Elevating a Dining Experience
How do you get people to attend a pricey dim sum meal and leave satisfied, even if their tastes are a little white bread? Pique their interest, evoke a sensory experience, and make them feel like a culinary expert.
Goals
Generate buzz for an upcoming pop-up dining event, entice them to purchase tickets, educate them on the cuisine once they arrive.
Challenge
We were taking a gamble that our audience would try something new. The new thing was dim sum, which is normally cheap, but this was kind of spendy.
Results
Within 24 hours of tickets becoming available, the event sold out.
Inspiring action
The email and social post below tease the event and drive the reader to the web page. There, they get a more details and the option to purchase. It’s hard to get people to park in front of an email for very long, so I made that announcement more brief than the social copy.
Web page (CTA leads to purchase)
Social (CTA points to web page)
Email (CTA points to web page)
Anticipation, education, and follow-up
The pre-event social post below creates anticipation for the ticket holders, and a hint of FOMO for everyone else. The menu educates guests on dim sum basics, individual dishes, and cultural practices to make them feel like instant experts. After the event, we posted a wrap-up that engaged our audience—whether or not they attended.