More guests on Mondays, Tuesdays and Wednesdays
At Bregje, the weekends were already well booked, but there was still plenty of room for growth on Mondays, Tuesdays and Wednesdays. The question was simple: how can we attract more guests to our restaurant on those days in particular?
Together, we developed a campaign centred on the popular two-course weekday deal. Not by waiting for people to start looking for it, but by actively creating new demand.
The challenge
The weekday deal wasn’t something people were searching for en masse on Google. That meant that traditional demand-driven marketing wouldn’t be enough.
Our objectives:
- More bookings on Monday to Wednesday
- Higher occupancy on weekdays during the low season
- Maximum visibility amongst the target audience
- A cost-effective investment per booking
- Attracting new target groups for Bregje
The approach
To achieve both reach and conversion, we set up a full-funnel campaign in which different channels reinforce one another.
Social media as a driver of growth
We ran performance campaigns on social media that were entirely focused on bookings. By striking the right balance between scale and efficiency, we were able to reach and convert a large number of new guests.
Premium publisher network for greater reach
For this campaign, we utilised a premium publisher network. This enabled us to rapidly build additional reach and ensure that the weekday format received widespread attention amongst a highly engaged target audience.
Search engines as a smart tool
We incorporated deal-focused messages into existing search engine campaigns. Without any additional budget, the search engine campaigns thus became an effective safety net for interested visitors.
The results
The campaign led to a significant increase in reach and visibility amongst the target audience. Thanks to the additional media efforts, we were able to scale up more quickly, whilst maintaining the campaign’s efficiency. The objectives were comfortably exceeded.
The effect
The impact was evident from the very first day after going live. Occupancy on Mondays, Tuesdays and Wednesdays rose immediately and remained consistently higher throughout the campaign.
An additional spike in March was partly driven by a newsletter, but the positive trend had already been clearly visible since January.
The conclusion
This campaign proves that you don’t always have to wait for existing demand. Sometimes you have to create it yourself.
The campaign led to a marked increase in bookings on the desired dates, whilst the cost per booking remained efficient. This resulted in higher occupancy at times when capacity could be utilised more effectively.
