When I was a teen, I went to the Hugh O’Brian Youth Leadership Seminar (HOBY). This experience used all the pep I could provide. I was assigned to Group O. Our first task as a group was to come up with a way to keep attendance. We decided that instead of doing the normal “here,” we would each shout a word of the Geico slogan (get it? Geic“O”). My word was the second “15” of the slogan. So it went like this, “Geico—15 minutes could save you 15% or more on car insurance.” If the slogan was shouted in its entirety, then everyone was present.
You may be wondering why I told this story. Well, the Geico “15” slogan is an excellent example of strategic marketing. On every advertisement, Geico includes that slogan. It creates a familiarity with the audience. The phrase is easy to remember and gets stuck in your head. By being a catchy slogan, Geico got free advertising from my HOBY group. We said it at least five times a day for four days. That adds up.
When businesses have an unforgettable and consistent slogan, people will repeat it. It’s only natural to repeat something you’ve heard lots of times or have read lots of times.
So, what’s your “Geico ‘15’”?
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