It’s July and it feels like a sweltering 100 degrees in Henrietta, N.Y, just outside of Rochester. Despite the intense heat, hundreds of neighboring residents descend upon the county fairgrounds with the expectation to enjoy “carnival” food, amusement park rides, demolition derby, live entertainment, vendor booths, and roaming silent MASKED PEOPLE!?!
Who are those people in the white hoodies and masks?
What’s up with the number on their masks?
Their shirts read, “My insurance company treats me like a number.” I wonder who they work for?
Upon entrance to the Monroe County Fair on July 17, fair-goers were greeted by a group of people dressed in white t-shirts, hoodies and numbered masks. Expressionless, these masked individuals stood motionless and did not utter a word to those who inquired about their presence at the county fair. It is not until people approached the distinct orange NYCM Insurance trailer with a masked mannequin to greet them that they were able to learn how NYCM treats each person as an individual and not a number.
The presence of the street team coincided with the launch of NYCM’s new advertising campaign, and by all accounts, the unconventional marketing strategy was a success.
Fair-goers were intrigued and drawn to the street team’s presence because of an emotional cord — we all want to be valued as individuals and treated accordingly by businesses. The presence of the street team drove fair-goers to the NYCM booth and website and increased inquiries about NYCM’s home and auto insurance services.
NYCM’s masked street team is a good example of an unconventional strategy that reaped great results. What unique marketing tactic could your company employ to communicate its core messages and set itself apart from the competition?
– Karla Chambers, Account Executive