BonAppetour is a dining travellers-focused startup to help people discovering local dining experience. I helped them out definingg their strategy and optimising their online activities to boost acquisition, activation and retention

1. M A R K E T I N G P L A N

2. GOALS
1. Awareness
2. Engagement
3. Conversions
1. Acquisition
2. Activation
3. Retention
4. Revenue
5. Referrals
As you’re focused on growing and creating a customer base, and the project is
already monetizing, I guess we can focused on the first 3 points: Acquisition,
Activation & Retention

3. GOALS
Acquisition
Activation
Retention
User is directed to your site
User signs up or is otherwise engaged
User keeps coming back, is engaged over time.

4. Other segments
Primary target
TARGET
• 18-40 years old travellers
• 18-25 years old students
• Expats
• Cook lovers
• Food lovers in love with travels and looking for new
experiences

5. SOCIAL MEDIA: FACEBOOK
Do you have any comments/ideas on how we could possible drive sales
and conversion through FB?
Well, it seems that your FB content strategy isn’t really clear, and also not
really aligned with the target.
As we’re targeting travellers, I think the page should talk more about world
food, authentic receipts, secrets about cooking and recipes from all
around the world.
So, here some content-based ideas to reach KPIs:
- Food profiles quizzes: inviting users to play and find out about their
food lovers profile
- Travellers stories
- The cooking secrets
- #shareyourbestrecipe
- ‘Guess the dish’ weekly game

6. From a strategic point of view also, we should have in mind that
Facebook organic reach is not working really well without
investing a bit of money on boosting the page.
So, I would consider setting up paid campaigns to reach more
people and create more engagement for particular targeted cities
and people. For example cities where the service has not been
successful for guestshosts failures and improve retention.
We can also target people who already like particular pages, i.e.
Airbnb, so already fascinated by this sharing world.
Another great way to reach KPIs through Facebook is joining groups
dedicated to travellers, students and startups and take part to
discussions to leverage their interest for the website.
SOCIAL MEDIA: FACEBOOK

7. How do you think we can use Twitter better to drive more
engagement?
You’re using Twitter in a great way (much better than Facebook :D),
as you’re already boosting engagement with your target
audience.
Twitter is mainly used for news, updates and events. So I would
boost the content side sharing more news related to food,
travellers, sustainability and the sharing economy.
Also on Twitter is quite easy finding food influencers, food & travel
bloggers and let them know about the project, asking them to
join you and write about you. There are tools identifying them,
helping understanding your Twitter community (ie Talkwalker).
SOCIAL MEDIA: TWITTER

8. How do you think we can use Instagram better to drive more
engagement?
Instagram is a great tool to talk about you and your service. It’s not
really great in terms of converting, but it’s useful to create
engagement and reach some niches.
Tip: don’t upload too many pic related to only one country, ‘cause it
seems you’re mainly working in Italy.
I would suggest to upload more pictures related to travellers, cities
to visit and your daily life being a startup. People are fascinated
to learn more about yourself as a team work based in Singapore.
SOCIAL MEDIA: INSTAGRAM

9. SEO OPTIMISATION
- Through your experience in the supper club scene in London, are
there any other key words that we should be targeting?
I think you should include as many keywords as possible as it’s a
brand new concept and maybe a lot of people love it but they
don’t really know how to call it.
As it’s brand new, you could include new keywords (off and on page),
even if they’ve not been searched yet, such as: travellers best
restaurant, travellers family restaurants, sharing meals…
These are just some ideas, as SEO requires some more tests &
analysis. Well, it’s all about analytics! ;-)

10. DIGITAL PR
I also think that PR is really key. Journalists and bloggers are really
powerful, especially people who already tried out the service.
The referral program is great, but I think that you should ask people
to put banner in their website to share your revenue not only
whether they write about you. Digital marketing and especially
sharing economy is about ‘sharing’, so people should write about
you because they think it’s a valuable service and it’s also
interesting content for their readers. Be careful of entering the
paid PR word, especially as you’re not targeting only one city.
I think you can also leverage your affiliate program giving discounts
to people keen to write an article soon after their experience. So,
in this way you’re leveraging your referral program with their
readers (as they’re sharing it with their audience) and your
retention rate.

11. FORUM POSTING & LINK BUILDING
Extremely powerful if forums and links are posted in website related
to your service.
I think that there are a lot of food and travellers communities, so, I
think it could be great to create awareness at the beginning.
Not really sure about conversions though.

12. CONTENT MARKETING
One of the most important thing.
I had a look at your blog and I think it’s great. I would suggest to
have guest blogger contributors, also best recipes by
Bonappetour hosts and write articles about travellers
communities and travel bloggers (once they write about you) to
create relationships and attract new people on the blog and the
website.
Also, try to write about more generic stuff from all around the world
(a mix between blogs from air bnb& trip advisor) and not forget
about keywords you want to use to drive traffic (it’s important for
off page SEO).

13. HOW TO BOOST ACQUISITION?
- FACEBOOK (ORGANIC & PAID CAMPAIGNS)
- TWITTER
- INSTAGRAM
- OTHER SOCIAL MEDIA (PINTEREST, TUMBLR..)
- WORD OF MOUTH (AMBASSADORS PROGRAM)
- SEO
- BLOG
- ADWORDS CAMPAIGNS
- DIGITAL PR
- LINK BUILDING/FORUM POSTING

14. HOW TO BOOST ACTIVATION?
- FACEBOOK (ORGANIC & PAID CAMPAIGNS)
- TWITTER
- PINTEREST
- CONTENT (BLOG)
- WORD OF MOUTH (AMBASSADORS PROGRAM)
- EMAIL CAMPAIGNS
- CUSTOMER FUNNEL ANALYSIS
- ONLINE EVENTS (SPECIAL CAMPAIGNS AND PRICE STRATEGIES)
- INTEGRATION OF MULTIPLE CHANNELS WITH INTEGRATED
CAMPAIGNS

15. HOW TO BOOST RETENTION?
- FACEBOOK (PAID MEDIA)
- CONTENT (BLOG)
- EMAIL CAMPAIGNS
- GOOGLE ADWORDS & DISPLAY
- CUSTOMER FUNNEL ANALYSIS
- ONLINE EVENTS (SPECIAL CAMPAIGNS AND PRICE STRATEGIES)

16. ALESSIA CAMERA
alessia.camera@gmail.com
THANK YOU!