Mel Brenner-Johnson - Green Moustache (Digital Marketing Project)

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LOCALS REACH MARKETING STRATEGY

LOCALS REACH MARKETING STRATEGY

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Agenda Company analysis Challenge Solution Marketing strategy Retention Spend/return Measuring success

Company analysis VENUE Vibrant, plant-filled rooftop bar and restaurant in the heart of North Sydney CBD

ACHIEVEMENTS Steady lunch bookings from local workers in North Sydney throughout the week, good weekday dinner crowd, Saturdays booming

CULTURE Team culture that feels like a family

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Slow Sundays Average of 65 covers of 130 pax capacity 51% capacity over the past year

Solution Attract more locals who live in the area to dine with us to increase Sunday bookings by 30% In 2017 Mozo found Aussie's spent $7.3 billion on weekend brunch and lunches at a cafe or restaurant, many opting for one in their local area

Who are they?

Where are they?

What do they want?

05 Target Market

• 2060 - 2065 • High disposable income • 30's - 50's • Enjoy dining out with friends and family

Strategy Google text AD created using location and keywords Facebook AD targeting age and location Instagram AD targeting age and location Landing page featuring locals offer

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Facebook data analysis by Genroe found 14,000,000 Australians use Facebook between the ages of 25 - 65, with the highest number of users in their 30's - 50's Facebook and Instagram’s advanced targeting features allow us to reach our target audience Google ADs' keywords narrow down people actively searching for a venue; looking for a solution to their problem, the audience can be customised to our proposed location

These techniques will

generate leads

sending our audience to the landing page with a very enticing offer

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Retention THANK YOU EMAIL Post dining email, ask to join database

SEGMENTATION Once in database, segment into a 'locals section'

PERSONALISED OFFERS News and offers personalised to the local area, push Sundays!

Measuring success

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Metric 1

Metric 2

Metric 3

Clicks from Facebook AD to landing page

Clicks from Google AD to landing page

Clicks from Insta AD to landing page

Metric 4

Metric 5

Metric 6

Clicks from our landing page to bookings link

Bookings mentioning locals offer

Amount of new entries to the database in postcodes 2060 - 2065

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Ad Spend $500

Return 30% additional covers = 19.5 Average spend per head on Sundays = $60pp Estimated return = $1170 per week Cocktail cost = $15pp Total return including cost of cocktail = $877.50 per week

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Thank you!

LET ME KNOW IF YOU HAVE QUESTIONS OR CLARIFICATIONS.