Progressive's Direct Marketing Campaign, Why Does It Resonant So Well With Consumers?

Progressive is an insurance company founded in 1937, offers a lot of products and services for their customers. Some of the services that are offered are auto, motorcycle, boat and RV insurances in the United States. Progressive in an innovated insurance company who have introduced many great product and services to their customers, which had proven to be a success for the company. Their drive-thru 24-hour claim service, introduced comparison insurance shopping service and the first to offer Immediate Response Vehicle (IRV) and continues to make changes to stay relevant in their market. Giving their customers different channels to connect to agents through phone, online and social media making their experiences easy and convenient. With

As mentioned in the article Progressive is the first insurance company to offer drive-thru claim service, a 24-hour claim service, and reduced rates for low-risk drivers. (Kotler & Keller, 2016) In 1994, Progressive introduced a comparison insurance shopping service on the internet and providing customers a 1-800 number and are given insurance rates as well as rates from three other competitors. In addition, the company is well known for allowing customers to develop products that serve their individual needs making it more convenient

Why does it resonant so well with consumers?) Progressive’s marketing campaign has been well received from consumers nationwide with their iconic character Flo. You can find her on social media, TV commercials and you can even purchase Flo as a Halloween costume for $40. Equally important the company has made her a household name and strives to keep her relevant and modern to costumers over the years. As seen on TV Flo goes out of her way to take care of customers and their business needs. This is the image that Progressive wants to be known for, always available for their customers. The company wanted people to associate the brand with a person and buying insurance a tangible experience. Flo provides a human face for what might otherwise be a computer exchange either online or the perception of always dealing with a machine. Consumers find Flo memorable and likable and her generous use of her white uniform and white apron, helps the ads standout from other ads. Flo’s character is quirky, always on her toes, witty and charming, characteristics that make her relatable to consumers all over the United