Chicago’s
Next Door is a new branded café - the brand is insurance company State Farm.
 | So, what is State Farm doing with a café? Supplied with locally made
treats and artisanal coffee, they are giving out financial and insurance
advice to Chicago. The café is open from 7am to 10pm dialy for anyone
who just wants a cup of joe and a comfy couch, while financial classes,
workshops and panel discussions are provided almost every evening for
residents seeking advice. You have to purchase the coffee and treats,
but the wi-fi and financial advice is free. |
State Farm’s Next Door café fills a void for consumers in the insurance purchasing process. Most consumers start their research and insurance shopping online and seek out advice from friends and family before stepping into an insurance company (or more commonly these days, calling the 1-800 number) to make a purchase. The community-feel and educational resources of Next Door café provides an enlightening, no-pressure stop between gathering information and talking to a sales rep. Helping the consumer cross the bridge from shopping to buying no doubt puts State Farm top of mind with a positive experience already mapped in.
Perhaps bridging will be the new twist on pop-up.
