CEO to Lock Himself in Display Window

Share this content:
Clifford Boro, CEO of Internet Financial Network, New York, will appear in a display window for more than 16 hours on Aug. 23 in an effort to get noticed by thousands of busy New Yorkers.


The goal is to have Boro interact with as many consumers as possible to convince them to try the company's flagship site, Infogate.com, and its personalized financial information products and tools. He will field questions about any publicly traded company and will answer them using the site's tools.


"It's a shameless publicity stunt," Boro said. "It's meant to be fun. We're spoofing the CBS 'Survivor' series. Being a CEO of an Internet company today is far harder than surviving on that island."


The effort is "not without integrity," Boro said. "Having a guy like me pressing the flesh and demonstrating the product is deliberate because you see consumers' reactions as you take them through it.


"You can do focus groups galore, do all the research you want, but I'll get something [better] out of this," he added. "I can see how they use it, the Internet, and see what else they're looking for that our company can provide. You always learn something."


Infogate.com has had people in the window, at the Sony Lincoln Square Theatre at 68th Street and Broadway, since July 4. Boro is expected to appear from 8 a.m. to 8 p.m., although he may stay longer to take advantage of the evening movie-going crowds. The display will be removed at month's end.


Boro and others who have appeared behind the plate glass have also been trying to lure consumers to the site by alerting them to the "Infogate Challenge." Anyone who registers before Aug. 25 can enter to win $1,000.


From a business standpoint, the window has already helped the site find new partners. To deliver its free, real-time stock quotes and up-to-the-minute news, it has agreements with sponsors such as Salomon Smith Barney. "Because of the incredible New York City traffic, we've already had threads of discussions with companies who have seen Infogate.com and asked how they can partner with us," Boro said.


The site created the promotion with guerilla marketing company FourFront, New York.
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above