Geico Corporation Complaint - Television Advertising: Much of your television advertising seems pointless and makes no sense - please explain
NA -- I have been seeing more television advertisements for Geico auto insurance. The ads that I'm inquiring about are mainly for geico.com. I've seen two of the commercials. One depicts a young gentleman trying to open some venetian blinds, and the commentator says: "No venetian blinds. That's what makes Geico.com so simple." Then he says in a questioning voice: "Or is it because you go online to make changes to your policy, pay your bill, or file a claim online?" Now, I understand the point that you are trying to get across in that you are trying to tell your customers that using geico.com is easy, but your ads don't make the message clear. I see ads for other insurance companies, such as Mercury, Progressive, Farmers, and State Farm, and they seem to get right to the point. They oftentimes compare their rates against the competition and use other messages that make sense to communicate the same message that you are trying to communicate with your unclear advertising. Here's my question: This commercial seems to indicate that the other insurance companies' websites have venetian blinds, and that's what makes them complicated compared to yours. I understand that you're trying to say your website is easier and more convenient than others, but what do venetian blinds have to do with auto insurance or easiness of navigating a website? We all know that websites do not have venetian blinds on them. Why not do advertising that clearly shows how your company is better than the others? Your website appears to have more features than some of the others, but the way that you're advertising it talking about something that is completely unrelated to auto insurance, or any kind of insurance, doesn't clearly show that. The same is true with your commercial featuring the "revolving doors", which features the same commentator delivering the same lines. If I were the president of Geico's advertising department, I would seriously consider finding a new person/group of people/advertising firm to make up advertising for the company. I would want for my advertising to state that Geico insurance is affordable, quality coverage. I would also want to clearly tell people what Geico is about and how easy it is to file a claim, change a policy, or pay a bill on geico.com. I would want my potential customers to see my ads on television and understand my message from the beginning. I think that would bring in more customers to my business. I understand what your advertising is trying to say and what message you're trying to get across, but it has taken several viewings and a lot of thinking to really understand what venetian blinds and revolving doors have to do with using your website. That's just my take on it.
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