecko etc.)  Spokespeople- Personal Agents (Talk directly to consumers. Develop policies on the spot)  Advertising- Television, Print, Radio  Personal Selling- On-site tour 5. What kind of advertising or (or entertainment) was the Gecko Caveman TV show on ABC? 

Network sitcom that aired for a few months (2007)

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“Cavemen”, ABC this was a built-in marketing hook

6. GEICO’S PROBLEM: Explain in one sentence or bullet what became Geico’s marketing problem to overcome?  GEICO had to build more brand awareness with nationally recognized community organizations and do more collaboration. 7. Marketing Objectives: Geico needed to develop an Integrated Marketing Communications Campaign. Briefly describe 2 of these objectives.  Re-position the company from its primary use of 800 telephone number and introduce local offices and benefits of working with representatives (face-to-face)  Introduce sales presentative and personal agents to audience alongside icons to retain brand awareness

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8. MEDIA OBJECTIVE: a. List 3 of Geico’s Media Objectives to “reach” target audiences and it’s “frequency” goal  Reach 20 % of GEICO’s target audience at least 10 times a month for 5 months through an integrated marketing campaign  Increase GEICO web site hits 100,000 / day  Reach 10% of GEICO’s target audiences through public relations impressions. 9.

How did Geico’s Marketing repositioning influence the change the insurance industry as a whole?  GEICO was the first that developed a clear, five-point message about its insurance, due to their successful way of using strong advertisement, this had influenced GEICO’s competitors to do the same in terms advertising campaign.

10. MEDIA TOUR List at least 5 important components of Geico’s national Media Tour? Do not use media that you have already mentioned. (See last page for possible answers.)  Press releases  Social networking  Blog  Direct Mail  Participants

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