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Content Marketing Lessons Driven by the Geico Gecko

An excellent example of effective advertising because it integrates humor with a consistent product benefit message

Content Marketing Journal on Ulitzer

The Geico gecko campaign is an excellent example of effective advertising because it integrates humor with a consistent product benefit message. Nonetheless, it suffers from the same limitations that afflict all advertising:

  • It calls out to customers whether or not they want to hear the message. Thus, however amusing, it’s still an example of interruption marketing.
  • Because each ad is short, Geico is limited in the amount of information it can convey.
  • There is little intrinsic value to the content of the ads. That is, they don’t help Geico customers be more successful or live better lives.
  • However amusing, their constant repetition can become annoying even for big fans of Geico like me.
  • This is strictly one-way communication that does not enable customer interaction.

Now, however, they have added a powerful content marketing component to their marketing mix.

Geico Jumps on the Mobile Content Marketing Bandwagon with GloveBox™ App

Most of us rarely interact with our own insurance company let alone with other insurance carriers. Now Geico has cleverly added intrinsically valuable content to its GloveBox™ App so that both customers and non-customers will benefit.

Normally, we contact our insurance companies because we have a specific insurance related-problem. Now we are enticed to interact with Geico so that they can help us with the number of car related challenges.

geico glovebox app Here’s the kind of useful mobile content that Geico promises with the content-driven iPhone app:

  • Bill Pay & Insurance ID Card(s) – Pay your GEICO auto insurance bill and access your current insurance ID cards from your phone.
  • Accident Helper – Take advantage of our Accident Helper which helps put you in contact with emergency services, gives you a place to organize photos and much more.
  • Roadside Service – Locator features allow you to find nearby tow services and gas stations…anywhere, anytime. Use your phone’s GPS or enter a location manually, it’s up to you!
  • Taxi/Rental Car – Need a taxi to get home from the repair shop or maybe even after a night of fun? Want to rent a car? Our locator will help find what you need in moments.
  • Auto How To’s – Our step-by-step instructions can help you jump start a vehicle, change a flat tire or check your tire pressure.

With the GloveBox™ App Geico has gone from an amusing TV commercial that reaches out to us whether we want the interruption or not to a mobile helper that can extricate us from car challenges wherever we happen to be.

It’s great to know that the Geico gecko has jumped on board the content marketing bandwagon for the benefit of his company and his customers. Crikey! That’s one savvy marketing lizard.

Read the original blog entry...

More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.

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