About the Client
Bombay Brasserie is an all-day modern Indian bar and eatery with multiple branches all over the country. The culinary journey at Bombay Brasserie is a splendid rediscovery of Indian flavours through delicious food and warm ambience. Enjoy the fresh new take on India!
The Challenge
Despite offering exquisite cuisine, the restaurant was struggling to secure sufficient reservations. The key challenge was to boost reservations, which would directly enhance revenue and, consequently, improve the brand’s bottom line.
Our Approach
Building an Effective Performance Marketing Plan
To meet the objectives set up by the brand, a precise performance marketing plan was developed. We rigorously adhered to the AIDA framework and implemented the funnel-stage strategy to enhance results.
The AIDA framework is a structured approach to understanding and influencing the customer journey. By breaking down the process into four stages—Awareness, Interest, Desire, and Action— targeted strategies can be created for each phase, ensuring that potential customers are effectively guided from initial awareness to final purchase.
It enhances engagement by capturing and retaining the attention of potential customers, nurturing their growing interest, and building desire for the product or service. As a result, it improves conversion rates by compelling/encouraging customers to take action.
Understanding the Target Audience
Understanding the target audience is crucial for developing effective performance marketing plans.
- Easy to create ads that are highly relevant to the audience’s interests, needs, and behaviours.
- Allows the creation of personalized and compelling ad messages to resonate more with the audience.
- Ads that align with audience interests are deemed helpful instead of obtrusive, leading to improvement the brand perception and loyalty
For Bombay Brasserie, we opted for an experimental approach to identify and utilize the target audience. After several experiments, we concluded that certain segments gave better results than others. This allowed us to use the winning audience to scale up reservations.
The target audience that served as a jackpot for Bombay Brasserie was – Parents of kids and early teens, family and friends, multicuisine interest, upcoming birthdays and anniversaries, and more.
A/B Testing
A/B testing aids in making data-driven decisions that optimize campaign effectiveness. By comparing two versions of a marketing asset and analyzing which performs better, we can identify what resonates most with the audience.
For Bombay Borough, we constantly conducted A/B tests to pick the best combination of creative and copy for the target audience.
Creative Analysis
Creatives play a critical role in marketing campaigns. As such, understanding which creatives resonate with the target audience was extremely important. We experimented with various formats – videos, static, and carousels – to see which one makes the maximum impact.
While we used all three formats for Bombay Brasserie, the combination of carousels and videos gave us excellent results.
Here are our top 3 creatives –
Retargeting
Retargeting is a crucial marketing strategy that involves displaying advertisements to individuals who have previously interacted with the brand. The primary goal is to highlight the unique selling points of the product or service. By leveraging retargeting, brands can effectively re-engage potential customers and drive conversions, ultimately contributing to sustained business growth.
For Bombay Brasserie, retargeting campaigns were launched with Facebook and Instagram page engagers. Besides, we also retargeted website visitors and existing customer lists. Launching the retargeting campaigns was an excellent decision, leading to an exponential increase in reservations.
Results
Our performance marketing efforts paid off and this is what we got after a period of eight months –
- Reservations increased by 209.4%
- Conversion rate increased from 0.23% to 1.84%
