Visitability Case Study - Communication

La Camera Southbank

INTRODUCTION

La Camera Southgate is an Italian family run restaurant, situated in the heart of Southbank. The name has been around for over 35 years, first established in Chapel St, South Yarra before moving to Southbank in 2000. However, La Camera is more than just a fabulous Italian eatery. It’s truly a dining experience worth sharing and a home away from home.

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BUILDING A STRONG ONLINE PROFILE

Over the last 5 years La Camera Southgate has become heavily involved with content management, digital marketing and social media. Online partners such as Dimmi, Tripadvisor, Australian Good Food Guide, Good Food Gift Card, Entertainment Card and Zomato (just to name a few) assure great coverage to locals and visitors alike. Theses website are updated monthly. Our base of 30000 members receive a bi-monthly newsletter to keep our regulars informed.

The La Camera website is constantly updated and the La Camera name receives a phenomenal number of monthly hits on Google. In order to tell the full La Camera story it is necessary that the majority of links lead to the website.

TAPPING INTO SOCIAL MEDIA

Facebook and Instagram have been amazing tools to promote, communicate and engage with regulars, visitor’s and collaborators. The paid adds feature in Facebook is truly amazing and a fabulous way to target specific demographics for individual events. As this is an ever-changing platform La Camera works to continually update their knowledge and keep up with the ongoing trends.

A CUSTOMER FOCUSED STRATEGY

Verbal communication is of paramount importance as over 4000 customers visit the restaurant on a weekly basis and the greatest asset is still the La Camera Staff.   La Camera has implemented a unique service system/flow chart that is very thorough (but not obtrusive) which inform patrons of the services, unique events and history of the restaurant. The service flow chart was established in 2004 and is continually improved to ensure customers have a brilliant dining experience.

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STRONG OUTCOMES

The impact of the various communication methods has been a positive increase in the number of people who engage with the La Camera brand (website visits, google hits, bookings, event responses etc). The use of analytic tools on many of our applications including Google Analytics and Facebook Insights have proven to be an invaluable source of information to track and measure the increase in engagement with the brand

THE FUTURE OF COMMUNICATIONS

La Camera regards itself as being in the infancy stage of the digital marketing revolution and although ticking many of the boxes, there is much to learn. La Camera joined the Social Media Society earlier this year which involves keeping up with current trends in social media, monthly courses and international seminars. Improving communication in all aspects will ensure that more visitors and locals discover and enjoy the unique dining experience that is La Camera…a touch of Italy on Southbank’s door step.

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