I recently received an invite to the private Dell Women Entrepreneur Network Los Angeles event held at The Hub downtown. Given that I’m working on a project for women, I was intrigued by the keynote that would be delivered featuring Suzi Weiss-Fischmann, the artistic director for OPI.
I accepted the invitation and made the trek downtown. It turned out to be a very good decision as I met several fantastic women like the founder of The Hub LA, Elizabeth Stewart.
Suzi presented several great ideas on marketing to women, and I think they apply to digital marketing and communications for any brand. OPI has had tremendous success with building a community that loves their products and brand.
Here’s what Suzi suggests if you’re interested in building a digital following and durable brand like OPI:
As simple as it sounds, we should ask for permission to connect with our customers and then continue asking what they want from us. How many times have you heard of marketers guessing what their customers want and guessing wrong? The easiest way to build a product people want is to ask them what they want.
Suzi explained OPI’s social media approach and how they make it a point to respond to social media questions, comments, and compliments. While many brands tend to ignore everyone except celebrities and influencers, OPI makes it a point to reach out to the everyday woman who loves the brand and serves as a virtual brand ambassador.
Suzi urges marketers to really get to know their customers and give them what they want. She noted how the technology has evolved for nail polish, but the core of the industry and the reasons women buy are the same. By keeping the customer and her wants at the top of their list of priorities, OPI continues to maintain its position as a leader.
As if the great networking and timely information wasn’t enough, I got to take home a sample of the new Euro Centrale line from OPI. I am a serious nail polish lover (I currently have 63 bottles so…yeah) and I squealed with delight when I opened my swag bag and found a collection that hadn’t even come out yet! :::fashion orgasm:::
The event was quite fabulous. I applaud Dell for putting their money where their mouth is and producing fantastic events and resources for women. Big shoutout to Stephanie, Elizabeth, and Suzi for a job very well done.
Here’s to empowering more women to win in business!