Client Overview
A popular rooftop café in Bandra, Mumbai, known for its romantic ambiance and eclectic menu, struggled with low midweek footfall. To combat slow Wednesdays, the café wanted to introduce Live Music Nights but needed help creating visibility, buzz, and bookings around the event.
- Industry: F&B (Cafe)
- Location: Mumbai, India
- Campaign Duration: 6 Weeks
- Services Provided: Social Media Marketing, Influencer Marketing, WhatsApp Marketing, Event Branding, GMB Optimization
Objective
- Boost footfall on Wednesdays through live music programming
- Create a recurring audience base that returns weekly
- Build a midweek identity for the café beyond weekends
- Increase Instagram engagement and local brand discovery
Challenges
- Low table bookings on Wednesdays (average 20–25 covers)
- Minimal brand association with live events or music
- Budget constraints for ongoing artist bookings
- Competition from well-established live music venues nearby
Solution
1. Event Branding & Positioning
- Branded the initiative as “Midweek Melodies” with a cohesive visual identity across posters, tent cards, Instagram, and Stories
- Designed a dedicated event highlight reel and teaser videos featuring artists, sound checks, and sneak peeks
2. Social Media Campaign
- Promoted artist lineups weekly through countdowns, behind-the-scenes reels, and music snippets
- Designed engaging Instagram Stories with polls like “Who should perform next?” and “Tag your music buddy”
3. Influencer Marketing
- Partnered with 8 micro-influencers & lifestyle bloggers to attend and cover the event
- Focused on local audience reach (college students, professionals, musicians)
4. WhatsApp & RSVP Integration
- Launched a WhatsApp RSVP campaign: “Book a table for Midweek Melodies & get a free mocktail!”
- Created exclusive event reminders and personalized discounts for previous diners
5. Google My Business & Zomato Optimization
- Updated GMB with event banners and weekly artist schedules
- Added “Live Music” tags and banners on Zomato to boost discoverability in searches
Results & Impact
- Midweek revenue jumped from ₹29,000 to ₹77,800 per night within just 6 weeks of campaign execution.
- Instagram engagement surged by 75%, with reels featuring live music performances going viral in the local audience.
- WhatsApp reservations increased by over 3x, with consistent bookings every Wednesday.
- Google My Business listing views nearly tripled, with the café ranking higher for “live music café in Bandra” and related searches.
- Influencer coverage and user-generated content helped the café build a loyal midweek audience and long-term brand affinity.
Key Takeaways
✔ Branded Weekly Events Create Recurring Habits
✔ WhatsApp Works Wonderfully for Table RSVPs
✔ Influencer Content Can Drive Organic Discovery
✔ GMB and Zomato Optimization Enhance Visibility
Conclusion
Mango Marketing transformed a slow midweek into a celebrated occasion with Midweek Melodies. By leveraging branding, content, influencers, and direct marketing, we turned a low-performing weekday into a community-driven experience with long-term loyalty potential.
📩 Ready to turn your slow days into signature experiences? Reach out to Mango Marketing and let’s create your own success story.