1. Describe how the company/business used the four “P’s” to add value and/or promote the product or service.
Product- All State Homeowner’s Insurance
Price- Insurance can be a large expense for many. However, this commercial displays the convenience of All State always being there, even during the holidays.
Place- HGTV. This is a great channel to feature homeowner’s insurance since it is mostly interior design and home makeover shows.
Promotion- A front view of Dennis Haysbert standing in a driveway with winds blowing and a turkey roast on a picnic table next to him. Staccato violin music plays as the camera zooms in on Dennis and his deep voice penetrates the sound. He begins reciting several statistics, “last Thankgiving 16 homes were lit on fire trying to cook their turkey. During Christmas, someone’s vehicle slid into Grandma’s garage door.” The camera continues to move in close to Dennis as he smiles and says,”trouble never takes a holiday, so neither does All State.” This commercial uses personal association words, like Grandma, to draw a connection between the viewer and All State. Through this connection the viewer realizes how easy it would be for this similar situation to take place in their life and their need for All State.
2. What industry(s) is the product or service a part of?
3. Describe the target market.
I think insurance target market demographics would not be gender specific since everyone needs insurance of some sort. The deepness of Denis’ voice makes me think of a manly man, but the commercial was featured on a channel primarily viewed by women. All State is featuring this commercial on this channel to target consumers who care about their homes. These candidates are more likely to be worried about the safety of their home. Additionally, All State wants customers that take care of their home and rarely make claims. The Home Goods channel is the right place to feature homeowner’s insurance.
4. Does it work? Why or why not? Any general observations?
I think All State does a good job of penetrating the market, I see their commercials all the time. During the holiday season this is a great way to connect insurance with holiday festivities. I think All State did a good job building the bridge between insurance and Holidays. The main observation I had that didn’t make sense was his deep voice in this setting.