Hitting all the right notes in a recession

We know times are tough. We all feel it. We get that hard times are here and that a rocky road is our foreseeable future. We've either been directly affected by corporate downsizing, or have friends and family that have, or will.

We sleep less, worry more, vow not to read the news before noon and work to not only keep our jobs, but to stay upbeat-- an action point that has all but become a daily mantra.

I don't know about you, but if I get another email that leads with "In these tough times marketing is crucial!," I think I'll scream. (full disclosure: I've already screamed, so I guess I'll do so again).

Then along comes Allstate, a provider of insurance... which, in and of itself, is just about the least sexy, dry-as-dirt subject matter in existence being it's an industry that is squarely focused on risk. After all, you buy insurance to protect against worst-case scenarios. Buying a new car or new house is fun, it gives you a lift. Buying insurance is a necessity, it brings you back down to reality.

And damn if they didn't hit all the right notes in this campaign.

They talks the basics. They keep it simple. Between banks collapsing, financial instruments failing, the stock market imploding and retirement portfolios just *poof!* vanishing, things are already so complex even the experts aren't sure how to navigate us back to sound waters.

Yet Allstate doesn't speak to what we've lost, but to what still remains.

They use a simple score and genuine spokesperson (Dennis Haysbert) that isn't in-your-face with "the best rates possible!" and money-saving gimmicks, but a grounding message of how we're back to the basics. And how the basics are good.

They show images of past recessions, but they don't pander or instill fear. Instead they offer hope since they, too, have weathered tough times. Hats off to Allstate--and to the agency who created this spot--for hitting all the right notes and for keeping with their historic theme of "you're in good hands."

Let's please have more messaging like this and a lot less of what we're seeing. As marketers, we can do better.

And I'm tired of screaming.

Here's the spot--if you're reading via RSS or email, please click through to the blog to view it.

PS: Thanks to MarketingProfs for featuring this post in their "Get to the Point!" newsletter here

Comments

[gianandrea facchini]

This is a very good strategy and a very good execution. In tough times, when most of the corporation, financial, banks, insurances, are fighting to survive if Allstate is in a different position this is the right thing to do.

[Jennifer Berk]

Thanks so much for posting this, CK. I enjoy watching some of the flashy, funny ads, but this is the kind that actually makes me think better of the brand. Dry-as-dirt industries may even have an advantage in composing this type of ad: "keep it simple" is easier to achieve when you don't have someone hanging over your shoulder and saying "but you have to show how much better it is than that other car over there! more hairpin turns!"

[Cole]

I really did enjoy reading this article and you're right about the commercial Allstate created, they did hit the right notes. There message was informative and provided a sense of relaxation when you begin thinking about the simple things in life. It was nice to watch the collection of pictures being rotated throughout the commercial.

[David Locke]

My insurance companies never pay claims. The do not cover my risk. They make their numbers, so in these tough times, they will write in the finest of fine print some new options that prevents them from paying claims, they will raise the rates until you drop, they will drop you, and they will payout even a smaller percentage of the claim than they did when the world was flush with money.

Sorry, but insurance will never regain my trust. It's a matter of past strategies, or the bad chasing out the good. And, yes, Alstate specifically--more than once. Yeah, how did I let that happen. And, medical insurance, no, lets not go there.

In times like these, put your money in your mattress.

They are still selling snake oil.

Oh, and turn off the TV, save the electricity for a positive and uplifting purpose.