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In the 21st century, there’s a restaurant around every corner, a cafe nestled on every block, and a bar looming across every street. Safe to say, food connoisseurs, turned entrepreneurs are faced with ever-growing competition. The real question is, what does it take to stand out among the crowd? This is exactly what we helped Whighams Wine & Seafood Bar answer.
In less than 3 months, we helped Whighams wine cellars develop a strong marketing and empower the team to bring back the marketing in-house.
We don’t just scratch the surface, we get to the bottom of the problem
When started working on this case, we had to factor in Edinburgh’s bustling food scene. Despite Whighams’ tantalizing menu and grade-A service, sales were low which meant that the problem was outside the kitchen. Our analysis revealed that Whighams was losing popularity due to its mismatched reliance on an aging audience. Rather than refine the same targeting strategy, we leveraged innovative tactics to target a new online audience altogether. We decided to focus on social media to attract a younger audience to Whighams while leveraging the power of email marketing and content to increase Whighams’ historic customer base loyalty and lifetime value.
Channeling the power of social media
Whighams experienced a whopping 60% increase in followers, a 250% increase in reach on following accounts, and a 400% increase in reach on accounts that were not following. A series of offers and announcements with striking CTAs and engaging snippets were also introduced to skyrocket website traffic by 163% and post interaction by 400%. Overall, Whighams received 226% new profile visits and an increase of 400% post interaction, building a strong brand awareness within its brand new target audience.
Personalized marketing strategies for the win
We have a reputation to live up to and we never make compromises on the people who work with us. Our approach to increasing brand visibility is rooted in bespoke client orientation. We take our time getting to know your customer, what appeals to them and what makes them say ‘YES!’. Naturally, considering the role of niche mavericks in the world of food curation and cafe hopping, we leveraged influencer marketing to our advantage. Through a highly tailored outreach strategy, we specifically targeted Edinburgh food reviewers who are followed by Whighams’ target to spread the word.
Our influencer strategy participated significantly to the increase of new profile visits and followers, as well as generating 1400 likes, and 120 comments on the local influencers’ Instagram accounts.
But that’s just the tip of the iceberg.
Our Impact on Profitability: Measurable Success Rates
We also designed rewarding email marketing campaigns that not only informed customers about Whighams’ news and ethos, but also educated them about wine and convinced them to spend more at the place.
The result? A 200% increase in event booking page visits, a 300% increase in revenue generated from email, and 10% more sign-ups for wine guides.
Needless to say, the numbers speak for themselves. Our clients deserve nothing short of real results.
And not just any ads, we carefully filtered different options, designed the right kind of videos, and managed campaigns in a way that would lead to winning results. This was boosted by our social content marketing strategy that engaged online customers across a variety of fronts.
All these responsibilities presented a great opportunity to outdo ourselves. Thus, the team came together to collaborate on a strategy that would help the company expand in revenue and online presence. Instead of relying on paid methods, we struck to organic communication on Instagram. The platform is known for its pesky algorithm that rarely ever lets new accounts gain popularity but we were determined to prove the odds wrong. So, with a lot of back and forth, professional expertise, and commitment, we managed to bring the follower count up to 16000! That too, only in a few months!
You have a great offer, an amazing workforce and the needed entrepreneurial vigor, but is that enough to set your brand apart? Amazing companies require the right kind of marketing capabilities to skyrocket their success.
At Digitrone Group, you get the industry leading expertise of creative professionals who ensure exceptional results!
