OCTAGON
111 East Wacker Drive
Chicago, IL 60601
Passion. Engagement. Results.
Allstate College Football
Marketing Automati...
2
2
Allstate College Football
Overview
Goals & Objectives
•Contribute to Marketing IIF Goals
(Acquisition and/or Cross Sel...
3
3
Allstate Tailgate Tour
Overview
Entering its sixth year as a major sponsor of college football, Allstate continues to ...
4
Allstate Tailgate Tour
Lead Generation Evolution
4
5
5
Allstate Tailgate Tour
Target Market
More of…Less of…
6
o Challenge: Generate leads at onsite
activations for Agents to build
business
o Solution: Create branded gazebo
station...
7
o Challenge: Generate leads at onsite
activations and turn around data
quickly so leads don’t go cold for
Agents
o Solut...
8
o Challenge: Improve throughput and
keep up the quality of leads at
onsite activations
o Solution: Utilize electronic ki...
9
o Challenge: Generate high volumes of
qualified leads at onsite activations
and continue quick data turnaround
to Agents...
10
Allstate Tailgate Tour
Lead Generation Analysis
10
2007 2008 2009 2010*
Events 12 31 30 16
Avg. Leads Per Event 159 313...
11
Allstate Tailgate Tour
Lead Life Cycle
11
On-site Event
Consumer fills out Lead form
Data spreadsheet sent to Agents fo...
12
Allstate Tailgate Tour
Annual Sales Comparison
12
0
50
100
150
200
250
300
Sales Rate
% Above the Average Sales Rate
20...
13
OTHER CASE STUDIES
Sprint, BMW and Home Depot
14
o Challenge: Increase user
involvement with onsite data
capture kiosks.
o Solution: Octagon developed a game
to give NA...
15
o Challenge: Track everything that’s
happening for real-time with all of
the Sprint EVO mall programs.
o Solution: Deve...
16
o Challenge: Make the data capture
process for BMW more elegant and
automated.
o Solution: Octagon took BMW’s paper
reg...
17
o Challenge: Increase traffic to local
Home Depot locations and generate
awareness around the event (3 days
prior)
o So...
18
Thank You
Questions?
18
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Allstate College Football: Marketing Automation: Driving Leads Off the Field

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Presentation on the automated marketing of Allstate's College Football Program, presented by Lally Meck, Senior Account Executive at Octagon, and Nina Patel, Sports Marketing at Allstate.

Published in: Sports, Business
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Allstate College Football: Marketing Automation: Driving Leads Off the Field

  1. 1. OCTAGON 111 East Wacker Drive Chicago, IL 60601 Passion. Engagement. Results. Allstate College Football Marketing Automation: Driving leads off the field
  2. 2. 2 2 Allstate College Football Overview Goals & Objectives •Contribute to Marketing IIF Goals (Acquisition and/or Cross Sell) • Protect and Enhance the Brand (Increase Consideration and Positive Brand Perception) 71 NCAA Partner Net Schools
  3. 3. 3 3 Allstate Tailgate Tour Overview Entering its sixth year as a major sponsor of college football, Allstate continues to demonstrate its commitment to the sport through the Allstate Tailgate Tour as a means to provide Allstate Agents local access to fans in the hopes of generating leads to build their books of business. The Allstate Tailgate Tour includes numerous interactive elements to engage fans and reinforce their positive brand perception of Allstate. At no cost, fans are able to visit the College Football Legacy Museum, design their own team poster, have a souvenir picture taken and enter for a chance to kick a field goal on- field for $1,000.
  4. 4. 4 Allstate Tailgate Tour Lead Generation Evolution 4
  5. 5. 5 5 Allstate Tailgate Tour Target Market More of…Less of…
  6. 6. 6 o Challenge: Generate leads at onsite activations for Agents to build business o Solution: Create branded gazebo stations where Allstate Agents and trained brand ambassadors collect leads via paper and pencil with a co- branded opt-in premium o Learning: Leads go “cold” after 2 weeks and data entry turn around for large events was to slow. Legibility and fake names were also an issue. Allstate 1.0 6 2007 Allstate Tailgate Tour Events 12 Avg. Leads Per Event 159 % Qualified 60% % Above Avg. Sales Rate 68%
  7. 7. 7 o Challenge: Generate leads at onsite activations and turn around data quickly so leads don’t go cold for Agents o Solution: Utilize electronic kiosks for consumers to enter their information via keyboard so a data file is available within 24 hours of the activation o Learning: Very slow throughput and system does not prevent false information Allstate 2.0 7 2008 Allstate Tailgate Tour Events 31 Avg. Leads Per Event 313 % Qualified 91% % Above Avg. Sales Rate 214%
  8. 8. 8 o Challenge: Improve throughput and keep up the quality of leads at onsite activations o Solution: Utilize electronic kiosks and electronic data tablets for consumers to scan or enter their information to ensure a 24 hours turnaround from activation o Learning: Throughput could still be improved to increase quantity of leads Allstate 2.5 8 2009 Allstate Tailgate Tour Events 30 Avg. Leads Per Event 498 % Qualified 88% % Above Avg. Sales Rate 254%
  9. 9. 9 o Challenge: Generate high volumes of qualified leads at onsite activations and continue quick data turnaround to Agents o Solution: • Utilize handheld electronic data tablets with ID scanners to pre-populate fields of consumer info so a data file is available within 24 hours of the activation • Use consumer data for an email re- contact strategy to keep leads warm and continue product messaging post event o Learning: Ensuring Agents follow through on leads to generate sales and maximize investment Allstate 3.0 9 2010 Allstate Tailgate Tour Events 16 Avg. Leads Per Event 510 % Qualified TBD % Above Avg. Sales Rate TBD
  10. 10. 10 Allstate Tailgate Tour Lead Generation Analysis 10 2007 2008 2009 2010* Events 12 31 30 16 Avg. Leads Per Event 159 313 498 510 % Qualified 60% 91% 88% TBD % Above Avg. Sales Rate 68% 214% 254% TBD * To date this year
  11. 11. 11 Allstate Tailgate Tour Lead Life Cycle 11 On-site Event Consumer fills out Lead form Data spreadsheet sent to Agents for follow up Leads are inputted into data spreadsheet Data spreadsheet sent to Home Office Agents scrub and work leads for the first 30 days after the event Spreadsheet sent in to measurement team for processing and tracking Leads are scrubbed to determine number of qualified leads Leads that convert to a policy are then reported after 30, 90, 120 and 180 days post event TURN AROUND TIME Paper Leads – 1 week Electronic Leads – 2 -3 days 1 – 2 days 1 – 2 days 4 – 5 days 3 – 4 days During the first 30 days, Allstate executes extensive re-contact plan
  12. 12. 12 Allstate Tailgate Tour Annual Sales Comparison 12 0 50 100 150 200 250 300 Sales Rate % Above the Average Sales Rate 2007 2008 2009 68% 214% 254%
  13. 13. 13 OTHER CASE STUDIES Sprint, BMW and Home Depot
  14. 14. 14 o Challenge: Increase user involvement with onsite data capture kiosks. o Solution: Octagon developed a game to give NASCAR race fans (at the track) the ability to learn about Sprint and play a game at the same time, to win a prize. o Installed game on kiosk machines at the race. Monitored the results and generate reports for Sprint Sprint – 4G Fast Track Game 14
  15. 15. 15 o Challenge: Track everything that’s happening for real-time with all of the Sprint EVO mall programs. o Solution: Development of a web- based data management reporting tool for Sprint to support the EVO mall kiosk program. Sprint – Dashboard System 15
  16. 16. 16 o Challenge: Make the data capture process for BMW more elegant and automated. o Solution: Octagon took BMW’s paper registration process for and created a customized application that captures customer data. o Octagon set-up of (12) iPads for use during the Ultimate Driving Experience and M Power Tour. BMW – iPad Data Capture 16
  17. 17. 17 o Challenge: Increase traffic to local Home Depot locations and generate awareness around the event (3 days prior) o Solution: Octagon is assisting in Facebook promotions for (14) College Game Day events. We are targeting users by the following criteria: • ex: (Facebook campaign aimed all College students who attend Ohio State) • ex: (Facebook campaign aimed at 25-54 year old Males who live in Ohio) • ex: (Facebook campaign aimed at anyone who has “Ohio State” as an interest in their profile and lives in Ohio) Note: Each week, the demographics change. The Home Depot – Facebook Promotions 17
  18. 18. 18 Thank You Questions? 18
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