TARGET GROUP

Millennial (18-34)• Tech Savvy• Instant Gratification &

Recognition• Progressive • Impatient

CONTENT IDEAS

MEDIA APPROACH

PAID MEDIA

OWNED MEDIA

EARNEDMEDIA

Traditional Advertising – print, television, radio, direct mail, display, paid search, retail/channel

Corporate Website campaigns, microsite, blogs, brand community, Facebook brand page, mobile, etc

Word of mouth, Facebook comments, Twitter Engagement, Vine, Blogs, Forums, Review Sites

PAID MEDIA

RADIO ADS

TRADITIONAL MARKETING

Consumer awareness about restaurant reservation Apps is very low (Survey Finding)

Traditional Media Advertisements on Radio and Newspapers can boost awareness amongst users in India(Hypothesis: A large number of millennial commute to Delhi/CR via cabs and taxis)

SOCIAL MEDIA PLATFORM ADS

Demographically targeted Ads on Social Media Platforms i.e. Facebook and Instagram (most popular among Indian Youth)

Sign up incentives for first time users can help in increasing App installs

Running App Install Ads boost organic growth for brands as well ( Source: Emarketer Study)

Instagram Facebook

SOCIAL MEDIA ADS FOR APP INSTALLS

EMBEDED MARKETING

Product Placement is an effective technique used by brands to subtly promote themselves usually through appearance in film, television or Web Series

Case Study – Furlenco

A tie up with TVF & other influencer activities resulted in three fold increase in the website visits for the brand. High impression count of the video and word of mouth are other sources to increase App awareness

PRODUCT PLACEMENT

5 SEC YOUTUBE ADS

YOUTUBE ADS HELP IN BRANDING

Youtube Ads help in branding for the brand

YouTube content consumption for Indian audience is growing with proliferating smart phone users and accessible internet

5 second ads are inescapable for the users and deliver effective and crisp messages

OWNED MEDIA

BLOG HOMEPAGE NEEDS A MAJOR OVERHAUL ! !

BLOG DESIGN REVIEW

BLOG HOMEPAGE The background images used for the article title backgrounds also have textual information rendering to an overall cluttered look and resulting in difficulty while reading website content

The blog should preferably should use the same header as the main website with a book a table CTA, as that is eventually the ultimate objective

The home page is cluttered with too many images, leading to a lack of differentiation between the header of the website and the content

In pursuit of a parallax look, the blog misses on presenting more content oriented links from the homepage. A pinboard oriented approach would serve better results in terms of driving customer focus

Integrating the Blog in the main website would serve the purpose of customer attention and satisfaction better

BLOG NEEDS A MAJOR OVERHAUL ! !

BLOG DESIGN REVIEW

BLOG ARTICLE PAGE The blog detail page uses a lot of food photography images, which is a good thing in terms of tantalizing the audience towards the particular restaurant that the author intends to talk about. But unfortunately, most of the images have been sourced from external websites, unrelated to the restaurants being promoted. Instead if the blog could use images from the restaurants photo directory on the original dineout website with backlinks that could lead to more people navigating from the blog to the book a table page

There are scattershot links to the dineout website here and there in the blog website which would again eventually lead to better conversion at the end of dineout. The only downside to it is that the links are not very actively visible. Instead if dineout had its own restaurant embedding API like twitter has for its tweets and instagram has for its photos, the restaurant links could be very clearly and explicitly embedded as CTA for users

The links to share articles are not very actively visible. A blog’s reach could multiply many folds provided it focuses on creating better content and has visible and neater channels of content distribution

The blog subscription CTA is barely visible. It should rather be visibly available in the sidebar instead with the count of subscribers so more users feel confident signing up. Otherwise, we won’t be able to ensure returning blog users, irrespective of their loyalty

LEVERAGE WHATSAPP

WHATSAPP CAN BE THE NEW E-MAIL

Ubiquity of WhatsApp among Indian smartphone users provides with ample opportunities and a new channel for communication

Users can get registered and verified using the website

Sending out suggestions in accordance with user demands such as price and location (Personal Assistant)

Personalized offers can be sent via WhatsApp to consumers

WhatsApp can be used to get consumer feedbacks regarding the restaurants

EARNED MEDIA

GIVE THEM A CHECK THAT’S SWEET

Diners prioritize restaurant experience over anything else

Reward customers with special Dineout Chocolates/ ‘The Check is Paid’ cards when someone pays using Mobikwik (Strategic Partner) which can also help increase in incentivized installs (Referral)

This can become a social media fad among consumers and pushed via paid campaigns on platforms - Instagram & Facebook

REWARD YOUR CONSUMERS

FACEBOOK ARTICLES GENERATE INTEREST

FACEBOOK GENERATES INTEREST !

Content Marketing with Influencer websites such as ScoopWhoop, Buzzfeed India can work wonders for the brand

Strategically placing your App mention in articles with headlines such as – “5 RESTAURANT HACKS “, etc

CONTESTS ARE A HIT. .

USER ENGAGEMENT IS A MSUT FOR BRANDING

Contests are always a hit amongst users and generate interest for brands

A weekly contest in which an all paid dinner at a 5 star with pick up and drop from home will get organic engagement from users

Radio as a medium for contests could make up for a reach amongst a larger audience

APP SUGGESTIONS

ADD WI-FI AVAILABILITY FEATURE

BECAUSE CHECK INS ARE A COMPULSION

WiFi availability at restaurants is becoming an imperative issue with this tech savvy audience

Encourage users to put check ins using the App which mentions that the reservation was done via Reserve App

‘Free WiFi available here’ button should be included in the App

REVIEWS ARE IMPERATIVE

Reviews are sacrosanct for consumers (Survey Finding)

Reviews from Food Bloggers can help the consumers with their decision making

Integrate ‘Times Food Reviews’ for restaurants in the Dineout App that makes for an easier decision journey for consumers

Incentivize users for reviewing, adding photos and check-ins

INTEGRATE FOOD BLOG INTO THE APP