I had the chance to attend an event at New York Life on October 1st. It was a local event to celebrate CX Day in New York hosted by Sheryl Warren and her team. The event reminded me about a Purple Goldfish that New York Life offers parents. A little something extra in the “Pay it Forward” category:
The program is called the Child ID program.
New York Life prides itself on helping its customers protect what’s important. They accomplish this through life insurance, retirement and investments products, but also through offering free child identification cards, which include a child’s fingerprints and photo, at events. I received the cards above at a Kid’s Carnival at out local elementary school. I also witnessed New York Life agents administering the program at our local Little League games.
The Child ID program is a great way to give back to the community and for agents to establish relationships. This type of marketing program is an extension of concept that Bob Gilbreath of Ahalogy introduced in 2009 with his book The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning. Jay Baer has recently pushed the concept as well with his 2013 book Youtility. Jay has a couple of soundbites that sum up the concept:
“Sell more by selling less and if you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.”
Today’s Lagniappe (a little something extra thrown in for good measure) – Here is a 30 second spot from New York Life’s “Keep Good Going” campaign:
