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Watch Out! State Farm Agents Keep Disappearing
By: Cindy Wendland
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“Like a good neighbor, State Farm is there.” This has been a classic tagline for State Farm Insurance since 1971. That tagline has been important to maintaining consistency with their brand. State Farm updated their marketing message to focus on service, not price, and added humor. When a customer is in trouble and says the tagline, the State Farm agent appears. The latest version of the State Farm disappearing agent commercial shows what happens in the agent’s world when he or she disappears.

An agent is sitting at the office lunch table telling a story to coworkers. Another agent is walking down the hall carrying a box that falls. Another agent is preparing to blow out candles on his birthday cake. These agents disappear. They were all summoned by a customer who needed them. What happens on the agent side is that the coworkers are disappointed to miss the punch line; another agent steps in and catches the box; yet another agent blows out the birthday candles. It’s a great illustration to literally show that no matter what your State Farm agent is doing, they are there for you.

The humor of the disappearing agents in the commercial is memorable. It is how quickly we all want to receive help when we need it. State Farm did an effective job at driving home the service element this way. To sum it up, they show the agent popping back to the lunch table with wild hair after helping her customer. That customer must have really needed help based on how she looked when she returned. Thank goodness State Farm was there!

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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