As an agent for a nationally known brand, Lee Lofton State Farm Insurance of Sevierville, TN, had the advantage of representing a recognizable company, yet also the challenge of effectively building his own brand. By partnering with Comcast Spotlight, he learned how he could follow State Farm’s guidelines while still familiarizing local residents with his agency and what he offered by appearing in a multi-screen video advertising campaign.
With a target audience of area homeowners, Lee geographically focused advertising in his home county. Television commercials aired on networks like A&E, ESPN, Food Network, HGTV, SEC Network and TNT. Commercials were rotated among the networks based on seasonal programming. The same commercials were incorporated within in-banner video advertising on Xfinity.com. Site visitors could simply roll their mouse over the banner ad, and watch Lee’s commercial, adding valuable reach and frequency to the campaign.
Multi-screen video advertising has been a big part of Lee Lofton’s success. He estimates his agency has increased sales by three to five percent per year.