Revolution of Influence

I've always felt strongly that thoughts and ideas are the great equalizer of brands. No longer do we live in an era where only the largest of companies dictate their degree of influence based on how much money they spend to get in front of more eyeballs with one more 1-way message that's all about them.

The greatest influence can now be in the hands of the most helpful, transparent and personal brands of the world. Are you ready to be one of them? Caliber's Revolution of Influence blog aims to equip you with the strategies, content know-how, tools and trends to find the path that catapults you to newfound success.

  • Home
    Home This is where you can find all the blog posts throughout the site.
  • Categories
    Categories Displays a list of categories from this blog.
  • Tags
    Tags Displays a list of tags that have been used in the blog.
Posted by on in Positioning
  • Font size: Larger Smaller
  • Hits: 611
  • Comments
  • Print

State Farm becoming a better neighbor with Next Door concept

As someone who worked on the State Farm account for a few years, I view the company’s latest concept with more than a casual interest. The company with the familiar “Like a good neighbor…” jingle is about to launch an entirely new retail idea smack dab in the middle of my neighborhood in Lakeview. And at least at a first glance, I think they’re on to something good that more in the insurance industry might want to take a closer look at doing themselves.

State Farm Next Door opens August 1st and the concept is a more open, casual community space that offers free Wi-Fi and coffee (via its Next Door Cafe) as well as personalized coaching/small group classes on financial matters that range from paying off student loans to learning how to budget your finances.

The "Good Neighbor" with a new look.



This may not seem like a huge departure from the typical agent office, but it is. Here’s why. For a long time, State Farm talked about the fact that their agents live in the same community as their customers. Which is normal. But even though you can continuously say, “We live where you live,” there’s nothing quite like actually demonstrating it visibly by being more of a central hub.

Plus, there will be no actual insurance sold at State Farm Next Door so they aren’t cannibalizing their own agents’ efforts by selling policies here. There will be financial consultants and all the services at Next Door are free. Personally, I think the latter part of that sentence is important for bringing down some barriers among younger people who would normally walk on by because they don’t see the point in planning when they don’t even have the funds to pay for ongoing classes.

Stepping out of the “Auto/Home/Life” rate rut.

Let’s be honest. You first walk into or call State Farm, Allstate, Farmer’s, etc. because you have a need for auto, home or life insurance. You need to get covered, you compare rates,  you buy. You don’t like your rate after a while? You look around, you compare again, you buy.

Fighting a branding battle based on rates doesn’t benefit State Farm. I never thought it has. It’s territory that Geico and Progressive have owned quite well for years. Even when State Farm talks about the dangers of “cut-rate car insurance,” they’re still planting the seed of shopping based on rates and playing into the hands of their competitors.

That’s why, even though the newest ad work for State Farm is entertaining, that’s not necessarily what I see pulling people in. I see the Next Door concept having real upside by broadening out from buckets of insurance sold from an agent behind a desk into more generalized classes on finance and budgeting for 20-somethings and 30-somethings in the neighborhood who needed that guidance but couldn’t find it up to this point. You don’t have to walk into Next Door with an intent to buy. You walk in with an intent to learn (sorry, I don’t think I’ll walk in with an intent to just have a cup of coffee when there’s Starbucks and Caribou close by, but I appreciate the offer).

No hard selling, new look

In a way, State Farm’s Next Door feels a lot like smart social media itself – not a hard sell but a place to inform a community. And possibly learn from it along the way. I also like the fact that State Farm has the guts to do a true departure design-wise (different logo, wood background) for this sub-brand of Next Door, because in this case anything that looks too close to the familiar auto/home/life color palette would be a bit of a turn-off. A bright red building would scream “State Farm,” but it wouldn’t say “come in with your financial questions or just to hang out.” The location doesn’t hurt being steps away from Trader Joe’s and the Diversey/Clark/Broadway intersection.

Some may think the idea is a stretch, but I disagree. I think for a brand that’s been around for as long as State Farm, it’s a stretch within their brand that makes sense and might even be overdue. Even more so than insurance and agents, State Farm is supposed to be about, well, being a Good Neighbor with warm, friendly guidance. I think the Next Door concept is authentic and true to that ideal. Will that translate into a steady flow of interested customers? Well, we don’t have to wait until the doors open. Let’s hear from you:

Does this type of cafe concept with free classes, coffee, Wi-Fi and “no strings attached” appeal to you from a financial services and insurance company? 
blog comments powered by Disqus

It's not hard to connect with us.

Are we a fit for you and you for us? We certainly could be. But let’s start simple. Take a look at your calendar and see when you have no more than 45 minutes to talk further about your goals while receiving greater insight on next steps.

Let's Schedule a Time

  • "I hired Dan to freshen up the writing on my website, and am delighted with the results. Dan GOT what my consulting business is about in a way that I hadn't experienced from anyone outside my field! More importantly, he was able to take that understanding and write clear and compelling language about my services – AND suggest format changes to the site to make it more effective. I highly recommend him."

    Dina Petrakis, Renovation Coach, Littlerock Construction, Inc.
  • "Dan did a great job crafting our website's language as well as developing our brochure. His work was top notch and very impactful. We really appreciate the way he worked his "magic." Dan has our strongest recommendation."

    Michael Casaburi, CEO at Revulus Growth Partners
  • "Dan is not only a person with creative ideas, he is a professional with high intelligence and integrity. He has tremendous energy and technical acumen. Dan is is focused and loves what he does...creating brands and building relationships. He is always willing to offer a helping hand and brings a strong dynamic to any team he is on. I highly recommend Dan to any company that is seeking exposure, growth, financial results and brand development."

    Chadia Meroueh, V.P., Auto Tech and Body

Get in touch

Caliber Phone and Email

Visit us on LinkedIn

Shoot us a message on Twitter

Visit us on Facebook

Or if Instant Message is more your thing...