1. Overview
Bluewater Café, a beloved beachfront spot in Manly, Sydney, boasts a prime location along the stunning coastline, making it a favourite for both locals and visitors. With sweeping ocean views and the vibrant energy of early-morning surfers catching the sunrise, it provides a welcoming and relaxed atmosphere throughout the day. Whether starting the day with a freshly brewed coffee after an invigorating swim, enjoying a light family lunch by the beach, or seeking an affordable and cosy dinner as the sun sets, Bluewater Café offers a delightful dining experience, combining quality food with friendly service.
2. Goals
Increase Social Media Following: The primary objective was to significantly grow the Instagram and Facebook presence, attracting more followers and converting them into loyal patrons. Engaging content that reflected the vibrant spirit of the café was created to connect with a broader audience online.
Boost Table Bookings: The chief objective was to increase the online bookings happening via the Dimmi widget. This included setting up tracking using Tag Manager and setting up custom funnels within Google Analytics.
3. Platforms Leveraged
Google Ads
Meta Ads (Facebook and Instagram)
Google Analytics
Influencer Partnership
Semrush
Google Search Console
Mailchimp
4. Challenges
High Competition: Manly is saturated with restaurants and cafés, many of which offered similar dining experiences. There are cafes at stronger locations and with a larger social media following. Standing out required not just exceptional food and service but also a strong marketing strategy. Creating a unique voice and brand identity was key to differentiation.
Changing Customer Preferences: As dining trends evolved, staying relevant and adapting to customer needs was vital. It was imperative to understand which kind of menu resonates the best. These decisions needed to be backed by data and not mere assumptions.
5. Strategy
Competitor Research:
A comprehensive competitor analysis was crucial to understanding the landscape in which Bluewater Café operated, allowing for the development of effective strategies to differentiate and position the café. Here’s an overview of the approach taken:
5.1 Identifying Key Competitors
Local Waterfront Restaurants: Since Manly is a hotspot for beachfront dining, the first step was to identify all similar waterfront cafés and restaurants within the vicinity. Competitors were segmented based on their proximity, type of cuisine, price range, and target audience.
Cuisine-Based Competitors: A separate analysis was performed on restaurants and cafés offering a similar menu to Bluewater Café, particularly those known for brunch, coffee culture, and fresh, locally sourced ingredients.
5.2 Analysing Competitor Offerings
Each competitor’s menu was reviewed to understand their food and drink offerings, price points, portion sizes, and any unique dishes that stood out. Special attention was given to their brunch and coffee options to see how they compared in quality and price to Bluewater Café’s offerings.
Online reviews were also analysed on platforms like TripAdvisor, Google Reviews, and Yelp to gauge the strengths and weaknesses perceived by their customers.
5.3 Online Presence & Marketing Tactics
- Social Media Audit: Competitors’ social media pages, particularly Instagram and Facebook, were reviewed to analyse the type of content posted, engagement rates (likes, shares, comments), and their follower growth. Particular focus was placed on how often they posted, the tone of their communication, and the use of visuals.
- Website & SEO Audit: Competitors’ websites were assessed for user experience, ease of navigation, menu presentation, and online booking functionality. SEO factors such as keyword usage, domain authority, and content optimisation were also evaluated to understand how well competitors ranked on search engines for relevant keywords (e.g., “beachfront dining Manly” or “best brunch in Manly”).
- Email Marketing & Promotions: Competitors’ email marketing strategies were assessed by signing up for their newsletters to understand the frequency, tone, and content of their emails. Offers, promotions, and loyalty programmes advertised in these emails were monitored to see how they targeted customer acquisition and retention.
6. Action Taken
Social Media Campaigns: A dedicated content schedule was implemented, focusing on visually appealing posts that highlighted dishes, café ambience, and guest experiences. Popular hashtags were utilised to increase visibility, and user-generated content was encouraged through photo contests and hashtag challenges to foster community engagement.
Content Creation: Professional photography and video content showcased the fresh and vibrant nature of dishes. Story highlights were leveraged to feature menu items, daily specials, and café events.
Promotions: Exclusive promotions, such as “Happy Hour Discounts” and “Weekend Brunch Deals,” were offered only to social media followers. Loyalty programmes were introduced to reward repeat customers, encouraging them to return for more dining experiences. Special events, like themed dinners, attracted new customers.
Print Your Selfie Campaign:
To boost Bluewater Café’s social media presence and create an engaging trend, a unique coffee printer machine was introduced that could print customer selfies directly onto their coffee foam. This interactive feature allowed guests to upload a selfie or take a photo on the spot, which was then printed on their coffee, creating a personalised and memorable experience.
7. Results
Social Media Growth:
- Instagram: For the duration of 6 months, organic Instagram engagement was up by more than 400%. The chief driver was the coffee machine which we introduced along with the influencer strategy. This made Bluewater as the fastest growing café in engagement rate on the Manly beach.
- Facebook: Facebook page likes grew by 116%, leading to a more active and interactive community. This growth translated into higher organic reach and customer interaction.
Online Table Bookings:
- Online Reservations: Online reservations grew by 356% through website and booking platforms, contributing to better planning and table occupancy.
- Cost Per Acquisition: CPA was reduced by 64% for the duration of the marketing campaign.
