With every event, PR strategy and celebration, you have a chance to create real change, not just make a profit, not just get new customers, not just have more people subscribe to your newsletter.
During the Madison Winter Festival, American Family Insurance opened their DreamBank office on the square to divvy out free inspiration and hot chocolate. I would bet 90 percent of folks who went inside the DreamBank had no clue what it was and won’t remember that it was American Family Insurance. If I didn’t have the goal to share stories like this, I doubt I would have saw or remembered that it was American Family Insurance either.
If the majority of people won’t remember the brand, then what’s the point of contributing to the Madison Winter Festival? Surely the 10 percent are meaningful (heck, I’m blogging about it). But that’s an added benefit, not the intention.
The intention of the DreamBank is to get people thinking about their dreams. That’s what all the activities inside were about. Pulling from DreamBank’s (American Family Insurance) website, “Dreams. They are the most valuable things we will ever own. They are the embodiment of our hopes, goals and aspirations. They empower us, drive us and define us – as individuals and a nation – and the pursuit of our dreams is a part of what makes life rich and meaningful.”
As freelancers, as business owners, as crafters, as “insert passion/occupation here,” we all have a chance to create real change. I don’t know a lot about American Family Insurance’s history, but I know enough that I can confidently say they didn’t get to becoming the success they are now by just selling insurance.
They sold the most valuable currency there is. Dreams.
Stay Positive & What Are You Selling?
Photo taken by myself
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