About the Client
Bombay Borough is an award-winning restaurant and bar located in the International Financial Centre (DIFC), Dubai. The multi-layered eatery welcomes guests into an awe-inspiring Indo-chic ambiance. As a progressive Indian dining space, Bombay Borough offers a wide selection of delicious dishes sprinkled with an explosion of flavors.
Challenge
The client was receiving few reservations, which directly impacted the revenue. The challenge was to scale up reservations, which would ultimately increase profitability for the brand.
Our Approach
A Detailed Performance Marketing Plan
To achieve the brand’s ultimate objectives, an accurate performance marketing plan had to be curated. We closely followed the AIDA framework and used the funnel-stage strategy to achieve better results.
The AIDA framework is the most critical marketing strategy for any brand. It emphasizes the different stages of the journey of a customer. AIDA is an acronym for awareness, interest, desire, and action. It is represented by an upside-down pyramid.
Website Audit
An extensive website assessment was performed at this stage. Finding the areas that needed improvement and making sure they were addressed were the major goals. The concerns that required addressing were noted, and the client was informed of them. The success of upcoming paid advertising efforts depended on the website operating effectively. User experience issues or other website mistakes could hamper the campaigns in the long run.
Target Audience
Understanding the target audience for the brand was the need of the hour. While determining who the ideal audience for Bombay Borough would be, we decided to take an experimental approach. At the beginning, we used open targeting to observe how people reacted. We experimented with additional audience segments as reservations poured in.
Eventually, the target audience came out to be a mixture of various categories smartly put together. For instance, merging behaviors such as people who prefer high-value goods in UAE, frequent international travelers, Indian cuisine, alcoholic beverages, bars, etc., worked perfectly for the brand.
A/B Testing
A/B testing is a great marketing tactic that helps identify the type of content or piece of creative that performs better than others. Finding the ideal blend requires testing various creatives, content types, and audience segments.
Creative Analysis
Creatives are crucial to the success of any marketing effort. In essence, it is what draws in the crowd. To determine what works best for the brand, we used a variety of creatives. To prevent visual fatigue, we combined single images, carousels, and videos. Here, carousels offered the maximum number of reservations. With creatives duly refreshed, the reservations grew rapidly.
Retargeting
A brand must increase its consumer base in order to grow. Because of this, retargeting is crucial. Retargeting is essentially a marketing technique where advertisements are displayed to customers who have interacted with the company in some way previously. The main objective is to draw attention to the unique selling points of the product or service and persuade the audience to make a purchase.
For Bombay Borough, retargeting campaigns were launched with Facebook and Instagram users who have made previous interactions with the brand. We also focused on website visitors, customer lists, and video viewers. The retargeting campaigns were an absolute success!
Another strategy we implemented is the creation of a lookalike audience based on the customer list of the brand. Before we move ahead, it’s vital to know what a lookalike audience is.
Results
Here is what we achieved over a period of four months –
- The overall ROAS increased to an average of 34.91
- Reservations increased from 127 to 289 with a growth rate of 128%
