Posted by Frances Laing on Wednesday 20 May 2009
Innocent taste tests
Last week, I was sent an email from Innocent asking if I would like to take part in their taste test, as part of buzz around their AGM this year.
It led me to thinking how clever the marketers are at Innocent, as this simple request initiates the potential for all sorts of user interaction.
I have to confess to being an avid recipient of the Innocent newsletter, converted a few years ago by one of my friends who had already won one or two free drinks from them by responding to their newsletter competitions. I actively look forward to reading their newsletters, as they are full of all sorts of information on the company, new product launches and other random facts (related and unrelated to the production of food and drink!).
However, this level of consumer interaction could take my relationship to a whole new level. I’m assuming that I am not alone in my interest in Innocent, so the simple request to become a smoothie taster for the day would potentially give the company an entire market research panel for the small cost of a smoothie for each participant – in order to take part in the test, I would have to buy my own smoothie, complete the survey and then be sent a voucher for my next smoothie, which it would be down to me to redeem. So in fairness, given that people often don’t redeem their vouchers, the research would be even cheaper! And I could be a willing participant! How many of you would like to be able to research your user base for free?
In addition, Innocent have been asking people to submit questions for their AGM, as well as running a competition to allow a few people to join their AGM for the day. I’m impressed at the ability to generate interest to the point that people are competing to get involved in what most companies would hardly describe as the high point of their business year. Again, how many of you could claim that your customers are clamouring to join your AGM?
In summary, and to stop continuing to evangelate further about the brand, my aim quite simply is to challenge you to think about your customer interaction, and whether you have considered all the options open to you to engage with your audience. As Innocent quite clearly demonstrate, it can cost less than you think!
If you would like some help generating ideas for customer interaction, or just want to learn more about the power of this concept, do get in touch. For more information please visit our Strategy section