Even though the Pets.com and its ubiquitous sock pocket mascot disappeared years ago, there are many companies out there that are still trying to break through advertising clutter with edgy ads. I'm seeing more television commercials that are quite funny, but I can't remember what they're promoting to save my life.
That's why Amica Insurance Company's advertising campaign catches my attention. Their television ads feature real people (or at least very realistic actors) talking about their satisfaction with Amica's policies and customer service. Their print ads use this same theme with headlines such as "Who needs paid endorsers when your customers say nice things about you for free?" and stories about real Amica customers using their first and last names. Amica's home page features a prominent link to customer testimonials.
Even though technology makes whiz-bang commercials quite easy to produce, is this the best path to take? But, I'll wager that better buzz is created when you leverage the glowing testimonials of your most satisfied customers.
