Memory Devices Allstate Uses That Your Technology Company Could Learn From

Author: Shira Abel Category: Enterprise Strategy URL: https://hunterandbard.com/resources/blog/memory-devices-allstate-enterprise-marketing

Summary

Allstate's Mayhem campaign has survived three CMOs, two recessions, and a pandemic because it uses specific, identifiable persuasion mechanics. Those same memory devices translate directly to enterprise B2B, where 95 percent of buyers are not in-market today but will be later.

TL;DR

Allstate and Farmers compete on recall, not features. The devices they use (sonic branding, parallelism, novelty bias, personification, contrast) translate directly to enterprise B2B, where roughly 95 percent of buyers are not in-market on any given day. The enterprise equivalents are ownable category language, absurd-but-true case studies, naming the enemy, and old-way versus new-way contrast. Pick one device, run it consistently for a year, and be in the room when the buying window opens.