How to inspire your target audience to make a move from point A, where the following opinion 'One of many restaurants in the city' prevails, to point B, whereby the audience would exclaim:
'I hope they have an available table.'
A chess enigma, or maybe not?
For your audience to adopt the mentioned line of thinking, one must work hard to create a sentiment that keeps the customers coming back.
How did we do it with the "Terminal 4" restaurant, you might ask?
But first, let us tell you how it all began.
Well, as any good story does, really - with a catchy slogan. :)
'Putujemo ukusima' [trans. 'Travel via taste'] motive is embedded in every detail of Terminal 4 restaurant.
[Interestingly enough, the creative team in charge of the project had drawn up a good part of the strategy during various trips. Karma has done its part too.]
Foto: Miloš Dimić, Bild Studio & City Mall
Commitment to detail.
When we say details, what we mean is every possible detail that could be embedded in the record-breaking deadline. What inspired and encouraged our persistence, was working with the client's equally proactive team.
Restaurant Terminal 4 today stands firm on principles that every great restaurant has. The said principles consist of the following:
diverse and quality food, friendly staff, and a distinctive interior.
Foto: Miloš Dimić, Bild Studio & Aleksandar Lex Jaredić
To this, Terminal 4 has added two essential ingredients: recognizable marketing and unique design. With such combination, the restaurant has inspired its audience to make a move to the point "B" in just five months.
Two key challenges marked the beginning of the project:
1. Location - unattractive
Terminal 4 is located in a newly opened (at the time) shopping center "City Mall." This restaurant appeared to be "hidden" in a way. The location did not exclusively relate to the restaurant. Instead, it was more known by the other, more prominent businesses within the shopping center.
2. Competition - numerous
It suffices to say that at the time of opening the restaurant, within a 500-meter radius, there were already 43 restaurants. Today, this number rose to 86.
By analyzing the market, we divided our competitors into three groups.
The first group - caterers who did not use social networks to promote their business;
The second group - caterers who used social networks to promote their business, but in an inadequate way;
The third group - caterers who ran aggressive marketing on social networks.
How did we manage to stand out?
The first factor - communication
A new restaurant on the market should have a recognizable voice. We molded this voice by using the best-known tool to humanity - copywriting. With mildly natural communication tones, humorous and informative content, we accomplished a different approach from most of our competitors and made a connection with our target audience.
The text on the graphic reads: 'The historical moment when Gaius Julius Caesar ordered a Caesar salad.'
Had you not skipped on your history lessons, you'd know that this gentleman is actually Caesar's relative, sworn enemy or what not.
Anyhow, nothing our crisis PR team cannot handle. :)
and many other posts.
The second factor - the relationship with social media followers
In addition to the creative content we have placed to the followers, we have taken particular care of each reaction. It meant:
- Quick replies to comments and carried dialogues with the audience;
- Professional responses to direct messages;
- Answering comments on restaurant ratings, whether praise or criticism.
The main goal?
Besides the professional manner of communicating with fans, we took a step further and organized two prize games. Hence, four people won air tickets to Milan and Berlin. Thus Terminal 4 showed that indeed, they put their guests in the first place.
The third factor - design and branding of the content
Where the power of words ends, the "tongue" of the design continues.
By uniforming the layout of the page, using a recognizable style when creating graphics, the audience now easily recognizes and binds the style to Terminal 4.
We applied the design to a variety of content within the restaurant, added a new value to the user experience, and by using the hashtags we have guests of Terminal 4 to share beautiful moments on social networks. Thus we managed to form the basis for the promotion of physical and virtual location.
Foto: Miloš Dimić, Bild Studio & City Mall, interior design: Vlada Gugl
The data for the period 10.10.2016 to 01.03.2017 shows how the Facebook audience reacted.
Beyond the abovementioned analytical indicators, the successful running of the restaurant is also illustrated by the planned opening of the roof terrace, which will bring a unique experience of Podgorica from the top of City Mall. Something we are all looking forward to.
- Logo design, graphic standards, branding
- Creative writing
- Digital marketing
Copyright © 2016-2017 Bild Studio & Terminal 4.
All Rights Reserved.
Thank you for your time and scrolling until you've dropped dead. :)