Page 74 - Visual Marketing

25. Dressing Down for Success: Appealing to Consumers with a
Personal Video Demystifies a Confusing Subject and Builds Trust

A t first glance, this site looks like
just another corporate, profes-
sional insurance website, but
then suddenly, a video shows a woman
walking across the screen. Dressed in
a bathrobe, she is wearing cold cream
and carrying a laundry basket. This
is how we meet State Farm insurance
agent Deborah Becker. The biggest
impression of the video is that dealing
with the agent is fun and easy—and
she starts by poking fun at herself. The
video is engaging, personal, and fun—yet it manages to bring you
back to the business matter at hand (i.e., dealing with your insurance
needs).

53 V I S UA L M A RK ETIN G