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As we learned during last year’s M2W® Pre Conference Workshop, digital marketing can “convert women from customers to brand evangelists”—which is exactly what Kenneth Cole is hoping to do during this holiday season.  As part of its “BE CAREFUL WHAT YOU WISH FOR” campaign, the popular fashion brand has just introduced its first digital “Wish List” and corresponding iPhone application.  The interactive digital gift registry is designed to allow consumers to easily create and share their personal holiday wish lists with friends and family (including even non Kenneth Cole related items) via email, Facebook and Twitter.  The iPhone app allows users to take their Wish Lists with them, and when near a Kenneth Cole store location, they will receive a reminder on their phones about a Wish List item that remains to be fulfilled.  And for those of us looking for some new gift ideas, the Wish List site includes an “Our Friends” section which gives you a peek at the lists created by Kenneth himself as well as some of his A-list friends.

To encourage giving gifts beyond retail, Wish List users can suggest a contribution to their favorite charity—giving them the opportunity to be bestowed with a ‘Hero’ badge as well as have the company add a link to the organization’s website in an effort to encourage donations and volunteerism (another great marketing to women strategy:  cause marketing).

And speaking of mobile apps, P&G’s Always has just launched its ‘Always Me™ mobile application–a comprehensive period and ovulation tracker.  The application was designed with input from a select group of women-focused website editors, bloggers and female health experts.  “A key motivator for us was the reality that while all women establish daily routines and different ways to manage their monthly cycles, they are also looking for solutions to help make their lives a little easier,” said Courtney Schuster, Always Global Brand Manager. “In an age where our phones connect us to our family, friends and on-demand content, we created the Always Me mobile app to help women stay connected with their bodies in a current, customizable way.” One of the unique features of Always Me is a personalized question and answer function to address any personal or intimate questions that she may have.  Consumers can submit a question related to their menstrual cycle, and a health professional will provide a timely answer within 24 hours.

Looking ahead, P&G has plans to expand the mobile application to include a wide range of useful information and tips for various aspects of a woman’s life, including skin, hair and beauty care and will continue to evolve the product by listening to consumers—a smart move when it comes to finding success with marketing to women.  “Listening to consumers is the easy part.  Joining the conversations and making changes based on that listening is much more difficult, but can be the lynchpin in engaging women in your brand,” said Ketchum’s Kelley Skoloda during her 2010 M2W® brand panel.

For women, bladder issues appear to becoming part of more mainstream conversations—thanks in part to campaigns from brands such as Poise (recently highlighted in our M2W®-HC™E-ssentials feature of “Campaigns We Love”) and now Medtronic.  In support of Bladder Health Awareness month, Medtronic is extending its national women’s health campaign, Facing Our Moments™ which is designed to encourage women with overactive bladder (OAB) to face their bladder control issues and “reclaim the important life moments that often are missed due to concerns about bladder control.”  This year’s campaign features a series of both fun and educational Girls’ Time Out events during the month of November where women have the opportunity to talk to a bladder health expert and meet other women who suffer from similar conditions. Girls’ Time Out events are being hosted by partner hospitals and clinics in more than 25 cities throughout the country.

The campaign is a partnership between Medtronic and women’s health advocacy groups Accidental Sisterhood Foundation and Women’s Health Foundation. As part of this partnership, Medtronic has provided grants to both foundations to support their activities in connection with this awareness campaign. “Overactive bladder can have a substantial impact on daily living, which often results in a woman’s sense of control and happiness being compromised,” said Cindy Kent, Vice President for Urology, Gastroenterology and Deep Brain Stimulation Therapies in Medtronic’s Neuromodulation business. “Medtronic has seen positive momentum through our awareness campaign, and we want to help more women understand their condition and what they can do to treat it.”

What other brands are becoming part of the conversation between women?  Register now to attend the 7th Annual M2W-The Marketing To Women Conference.

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