Background
Grassroots Marketing was one of the many efforts that we implemented when MassMutual launched ValoraLife, a new life insurance brand developed for the Hispanic market. These efforts were put in place to create brand awareness within a small segment of our audience, enabling them to spread the word. I was charged with the design and implementation of an event strategy that both engaged and educated our consumer on supplemental life insurance.
The Challenge
The unique challenge was engaging our consumer on a topic that can often be misunderstood or confusing during a sensory intense experience, like a festival. We hypothesized that if the consumer was educated on the topic of life insurance, they would be much more likely to purchase. We needed an experience to not only educate but to also entertain.
The Solution
I decided to focus our customer experience on capturing “family moments” through an interactive photo booth. This allowed individuals to instantly post a ValoraLife branded photo to their social media channels. After taking their picture, they were encouraged to get a free life insurance quote in order to spin our digital prize wheel. Each of our team members carried an iPad that generated an instant quote, while simultaneously educating visitors on how simple and affordable our product was.
*Pictured above are the bilingual brochures that were utilized to educate our consumer. The brochures included a cost comparison of the product offerings as well as examples of monthly premiums for coverage.
Results
We were able to generate over 2,500 emails from the 14 festivals that we participated in. The emails were then used to re-target our consumer through social media and an email campaign that guided our consumer through the sales funnel. The average open rate for the campaigns was approximately 24% with a click-through-rate of approximately 4%.
My Role
- Organization of event from concept through completion
- Hire, train, schedule, and coach all staff
- Work with vendors to negotiate contracts for event participation
Michael D. Gould 