Kheng+Wee+(Louis)

I would believe that following strategy would be perfect: Web2.0 strategy, make sure it is something a bit special and not just the NORMAL approach which has been done by 1000 other restaurants

__Future Business:__ My business is a restaurant specializing in Asian food, particularly from Singapore/Malaysia in Grenoble.

__Metatags for competitors:__ The other sites i went to when searching for "Asian restaurants in Grenoble" which returned results were:

[] [] [] []

Note however, there were no restaurants which dealt specifically with Singaporean food.

Keywords used were: restaurant grenoble, Jardin d'asie, restaurant chinois grenoble, restaurant asiatique grenoble, bar lounge, livraison a grenoble, plat emporter, restaurant asiatique spécialité chinoises, vietnamiennes, cambodgiennes et thailandaises, rue docteur mazet grenoble, 38000
 * Le Jardind Asie**

However, as the rest of the other sites are directories, the meta tags were not directly related to the restaurants found.

__My metatags:__ For my restaurant, i suggest using english and french keywords as the target audience would likely be students like myself, with a craving for Singaporean food.

· asian food Grenoble · singaporean food Grenoble · restaurant Grenoble · restaurant chinois Grenoble · asiatique Grenoble · Plat emporter · Llivraison a grenoble

__Wikipedia and alternative SE:__ It wouldn't make much sense to create a wiki entry as information on it is already widely found on the net. However, links to the above directories and google maps will definitely be helpful. There are quite a number of agreements with asian universities, so perhaps having entries on baidu.com for example will be helpful.

__Long Tail:__ Visits to the current Asian restaurants in Grenoble reflect that the bulk of the patrons are Asians themselves, craving a taste of home while in a distant land. Despite us being in France, the long tail would likely be the French themselves. To target a more accessible market, the long tail could be focused on French/non-asian students given the large concentration of students in Grenoble. Just for lunch periods, non-singaporean food such as baguettes could be offered, with typical offerings (tuna, ham etc) found in a french boulangerie but with a free singaporean dessert for students only. The promotional campaign could focus on pictures showing a multitude of colours typical of desserts found in singapore, while emphasizing that it's free.

__Landing Page__ Our competitor's main keywords focus on being a "specialized" restaurant which serves "authentic" Asian food. For the landing page, it will be image intensive with the "menu for the day for each day of the week" with a tantalizing description of the dessert provided, to entice students (who are presumably more open to change and foreign food) to give the meal a try. There's no harm after all, as a "baguette" is a typical lunch option and not difficult for us to produce.

· __Links with universities in Grenoble, e.g. GGSB and their student associations__ The main clientele of my restaurant will likely comprise of international students, especially those from Asia and also French students themselves looking for a good lunch deal.
 * __1. Webmarketing__**
 * __1.1 Linking__**

This is supported by the fact that a significant proportion of the population consists of students, and international students number about 10 to 20% of the cohort. The L'Université de Grenoble for example plays host to more than 7,000 international students each year. Bearing this in mind, links to the student associations, specifically those that engage international students on a constant basis such as ALOHA in GGSB will be targeted and linked.

· __Link with food directory sites__

There exists a number of food directory sites, which returned numerous results when searching for restaurants in Grenoble. Thus, a presence can be established on these sites to maintain visibility of my restaurant. Examples, include, [|http://www.restoclub.fr] [] [|http://www.webcity.fr] []

· __Web 2.0 sites & mobile apps__ Additionally, my restaurant will also be updated on several web2.0 sites with a corresponding app on the iPhone. First of all, a directory listing will be posted on the “Chewsy” App, which is an up and coming iPhone application providing food & restaurant recommendations. Secondly, listing on “Fiddme” will not only enable people in the immediate vicinity to locate my restaurant, it will also achieve a viral effect, in that friends will be able to publish the food that they eat at my restaurant, thus raising the profile of my restaurant.

· __Google Maps__ A simple update on Google Addresses will allow potential customers to search for my restaurant easily.


 * __1.2 Web 2.0 Marketing__**
 * Web 2.0 marketing will allow my restaurant to reap the benefits of both substantial cost savings on marketing & promotional efforts and reaching my desired target audience, who are no doubt highly connected to the net. Portals involved include:**

· **Website**: All promotional efforts and other web portals will be linked to this core, as the homepage of my marketing campaign. As there are hardly any restaurants (especially Asian restaurants) with a significant web presence, a web site will allow all potential customers to be in touch with the restaurant and find out more information about not just the food served, but supplementary information such as recipes, nutritional information and a brief history of the food to entice potential customers. Headers include: § About us  § Menu & introduction about the food (for the benefit of non-asians) § Recipes for some food § Forum (Act as a contact point for all Asians residing in Grenoble, thus building greater web traffic and attention to the restaurant through an active and cohesive virtual community) § Ongoing Promotions § Getting to us  § Delivery (A feature which is not very common in Grenoble, as only pizza delivery is offered. Online ordering will be a fresh concept, making it much more convenient for international students like myself with a web connection but hardly any use for a phone!)

· **Twitter:** Short, timely updates on new menus and other activities going around the store will be posted on twitter. Twitter will also allow us to connect with our customers & act as an almost instantaneous feedback channel for our fans and ourselves.

· **Flickr!**: A photoshoot capturing tantalising photos of the food, coupled with a short description will be posted on Flickr, and linked to the other web portals.

· **Facebook**: An almost essential element of any web marketing campaign, the facebook page will focus more on providing on-the-spot updates on the happenings in the restaurant, as well as various other updates similar to that posted on twitter. (For example, updates on new menus, to connect with customers & as a feedback channel etc.) · Additionally, to build customer engagement, a survey app will be incorporated into the facebook site to constantly enable us to improve the food offerings based on the feedback received from customers. Fans who provide feedback will be rewarded (Details to be explained later). · Also to build customer engagement, a simulation app allowing users to be the owner for a day will allow us to have insights into what our customers actually want to see on the menu.

· **Facebook ad:** Similar to the long tail ad, simple facebook ads can be placed to target students from the various student networks in Grenoble, e.g. Aloha GEM, Grenoble Universities.

Something which restaurants in Grenoble have generally not gone into is a mobile strategy. An iPhone app designed using a simple portal such as “Appmakr” will allow us to be accessible by smart phone users on-the-go. Some content to be included are:
 * __1.3 Mobile Strategy__**

· Food spinner: A unique feature which answers the most common question everyone face every day: “What shall I eat today?” Permutate various combinations of appetizers, main courses and desserts according to food and budget preferences. · Delivery services: A convenient way for smart phone users to access the same online booking system · Recipes for the food · Finding us: Especially useful when users are searching for a place nearby to eat!


 * __2. Integrated Promotional Strategies__**

· **Loyalty Programme (Integrated)** A key feature to tie in all aspects of the promotional campaign is a loyalty programme using “Food $” that spans both our online and offline presence. Where customers are usually given a physical reward card whenever they order a food item, this may be cumbersome at times. By integrating the offline and online components, customer engagement & contributions to web activity as well the patronizing of the store is encouraged. o Offline: Food $ given are much greater. Customers only have to quote their first and last name for recording purposes. § Buying food § Buying Pre-mixes § Introduce new member o Online: < Rewards. But encourage web activity & engagement. Ways to earn Food $: § Forum posts § Twitting about us  § Post/tag on facebook & other facebook activities § Participation in other ad-hoc activities

· **YOUTUBE**: A special landing page promotional campaign, which will hopefully have a video that goes viral: Upload 30 sec video on Youtube showing how much you enjoy our food. o Winner gets food vouchers & a hamper comprising pre-mixes and recipes o Winner decided by the number of likes given by the fans.

· **Twitter & Facebook:** o A special quote of the day, for example “Feed me Beef Rendang Please!”is posted at random intervals and timings. Customers who quote the tagline for the day will get the meal of the day for a 50% discount, while stocks last. o A random but deliberately vague photo of one of the food items is shown. 1st 20 customers who identify it correctly and post it on facebook will get that particular food item free.