Developing Effective Digital Marketing Strategies for Wong Restaurant

Wong Restaurant needs to amplify its market presence by optimizing its use of digital marketing channels. By examining current strategies on Facebook, Instagram, and Twitter, this assignment aims to identify gaps and propose actionable improvements. Key focus areas include enhancing content relevancy, employing effective influencer partnerships, utilizing strategic hashtags, and increasing audience engagement through personalized and high-quality content. The goal is to ensure that the restaurant's unique offerings reach a broader audience, fostering increased customer interaction and conversions.

Running Head: Digital Marketing Strategies
Wong’s Restaurant
Digital Marketing
Digital Marketing Strategies

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Table of Content:
Table of Content:...................................................................................................................................1
Table of Figures:....................................................................................................................................1
Introduction...........................................................................................................................................2
Target Audience....................................................................................................................................3
Facebook...............................................................................................................................................4
Instagram:.............................................................................................................................................7
Twitter...................................................................................................................................................9
References:..........................................................................................................................................11
Table of Figures:
Figure 1 showing Display picture...........................................................................................................6
Figure 2 showing home page.................................................................................................................6
Figure 3 showing About us page............................................................................................................7
Figure 4 showing a recent post of the kitchen.......................................................................................7
Figure 5 showing the preparedness of a dish........................................................................................8
Figure 6 showing the insta company page.............................................................................................9
Figure 7 showing meal prepration with Hashtags in the comments......................................................9
Figure 8 showing chiecken breasts with hashtags...............................................................................10
Figure 9 showing a tweet showing an exclusive dish...........................................................................11
Figure 10 showing influences marketing on twitter............................................................................11

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Introduction: Mr Wong restaurant located at 3 bridge lane sydney , australia is one of its kind
cantoneese restraunt. The restraunt has been talk of the town since its opening in 2012. The
restraunt has won number of awards recognition and accolades for its quality of food, ambience and
its wine selection. It can be established that its one of the best cantoneese restaurant In the
town.Mr wong restaurant is established under the famous Merivale brand, managed by Hemmes
family, who are the pioneers in the hospitality industry. Mr wong’s restraunt is among the 65
restraunts that falls under Merivale brand.
Digital marketing is seen as one of the key facets to any business in existence. It can be understood
as utilizing the online platforms available for marketing and promotion of goods and services (Ryan,
2016). With the population growing digital and the digital literacy increasing at a rampant rate, it will
be absolutely foolish to not promote the services on the platform (Chaffey, Smith & Smith, 2013)
Mr wong restraunt has its existence on almost all the social media platforms, to name a few,
facebook, twitter, instagram, you tube, zomato, yelp, time out, trip advisor. It really has a strong
presence on these social media platforms, with number of posts realted to the food, ambience,
people, parties, cuisines , review, feedback on these platforms. There can also be seen an average
level of engagement on the posts of wong’s restaurant.
The failure of digital marketing strategy can be owed to basically 3 factors:
 Wrong audience targeting
 Less engagement & hence low conversation rates
 Poorly times posts
 Frequency of posts
 Absence of its own twitter handle and website
In the report further we will see, how these different platforms actualy perform for wong’s
restaurant.

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Target Audience: It can be defined as the audience which are tagetted for marketing and
promotion of a particular good or services. It’s a group of people, who are most likely to purchase
our servcies and our product offering (Gutt, 2014). The target audience is defined after
understanding the demographic the food will appeal to, the pricing of the food, the ambience and
atmosphere, the surrounding area or the locality, what image the brand wants user to perceive in
their head (Lu, Ba,Huang & Feng,2013). The target audience can be defined for wong’s restraunt
keep in mind its expenssive colonial theme décor, its lavish timber furnishing and an absolutely huge
240 people sitting here for wine and dine. The restaurant has many renowned chef’s to its disposal,
hence the pricing for its food items increases. The restraunt besides providing cantoneese food , also
specializes in french food , making it a great choice for european travellers as well. Keeping all the
above mentioned points the target audience for wong restraunt can be:
Target Audience Characterstics
Affluent class( upper middle class & higher) Deep pockets, businessman, corporate
professionals & entreprenaurs, rich family
history.
Aristocrats & diplomats People having a legacy in australia and also
highly paid governement officials.
Food connaiseaur People who love to try different cuisisnes and
appreciate the taste, the quality. These are the
people who finely analyze and understand the
food which they enjoy, also , a source of positive
word of mouth publicity
Travellors European travellors , or any other country
travellors, who like to explore the food from
different continents and are very experimental
Population within the 5 miles of Radius People staying neraby often end up dining at a
place which is near to them
Corporates Sydney being a hub to a great number of
companies, individuals working have a good
earning power, hence targetting the same for
corporate lunches, dinners, cocktail parties
would be a great advantage for the restraunt.

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Facebook: Facebook is world’s largest social online paltfrom used by more than 2 billion people
monthly. Facebook has grown immensely over the last decade owing to increased levels of digital
penetration in not only urban, but rural areas as well. The growing popularity of facebook has forced
consumer brands to have their existence on the social media giant (Ahmed & Ibrahim, 2017).
Presently 68% of all the world large, medium small scale establishment are on facebook and the
share of voice is increasin at an exponential rate. Every brand is trying to engage with the consumers
or its audience on facebook, they try to derive meaningful converations and based on that
implement hanges in the brands strategy for growth and development (Grgic & Mucnak, 2017)
Australia has a total population of 24.4 million, out of which 17 million people are active facebook
users, with such a huge penetration in the continent, it would be really asinine to not use the biggest
social media tool on the face of earth (Sinclair & Grieve, 2017)
Wong has a great presence on social media, and has really done wonders in its 5 years of existence.
Facebook stats for the restaurant revelas almost 20k people have liked and follow the page, over 1
lakh people have visited the facebook page. The numbers are really fantastic considering the
competition in the surrounding area and its niche target audience. The page has got a rating of
4.6,which is absolutely terrefic.
Going forward, some of the strategies which would improve the Facebook statistics and the
popularity of wong’s restraunt and at the same time drive more converation can be:
 It seems that the restraunt is not posting regularly for its target auidence, thus leaving them
blank for a while and breaking the connect with the restraunt, posting of content and feed in
regular intervals would help the restraunt in increasing its followers count and the likes.
 The timing of the post is equally essential, facebook infographics says that the best time to
post a content has to be between 6 to 10 pm, this should be kept in mind while posting
content.
 For a restraunt, whats pivotal is sharing lots and lots of food related pictures, sometimes,
ingrediants and speciality of the dish, this would give them number of food conniesueurs
longing to eat at their place.
 The engagement of posts on wong’s page is very less, its that out of 10 posts, only 2-3 posts
gets engagement, that too minimalisitic, hence the posts have to really engaging, filled with
content and should have a call to action for the users.
 Interacting with consumers posts- People posting on the restraunt’s page, have to be
acknowledged and thanked for their time and efforts

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Figure 1 showing Display picture
Figure 2 showing home page

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Figure 3 showing about us page
Figure 4 showing a recent post of the kitchen

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Figure 5 showing the preparedness of a dish
Instagram: Instagram is no longer a platform which shows gazillion selfies, last year the
platofrm acquired more than 600 million active users, making it the third most used social platform
after facebook and you tube. In australia almost 5 million people are on instagram. Wong has a total
of 42.8k followers with almost 1021 posts to drive conversations (Che, Cheung & Thadani, 2017). The
instagram page of the restraunt is beautifully created with timely posts , but still lacks here and
there a bit. Some of the strategies which can work in the favour can be:
 The quality of picture can be increased, with more realtime pictures.
 More pictures of the recent times, showcasing celebration, oy, victory, triumph, or
something that generates excitement in the heads of its viewer.
 Periodic discounts or offers can be shown to its followers, who are not a part of their
targetting but in turn can come under the targetting purview due to some discount or
coupons
 Relevant hashtags are missing, example hashtags relted to particular cuisisne, tracing it to its
origin and some history about the dish, all this info if included will be a great source of
engagement for its followers.

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Figure 6 showing the insta company page
Figure 7 showing meal preparation with Hash tags in the comments

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Figure 8 showing chicken breasts with hash tags
Twitter: Another , one of the largest micro blogging platform having over 3Mn australians
tweeting in 140 words or more. An impeccable platform when it comes to targeting to the right
audience and spreading a word in the market. Also, with the new change in the algorithm that the
pictures/ GIF will not be counted in 140 word limit makes the platform irrestible for marketers (Park
& Kaye, 2017). Some strategies which wong restraunt should adopt in order to improve the twitter
stats and conversion can be:
 Use of relevant keywords and hashtags
 Influencer marketing-Asking an influencer to tweet promoting the restraunt, it will drive a
lot of awareness and does interest leading to desire to visit the restraunt and finally
audience will take an action and visit the lovely place(Hobson ,2017)
 Having a twitter handle of their own-Its observed that wong restraunt is using twitter handle
of the group brand, in this case, the audience gets diluted and the connection bulding with
the brand becomes difficult.

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Figure 9 showing a tweet showing an exclusive dish
Figure 10 showing influences marketing on twitter
Conclusion: The above mentioned strategies will help Wong restaurant to reach its targeted
audience. As mentioned, consumer profiling coupled with the right marketing strategy will help
Wong restaurant in penetrating the market. The timing as mentioned is extremely critical while
uploading the posts. At the same time the content must have a good relevancy to the audience and

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more and more posts on a daily basis will ensure better engagements and draw more conversions
for Wong restaurant. The taste of Wong restaurant will thus be spread across the town with positive
word of mouth and it’s strategically marketing on Facebook, instagram, twitter, newsletters and
blogs.
References:
Ryan, D 2016, Understanding digital marketing: marketing strategies for engaging the digital
generation, Kogan Page Publishers.
Chaffey, D., Smith, P.R. and Smith, P.R 2013, eMarketing eXcellence: Planning and optimizing your
digital marketing, Routledge.
Gutt, E.A 2014, Translation and relevance: Cognition and context, Routledge.
Lu, X., Ba, S., Huang, L. and Feng, Y 2013, Promotional marketing or word-of-mouth? Evidence from
online restaurant reviews, Information Systems Research, 24(3), pp.596-612.
Grgic, I.H. and Mucnjak, D 2017, Croatian and Irish public libraries on Facebook, Qualitative and
Quantitative Methods in Libraries, 1(3), pp.267-275.
Ahmed, A. and Ibrahim, M 2017, Business Value of Facebook: A Multiple Case Study from a
Developing Country, Pacific Asia Journal of the Association for Information Systems, 8(4).
Sinclair, T.J. and Grieve, R 2017, Facebook as a source of social connectedness in older adults,
Computers in Human Behavior, 66, pp.363-369.
Park, C.S. and Kaye, B.K 2017, Twitter and Encountering Diversity: The Moderating Role of Network
Diversity and Age in the Relationship Between Twitter Use and Crosscutting Exposure, Social Media+
Society, 3(3), p34
Hobson, R 2017, The integration of influencer marketing into social media strategies (Doctoral
dissertation, University of Cape Town).