Together since 2016
It was when Jan Lindblom, then business developer at Innovatum and current CEO at Styrelseakademien Västsverige, contacted Robin Pettersson at HERE that the collaboration would begin in early 2016.
“At the time, there was a sharp need for a good marketing consultant at our incubator companies, and through previous collaborations I knew that Robin and his colleagues at HERE would cover that need gallantly. We needed someone who was educational in his instructions and well versed in the relationship between digital marketing and practical sales.”
Jan Lindblom, CEO, Styrelseakademien West Sweden
The first phase of the collaboration consisted of helping the incubator companies develop strategies for how they would market themselves digitally. The aim was to train the entrepreneurs behind the companies and finally make them independent. Operative workshops were therefore interspersed with homework for the incubator companies, and in cases where investment capital was desired, part of the assignment consisted of creating and presenting a marketing budget with an estimated expected result.
“It is always challenging to step into startups early where both data and experience are limited, but the drive and innovative thinking that permeates Innovatum's premises through the incubator companies makes you feel like part of an unstoppable team.”
Robin Pettersson, Digital Growth Specialist, HERE
During the first years of the collaboration, it was Pettersson who took responsibility for the incubators' workshops, but in connection with Trollhätte resident Robin Olsen joining the agency, it became natural that he should take over the responsibility.
During 2022 the contact with Innovatum District deepened further, which also strengthened the collaboration between the two parties.
“Even before I started my career, I knew the Innovatum area well. When we then moved into one of the offices in the old factory building, I quickly realized that I had ended up in the right place. The environment here is unbeatable for entrepreneurs and entrepreneurs who want to be inspired and at the same time create business opportunities. That it would get even better in connection with the construction of the new building made it almost unreal”
Robin Olsen, Digital Growth Specialist, HERE
Central to HERE's way of working has always been to have an educational and training approach, something that also permeates Robin Olsen's entire personality, so taking over the baton from Pettersson was therefore not a difficult task.
"It is close to my heart and comes naturally to me to have a coaching role in all my customer relationships. I believe in a collaboration where you grow together and constantly learn from each other." continues Olsen.
The incubator's own marketing
Over the years, the collaboration with Innovatum has developed and more recently has also come to be about how they market themselves. HERE has, among other things, through advertising in social media (Paid Social) created and delivered value in a number of different ways. Often through specific campaigns where the focus was mainly on generating visitors to various national and international events, but also to build and strengthen the Innovatum brand locally.
“I am responsible for communication and marketing at the incubator and have had a good collaboration with HERE, especially Robin Olsen in recent years. Robin has helped us with paid social for our events Startup Day, Space Investment Day, the business idea competition Innovatum Science Park Startup Challenge and in some branding campaigns. The focus has mainly been advertising on LinkedIn, Facebook and Instagram. We have also received help with analyzes and thereby a lot of insights. Robin is committed, flexible, unpretentious and educational in his approach, which is very much appreciated.”
Janni Umeland, Event & Marketing Manager, Innovatum Science Park
Actionable analysis and insights
Understanding the outcome of marketing campaigns and other investments is of course important for future development - partly for the incubator itself but also for the startup companies. HERE has used data analysis to review, interpret and provide insights that have been helpful in decision-making.
HERE has also taken responsibility for the operational work related to the set-up and implementation of various tracking and data collection tools, such as Google Tag Manager, Google Analytics 4, a Cookie Consent Management Platform (CMP) and the set-up of dynamic reports in Google Looker Studio.
“Wanting to make data-driven decisions was something that both the team at Innovatum and HERE had in common, so the dialogue was easy. We wanted to know as much as possible about how people moved around the site, what content engaged visitors the most or if we lost them somewhere along the way. Everything was implemented in Google Analytics 4 together with a cookie consent platform to simultaneously comply with all laws and regulations. This is then visualized with lots of different filter options in Google Looker Studio so that you can easily follow up on the work and make data-driven decisions.”
Niklas Johansson, Digital Growth Specialist, HERE
