From Oven to Online- Enhancing Social Media Marketing for Lintskun Bakery
KC, Niraj; Neupane, Kiran (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121837932
https://urn.fi/URN:NBN:fi:amk-2025121837932
Tiivistelmä
The aim of this thesis is to develop marketing in social media for Lintskun Leipomo oy, a small bakery located in Helsinki, Finland. The purpose of this thesis is to examine how social media marketing influences sales growth. The bakery commissioned the thesis to address challenges related to inconsistent visual communication, low frequency of postings, and very little digital interaction with the customers. The development task focuses on creating a service-design driven social media improvement plan.
The theoretical framework includes social media marketing, consumer behavior, relationship marketing, the AIDA model, and service design. These concepts provide the foundation for analyzing how bakeries can attract attention, build relationships, and deliver coherent customer experiences across digital and physical touchpoints.
Benchmarking was the only research method used for this study. Bakery B and Bakery C were chosen as benchmarking cases due to the strength of their brands and their effective digital practices. Qualitative and quantitative observations on social media and websites provided data on publicly available content. Benchmarking criteria included posting frequency, visual identity, recipe information, content strategy, audience engagement rate and feedback.
It follows that benchmark bakeries maintain clear visual identities, post rhythms, and strong storytelling, while Lintskun Bakery lacks coherence and engagement. Based on this analysis, it is suggested that Lintskun Bakery could include the creation of a unified visual identity, an increase in posting frequency, and integration of more narrative and back staging content. The recommendations also range from creating brand guidelines and using service design tools to implementing a structured content strategy.
The theoretical framework includes social media marketing, consumer behavior, relationship marketing, the AIDA model, and service design. These concepts provide the foundation for analyzing how bakeries can attract attention, build relationships, and deliver coherent customer experiences across digital and physical touchpoints.
Benchmarking was the only research method used for this study. Bakery B and Bakery C were chosen as benchmarking cases due to the strength of their brands and their effective digital practices. Qualitative and quantitative observations on social media and websites provided data on publicly available content. Benchmarking criteria included posting frequency, visual identity, recipe information, content strategy, audience engagement rate and feedback.
It follows that benchmark bakeries maintain clear visual identities, post rhythms, and strong storytelling, while Lintskun Bakery lacks coherence and engagement. Based on this analysis, it is suggested that Lintskun Bakery could include the creation of a unified visual identity, an increase in posting frequency, and integration of more narrative and back staging content. The recommendations also range from creating brand guidelines and using service design tools to implementing a structured content strategy.