State Farm has modified its marketing strategy using the tagline “when things go perfectly right.” The idea is that State Farm is there when things go wrong, but also during all of the happy positive times in life. They also released a video about volunteering.

Resources:

Discussion Questions:

  1. After reading the article and watching the videos, comment on this new approach by State Farm?
  2. Do you think this strategy is good? Why or why not?
  3. What emotions did the “Following” video create for you? Do you thing these emotions will have an impact on your image of State Farm? Why or why not?
  4. Do you think encouraging individuals to volunteer in their communities will boost sales for State Farm? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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