Bespoke training to implement Digital Marketing Strategy with confidence.
InBetween provides meals on delivery and the menu features a fusion cuisine concept that provides customers with a variety of cultural flavours in one meal. All meals are prepared a la minute per order received using fresh daily ingredients, thereby ensuring the quality and standard of every dispatched meal. As a new brand, InBetween requested for a Digital Marketing strategy to generate awareness as it is more cost effective compared to traditional marketing — with training to improve capability of their in-house marketing team.
CHALLENGE
With some 2.5 million people using online food delivery in Singapore in 2021, InBetween felt a need to quickly get in front of their customers but there’s a limited area radius for food delivery service feasibility.
SOLUTION
Utilising social media marketing strategy with a focus on location targeting to test the market response efficiently before scaling up the business.
SERVICES
Digital Marketing Strategy, Content Strategy, Art Direction, Social Media Management, Bespoke Training
Process: We began by defining InBetween’s unique value proposition and clarifying its marketing objectives and goals. As part of the Digital Marketing Strategy, we explored the landscape, studied competitors, and did a SWOT analysis for this new brand.
With a defined target audience in mind, we developed buyer personas, chose key communication channels and began building the content strategy.
Bespoke Training: For the first 3 months, we guided the InBetween staff with custom training so that upon project conclusion, they would be able to continue making progress on their own with confidence. We closely assisted the implementation of social media content creation, and directed the food styling during photo shoots at client premises.
Social Media: Our social media efforts were highly targeted and product-focused. Through Facebook and Instagram we delivered messaging to individuals who lived or worked within a 3 km radius of InBetween’s central kitchen. These posts were specifically tailored to introduce InBetween’s rotating menu with information on how to order for delivery.
We were able to reach new users based on the customer segmentation and demographics which we defined, and location.
Analysis Report: Every month we monitored the social media marketing performance. We also prepared a monthly analysis and a list of recommendations to fine-tune the following month’s implementation. This helped InBetween to make informed decisions on how to align their business prerogatives with the marketing executions.
Results: The number of orders received are consistent after implementing the Digital Marketing strategy. InBetween is now familiar with how to use Digital Marketing to get more sales for the next phase of their business. For a startup that has to keep a watchful eye on business expenses and the bottomline, custom training helped save marketing costs moving forward as they can confidently DIY the implementation of their social media marketing activities.
Client Testimonial
Moonberry™ Digital steered our team towards achieving our goals, particularly creating awareness on social media. We have seen many folds increase in our followers hence enabling us to share new contents and promotions to a wider audience.
Kelvin Ng, Director