During April Fool’s Day on 1 April 2019, There was a free upsize F&B campaign at Yole Singapore. This restaurant marketing strategy was aimed at promoting the brand’s full sized creations such as the Ibiza, while also driving some revenue, and creating a good call to action for new-to-business customers to experience the brand.
Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University.
**Gain insights into Singapore Industry with a free F&B industry report valued at $495.
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During this F&B campaign, Yole ran the promotion via four outlets. These outlets are located at Bugis, Bedok, Jurong, and Woodlands. One of the key facets of this restaurant marketing strategy was the inclusion of an F&B partner to support the campaign. In this case, it was a fresh fruits supplier, who was able to provide some level of F&B ingredient sponsorship to support the campaign. The inclusion of such F&B ingredient sponsorship was a result of solicited engagement with various F&B suppliers.
Another important element of the campaign was video production for the publicity video. The campaign video produced was meant to be short and direct for effective communication to the consumer, while leveraging on Yole’s corporate theme of teal and white to bring about brand recall. The video also features a catchy soundtrack, and psychedelic effects, which is meant to appeal to a younger audience. The video is also graphic driven rather than footage driven, with emphasis on a fun and casual vibe. This would be in line with Yole’s target audience as a whole.
Sponsored: How about starting campaign to drive traffic to your outlet based on your restaurant marketing strategy yourself by taking an augmented reality class (heavily subsidised by Temasek Polytechnic SkillsFuture Academy)
This restaurant marketing strategy also employed a digital strategy featuring the use of e-vouchers as a campaign redemption mechanism, and could be accessed via a messenger chatbot.
Through the messenger chatbot, Yole is able to reach out to a different group of users as compared to traditional Facebook users. Through Messenger, the advert placement is also different, in the way that it is active, and pushed to the user, while traditional ads on the Facebook feed is passive, and relies on the user to stop scrolling and click in. On top and above of this, traditional Facebook posts with ad placements via Instagram were also employed.
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If you are thinking of running your own F&B marketing campaign, and like how this restaurant marketing strategy works. Click here to find out more about soliciting F&B sponsorship through stakeholders, creating your own campaign video, and how a F&B marketing consultancy can help you manage this entire process.
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
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Previously: Making Coffee with a Coffee Sock.
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SkillsFuture Series: F&B Market outlook