The internal marketing of bars mainly includes internal marking and printed important notices, wine lists and introduction of promoted varieties; Personal promotion and oral publicity of employees; Decoration and lighting; The mood of the service staff and the atmosphere of the bar; Color, aroma, taste, etc. of drinks and food. Internal marketing begins as soon as the guest enters the door. It is very important to let the guest stay and take the initiative to spend. The service staff's beautiful appearance, lovely smile, cordial waiting and active and enthusiastic service are very important to retain guests. At the same time, the environment and atmosphere of the bar also influence the guests' stay. After the guests sit down, effective marketing means and instructive language propaganda are the key to how much the guests spend. When the guest leaves his seat, the waiter gives the guest a sample wine list or a small handkerchief, a lighter and a box of matches. Of course, the address and telephone number of this bar are printed on it. Please make a souvenir and welcome him to visit or pass it on to his friends next time.

in addition, display is also a means of internal marketing. Exhibits can be placed in the exhibition cabinet at the bar, in the glass window facing the street, on the table at the entrance of bars and restaurants, and in all decorative corners of the room. The existence of exhibition art is undoubtedly a silent temptation to guests, and it also plays a good role in promoting sales.

there is another thing that can't be ignored in internal marketing, that is, the design and decoration of the bar, that is, can the bar make people stop from the outside? Does the environment and atmosphere inside make people feel comfortable and kind? Generally speaking, dazzling lighting will not leave a good impression on people, and weird collocation and strong contrast of colors may not bring much good effect. Therefore, when designing and decorating a bar, professionals and experts must be invited, and the overall situation should never be ruined to save small expenses.

Effective internal marketing can produce many benign effects:

1. Save the cost of external marketing;

2. Get higher income from the same number of guests;

3, improve the profit rate;

4. increase the sales of related products and services;

5. There are more satisfied and efficient employees.

The success of internal marketing can double your business. A shrewd manager put it this way: "It is almost a crime not to publicize to existing guests." Therefore, we must not miss this opportunity, which can create three opportunities for us at the same time: first, to maximize the consumption of guests during their stay in the bar; Second, invite them to come again; Third, ask them to promote our drinks and service outlets on their behalf

1. Assisting wine sales with menus

Designing a menu is an important event, but whatever the form of the menu, you can attach some information about wine sales to it. Because the menu is actually an advertisement for the kitchen, everyone who enters the restaurant must read it, but not everyone necessarily wants to see the wine list.

The easiest way is to attach a small box to the menu, which lists the names and prices of several wines, and add an invitation: "Would you like to see our wine list?" The best position is in the center of a page, and it is best to put it in front of the main course list.

another method is to clip a piece of paper with a clip, on which several kinds of wines or special wines are marked, such as weekly red wine and white wine, or selected wines priced by cups.

these two methods are very effective for those restaurants whose main drink is wine. In this way, promotion can only emphasize one or two wines, and the contents must include the following three aspects: (1) What kind of wine is this, (2) Why customers like it, and (3) Its price.

In luxurious restaurants, the menu is very particular, and the main dish is often given some special names, accompanied by a simple explanation. At the bottom of the explanation, there is usually a line of suggestions to recommend some wine to the customers to go with this dish, so as to simplify the procedure of ordering wine.

second, wine list promotion

(1) The wines on the wine list should be classified for customers to check and choose

If most customers are not familiar with wine, a description should be attached before each category or each subcategory, which can help customers choose the wines they need.

(2) Prepare several different wine lists

Restaurants with multiple wine inventories usually have two different wine lists, one is the general wine list and the other is the "VIP wine list". The former is placed on every table, and usually the time for cooking is left there. The latter is only displayed when the customer asks for it, or he can't find the wine he wants to drink on the general wine list.

(3) Pay attention to spelling mistakes

Be careful not to spell the name of the wine and the name of the winery, and don't make a mistake in the classification of the wine. Before printing, you should proofread it carefully to avoid future customers' doubts.

Try to attract customers' attention to several special wines to stimulate consumption. The most commonly used method is to select several wines from the existing wine list to strengthen publicity. However, improving customers' awareness of wine is the long-term solution.

Third, the pricing of good wine by the cup

It has become a popular sales method to offer two to six kinds of wines with different price points for sale by the cup. It can attract customers to try new wine, and it can also adapt to the current demand of drinking moderation.

once a week or once a month

More and more bars offer daily or weekly specials. These special wines, like those priced by cups, can attract customers to try new wines on the wine list, and can also promote some good wines that have not sold well.

five employees' promotion

every employee is a salesman, and their appearance, service and work attitude are intangible promotion of bar products.

the good atmosphere in the bar is also conducive to the promotion of drinks. If you pay attention to putting on a show, be diligent in checking the clearance, and the bartender is not well groomed, all your efforts will be in vain. Therefore, bar bartenders should pay attention to personal hygiene and appearance.

6. Bottle listing for promotion

For the visiting guests, you can hang a sign with "Your name" on the wine bottles he has tasted or left over, and then display the bottles in the wine cabinet. Noble wine and guest identity set each other off. When guests visit again, they are likely to come with friends to "revisit the old place" and "drink the old bottle again". This is one of the best ways to make full use of guests' ostentation psychology to achieve sales promotion. The more famous wines are displayed, the more famous the bar will be.

VII. Knowledge service

Newspapers, magazines, books, etc. are available in the bar for guests to read, or to broadcast foreign language news, English conversations and other programs, or to decorate the bar into a library-like bar.

8. Free tasting

In order to let customers know about the new variety, one of the most effective ways is to give it to customers for free. Customers will be very happy to find the advantages of the product if they taste it without spending money. I am also willing to promote your products for free.

IX. Bonus sales

Promote bar sales with rewards. On the one hand, the guest university can hope for luck, on the other hand, even if it doesn't win the prize, it is a way of entertainment.

11. Give small gifts:

Some bars give small gifts to every customer to connect feelings. A napkin, a stirring stick, a ballpoint pen, a matchbox with the address of the bar and telephone number printed on it, a lighter and a small handkerchief can all be given to customers as small gifts, which can play a good role.

Xi. Discount gift

Bars give customers discount cards, and customers can enjoy preferential prices with the cards. This is essentially a way to give away profits.

take the initiative to find an appropriate reason for discount and give customers a face. The customer's small profits can be satisfied with you, and he is likely to come again, but it is the bar that makes big money.

12 brochures

The main purpose of designing and making brochures is to provide customers with information about bar facilities and wine service.

A brochure should generally include the following contents:

l The name of the hotel bar and related identification symbols;

2 introduction;

3 address;

4 indicate the traffic route map,

5 telephone number,

6 If the customer needs more information, which department or who should he contact.

There are many means and methods of marketing. Apart from daily external marketing and internal marketing, we should also seize the opportunity and make some special sales promotion in a planned and timely manner on holidays and every special day. For example, a "Summer Ice Cream Festival" can be held in August. During this period, children and students are half-price, and each child can bring an adult, similarly; Implement preferential policies. In addition, it should be pointed out that special promotion is not necessarily a discount or a gift, as long as it is something different.

in short, don't miss obvious opportunities in sales promotion. Every legal holiday, people come down from their busy jobs and look forward to a complete relaxation and rest, which is our opportunity. Special sales promotion on holidays is well done, and sometimes the turnover in one day will exceed that in the usual week.

At present, some bars and leisure places are competing to launch "Happy Hour" promotion activities, in order to provide certain products and services at special prices during the period when business is weak, so as to increase service revenue, raise awareness and promote popularity. For example, between 3: 11 pm and 5: 11 pm, implement the strategy of buy one and get one free, and give several identical products at the same time no matter which product you buy. There are many examples of such sales promotion methods, but there is a principle that must not be forgotten: never make any loss-making sales promotion.

another point to emphasize is that effective sales promotion cannot be intermittent, but must be repeated regularly, solidly and continuously. Only in this way can we achieve the snowballing effect.