Happy Pie Café is a resort located on the outskirts of Gurugram. The location of this beautifully planned and designed café lies in the location which is surrounded by astonishing Aravalli Hills. However, despite of its attractive location, creative design, and variety in recreational activities offered resort faced challenges with online visibility, bookings and social presence. Hence, client wanted a result oriented digital marketing strategy to increase footfall, bookings for stay and dining and enhance overall brand awareness.
Happy pie café faced various challenges with business development aspect primarily including limited online visibility, frail social media presence, volatile business in off season, lagging brand recognition. These challenges were outcomes of poor digital marketing strategy which lagged in keyword research, poor social media strategy, inefficient competitor research and ad campaign management.
After careful analysis of the as-is state of the business following were established to be achieved within a span of six months.
Increase the traffic of the website organically by 50%.
Enhance social media presence and increase followers by 75%.
Grow online bookings and café dining by 40%
First action was taken to increase resort’s visibility online by using SEO (search engine optimization).
Keywords research was done to use targeted keywords like “resort in Gurugram”, “weekend getaway near Delhi”, and “outdoor café in Gurugram”. This was followed by implementing on-page optimization techniques by using meta tags, descriptions, and content for all landing pages which included packages, café menus, and events.
Google my business optimization was done for Happy pie café profile using accurate details, engaging photos, and regular updates. Reviews and responses to reviews were managed to create a positive online reputation.
A robust social media strategy was developed for the business focused on engagement, aesthetics, and brand storytelling.
Content Strategy: After thorough industry and competitor analysis a visual focused content strategy was developed to showcase the ambience, outdoor setting, menu, and events. This strategy showcased Happy Pie Café as a place to look for outdoor retreats and partying.
Influencer marketing: Influencers and food bloggers collaborated perfectly to promote café’s food, ambience, and experience among target audience on social media platforms.
User generated content: Guests were encouraged to share their personal experience on social media platforms by brand hashtags like #HappyPieGetaway.
To increase bookings and brand recognition ad campaigns were run on google and social media (Instagram and Facebook). Facebook and Instagram ads were mainly visual promoting seasonal offers targeting audience of Delhi NCR region. However, google ads were based on the keywords such as staycations, café experience, and event venues aimed at increasing conversions for bookings and event enquiries.
To target people who dropped during booking retargeting ads were run reminding them about unique offerings with a personalized ad copy.
To position Happy Pie Café as a go to place for private events, including, birthdays, corporate retreats, and weddings. By creating dedicated landing pages for various event offerings, photo galleries, testimonials and pricing packages in accordance with the customer categories motivation to take action in the desired and designed way.
Segmenting the email list and sending out newsletters to promote and position café as an ideal location for private gatherings, offering special event packages and discounts for advance bookings.
To mitigate seasonal fluctuations promotions and loyalty programs were implemented to incentivize customers to repeat visits.
Seasonal Offers: Developed seasonal offers, such as weekend staycations, brunches, and discount in festive season.
Loyalty Programs: Designed loyalty programmes for the repeated customers which provided discounts and complimentary meals.
Observed 60% rise in website traffic as a results of SEO activities.
Social media marketing strategy led to 60% rise in followers and engagements rates increased by 60%.
Online bookings increased by 30% and private event bookings increased by 40%
Greenwich
Gurugram
