Initially, the main focus was on creating a clear marketing automation strategy that could boost customer engagement and retention rates. Nimble began with a focus on the B2C segment, and one of the initial challenges was organizing and importing data. Data collection was improved to include transactional details about bookings, membership and movie interest.
The initial goal was to boost both ticket sales, bistro bookings and membership card sign-ups. Forms were created using Mailchimp, which in turn were used on iPads in the cinema’s screening rooms, effectively integrating these leads into the CRM system. Abandoned cart emails proved highly effective, and churn campaigns helped clean up the contact database, resulting in better engagement rates.
Significant improvements were made as we expanded event tracking capabilities, allowing for post-purchase and dynamic content based on previous user behaviour. The introduction of marketing automation led to actual ticket sales through email, marking a substantial achievement. The strategy was shifted towards audience targeting, focusing on user interests, thereby enhancing customer value and driving more conversions.
Initial focus was on creation of an FAQ page to improve search engine rankings, as well as enable implementation of structured data. Additional focus was placed on the unique segments, merging the bistro and cinema experience. The dining concept became a cornerstone of marketing efforts, attracting individuals seeking a relaxed, yet familiar dining experience.
Within the realm of paid social advertising, the primary objectives were twofold. Firstly, Nimble sought to pique the interest of potential clients, showcasing the allure of Bio & Bistro Capitol’s unique movie-and-dining experience. Secondly, to cultivate a sense of loyalty among existing customers, encouraging them to choose Bio & Bistro Capitol for their subsequent movie screenings.
A significant emphasis was placed on re-engagement strategies, aiming to reignite the interest of the existing audience. Meta, encompassing platforms like Facebook and Instagram, was selected as the channel for both customer acquisition and retargeting.
The creative strategy revolved around the distinctive value proposition of Bio & Bistro Capitol. It was important to portray the client not merely as a cinema or a restaurant, but as an immersive experience where the two worlds intersect. This narrative aimed to evoke a sense of anticipation and excitement, inviting customers to indulge in an unforgettable blend of entertainment and culinary delight.