Cutting back on advertising is a surefire way to lose market share in the auto insurance industry.

People only think of auto insurance in two situations:

→ After an accident claim is poorly handled
→ When they receive a significantly higher bill for the next 6-month period

In both cases, drivers start looking for alternative providers.

And what brand are they going to turn to? The one they recognize.

Take GEICO for example.

GEICO’s preference dropped by 15% over the last two years. Why?

Two Reasons:

1️⃣ : GEICO cut back on their media spend, resulting in a loss of share of mind. Meanwhile, State Farm introduced ‘Jake from State Farm’ in 2020 and became the main beneficiary.

2️⃣ : GEICO had the largest rate hikes among all insurance companies. The promise of “15 minutes can save you 15%” no longer holds, as all brands now claim similar price advantages.

→ It’s possible to manage higher fees if you over-invest in building mental availability, but not when cutting back on it.

GEICO’s experience is a cautionary tale for any brand considering scaling back on advertising.

Want to keep your brand top of mind? Consistent and effective advertising is key.

Our pharmaceutical client soared above the competition with a remarkable 28% margin, far surpassing the industry average of 17%.

Here’s how we did it:

1️⃣ We identified receptive groups and physician types for tailored messaging.
2️⃣ We crafted impactful messages for healthcare providers and patients.
3️⃣ We utilized advanced techniques to gauge advertising responses.
4️⃣ We monitored effectiveness through brand and advertising tracking.

This case study underscores the power of strategic marketing in driving disruptive growth within the Rx category.

It’s a testament to the value of long-term partnerships and data-driven insights.

At MSW Research, we’re committed to helping brands achieve their full potential in the ever-evolving pharmaceutical landscape.

Let’s unlock your brand’s growth potential together. 📈

How can a challenger brand in finance compete against industry giants with a fraction of their marketing budget?

It all boils down to one crucial factor—effective messaging.

With a 35% growth in new customers and a 6.6% increase in same-store sales, this challenger brand proved that success is possible, even when outspent by the competition 10 to 1.

The key? Crafting a compelling sales message and delivering it in a way that cuts through the noise and resonates with the audience.

Every brand faces the challenge of capturing and retaining attention in a crowded marketplace.

For this challenger brand, the strategy was clear: grab attention, hold it, and leave a lasting impression.

It’s a lesson in the power of messaging and the impact it can have on brand recognition and growth.

Because even the underdog can come out on top with the right messaging. 💪