Module 4 stimulating demand nl

This programme has been funded with support from the
European Commission
Module 4
Stimulating
Demand

In this module, learners will learn
1.Attract Attention, Attract Tenants and Users
2.Develop your Brand
3.Communicate your Message
4. Create the Perfect Website
5. Social Media Strategy for Incubators
6. 6. The Power of Story Telling in PR
"The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held
responsible for any use which may be made of the information contained therein."

1. Attract Attention, Attract Tenants and Users
You may have developed the best food incubator/food
enterprise centre in the world but unless you share your
incubator’s vision and voice, through authentic, consistent
and open communication, across multiple channels, then
you may not reach your potential.
Building a brand and implementing consistent and high
impact marketing should be as important to your incubator
as bricks and mortar.
And the secret to excellent marketing ?
Your mindset – marketing is not a function; it is a way of
doing business. It is about standing out and trying harder.
This module will help you do this!

Marketing Explained
Today’s consumer wants and needs more information
than ever before.
They want to know what your product or service does.
They want to know what’s in it for them – how they will
benefit.
They want reviews.
They want to ask questions.
They want testimonials and they want to be reassured.
Great marketing will do all these things!

Marketing is
 any contact between you and someone who may become
a client
 everything you do to place your product or service in the
hands of potential customers.
 a process, not an event.
 not a function; it is a way of doing business. It’s a
mindset.
 about relationships.
 about conversations. Traditional marketing method of
push or “shouting” at your target audience is just not as
effective anymore!
 interactive. People spend time on social media
communicating and sharing with others, so always
engage in two-way conversations.

Marketing goes further ….
Going beyond just attracting tenants and increasing
income (and this is vital), marketing can also
Build public awareness, confidence or support: As
marketing gets you into the spotlight and your profile
increases, public confidence in your offering grows as a
consequence.
Reach new contacts: Marketing can help you get in
touch with people who might become your clients, listen to
you, recommend you, or support you in some way.
Reach new audiences: A good marketing campaign can
reach new audiences - for example, different age groups,
target groups (e.g. new diverse communities) groups in
certain geographic areas or areas of interest.

What can marketing do?
 Stay in touch with former/existing contacts:
Marketing can help you stay in contact with current,
lapsed or former contacts, whose interest in you may be
rekindled with good marketing and the power of
connections.
 Credibility: A heightened public profile also increases
the legitimacy of your food incubator in your
community’s eyes and that can increase the support you
get from them and your influence with decision-makers.
 Differentiation: Marketing can enhance the perception
of your organisation and set it apart from others.
 Spreading knowledge: If you see part of your role as
educating the community about a cause, issue or
problem, marketing also means your message is getting
out there.

Great marketing
 Must start with content that is real and that has value to
your sales target or prospect.
 You have limited time and money to connect with your
prospect and explain why your offering is better.
 Needs to target your ideal prospect. Why waste your time
talking to 20 people who aren't going to do business with
you when you could spend your time developing
relationship with those who are?
Before you even start to market, do 2 things!
1. Profile your potential users
2. Be very clear about your Features vs Benefits
Did you know people don't just "buy" a product or service?
They "buy" the concept of what that product or service will do
for them. A clever way to articulate this is through features
and benefits.

Features vs Benefits – be clear
Benefits translate a feature into a solution that solves
a customer problem and solving consumer problems
is one of the best ways of finding a winning marketing
formula
Product Features –
Features are
descriptive, they
describe what a
product or service
does
Product Benefit –
What problem does it
solve for the
customer?

How do we translate Features into Benefits?
By using specific language and phrases
“Which means that”
“Which allows you to”
“Therefore you can”
“Therefore you will be able to”
Doing a feature/benefit matrix allows you to
document all the features and benefits of your
product or service. Importantly, each claim needs to
offer evidence to document fact or feature (remember
we said that consumers want proof of your claims).

Features vs Benefits – example
Feature Benefits Proof
Well
equipped
production
kitchen
Which means that you have all the
equipment you need to produce your
product saving you costly investment
List of the equipment (and cost)
and photos of the equipment in
action
Onsite food
technologist
Which means that you avail of all the new
product development and technical
expertise that you need on site at reduced
rates
Here’s the number of new food
brands that have been produced
and launched from our facility.
Flexible
contracts
Which allows you to avail of production
facility for as short or as long as is needed
Would you like to see a sample of
our contract?
Over 20+
customers
to date
Which means that we hand hold our
clients at every stage of the process to
ensure personal attention and customer
satisfaction
Profile of the tenants and past
tenants and testimonials from
them. ‘My business benefitted
…..’
Team of
highly
qualified
mentors
Which means that you have exposure to a
wealth of knowledge and creative ideas
Look at the credentials and
experience of our consultancy
team, spotlight their successes

How do we translate Features into Benefits?

2. The next step is to Develop your BRAND
Branding should be developed with care. It is not just a logo
or eye-catching graphic, it is so much more. Branding is the
art of differentiating your food incubator to its intended
target and connecting it emotionally. Hence, your brand
needs to represent your food incubator’s culture or
philosophy.
A logo is where your organisation’s
identity starts. Think of it as the
face of your organization and it
plays a key role in delivering your
brand’s message.
It needs to combine the right blend
of colour, style and symbolism.

Brands that Stand Out
A top trend in branding is that Brands have gotten Emotional.
Successful brands tap into emotion as a foundation for meaningful
differentiation and authentic storytelling.
Your food incubator expertise and leadership should be at the
heart of your brand and run through your messaging. Spend some
time developing your core message as the bedrock for your brand.
Set out
— What are your core values?
— What do you stand for?
— What do you care about?
— What is the vision?
— What is the hub’s guiding insight?
— What is the mission?
— How does the hub act on its insight?
— What is the tone of voice?
— How do you speak to your tenants/members, network,
partners and funders?

Newmarket Kitchen explains it’s
brand values through a Social Impact
statement which takes us through it’s
core values and motivating factors.
In explaining these values, they give
specific proof
It’s tagline is
Create. Contribute. Prosper.
‘Newmarket Kitchen’s true bottom line
is the world we wake up to each
morning. To make sure we are
maximizing our positive contribution to
our community and environment, we
are committed to ….’

Your brand should appeal to
the demographic you serve.
EXAMPLE - The CPH Food
Space brand communicates the
diverse components that it
offers –
•a space to produce,
•a space to learn and
•a space to enjoy food
And a real sense of community,
close to nature, full of people
and activity..
As a former meat
packing/abattoir building, even
a cow makes an appearance !
CPH Food Space,
Copenhagen
a public-private funded
food incubation project
http://cphfoodspace.dk/

Your brand should appeal to the
demographic you serve.
EXAMPLE – Kitchen Republic
communicates the diverse
components that it offers –
•A creative working environment
with a unique entrepreneurial
spirit
•The springboard for growth
•Access to the production kitchen,
learn from food experts and sell
your products
Kitchen Republic in
Amsterdam,
the first food incubator
in The Netherlands
http://www.kitchenrepublic.nl

Before you consider what image you want your
food incubator to portray, gather samples of the
logos of market leaders that you admire.
http://www.kitchencru.biz/
Using a knife as the brand device
http://www.kitchup.co.uk/
This brand is very clever, it is a
database of kitchen incubators in
London. The brand is based on
the ring of a hob – at the centre
of everything, access to
knowledge
http://www.hourkitchen.ie/
Timeshare is in the name

Using taglines for impact
https://www.yourprokitchen.com/ http://thefoodhub.com/
http://thefoodfoundry.uk/ http://www.kitchenrepublic.nl/home-en/

Develop your Brand Story
There are some key approaches that can assist in
developing your brand story:-
Your Origin Story: Your history, how you got
started, the choices you made?
The Passion Story: What you love and why you
love what you do.
The Personality Story: How people might
experience your brand, the customer experience or
your approach to your business
The Customer Story: What do your customers say
about you?
You can see that this content can be used as the basis
for all your marketing uses – website, brochures etc.

Who to target?
Where to reach them?
Media outlets such as the local newspapers, radio,
and social media.
Networking events
Open days at your incubator
TRADE AGENCIES & INFLUENCERS
• Food producers at farmers
markets and local food markers
• Food and farm business groups
• Economic development
organisations
• Municipalities
• Training organisations, trainers
• Universities and
entrepreneurship accelerator
programmes
• Bloggers and food writers

3. Communicate your Message
Now you have a clear and well thought out message,
where and how will you share it ?
In this section we look at your online and offline
options.
Online - Build a digital
community
Successful hubs use social
media and digital platforms to
their advantage, understanding
the power of direct
conversations with their
audiences, members and
collaborators.
Offline - Making Connections
Consider all the places you can
connect with your audience
Where do you want to share
news, highlight stories and
present information?

Before we begin
We encourage you to create STAND OUT marketing
impact. How can you do this?
Try new tools, experiment and don’t be afraid to try
things out.
Be creative with your marketing and press activities,
keep communication consistent and effective.
Share your story - People want to connect with
others who share common values and passions.
Create a Community
Rather than a dated ‘landlord – tenant’ relationship,
give your users a vested interest in your evolution and
your brand story. Instead of using the term tenants,
how about using the word members?

Communicating the impact beyond
Communicate the social, cultural and economic
impacts that your hub generates for your region and any
partners, such as universities, local municipalities,
corporates, charities and funders etc..
Create an inclusive hub, where members feel
motivated to contribute and empowered to share their
stories which is part of your incubator’s marketing
message.
Lever the Power of your Members
Share the food brands that are made in your facility on
various social media outlets to maximise exposure to a
wider audience.

What is required? Photos of people, products , the
process and the brand story
Promoting the brands that originate in your
incubator could be an integral part your marketing
remit.
Harnessing recognition and publicity for the
companies that use your facility will realise tangible
benefits for both the incubator and its members.
Members benefit from sales. The incubator benefits
from more potential members and goodwill amongst
other organisations (public and private).
This creates a rising tide effect whereby all the
members and operator gain from each others
exposure.
A win for the incubator or a member can be a win for
all members.

Photos
In the food sector, photos are the next best thing to
actually eating! Therefore it is important to bank
some quality high resolution photos of your facilities,
internal and external etc..
While nothing beats your own photos, sometimes
stock images can be useful for social media posts.
Free stock photos can be found on
•http://www.raumrot.com/
•75 Free images from -
http://offers.hubspot.com/free-stock-photos
•Free pack of images each month -
http://deathtothestockphoto.com/
•Free high resolution photos –
•https://unsplash.com/

 It is Easily Digestible
The attention span of internet users is diminishing every year.
They want to get to the point, fast! Videos are seeing a huge
increase in usage, while their length is continuing to
decrease. Audiences are far more likely to engage, embed,
share and comment on video content than other social media
posts.
We are all mobile
Advances in technology are leaning more towards favouring
the video marketer. For example, Facebook’s addition of
autoplay. You are more likely to capture a viewer’s attention
on a mobile device.
Video Works Because

Video and YouTube
Did you know that YouTube is the second biggest
search engine after Google?
There are 4 Main Types of Videos for Business:-
1. Demonstration ‘how to’
2. Informational/Educational
3. Promotional
4. Testimonial/endorsement

1. Demonstration ‘how to’
These include
•Step-by-step tutorials
•Demonstrations and how-to videos
•An excellent way of marketing your incubator on YouTube.
2. Informational/Educational videos
•Tell your story and educate people on your incubator values,
products and services.
•Share tips. By giving away great tips, you will literally show
your viewers that you know what you’re talking about.

2. Informational/Educational videos
What are you educating?
•Your Solutions (products and
services)?
•Your Knowledge?
•Your Insights into the Industry you
are involved in?
Why are you educating?
•To build credibility about you, your
incubator or your solutions
•To differentiate you, your company,
your solutions
•To gain competitive advantage
Where are you educating?
•Social media?
•Your website/blog?
•Through e-zines ?
•Online via videos, webinars, podcasts?
When are you educating?
•Daily?
•Weekly?
•Monthly?
•Continually?
•When sales go down?
How are you educating?
How interactive can you make the
experience?
Didactic (one way with no feedback
loop)?
Questions and Answers?

3.Promotional Videos
Interesting insiders perspectives make
for compelling viewing
Watch
Newmarket Kitchen
video is themed
A Day in the Life

FREE Video creation/editing tools
Youtube video editor -
www.youtube.com/editor
•Combine multiple videos and
images you've uploaded to create
a new video
• Trim your clips to custom
lengths
• Add music to your video from a
library of approved and FREE
tracks
• Customize videos and clips
with special tools and effects
Windows Live Movie Maker is
also very useable
APP STORE - Many options
Gravie is a fast and easy video
making app that lets you make
videos at your fingertips.
Make your own video in minutes
using their themes, graphic
templates, clip arts. Record your
own video or select from the
recorded clips and recreate
using various effects and styles.

Things to remember when creating videos
•Lighting and sound - choose a well lit area with no shadows,
make sure it’s a quiet location (no traffic, slamming doors etc)
•Record a short piece then review to make sure quality is good
•Music, image stills and captions really bring your video to life
–think about including these!
•Add your logo to the start, your logo and contact details to the
end with a call to action at the end
Editing videos – Adding Music
• Add images of completed projects, happy customers,
testimonials etc..
•Music evokes a strong emotional response in an audience.
•Another free resource for music intros - Free -
www.free-intro-music.com (download password: linorisemusic)

Uploading Videos to YouTube
• Create your own YouTube Business
Channel.
• Video descriptions should be concise -
no more than a couple of short
sentences.
• Use keyword search terms in your video
descriptions.
• Group them into playlists by topic or
theme - gives order to your YouTube
Channel and makes your channel more
user friendly, allowing your users to
easily find and focus on the content
they are looking for.

When someone first visits your website they are
making a ‘will-I-stay or will-I-go’ decision. The sale
comes later.
The 10 second rule - your goal is to quickly and
clearly communicate who you are, what you do
and also a benefit of your food incubator and
brand, if you can do this in a visual dynamic way
all the better!
Video based websites achieve all of this as we can
see from https://thefoodworks.com/brooklyn
Your Website Homepage - The 10 Second
Rule

How to get around – menus, click through links etc.
A place to contact you and a little bit of intro copy -
ideally contact details should be top and bottom
Evidence that someone just like them has already
been there & engaged with your incubator
Pictures of people making products, having meetings,
despatching products, customer testimonials all make for
good evidence.
You need to showcase three to five featured products
with pictures, headlines, a little bit of copy, and call to
action information buttons.
Your Website Homepage – What your Visitors Want

Example of featured products from Momentum,
the creator of this course, the same principle
applies to food incubators.
Your Website Homepage – What your Visitors Want

Your Website – Some Design Tips
Go responsive
Users are adopting a wide variety of
devices to view sites. Often users
will view your site through multiple
devices during the buying cycle. It’s
become more important than ever
to make your site work for all
devices that it will be viewed on.
Use no more than two different typefaces in your
website. For text paragraphs choose a font that is easy
to read. You can be more playful with titles and call to
actions - don't be afraid of using big fonts. Aim to
be playful but consistent!

Want to know if your website is mobile friendly?
www.google.com/webmasters/tools/mobile-friendly/
It impacts on your Search Engine Optimisation
Google announced:
"Starting April 21 2015, we will be expanding our use
of mobile-friendliness as a ranking signal. This change
will affect mobile searches in all languages worldwide
and will have a significant impact in our search
results."

Know your Website Audience and Goals
All websites need to start with a solid strategy and
achievable goals.
What is the purpose of the site?
What are your goals and how will you know you’ve
achieved those goals?
Brand awareness? Converting leads?
Establishing achievable (realistic) goals for your site
will set the foundation of how to design the site and
write the content that will help you get there.

Write Compelling Content
Based on the content themes we explored earlier in
this module, good web copy is broken into bite-size
readable chunks. Most website users don’t read all you
content, they scan and skim the main parts – so
highlight the main points and use bullets! Not only will
this help users get the point, it will also support mobile
compatibility.
Bullets and benefits to boost buyers
Bullets are captivating, short and sweet, intriguing,
and pleasing to the eye. Most importantly, they deliver
straight-to-the-point benefits. Bullets, benefits and
sales copy in your website - using the words "you get"
or "reasons why" will help people to quickly realise
what's in it for them! Back to features vs benefits !

Simple Things but Don’t Forget
Incorporate Google Maps
Consumers are using their
smartphones for their basic
information needs, e.g. finding
contact details and directions. Most
people now also use their mobile
phone as a GPS.
Embedding Google Maps or similar
on your website will not only help
potential customers easily locate
your business’s physical location,
but it will also help your business
rank well in the Google+ Local
business listings.

Google Maps Website Plugins
For Wordpress – the simple Google
Map Plugin is useful, see here used
on a website.
Note – you don’t need to have a
registered Google place to use this
plugin, you only need your gps co-
ordinates.
However – showing up on Google
Maps is advised. To show up on
Google Maps (www.google.ie/maps)
you must create a local page on
Google my Business

Google my Business/Google+
By creating a local page on Google My Business, your
business information can show up in Google Search,
Google Earth, and other Google properties.
In addition, your business gets a Google+ page to
connect with your customers. When you add your
business using Google My Business, you’ll create a
Google+ page.
https://support.google.com/business

Note – getting your place registered on Google does not
happen instantly! Verification can take some time.

Quick Summary - Common Web Design Problems
to avoid
 Poor Navigation
 Absence of a clear value proposition (an explanation
of why a prospective customer should buy your
product or service)
 Absence of a clear call to action (the desired next
step that you would like a visitor on your website to
take)
 Or too many calls to action!

Blogging
 A blog is the part of a website that displays a writers’
articles
 Can be a blog only site
 Articles usually centre on writers’ own experience,
observations, opinions
 Articles (or blog posts) are updated on an ongoing
basis, listed in chronological order on your blog, and
show dates of posts

Why Blog?
 The only thing blogging costs you: your time.
 A blog will bring traffic to your site
 A blog is good for Search Engine Optimization (SEO)
 A blog can establish you as an authority
 A blog humanizes your business and your brand
 A blog can drive sales
Blogging Basics – getting started, your first post
 Pick your Topic Carefully – choose something you
know well
 Keep it Short and Sweet to start – aim for 200 to 250
words
 Determine your Main Points – 3 or 4 is plenty
 Get Writing – start with a great headline!

So now you have your website and are
blogging, let’s look at 7 Ways of Getting
more Traffic to your Website
1.Boost organic web traffic
with keyword rich content-
A keyword is a particular
word or phrase that
describes the contents of a
Webpage

Good example
Main keyword – junk
removal – mentioned
in main heading,
first paragraph and
sub headings.
Notice though how
descriptive keywords
are also tactfully
integrated
throughout the
content – the result
- this piece of
content could turn
up for any number
of Google searches!

2. Blog and update your Website consistently
Search engines love frequently updated sites, so do users.
A site that’s updated consistently tells users you’re
serious about providing good content!
Aim for once at least once a week
3. Use Social Media
Building a presence on social media networks like
LinkedIn, Twitter, Facebook, Instagram etc. all help to get
your name out and website address out on the internet.
Did you know that your social media pages come up in
web searches?
Creating a social buzz about your website and your blog
not only demonstrates your pride in your content, it can
also establish a stream of sharing and help drive people to
your blog/website to read more.

4. Exploit metrics – Google Analytics
Set up and use Google Analytics to track visitors to your
site and blog.
Being able to see where they come from and what
keywords they searched for allows you to fine-tune your
content.
Google Analytics will also tell you where in the world
your website visitors are, what pages they like on your
website, what ones they don’t etc.

5. Encourage Incoming Links
Google prioritises sites that have a lot of incoming links,
especially from other trustworthy sites.
Encourage clients, friends, family members, partners,
suppliers – anyone, really – to link to your site.
The more incoming links you have the higher your site
will rank!
6. Use Internal Links
Once you’ve built up a decent back catalogue of content
you can link to it in blogs and on your website, guiding
visitors to more relevant content.
This can keep visitors on your website for longer, which
helps boost your search rankings.
Don’t, however, overuse internal links; too many and it
starts to look like spam.

Emailing Marketing
The right content at the right time yields great results.
The message must be valuable.
For greatest impact, use a web-based email marketing
service. Many offer FREE options to help you design
email newsletters.
Send to your database of contacts, share them on social
networks and most importantly track your results & see
recipient behaviour.
Your options include Mailchimp www.mailchimp.com

Emailing Marketing Reports
Why is reporting useful?
You learn.
How many people opened your email?
How many clicked?
What did they click?
What didn’t they click?
Did they like the content? - this helps you learn from
your mistakes!
It also helps you hone in on people you now KNOW are
interested in your product or service

Email Marketing Tips
Make mobile a top priority
Only use a service that is mobile
compatible e.g. MailchimpPersonalize and customize your content – (why not
create a separate list for your top subscribers and tailor
content to suit them: perhaps offer them a special
offer/discount?). This works well for past clients and
new clients – use the power of separate campaigns.
Timing is Everything - Review your reports, if you are
B2B then sending within business hours would possibly
be best, but if you are targeting those who work at
farmers markets etc perhaps evenings are best

Email Marketing Tips
Make your emails visual -experiment with various
types of images and text content. In general, a
even mix of images and text covers all your bases!

5. Social Media Strategy for Incubators
At a glance, your main tools are…
• Share interesting articles from the food world on
weekly basis
• Expand on being a resource for small businesses
• Advertising incubator Events
• Thought Leadership
• Promoting profiles of members
• SEO – Search Engine Optimisation
• Articulating & enforcing incubator brand
• Advertising incubator events
• Member publicity
• Show thought leadership
• Add depth and tell story about the
incubator and its members
• Different look at inside of the incubator
• Drive engagement with website through Twitter
• Drive engagement to members that are less engaged
• Tweeting more content that people want to follow
• Weekly ‘How To Tuesday’s’ profiling something
• interesting a member is doing in the production
process via Instavideo
• Post periodic food profiles
• Post periodic recipes

Why you Need Social Media as
part of your Marketing Effort?
Highly Dynamic - It’s a 2 way form
of communication that happens in
real-time. It is excellent for
creating Consumer Awareness
& Lead Generation and builds interest through Brand
Identity & Exposure
Highly Viral -The contagion factor means content
can potentially spread via millions of connections
Highly Interactive - Social media content
derives its value from the level of fan
engagement
Highly Cost Effective - your main investment
is time

 Content is the foundation of your social media
marketing actions.
 Build content themes. Your facilities, services,
team members and happenings/events all offer rich
subject matter
 Set a marketing calendar that cycles through your
content themes.
 Use scheduling tools to ensure you are consistent
 Your Business Voice and Personality. If you were to
describe your incubator as a person — what unique
characteristics or qualities would stand out?
Social media is about connections and
conversations, your business pages has/will
have its own voice and tone. Embrace yours!
 Get your community involved !
Develop a Content Strategy

Let’s Start with Facebook
Build lasting
relationships by
telling your
incubator’s story
with actionable
links, photos and
videos
The people you care
most about will see
your story and
updates
When your followers
feel connected to
your business, they
are more likely to
share your story
with their contacts.
Branding your Profile Picture and Cover Image
Use a free Facebook Timeline Cover Maker Tool
such as www.pagemodo.com, a cool tool for
creating interesting and engaging Facebook Cover
images. Lots of templates to choose from, you
insert your own images, text, call to actions etc.

Craft a strong Page Description
Questions to help you:
What’s your incubator story?
What’s your product or service? (a few features)
How do you help people? (lots of benefits)
Who’s your target market? (specifically mention who
they are e.g. food producers who need space to grow)
What are 3 problems you solve for your target market?
Before you begin posting, consider Mark Zuckerberg &
his vision for Facebook. He wants to create the
“perfect personalized newspaper for
every person in the world.” “There’s more
competition for what they (users) see, so only the
highest-quality content is actually going to get
through and get shown to those people.”

Facebook – Engagement is Key
Facebook defines engagement in one way and one way
only: fingers clicking specific buttons.
Four main ways fans engage - like it, leave a
comment, share it with others, or click on a link.
The more often your fans engage with you, the more
often your posts will be pushed out into their News
Feed
Facebook changes very often! One of the best
ways of keeping up to speed with all the
changes is to follow the Facebook Guide for
Business www.facebook.com/business

 Be consistent in the quality and types of posts you
create. This will help people know what kinds of
messages to expect from you and how they tie into your
business.
 Post timely content, vary content and images – avoid
the temptation to overuse the same text and copy.
 Respond quickly to comments on your posts to let fans
know you're listening!
 Pay attention to your Insights. Post engagement,
such as the number of people your posts were
shown to, likes, comments, shares and more.
It gives useful demographic information,
including genders, ages and locations

Is this familiar?
“I have 2000 fans, but only ten of them will actually
comment on a picture.”
Respond back to those ten people and generate more
conversations with them.
Create posts that are relevant to your brand and tell a
story. The purpose here is to ignite a feeling in your
audience. Each time you post, question what you want
your audience to feel.
Do you want them to feel inspired?
Do you want them to feel empathetic
or informed or supported or
connected to you?

Don’t focus on selling on Facebook !
Facebook favours resourceful content over sales-driven
content. Good content will provide value to their
audience.
Facebook want to make the users experience more
enjoyable.
FREE Facebook Monitoring Tool
LikeAlyzer: is an excellent monitoring tool that
highlights exactly what you’re doing right and what
you’re doing wrong, making it much easier to make the
necessary changes. Use it to check you won
page and to check competitors to see how
their pages score!
www.likealyzer.com

How can your Incubator use Twitter?
Twitter is where people connect with their passions, share
their opinions, and find out what’s happening in the
world right now.
Here are some ways you can leverage Twitter.
Discover what’s happening right now
Twitter gives you access to what’s going on in your
industry, community, and around the world. Use Twitter
search to listen to the relevant conversations that are
happening and jump in where you
can add value.

How can your Incubator use Twitter?
 Increase your brand awareness
Raise the profile of your business and increase
the impact of your marketing by using Twitter
to regularly communicate with your followers.
 Connect with potential customers, brand
advocates, and influencers
Twitter allows you to follow and interact with
people outside of your personal network. It’s a
great way of joining or even starting
discussions with influencers and industry
experts to raise the profile of your business
and build valuable connections.

Instagram Strategy
• Photo/video sharing platform
• People come to Instagram to be visually inspired.
Brands can be a legitimate source of inspiration.
See https://www.instagram.com/cphfoodspace/
for a great example of a food incubator and space
• Instagram is about people. And people are moved
by emotions.
Instagram is key in food promotion and the life
around food is appealing to followers. This is
where an incubator can leverage followers
and likes.

Instagram Strategy
It is a good idea connecting your social media
• Instagram and Facebook
• If there are not too many photos each day
posted on Instagram – connect to Twitter
• Look at post/photo likes and benchmark most
popular ones to see if it can be replicated in
future posts/photos
Utilise all trending hashtags.
Keep updated on tags.
Keep a stock of photos for down days.

Use hashtags which allow people to discover you ,they
connect with new followers and increase engagement.
Standard hashtags can be found for your region –
hashtags below are examples used by the community
on Instagram, Twitter and Facebook to make it easier
to find members and increase post views
#foodincubator
Top Food Blogger Hashtags (Instagram)
#instafood (469M)
#food (197M)
#hungry (18.5M)
#delicious (18.5M)
#foodie (22.2M)
The Power of Hashtags

Create a Digital Media
Dashboard for your Incubator
Use it to Monitor activity in
order to plan and maintain
marketing requires a digital
media dashboard
Daunting at first, once in place
and regularly actioned, it can
exponentially reinforce the
brand and awareness
Track your Social Media

Create a Social Media Checklist
Exercise 6:
Download
our
Template
and create
your own
Social
Media
Checklist

Go Viral with Your Messaging
Get your members to consistently share news on
everything in their world, ask them to tag your
incubator. Perhaps let them ‘takeover’ your social
media accounts on occasion
Use your bank of photos for sharing on social media
Use Guest blog posts for members spotlight
Compile fun facts to create interesting content
Ask bloggers and influencers to highlight your
incubator

6. The Power of Story Telling in Public Relations (PR)
Earlier in this module, we looked at developing great
content as the basis for your marketing. That content
can lead a very engaging PR campaign. Public Relations
is managing the flow of communications between you
and the public, giving life to your story with reach and
impact through all media and awards. A reminder ….
•Describe what you offer based on a personal perspective
i.e. articulate previous user/ customer experience - the
power of testimonials and empathy (when you show
empathy you become relatable and people will want to
open up to you)
•Pick a relevant example that is relevant to the your
target market– people love real life stories!
•Go back to your story and work on great stories you can
share

No good having a great story unless you share it !
You should tell your brand stories on your website, in
your literature, at your locations, in videos (especially in
video ), through the emails you send out, events you host
and attend i.e. everywhere.
More stories on members that mention the incubator
Articulate value add to members in stories
Establish the Kitchen as the leaders in the industry
Establish the Kitchen as the go-to for food
entrepreneurship
Exercise – Review a Press release – example Newmarket
Kitchen

PR – Components of a Media Tool Kit

The Power of Infographics
Note the
powerful
impact of
infographics in
getting the
message across
about how an
incubator can
provide
solutions

Create your own Infographics
Visualising data : Present graphs or charts with
important numbers and findings in infographic
format. While there are free templates (Canva and
Venngage ), it may be a wise investment to
commission a designer to present your key
findings in an infographic.

Reminder from Module 1 - Example of an Infographic
While not research focused, the principles of this incubator
infographic example apply. Mess Hall is a US food incubator with
four shared kitchens. Founder Al Goldberg provides a snapshot of
their 2016 performance through numbers.

A Good Press Release
A good press release will answer the key questions:
–Who?
–What?
–Why?
–Where?
–When?
–How?

The 5 Most Persuasive Words in Marketing
1. You - we become more engaged and even more trusting of a
message in which our name appears.
2. Free – powerful but only use free when it makes sense, and
only in the right context.
3 Because - you have to remember that it all comes down to
answering your customer’s #1 question - What’s in it for me?
4 Instantly - we want things yesterday
5 New - New fixes to old problems, new features and
improvements, a fresh new design, or even new ways of getting
your message, while staying true to your brand

Enter Awards
Enter key sector awards not only to build reputation
for excellence but also as key PR messages.
What awards are applicable to your incubator?
Social entrepreneurship
Community
Food
Entrepreneurship

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