One of my favorite commercials is for American Express and features Ellen DeGeneres. After Beyonce invites her out and requests - " Have your people call my people," Ellen goes on a search for "her people."
Women are in need of "people." Women are often the caretakers, the organizers, the planners. Sometimes they need someone to caretake, organize, and plan for them.
I was reminded of this on a recent speaking trip to Corpus Christi, Texas. Apparently, Corpus Christi is on the Gulf of Mexico. Seriously. Who knew. I suddenly found myself with half a day of free time and a gorgeous waterfront to peruse, but nothing but heels and business suits in my suitcase.
Where were my people to say, "Holly, Corpus Christi is on the water and the weather is supposed to be beautiful. Be sure to pack some cool casual clothes and sensible footwear so you can explore the waterfront."
Well, the hotel gift shop sold flip-flops. So I decided to toss pride by the wayside, buy some flip flops, and simply wear my PJ's (purple Big Dog boxer shorts and old T-shirt) for a stroll along the water. I mean, It's not like I knew anyone….except for heads of the group I was speaking to.
Which is exactly who I ran into on my way to the water. I noticed a raised eyebrow when observing my outfit. I did my best to put on a charming smile and exclaim how excited I was to speak to the group. But I fear my Big Dog boxers did not inspire confidence.
Where were my people?
Where were they when I needed assistance? Where were they when I needed proper planning? Where were they to prevent my client from forever associating me with giant purple St. Bernards?
Be "her people"
What can you do to anticipate your customers' needs, to assist her, help her plan, be there for her?
Two great examples of companies who get this concept are Verizon and Southwest Airlines.
Verizon features their "network" – a great visual of this crowd of "your people" who make sure you're never alone. Wherever you go, you have coverage from this network.
Southwest Airlines has a series of commercials right now featuring their bag handlers to promote their "bags fly for free" promotion. I love this campaign for so many reasons, but the care they give to your bags, it just makes you feel like "these are my people."
How can you be "her people"?