How to Look After the Guys Who Pay Your Wages #smlondon

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This is the eigth in a series of ten articles from our recent #smlondon LIVE! 2015 event. To read the rest of the series, click here.

Stealing the show at #smlondon LIVE! 2015 was Helena Langdon of Innocent and the crowd couldn’t wait to meet the person behind all the quirky smoothie related tweets and dad jokes that are so bad they’re good.

More importantly, they couldn’t wait a minute longer to catch a glimpse of the legendary fourth floor stapler (and a selfie or two with it), which had strayed from the office once again! That has got to be the most well travelled piece of stationary in history (or “since records began” if we’re going to get technical…)

If you weren’t lucky enough to catch Helena’s talk on ‘looking after the guys who pay our wages’, aka the customers, here’s a summary of some of her key points so you don’t feel left out.

Make it personal:

The key to making your customers feel valued is to listen to what they have to say and take the time to get to know them a bit. Replying to fans and engaging them in conversation is a sure fire way to make them feel special and maintain customer loyalty.

Innocent are know for showing a lot of personality on social media and it’s what they are loved for, so their tone of voice when tweeting fans is pretty laid back and in keeping with the happy and positive theme of the brand.

They even often reply to fans with handwritten notes or drawings, which is a great touch!

They love to make their fans feel involved in the brand and so they have created a pin board in Innocent towers dedicated to things that fans have sent in, from drawings and photographs, to tapestries! They also encourage anyone to give them a call on the banana phone if they fancy a chat.

Be relevant (in your own way):

Jump on trends…or just create them!

Had you heard of #PenguinAwarenessDay before this year? Probably not…Have you now? Quite possibly, seeing as Innocent managed to get it trending at number 1 on Twitter after a fan brought the occasion to Helena’s attention, leading to a series of penguin (and kitchen utensil) related tweets.

Another good’n was #DogsatPollingStations (Yes, this was the work of Helena Langdon too! ) which kicked off during the UK General Election 2015 and actually trended higher on Twitter than any of the official hashtags. It tied in with the current events, however it showed a bit of quirkiness and personality.

Viral sensation:

If you haven’t heard about the travels of the legendary Innocent fourth floor stapler, then I don’t know what you’ve been doing for the last few months.

They’re a rebellious bunch over at Innocent Towers, so when someone decided to label one of the staplers “FLOOR 4. DO NOT REMOVE”  their first thought was to photograph it everywhere BUT the fourth floor.

The stapler has been everywhere from Disneyland, to the Galapagos Islands (and of course #smlondon LIVE!) and quickly became a viral sensation.

A commitment to nonsense:

People love silly things and Innocent wouldn’t want to disappoint anyone, so that’s exactly what they provide.

Silly puns, dad jokes and witty remarks are their specialities!

Words of wisdom from Helena: Don’t plan anything, build your social strategy around conversation and stay relevant.

I don’t think anyone could have predicted the success of a piece of stationary travelling the globe!

Sophie Deering

Sophie is a copywriter.