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How to be visible in a market with big chains and food apps. Super story. Super Content. Personality & Social advertising

Some might call it a business, but the owners of Genius Bar BKK do what they do as a lifestyle. They’re passionate about bringing more real food to the people of Bangkok, and proving that you don’t have to sacrifice taste for eating nutritiously.

The Challenge

If you’ve been to Bangkok, you know the food choices are unparalleled to any other place in the world. Genius Bar opened up in the midst of a thriving food scene, with immense competition in the health food & beverage providers in Bangkok.

As a new store, the challenges involved with this project were of a broad spectrum with the ultimate goal of establishing the Genius Bar as a healthy food staple in Bangkok. Some specific challenges include:

 

  • Establishing a brand presence in between big chains and food delivery apps
  • Profitably increase in-store purchases
  • Building a loyal & engaged customer base (with email and social media)
  • Increasing email list size & engagement

The Approach

With little brand awareness, an untested market and a completely new idea, this client was perfect for our event marketing solution. We initially focused all of our marketing budget and efforts into promoting a grand opening event for Genius Bar. But why would someone attend a grand opening event for a cafe like this one? The answer was simple, Free Food Offer. Everybody loves free stuff and this is what we built our whole marketing effort around.

A funnel strategy including Facebook ads, Instagram Ads, Email marketing, and a free food lead magnet offer was set up.

The approach involved 2 main tactics.

  1. Starting off with a Bang – With hefty competition, gaining market share can be tricky and may require aggressive tactics. We implemented a grand store opening campaign, and drove people in-store to redeem a free voucher they got for signing up. The grand opening lasted 48 hours and 250 orders later, we had gotten off to a flying start. 
  2. Staying on top of mind – With the grand opening, we were able to get many 5-star reviews and that really kick-started our other marketing efforts. We’ve gradually been able to build a loyal following, a profitable business (both delivery and in-store), and established them as an authority in the Bangkok healthy food scene. 

The Results

Since we started working with Genius Bar, they’ve gone on to complement their healthy bone-broth with grass-fed and organic food choices. They are also close to opening a second store.

250

Customers on grand-opening event

With a total marketing spend of $500

2500

Email Opt-ins

At a CPL of $1.8 per lead

5,000+

Strong health food community

Across Facebook, Email & Instagram

Genius Bar BKK

Happy Clients, is Happy Orion
Working with Orion has been great for us. We're good at building amazing content around healthy food and beverages. We struggled initially to gain traction but Orion's methods were able to bring consistently good results and they leveraged our great content to establish our brand in Bangkok.

Darren