State Farm connected with women through a mall marketing program targeting shoppers on Black Friday the busiest shopping day of the year. The insurance company provided pick-me-ups for tired shoppers to create a one-on-one connection with the brand.
State Farm street teams on Black Friday offered coffee and water at stations strategically located throughout malls. In addition brand ambassadors with jet packs filled with coffee extended the footprint by distributing coffee around the mall. Consumers also had a chance to sign up via live data capture to win various prizes including $50 State Farm branded gift cards lip balm and coffee tumblers.
This is the second year for the program which has expanded to include12 malls in high-growth markets for State Farm’s auto insurance business including Atlanta Dallas Houston Indianapolis Los Angeles Philadelphia Phoenix and Washington D.C. Also new this year: Secret Spotters roamed the malls identifying unsuspecting consumers who had received State Farm-branded shopping bags when they registered at the booth and rewarded them with $25 gift cards.
“Everything ties back to our two main objectives for this program ” Todd Fischer manager of national sponsorships at State Farm told Buzz. “One is to create unique engagement with the State Farm brand. The second goal is to drive and generate leads and information for our respective agents which is where the registration component came in. Female customers are a huge priority for us. It has been shown through our research that women are the primary insurance and financial service decision-makers in a household. We hold them high in our list of priority consumers. Programs like this allow us to hit that target in a strong way.” Agency: USMP Dallas.