One such organization is The Insurance Information Institute

Gets You Back Where You Belong - around that commitment. We built our brand promise - Farmers. There will be someone there to help take care of them. We know that some companies may sell insurance at a lower rate, but, in the back of people's minds. We operate our business on the principle, based on research, that people want their lives restored to order following a loss.

Beyond these efforts, it's important to enhance the brand. It is a source for information about insurance for the media and a variety of other users. Farmers works hard to build that kind of credibility, to earn that kind of trust. You have to have someone who will deliver in your time of need. When you buy insurance, you need a company that's going to be there if, in fact, you are in an automobile accident, your home is damaged or you suffer a death in the family. It is being able to get into the community and mean something to it.

But having a marketing strategy is much more than offering a rate or how many impressions you can make through your advertising. Even newspapers carry these stuffers, to say nothing of all of the "spam" that comes across the Internet. Today, people's mailboxes are filled with direct mail offers selling insurance at lower rates. They are known and respected in the community, and, at the same time, they sell insurance and take care of customers. They live our brand. They operate their own agencies, live in the communities where they do business, are moms and dads and participate in community activities, such as the PTA and youth soccer. These are independent contractors who exclusively offer our product and service our customers. Our primary distribution system is what we refer to as "The Farmers Agent." A major part of our marketing is done through our agents. And it's not only in our advertising, direct mail, and marketing material; it's in how we act day-in, day-out with those who, unfortunately, are facing losses.