How you can make their powerful marketing strategy work for your own business
I’ve been geeking out on Innocent Smoothie’s marketing for years. The brand’s use of humour, personality and innovative techniques is just chef’s kiss.
If you’re interested in harnessing their proven methods to see how you could use a similar approach to drive awareness, community and sales to your brand, keep reading…
Have a Brand Personality
Over the years, Innocent Smoothie’s tone of voice has gradually become that of one person. All of their content, from social media to email marketing to product packaging, shares the same cheeky, humourous and fun tone of voice.
This laidback approach to copy makes it easy for customers to connect with the brand because it feels like they’re receiving communication from a friend.
Use Social Media to Your Advantage
Use your social media channels to develop your community and tell your story. People don’t use their scrolling time watching ads and browsing the catalogues of small businesses, so you have to be clever about how you sell.
By making sales less of a priority and focusing more on building and nurturing an authentic audience, you’ll soon find that your genuine approach will be appreciated and organic enquiries will naturally follow.
Know Your Community
If Innocent Smoothie’s customer base was made up of serious professionals over the age of 50, their messaging wouldn’t work at all. However, because they know those buying their products are young, health-conscious individuals looking for some respite from their busy lives, it does.
Knowing your community allows you to create the right products, use the right tone of voice and use the right channels.
Create Urgency and Desire
Starting in 2003, Innocent Smoothie launched the “Big Knit” which featured tiny hats on top of their bottles. Since then, the campaign has regularly made a comeback and, over the years, thousands of volunteers have produced 1.5 million hats, ultimately raising £3 million for Age UK.
Not only was this a wonderful charity promotion, but the unusual, unique and limited-edition hats also created a sense of urgency and desire in their audience resulting in an increase in sales.
Have a Quality Product/Service
Finally, the harsh truth is that no amount of brilliant marketing will save a bad product. Before even attempting to promote your product or service, you have to be confident in its quality and necessity.
Innocent Smoothie has developed a range of drinks that are healthy, delicious and affordable. By sticking with this formula, its audience has been able to know and love this brand over the years.
If you're interested in getting a dedicated marketing strategy to take your own brand to the next level, book a free, no-obligation consultation with us today to discover how we can help/
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