DIAN XIAO ER

How we created an extra 5-figure increase in online sales for an offline business

About

Dian Xiao Er is an award-winning restaurant chain with 12 outlets in Singapore and 1 in Shanghai. Their recipe to success lies in their philosophy of continuous improvement and trying out new things. It was not typical for an F&B business to go big on digital but its founder, Samuel Yik believes otherwise.

Situation

While Dian Xiao Er enjoys strong reputation and attracts a horde of customers every day to their restaurants, there are 4 outlets that are relatively quiet due to their remote locations. We set out to achieve better customer distribution across all outlets by leveraging on its brand name and of course, digital marketing.

Strategy

An O2O (Online to Offline) plan is conceived. Over the Chinese New Year peak period where most outlets will be packed to the brim, we would use digital marketing to drive foot traffic to the 4 quiet outlets. We would target users who search for keywords such as “CNY dinner” & “CNY menu” on Google, as well as relevant audiences on Facebook. Using compelling copy, we would then direct them to a landing page with an ordering function. They would even pay through the system and come down on the day to collect or eat at each of the 4 outlets.

Implementation

Our research found that search volumes of the keywords were already climbing up 1 month prior to CNY eve. Knowing that demand was surging, we wasted no time in capitalizing on the spike in interest.

Even though the CNY menu was not firmed up yet, we decided to create some hype. Our landing page includes a form in which users could fill in to join our waiting list and be notified of the menu as soon as it is released. We launched the campaign on both Google and Facebook.
A whopping 2635 emails were collected over a short span of about 2 weeks. On the day of the CNY menu release, we sent an email to the database and immediately kickstarted the initial momentum in online sales. We continued to market to cold & warm audiences for the next 2 weeks until the end of CNY.

Impact

Through the digital marketing campaign that lasted a little more than a month, extra revenue of S$41,198 was generated from the online ordering system(not counting the customers who went straight to the restaurants).  On top of that, there was addition of 2635 emails to its database – people whom we could market to continuously over the long term. It was a win both short-term & long-term for the client.

56,298

Traffic Generated

2635

Emails Collected

S$41,198

Online Sales Amassed

Want to find out the 5 critical elements in creating trust and overcoming skepticism over the internet?
And see how you can apply the same idea to your business?

Fill in the form below to speak to our
digital marketing specialist.

GooglePremierBadge
facebook-partner-resize

where are we

Ice Cube Marketing (Singapore)
Address: 15 Jalan Kilang Barat, 
#07-03 Frontech Centre, 
Singapore 159357
Contact: +65-6653 2633
Ice Cube Marketing (Malaysia)
Address: No. 11, Jalan Kacung Satu,
SEDC Tampoi, 81200 
Johor Bahru, Malaysia
Contact: +6016-7969260
© Copyright 2023 – Ice Cube Marketing

Webinar Signup

Topic: Avoid Price war and gain new customers
Date: 10 July 2024 Wednesday 3pm
Duration: 1hour

Ice Cube marketing

All information is kept private in accordance with our privacy policy

It’s time to optimize your SEM budget and reduce ad wastage. Work with an agency that serves as a partner more than vendor. Fill in the form to initiate a chat. If there is a fit and we are able to help, we would love to bring your business to the next level with the power of ads.

3-Step Online System Webinar training

Get your free 48hours pass now

Webinar-on-demand

All information is kept private in accordance with our privacy policy

Enter your details to get your Ultimate Guide To Remote Selling sent to you immediately

Trigger goes here

Here’s the new way to get as many new customers as you can handle

Now you can take advantage of our free Remote Selling Strategy Session for your business.

Find out why your business is not getting a consistent stream of customers online yet, in this custom-tailored session:

Understand the type of online funnel that complements seamlessly with your current sales process to ensure nothing falls through the cracks and budget is maximized to the last drop.

Identify the most compelling call-to-action offer you can harness in your business.

Spot untapped opportunities and gaps in your current online marketing approach we can exploit to see fast turnarounds.

Demonstrate our realtime call tracking and audience conversion system for helping you increase sales.

Run through case studies in your industry and find out what others are doing online to continually get leads and sales.

With highly traceable metrics such as CPC and Conversion rate, PPC is one of the most predictable forms of sales engine for any company. If you have great plans for your company, talk to us now to see if we can help you achieve them.

  • Check for Google search volume of your product/service
  • Find out if Google or Facebook is more suitable
  • Chat with us to find out if IceCube’s performance model is a fit for your company