Restaurant 23 Overall Marketing
CMA Silverstone’s marketing expertise and ability to tailor sound marketing and creative principles to other sectors very much came to the fore when Restaurant 23, a premier quality restaurant based in Leamington Spa (www.restaurant23.co.uk), engaged with us for marketing support for their current restaurant as well as a new, yet to be opened venue.
Although the restaurant is already successful, its Chef Proprietor, Peter Knibb, felt it was time to expand on their existing marketing efforts and raise things to the next level. The first project he started talking to us about, was the creation of a brand new quarterly e-mail newsletter.
The Hook
For this introductory edition, we suggested utilising a “hook” to engage with the audience. We proposed holding an “announcement event” and use the invite to this event as the hook. The announcement event would focus on sharing with the people present the news that Restaurant 23 is set to expand in the future with a move to an all-new more central location in the town.
“I have to say I liked how CMA immediately started to think along with us to try and make our marketing efforts work to maximum effect. The suggestion for the announcement event was great, and they did a superb job on the content for the newsletter, as well as providing the means to send out the e-mails.” said Peter.
The Technical Stuff
As the restaurant did not have an existing mass-email infrastructure in place, the team at CMA produced an on-line portal for them for this purpose. The portal gives access to a powerful e-mail system developed by CMA’s technical partner and allows the user to create templates, e-mails and manage contact data lists for various campaigns, as well as sending mass e-mails and tracking the success of them.
A Great Result
Impressively, both the announcement event and subsequent dinner places were sold out within mere hours of sending out the newsletter. A response Peter was delighted with. “Obviously, this sort of reaction is fantastic. Not only did we sell out the evening in record time, but I think the e-mail was a great presentation of our brand. Their follow-up was really good as well and they have been very supportive getting the announcement event and materials sorted.”
Creative Support
This involved the production of a “new venue brochure”, aimed at giving people a good idea of what to expect when the new restaurant opens. CMA looked after the design, copywriting and production of the brochure, and delivered from concept to final product within only 6 days, in time for the brochures to be handed out at the announcement event.
“The event itself went really well and the brochures are great too. I very much appreciate how CMA managed to pull the stops out and produce something of this quality in such a short space of time. I am really happy with what they delivered” continued Peter. “We are now working together on other marketing initiatives, and it is great to have such an accomplished and enthusiastic marketing company to work with.”
Review the newsletter here
Review the New Venue Brochure here
If you wish to join the Restaurant 23 Newsletter and be kept up-to-date with developments, please e-mail either info@restaurant23.co.uk or pim.vanbaarsen@cma-silverstone.com.
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