To improve user app experience content and app idea were proposed.

1. TARGET GROUP
Millennial (18-34)
• Tech Savvy
• Instant Gratification &
Recognition
• Progressive
• Impatient

2. CONTENT IDEAS

3. MEDIA APPROACH
PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
Traditional Advertising –
print, television, radio,
direct mail, display, paid
search, retail/channel
Corporate Website
campaigns, microsite,
blogs, brand
community, Facebook
brand page, mobile, etc
Word of mouth, Facebook
comments, Twitter
Engagement, Vine, Blogs,
Forums, Review Sites

4. PAID MEDIA

5. RADIO ADS
TRADITIONAL MARKETING
 Consumer awareness about restaurant reservation
Apps is very low (Survey Finding)
 Traditional Media Advertisements on Radio and
Newspapers can boost awareness amongst users in
India
(Hypothesis: A large number of millennial commute to
Delhi/CR via cabs and taxis)

6. SOCIAL MEDIA PLATFORM ADS
Demographically targeted Ads on Social Media
Platforms i.e. Facebook and Instagram (most
popular among Indian Youth)
Sign up incentives for first time users can help in
increasing App installs
Running App Install Ads boost organic growth for
brands as well ( Source: Emarketer Study)
Instagram Facebook
SOCIAL MEDIA ADS FOR APP INSTALLS

7. EMBEDED MARKETING
 Product Placement is an effective technique used
by brands to subtly promote themselves usually
through appearance in film, television or Web Series
 Case Study – Furlenco
 A tie up with TVF & other influencer activities
resulted in three fold increase in the website visits for
the brand. High impression count of the video and
word of mouth are other sources to increase App
awareness
PRODUCT PLACEMENT

8. 5 SEC YOUTUBE ADS
YOUTUBE ADS HELP IN BRANDING
Youtube Ads help in branding for the
brand
 YouTube content consumption for Indian
audience is growing with proliferating
smart phone users and accessible internet
5 second ads are inescapable for the
users and deliver effective and crisp
messages

9. OWNED MEDIA

10. BLOG HOMEPAGE NEEDS A MAJOR OVERHAUL ! !
BLOG DESIGN REVIEW
BLOG HOMEPAGE
 The background images used for the article title backgrounds also have textual information rendering to an overall
cluttered look and resulting in difficulty while reading website content
The blog should preferably should use the same header as the main website with a book a table CTA, as that is
eventually the ultimate objective
The home page is cluttered with too many images, leading to a lack of differentiation between the header of the
website and the content
 In pursuit of a parallax look, the blog misses on presenting more content oriented links from the homepage. A
pinboard oriented approach would serve better results in terms of driving customer focus
 Integrating the Blog in the main website would serve the purpose of customer attention and satisfaction better

11. BLOG NEEDS A MAJOR OVERHAUL ! !
BLOG DESIGN REVIEW
BLOG ARTICLE PAGE
 The blog detail page uses a lot of food photography images, which is a good thing in terms of tantalizing the audience
towards the particular restaurant that the author intends to talk about. But unfortunately, most of the images have been
sourced from external websites, unrelated to the restaurants being promoted. Instead if the blog could use images from
the restaurants photo directory on the original dineout website with backlinks that could lead to more people navigating
from the blog to the book a table page
 There are scattershot links to the dineout website here and there in the blog website which would again eventually lead
to better conversion at the end of dineout. The only downside to it is that the links are not very actively visible. Instead if
dineout had its own restaurant embedding API like twitter has for its tweets and instagram has for its photos, the
restaurant links could be very clearly and explicitly embedded as CTA for users
 The links to share articles are not very actively visible. A blog’s reach could multiply many folds provided it focuses on
creating better content and has visible and neater channels of content distribution
The blog subscription CTA is barely visible. It should rather be visibly available in the sidebar instead with the count of
subscribers so more users feel confident signing up. Otherwise, we won’t be able to ensure returning blog users,
irrespective of their loyalty

12. LEVERAGE WHATSAPP
WHATSAPP CAN BE THE NEW E-MAIL
 Ubiquity of WhatsApp among Indian smartphone
users provides with ample opportunities and a new
channel for communication
 Users can get registered and verified using the
website
Sending out suggestions in accordance with user
demands such as price and location (Personal
Assistant)
 Personalized offers can be sent via WhatsApp to
consumers
 WhatsApp can be used to get consumer feedbacks
regarding the restaurants

13. EARNED MEDIA

14. GIVE THEM A CHECK THAT’S SWEET
 Diners prioritize restaurant experience over anything else
 Reward customers with special Dineout Chocolates/ ‘The Check is Paid’ cards when someone pays using Mobikwik
(Strategic Partner) which can also help increase in incentivized installs (Referral)
 This can become a social media fad among consumers and pushed via paid campaigns on platforms - Instagram &
Facebook
REWARD YOUR CONSUMERS

15. FACEBOOK ARTICLES GENERATE INTEREST
FACEBOOK GENERATES INTEREST !
 Content Marketing with Influencer websites such
as ScoopWhoop, Buzzfeed India can work wonders
for the brand
 Strategically placing your App mention in articles
with headlines such as – “5 RESTAURANT HACKS “,
etc

16. CONTESTS ARE A HIT. .
USER ENGAGEMENT IS A MSUT FOR BRANDING
 Contests are always a hit amongst users and
generate interest for brands
A weekly contest in which an all paid dinner at a 5
star with pick up and drop from home will get
organic engagement from users
Radio as a medium for contests could make up for
a reach amongst a larger audience

17. APP SUGGESTIONS

18. ADD WI-FI AVAILABILITY FEATURE
BECAUSE CHECK INS ARE A COMPULSION
 WiFi availability at restaurants is becoming an imperative
issue with this tech savvy audience
 Encourage users to put check ins using the App which
mentions that the reservation was done via Reserve App
 ‘Free WiFi available here’ button should be included in the
App

19. REVIEWS ARE IMPERATIVE
 Reviews are sacrosanct for consumers (Survey
Finding)
 Reviews from Food Bloggers can help the
consumers with their decision making
 Integrate ‘Times Food Reviews’ for restaurants in
the Dineout App that makes for an easier decision
journey for consumers
 Incentivize users for reviewing, adding photos
and check-ins
INTEGRATE FOOD BLOG INTO THE APP