Geico has never shied away from taking a risk when promoting their company.
(Quick trivia question – just for fun: What does GEICO stand for?
Government Employees Insurance Company.
Now you can see why they use their initials! :)
They have been providing auto insurance since 1936.)
Their latest risk is a bold content marketing move.
They decided to create a book by their spokesperson: The Gecko.
Check out this video about the book….
NO, SERIOUSLY. THEY WROTE A BOOK
Just to be clear.
It’s not a joke.
They actually created a real book.
It’s currently ranked #10,710 in Books. It’s ranked #19 in Books > Humor & Entertainment > Humor > Parodies
That’s not bad for a gecko! :)
Well, actually the gecko didn’t really write the book and neither did GEICO.
The Martin Agency and more specifically Anne Marie Hite (the words) and Adam Stockton (the artwork) created the book for GEICO.
You can read their interview on AdWeek.com here.
Will they see direct sales from this type of content marketing?
I doubt it.
But that doesn’t mean it’s a dumb move on their part.
2 THINGS THAT HAVE A BIG IMPACT ON SALES THESE DAYS
You need to remember that making sales today has a lot to do with two things:
1. Being liked
(See “Content Marketing Lessons From The Cake Boss“)
2. Being remembered
(See “Content Marketers: The True Art Of Memory Is Attention“)
TOP OF MY MIND, TOP OF WALLET
If I asked you, “Name an auto insurance company,” I bet one of the first (if not one of the top 2-3 answers) you’d give would be, “GEICO.”
And putting out this book will help them achieve these two things at even higher levels.
It will make them stand out even more in people’s minds in the category they are trying to dominate: auto insurance.
THE LESSON FOR YOU: CREATIVE CONTENT MARKETING MATTERS
The lesson to learn from GEICO is that being creative with your content marketing is very important.
With more and more companies using basic content marketing, your job is not just to create exceptional and engaging content.
It’s also important to be creative with the types of content you create.
Oh course, your primary goal is to make sales from your content marketing.
But your secondary goals should to be remembered and liked.
Think of creative content forms that help you to achieve those goals and you just might propel yourself beyond the other companies in your niche who are using basic content marketing.
What do you think about GEICO writing a book? What have you experience from getting creative with your content types?
Comment below or contact me and share your thoughts with me.