Challenge:

Overcome low sales and fierce competition in a crowded market

The Problem:

FTV Guwahati, despite being a premium bar and lounge, struggled to generate significant revenue due to its location surrounded by other popular clubs and lounges such as House of Madira, Playboy, and Typically Indian. Before our involvement, FTV was generating just Rs 1-2 lakh in monthly revenue, far below its potential in a city with a thriving nightlife scene.

The Objective:

Our goal was to revive FTV Guwahati by increasing sales, boosting brand awareness, and putting it on the radar of partygoers across Guwahati. We also sought to drive dine-in bookings through Zomato Dineout, while building a loyal customer base for both private parties and casual dining.

The Solution:

We crafted a multi-faceted approach to reignite FTV Guwahati’s presence in the nightlife market and turn it into a hot spot for party enthusiasts and diners alike. Here’s how we executed the turnaround:

1. Creating a Strong Brand Narrative: To stand out in a highly competitive market, we built a compelling brand story that aligned with the luxurious yet high-energy vibe of FTV Guwahati. Our social media and content strategy focused on highlighting the premium experience, positioning FTV as the must-visit destination for nightlife in Guwahati.
2. Targeted Brand Awareness Ads: We launched targeted brand awareness ads on Facebook and Instagram, carefully curated to appeal to the local party crowd. These ads helped spread the word about FTV Guwahati and positioned it as a premium destination in the heart of Guwahati’s nightlife.
3. Introducing Irresistible Offers: To attract both new customers and private party bookings, we launched enticing offers such as:
   • Unlimited Drinks at Rs 999
   • Unlimited Party Package at Rs 1599

These offers were designed to evoke excitement, especially among groups looking to pre-book private parties or dine out via Zomato Dineout. This approach helped create an initial buzz, bringing in both new patrons and repeat customers.

4. Collaborations with Influencers: We partnered with local influencers to extend FTV’s reach and tap into their audiences. Custom scripts and stories were created for influencer content, particularly around special events like Valentine’s Day. This helped build a sense of exclusivity and excitement around FTV, particularly for key dates in the social calendar.
5. Meta Lead Generation Ads for Special Days: To further boost sales, we launched lead generation ads on Meta (Facebook and Instagram) specifically around holidays and special occasions. For example, on Valentine’s Day, our targeted campaign saw a conversion rate of more than 15%, leading to a significant boost in footfall and sales.
6. Retargeting Campaigns: We ran retargeting campaigns to encourage repeat visits from customers who had previously dined or partied at FTV. These campaigns were highly effective in fostering customer loyalty and increasing the frequency of repeat visits, ensuring sustained growth.
7. Private Party Bookings: As a result of our promotional efforts, we started to secure 1-2 private party bookings per week. These high-ticket bookings played a critical role in driving FTV’s overall revenue, with the consistent stream of parties significantly boosting sales.

Results:

• Revenue Growth: FTV Guwahati’s revenue skyrocketed, with monthly sales increasing from Rs 1-2 lakh to over Rs 10 lakh within months of implementing our strategy.
• Private Party Bookings: Regular private party bookings (1-2 per week) became a key revenue driver, contributing to over 40% of the overall sales.
• High Conversion on Special Events: Our Valentine’s Day campaign alone saw a conversion rate of 15%, resulting in packed events and higher sales for special days.
• Increased Footfall and Online Bookings: The combination of offers, influencer collaborations, and retargeting campaigns led to a noticeable rise in footfall and dine-in bookings through Zomato Dine out.

Conclusion:

Through a well-planned combination of brand building, targeted advertising, and strategic offers, we successfully revived FTV Guwahati, transforming it into one of the top destinations for nightlife and private events in the city. The continuous stream of footfall, coupled with repeat bookings and high-converting special event campaigns, significantly boosted FTV’s sales and secured its position on Guwahati’s nightlife map.