Sector:
Restaurant
Charleston is a Café that is in Melzo, on the outskirts of Milan, in Lombardy. The Café offers a variety of things including sweet and savory breakfast, lunch, aperitif, and dinner. The menu for lunch and dinner offers something different each day.
The hero product is the Melpese, a line of sandwiches using Italian ingredients. There are the classic melpese which are a permanent fixture on the menu, while other melpese are alternated monthly using the ingredients that are in season.
While the option of dining inside the Café is possible, they also offer home deliveries in and around the Melzo area.
Charleston was born in 2005 and is managed by siblings Silvia and Marco, who at the beginning of 2022 felt the need to improve communication, relying on us of Ekeria and opting for a strategy of inbound marketing funnel.
The Inbound Marketing funnel is a path that aims to attract users to a brand, leading them to become loyal customers through a series of actions. It is not enough just converting users into customers, but building a relationship with them that lasts over time. With Charleston, we decided to follow a path capable of outlining a defined identity of the brand, with consistent content capable to:
To succeed in a good inbound marketing funnel, we started laying the foundations for a great brand identity. Charleston's Instagram page already existed, but we decided to modify its style, creating a template that resonates the color for their range of sandwiches, the melpese. As for tone of voice, we decided to continue with an informal tone, which included terms of the Milanese dialect. In addition, it was decided to dedicate a separate page solely to the Melpese sandwiches line.
We decided to keep content alike on the Charleston page, to create continuity between the two. In addition, the pages refer to each other.
For both pages, it was established to provide a monthly digital editorial plan. So, content was proposed to correspond with the images with respective dates of publication month by month.
To create content for the pages, we agreed with the managers to hold a photo shoot in the Café. This involved us going to the client on a day where the Café was closed. By doing so, we could avail of the space without any interruptions.
We established the contents to photograph and once we have received the list from the managers, we organized a roadmap to follow to better manage the times. This roadmap was also delivered in advance to the managers, so that they already knew how the day would have been organized.
In the roadmap, we also included a series of photographs of dishes, chosen by sites such as Pexels and UNSPLASH, where the contents are free of copyright taking inspiration for the photographs and videos to be made during the shooting.
To attract users, according to the inbound strategies of digital marketing, we created the monthly contents in an editorial plan as agreed with the managers. Using the materials from the photo shoot, we created all the contents for the month, consisting of images and videos, and the corresponding copy.
It was decided to display how the Malpese sandwiches are cooked using the Reel, following the trend in the culinary sector to show videos in this format.
In the case of Charleston, it was also agreed to publish the daily menu. The menu also delivers on the brand identity decided at the beginning.
To reach the right target, it was chosen to use specific hashtags, which precisely frame the product published on Instagram and Facebook. In addition, we also changed the covers of the stories in evidence of the Charleston page, to align them with existing graphics.
The work on social media also concerns the side of direct communication with the user. We at Ekeria also take care of answering comments and any questions in private chat, keeping the profile active, with the aim of converting users into followers, building their confidence in the brand.
Due to the constant publication of the contents, the number of followers on Instagram has increased. However, it is important to do a deep dive by the month to assess what content worked and what content did not work.
The reports are also a way to provide insights into the age, genre, and location of the audience.
Among the tools for the success of the Inbound Marketing Funnel, in addition to social media, we also must include the website. It was agreed to create a website dedicated to the Melpese range of sandwiches. To create the site, we kept in mind the brand identity decided at the beginning, inserting clear sections that can satisfy any questions from customers:
Charleston managers have conceived two main ways to reward their customers. The first way of rewarding their customers was rolling through the year, while the second prize itself in the Christmas period. The first consists of a branded game of dice with which you can win a free aperitif. If, by roll the two dice after ordering an aperitif, both symbols of melpese come up, the ordered aperitif is free.
The second, however, consists in the "Double Christmas Competition". For each complete lunch or dinner ordered by Charleston in the period of December, both in person and take away or with delivery, you receive an envelope containing a prize. This envelope must then be opened in the presence of the managers, and the prize can be collected for the following month of January.
Both cases are a way to repay the customer. Especially as regards to the second competition. We at Ekeria took care of the graphics of the Christmas envelopes, so that it would support the brand's identity and style and made the envelopes connected immediately to Charleston.
In addition, we have sponsored both social initiatives, and the Double Christmas Competition also on the site. In this way, we have given visibility to the two projects, especially for users who avidly follow the two pages of Charleston and Melpese.
If you are interested in strategies of Inbound Marketing Funnel for your brand, contact us at Ekeria and find the best solution for you with us.