3 Marketing Lessons from the Head of Branding at Farmers Group

Why we’re all in on performance branding – and how it can transform your growth.

3 Marketing Lessons from the Head of Branding at Farmers Group

Bryan Karas

October 23, 2018

According to Leesa Eichberger, head of brand marketing at Farmers Group, you have to be memorable.

“We’re producing good enough work that people are remembering our advertising, and that’s one of the big things in this crazy media world is making sure your ads are memorable. You’re not just targeting and yelling like a bad digital ad or a bad display ad—you’re doing something that people care about.”

So what does that mean?

Squeeze out everything you can from every little bit of data. Whether it’s from social or surveys, you have to learn about how customers want to be reached and what they like. Marketers like to live in silos – especially marketers who aren’t even in the target market of the product their marketing…it happens more than you think.

Knowing your audience is the first thing any marketer must understand – you can’t sell ice to an Eskimo.

It grinds my gears when I’m served an ad or an email for something that I’d never…ever…even consider purchasing. Like the time Nordy sent me, a dude, an email promoting $300 high heels…come on, it wasn’t even Halloween yet – spoiler.

Next, brands like Dollar Shave Club and Casper are so successful because they build relationships with their customers – it’s the only way to compete with Amazon and Walmart. As a consumer, what brands do you find yourself actually caring about? Once you figure that out, do some reverse engineering…

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