Allstate Garage Tour Builds Motorcycle Biz
Allstate is on the road, concluding a national tour featuring a virtual garage to promote motorcycle safety and give its motorcycle insurance business fresh legs.
The tour, an extension of the Allstate Mobile Garage Tour, hits six motorcycle rallies over three months. It spun off a “Biker Agents” ad campaign showcasing the 600 Allstate agents who are motorcycling enthusiasts. The virtual garage was designed as an interactive classroom pushing cycle design and safety, and the features of Allstate’s motorcycle coverage.
Allstate is running the tour in partnership with Chopper College, a Chicago-based training school that combines course work with hands-on cycle customizing techniques. Allstate agent Dean Akey, who founded a team of cyclist emergency responders dubbed Rescue Riders, attended three rallies to reinforce the identity of Allstate agents as bikers.
“Bikers want to do business with people who speak their language,” said Sharon Rizzo, Allstate senior marketing manager. “People are really surprised that we’re in this business.”
Allstate saw an opportunity in the motorcycle coverage business and recently redesigned its coverage to include up to $30,000 in passenger liability coverage and coverage for customized bikes—features not offered by its competitors.
“There is definitely room for growth in the category,” Rizzo said.
At each tour stop, rally participants have been interacting with representatives from Chopper College in twice-daily performances about basic motorcycle mechanics and safety.
There is also a potential bonus for those who visit Allstate’s virtual garage. Chopper College brought a restored 1960s-vintage Allstate motorcycle along on the tour, and attendees can register on-site in a sweepstakes contest to win the bike.
The Jack Morton Agency built the virtual garage with Octagon. It’s a large trailer that opens up to reveal a garage-like setting that includes massage chairs as an additional enticement to bikers at the rally.
The garage hits the major bike rallies around the country, starting off at the 67th annual event in Sturgis, SD, in August, and ending at the Phoenix International Bike Show on Oct. 26-28.
Allstate has no immediate way to gauge the tour’s impact on its business, but Rizzo said plans are already underway for next year’s virtual garage circuit.
