In a previous post about how to use social media to market to women, I discussed the importance of "the cupcake" or the emotional connection between female customers and brands.
Careerbags.com sells laptop bags and other bags designed specifically for women. (disclosure: they are a research partner). Their customers are business women. But what is the emotional connection between the two?
Every woman in business has experienced certain highs and lows in her career. Careerbags is asking women to share those stories on their blog by creating a list of your 10 most memorable business moments.
I have to tell you, I submitted my list and Ellen nailed it – I LOVE the woman's laptop bag she recommended.
As an added bonus, out of all the women who enter their lists, a winner will be drawn to win a free bag.
I love this for so many reasons. But the main one is, making an emotional connection between the customers and the brand with women's top 10 most memorable business moments lists.
For example – my list included a time when I was working for a company in New York. A client came in for our introduction meeting. I wanted coffee, so, polite person that I am, I asked if anyone else at the table would like some. Well, half way through the meeting, it was announced that I would be the project lead on the client's project. He was incredulous – "you're putting the secretary in charge of my project?" It was the only time I ever pulled out my big fancy title to inform the client I was not a secretary, but rather the Senior Vice President in charge of client services.
One of my highs was when I finally left Corporate America to go out on my own. I was celebrating my final day of work and looking forward to real time off for the first time in over 20 years. I sat with my sister at the bar of a beautiful old hotel drinking champagne and toasting life. I don't think I've ever been so happy. I did the Holly happy dance all the way home.
All women in business have these stories – good and bad. I encourage you to head over to the careerbags.com blog and share your top 10 lists. You'll get a fabulous personalized recommendation for a career bag, and you'll be entered to win a free bag.
And remember, as you're putting together contests/promotions, make sure there is an emotional connection rather than just giving away free stuff. It's a powerful way to build more long-term relationships.