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Targeted advertising for an Asian and European restaurant

How to attract new visitors to a restaurant with a low conversion cost

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Input data

Client: Asian and European cuisine restaurant.

Goal: attract new target visitors to the restaurant of Asian and European cuisine through targeted advertising with optimal conversion cost.

Work period: 30 days.

Team: project manager, targetologist, designer, copywriter.

Problem: The restaurant needed a stable flow of new customers. The main challenge was to combine two different directions of cuisine – Asian and European – in one positioning. It was necessary to find a way to segment the audience so that the advertising offers did not look blurry, but precisely hit the requests of both lovers of exotic and supporters of classic dishes, while maintaining a low cost of attraction.

Tasks

in-depth study of the target audience and formation of relevant offers;

development of visual materials and text messages that separately emphasize the advantages of the Asian and European menus;

launch of test campaigns to determine the most effective combinations of audiences and banners with subsequent scaling of successful communications.

List of works

Identifying and working out the client's main «pains» and preparing advertising banners and text messages based on them.

Creating ad groups for different audiences for testing, setting up target audiences, and launching campaigns.

Results

During the advertising campaign, various audiences and creatives were tested, which made it possible to determine the most effective ones. This allowed us to obtain stable dynamics of transitions and reservations already at the launch stage.

- number of conversions – 100;
- average cost of conversion – $2.09.

Results

- number of conversions – 100;
- average cost of conversion – $2.09.

Conclusions

The case demonstrated that a clear division of audiences into specific product areas of the restaurant allows us to achieve high efficiency even in a niche with high competition.

Proper work with customer interests and constant analysis of results made it possible to keep the cost of conversion at the level of $2.09, which is an excellent indicator for a catering establishment.

The priority for testing communication at the start became a key factor in the success of the entire campaign, proving that properly configured targeted advertising can provide a stable flow of customers at minimal cost.

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