Catering

Inbound marketing consultancy:
Bistrot Incipit23

Incipit23 is a literary bistro. It is located in Milan, between the area of Città Studi and Loreto. The bistro is flanked by a bookshop, and both originate from the independent publishing house of the same name.

Case History

The literary bistro is the result of the desire to combine the love of reading, food and good wine in one place. Incipit23 deals with cooking, with lunches, aperitifs and dinners, but also with books. In fact, the bistro welcomes book presentations and literary events. It also hosts wine tasting courses.

Needs

To start the project there was a need to make Incipit23 known to potential customers. This is why the owner Tomaso Nigris turned to us for an Inbound Marketing consultancy.

Solutions

We have defined the brand identity of the bistro, so as to express it through the website that we have renewed, the social networks and the newsletters. We have implemented the HubSpot CRM for managing contacts and emails.

Results

The bistro has seen an increase in site traffic, followers on social media and an increase in customers at the venue. There has been a saving of time and energy thanks to the new way of organizing contacts.

The inbound marketing consultancy path for Incipit23

To begin with, it is important to clarify inbound marketing: what is it? It is a marketing technique that aims to attract customers through the creation of valuable content, as well as a constant online presence.

To start the inbound marketing consultancy, we identified together with the client the needs and objectives to be achieved for Incipit23.

These points we identified:

Renew the bistro website
Improve the online positioning and graphics of the associated library website
Improve communication on existing social channels. These are Facebook, extremely useful for events, and Instagram, excellent for the image of the bistro
Working on DEMs. The acronym stands for "Direct Email Marketing", and are emails that are sent monthly to the bistro's contact list

Constant communication with the customer was the first starting point for being able to achieve the set objectives. This took place via video calls, in person and by exchanging emails.

Practical side

The inbound marketing consultancy was continued by defining various elements on which to work to achieve the objectives. In fact, for communication to work, the bistro must be present on the web and on social networks with a precise, recognizable and coherent communication style.

It was decided to work on:

the identification of the best features of the bistro, so as to make them stand out
define the communicative language to be used on the various channels
the choice of colors to use, both for the bistro and for the events concerning the library
the renewal of the bistro and bookshop logos

To produce the contents, it was agreed with the client to organize photo shoots every three months, for the collection of both photographic and above all video material.

Inbound marketing tools: the site

Among the various tools that can be used for inbound marketing, the website is formed. We at Ekeria have opted to recreate the literary bistro site from scratch, taking the contents of the previous site and moving them to a new platform. We relied on WordPress, which is comfortable and intuitive, so that the work of managing the articles and the entire site was easy, even for Incipit23's internal resources.

Regarding the site, we also took care of managing the SEO of the published articles. SEO is the whole set of practices that serve to improve an article, a web page or a site so that it can appear higher in users' search results. If the first pages that appear in the search engine are presented in the right way, they attract the attention of users. If the site is functional, aesthetically beautiful and full of interesting content, users arriving from search engines could be interested in the company, ending up converting from simple users to new contacts.

The reservations section

To facilitate bookings on the site, we have decided to create another section in addition to the contact section. This section was created specifically to allow people to easily book their place at the bistro, directly from the site.

Considering the large amount of events organized by Incipit23, we decided to add a filter to the section, so that people could indicate the type of reservation.

We talk about:

aperitif
lunch
dinner
event

With the addition of specific options in the case of particular events, such as Incipit23's birthday or a Christmas dinner.

Inbound Marketing Consulting: the various stages of content sponsorship

The digital editorial plan

The digital editorial plan, abbreviated to the acronym "PED", consists of planning content throughout the month. We have decided to provide the client with the calendar containing the content proposal with the corresponding publication days from month to month.

Once approved by the customer, the content was created: images and videos with related texts for social posts.

The photo shooting

We have agreed together with the client to organize a quarterly photo shoot. By doing so, we at Ekeria would have had material for the PED for three whole months.

To do this, we established together with the client the main contents to be sponsored on social networks. Once we obtained the list of dishes, aperitifs and drinks, we created a roadmap to make the most of the shooting day, which we then also provided to Incipit23 collaborators so that everything worked out in the best possible way.

Social platforms: Instagram and Facebook

As for Instagram, we went to work on an already existing profile. We decided to publish two posts during the week and a reel on Saturday. To make the feed aesthetically pleasing, it was decided to alternate two posts, blue the color chosen to represent the bistro, with a red post, to represent the library.

We also offered the customer a graphic style in which to insert the various images, which provided an elegant but also friendly look to the profile.

The style, of course, can be linked to that of the site, for homogeneous communication.

In addition, the weekly publication of the business lunch in a story format was agreed. Once the 24 hours of the story had elapsed, we opted to include a dedicated highlight in the story, to give users the opportunity to always see it updated, from week to week, and is always present on the profile. We also took care of the graphics of the featured stories, with a style similar to that of the posts and the blue color identifying the literary bistro.

It was decided to publish the same contents also on Facebook, a useful platform above all for the bistro's literary events. Furthermore, through the Meta Business Suite of Facebook, we have created the sponsored content. That is to say that we have highlighted certain posts with a budget agreed together with the customer, to give the chosen events as much visibility as possible, even for users who have not yet followed the bistro.

Email marketing

In addition to the website and social networks, we at Ekeria have also taken care of the newsletters sent on a weekly basis. To make them, we took inspiration from the contents proposed in the monthly PED and from the events scheduled by the bistro. We created and sent them through the HubSpot platform, of which we are certified partners.

It is a useful platform for email marketing, website creation, SEO and much more.

For email, we shared HubSpot access with the customer so they could independently make changes to each newsletter and then schedule it for delivery.

In the case of Incipit23, we used HubSpot to manage all the contacts acquired by the bistro, dividing them into lists to which we then send the weekly newsletters. HubSpot was also useful for analyzing the results and creating reports to then be provided to the customer, in order to show them the progress of the journey.

Creating flyers

Incipit23 decided to rely on our inbound marketing consultancy also for the creation of the graphics for the flyers of the various events. For each flyer we proposed different graphics to the customer, always maintaining the communicative style adopted for the other platforms. The customer then took care of choosing the one they liked best and from there it would be sent to print.

In this way, we have developed a solid and recognizable communication style through various channels, both online and offline. With the constant creation and publication of content, we have consolidated the presence of the bistro on the web and on social media, leading new users to become customers, and customers to become loyal and frequent the literary bistro more.

If you too are looking for a digital marketing agency in Milan that can help you sponsor your business, request a free inbound marketing consultation to Ekeria!

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Inbound marketing consultancy: Bistrot Incipit23