policy to a dating, 20-something couple
(Jackson and Jane).
And it was no easy task: While Jane had
always insured with State Farm, the couple
was shopping and had in hand from Geico
a price quote $35 cheaper than the offer
from State Farm.
The students had to persuade the couple
that State Farm could offer a better overall
deal by, for example, inquiring about other
insurance needs that could be bundled
into a discounted package.
The students who didn’t advance to the
finals participated in a roundtable during
which they were peppered with questions
from State Farm executives about the best
way to market products to Millennial-generation consumers. NU
continued from page 18
tomorrow has to be very comfortable in
all those spaces, and a customer is going to
have to be able to move in and out of those
spaces in a way that feels seamless.
DAVIDSON: For me it’s how an agent
maintains relevance to the customer: That’s
both the biggest challenge and biggest
opportunity. State Farm is a multiline
insurance company with such a wide array
of products that there is more opportunity
than ever to make a difference in the life
of customers. The challenge is if you don’t
stay close to the customer. Given the glut
of advertising that exists in the marketplace
today, you’re not going to be able to keep
a certain portion of the marketplace from
shopping if you haven’t maintained a
substantial relationship with the customer. NU
continued from page 20
RESOURCE
MARKETPLACE
GRADUATE EDUCATION
More Images from the State Farm College Marketing Event
RESOURCE MARKETPLACE CONTACT
For more information about advertising in the Resource Marketplace Section, contact: Martha Frechette, Marketplace/ Classified Account Manager, 213-896-9210 or Martha@rwwcompany.com
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February 13, 2012 | National Underwriter Property & Casualty | 31 February 13, 2012 | National Underwriter Property & Casualty | 23
