Allstate Goodhands Roadside Assistance builds in value

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#674 in the Project comes from a new program by Allstate.

Here is the thumbnail of the program straight from the good hands folks:

goodhands roadside

Click the image to see the 30 second TV spot

Good Hands? Roadside Assistance is the first free-to-join, pay-per-use, roadside assistance service that is available to all drivers, not just Allstate customers.

Allstate created Good Hands Roadside to offer protection to the 35 million American households that don’t have roadside assistance services. The company also wants to provide an alternative for the 52 million households with roadside assistance that pay annual fees. Studies show the average driver uses their service only once every three years.

“With the launch of Good Hands Roadside, Allstate continues to broaden the definition of protection with new products and services consumers want in the ways they want them,” said Chuck Paul, group vice president, Emerging Businesses, for Allstate. “This is just another option individuals can use to protect what matters most.”

Allstate suggests taking two minutes to pre-register before road “Mayhem” strikes at www.goodhandsroadside.com to improve response time.

3 Marketing Lagniappe Takeaways:

1. Build value into your lagniappe and keep it relevant. Roadside Assist is a nice compliment to the positioning of Allstate and their ‘good hands’ promise of protection.

2. Make it easy to understand and join. The value proposition is straightforward: No fees, a reliable service and pay a low price only when you use it.

3. Benefit your customers, but open it up to prospects if possible. This is a great way to establish a relationship with future customers. One of my favorite examples of this is the TD Bank ‘Penny Arcade’ which allows anyone to exchange their coins with no fees.

Today’s Lagniappe (a little something extra) – I really like the ‘Mayhem’ campaign. How do you highlight protection? You do it by showcasing all the real life situations where trouble can pop up. Here is classic from the holidays:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

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