A combination of New Year’s resolutions and the collective reaction to a sluggish economy has most consumers looking for ways to cut spending in 2009. Brown-bagged lunches, carpools, and fewer nights of takeout remain some of the common ways to pinch pennies, but Conair hopes people might consider home laundering a viable budget reliever—at least that’s the message it tried to convey Thursday with its complimentary “Steaming Suite” in Grand Central Station's Vanderbilt Hall.
To promote the launch of its new Deluxe Garment Steamer, Conair sponsored a pop-up dry cleaner of sorts to “steam the wrinkles out of Wall Street.” Rather than attempting to fix the economy, the initiative tried to educate consumers on how a steamer could shrink laundry bills.
Passersby could drop off any garment for free steaming from 9 a.m. to 6 p.m. at the suite constructed by producers at Connecticut-based Blue Flame Events. While waiting, guests received a free massage, relaxed in the small lounge, or sampled a shot of espresso brewed by Conair-owned Cuisinart. A spokesperson offered demonstrations and explained how to use the steamers while staffers distributed literature about the product to people who didn’t linger.
As the slogan suggests, Conair originally planned the suite to take place on Wall Street, but securing permits for guerrilla marketing in the financial district often proves problematic (though Delta, a company listed on the New York Stock Exchange, pulled it off in December). Not being listed on the exchange prevented Conair from setting up camp in front of the trading hub's desirable Broad Street headquarters, and planners could not secure a permit on the adjacent corner. When they finally settled on a spot just south of the busy intersection, the possibility of extreme cold reminded them they'd need a heated tent—and that requires a building permit.
Wall Street was scrapped for a transit hub, and Grand Central was the first choice. Not only does Vanderbilt Hall see a great deal of foot traffic, partnering with Grand Central also meant strategically placed signage throughout the massive building and complimentary email blasts to raise awareness with media. Conair otherwise handles all planning and publicity in-house, so this proved invaluable to senior PR coordinator Stacey DeFelice, who chose the space. After all, budgets aren’t just a consumer concern.
