How Digital Main Street Brewed Up Advertisement Campaigns and Customer Engagement for Elchi Chai Shop
Elchi Chai Shop is the one stop shop for on the go chai and authentic Indian cuisine, located in the heart of Harbord Village. The owners, Sayyeda and Sukaina Ebrahim, were inspired to open up their shop in Toronto to fulfill a need in their community for real authentic chai and feel-good cooking. The shop’s chai is made in the traditional Indian way with spices filled with health benefits. Their food is wholesome, healthy and always fresh. This was a place filled with warmth, good people and great food and drinks, until the pandemic hit.
With the implementation of strict stay-at-home orders, Elchi Chai Shop experienced a difficult time bringing in revenue and had to rely solely on online advertising and their social media, however, lack of time and experience got the best of them. They needed a proper digital marketing strategy that would allow them to drive in more website traffic and to gain new customers. That’s where the DMS Transformation Teams came in.
A Transformation Team met with Elchi Chai to discuss their current situation and to gain a better understanding of their needs. Market research was needed to thoroughly understand their target audience and new advertising campaigns had to be implemented for a larger online presence.
The Team conducted market research within the company's Google, Facebook, Instagram and Shopify analytics accounts and carried those insights into the paid social media marketing strategy. They proceeded to create 5 new funnel campaigns for Facebook and Instagram, based on existing resources that Elchi Chai provided, and designed ad copies for each specific campaign goal. The team helped execute these ads and optimized the website for a better performance when new customers would click on the landing page.
The Team walked Sayyeda and Sukaina through the process of executing a campaign: honing in on the target market by selecting the right keywords, setting proper budgets and tailoring the ads. Additionally, they were shown how to measure the success by analyzing the data and gained the ability to adjust their campaigns accordingly for the future.
The team also wanted to ensure that Elchi Chai’s website was in excellent order. It’s important when a small business advertises, that the customer will be brought back to a website that is professional and appealing. The UX team reviewed and recommended some changes to their existing site to improve its overall appearance and usability. This included adding in press logos for brand credibility and implementing store hours for the convenience of the customer.
The owners, Sayyeda and Sukaina, had this to say about working with the Transformation Team: “This is an excellent opportunity to work with the Transformation Teams as they guide you through the areas you need help in and offer expert advice on how to better market your business online.”
With the help of the DMS Transformation Team, Elchi Chai Shop is now better equipped to endure the home stretch of the pandemic and to serve Toronto’s food market. With a detailed understanding of their target audience, an audited website and improved campaign ads, the owners now know how they can attract new customers and continuously generate leads.
Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Meta, Intuit QuickBooks, Square, Lightspeed, Ebay and Canada Post.
A $42.5-million investment from FedDev Ontario brought together the Toronto Association of Business Improvement Areas, Communitech, Invest Ottawa and the Ontario Business Improvement Area Association to expand the Digital Main Street Platform in order to support more businesses going digital as a response to the impacts of COVID-19 in Southern Ontario.