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Newsletter #930: The “Lessons from a Smoothie Company with Raving Fans” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

Innocent sells over two million smoothies a week and they have a huge fan base that loves them. But that’s not the only thing they do that’s remarkable. Here are some lessons to learn from Innocent’s way of doing business:

1. Get them in on it
2. Show everyone your fans’ love
3. Let them know the whole story
4. Check it out: Stamen Maps

1. Get them in on it

People love talking about themselves. So to get your customers to talk about your stuff, make it about them. Innocent invites their fans to “A Grown-Up Meeting” every year where they can test new products, make some of them, brainstorm with the crew, and just have a good time. That gives their fans a lot to talk about when they get home, and makes them feel like a part of the brand.

The lesson: How can you show your fans their input is important and turn a customer into an advocate?

Learn more: Innocent’s Blog

2. Show everyone your fans’ love

Innocent gets a lot of love from their fans, and they put this feedback up for the world to see. From pictures of kids, to repurposing of their packages, to pop art, Innocent displays “stuff we have been sent” on their website so that everyone can see how crazy their customers are about them. That’s not only a great way to show off fan love, but also to encourage other fans to send in their stuff too.

The lesson: How can you make your great customer feedback more visible?

Learn more: Innocent’s Family

3. Let them know the whole story

The more your fans know about your story, the more they have to talk about your stuff. Innocent’s website is just as much about their mission as their products, and Innocent is upfront and personal about where they have been and where they’re going. In fact, they give a timeline of their whole history, including the quirky stories that have shaped the brand and the mistakes they made along the way — like almost going bankrupt.

The lesson: Telling your fans about the good and the bad lets them know you’re human, transparent, and trustworthy.

Learn more: Innocent’s Story

4. Check it out: Stamen Maps

Want to see your neighborhood mapped out in beautiful watercolor or black and white dot contrast? Stamen makes everyday cartography into works of art.

Check it out: Stamen Maps

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