1 plays emotional cards and has a "* * * feeling" with users.

"Twenty-five and a half dollars" is a take-away shop in Beijing that specializes in fitness meals. What makes him popular is not only its alternative pricing strategy (all the dishes are priced at 25.5 yuan), but also the "emotional culture" established by its brand.

It can be said that every word is a slap in the face.

These are all things.

Because most white-collar workers who work hard in big cities still accept and admire this culture of "mourning" and "self-mockery", it is easy to get along with users through this idea of "feeling" with users. At this time, users actually convey their "mourning" attitude by forwarding your products. For merchants, it only takes a little cost to achieve the promotion effect

2 Surprise effect, which makes users shine < P > Appearance surprise < P > It is actually a clever way to work hard on packaging, and it can achieve good results at a small cost, but many merchants prefer to spend a lot of money to do full reduction but not pay attention to packaging, which is very unwise.

Never think that take-away packaging is an unnecessary waste, because take-away packaging is the only way for users to reach you and get to know you. Through take-away packaging, users can know the cultural attributes of your store? Know what idea you preach? This kind of information cannot be accurately conveyed through online stores (because users order food online for only a few tens of seconds, which is very hasty).

take-away, take-away packaging is equivalent to decoration and facade. What kind of information we hoped to convey to users through decoration and facade design offline before, this information has to be conveyed to users through take-away packaging in the take-away era.

The most cost-effective method:

We can "decorate" our take-away food through low-cost methods such as lunch box waist seal and self-adhesive sticker.

This is not just a matter of spending a few extra cents, but the most important thing is to let users feel your intentions.

Gift surprise:

For example, Kao Shop attached a lottery ticket to each lunch box through cross-industry cooperation, promoting the name "Eat my rice and give you 5 million", which achieved a very good topic effect and surprise effect. Of course, the choice of gifts is very important. By choosing some topical gifts, we can stimulate users to spread and repurchase.

Some low-cost but unique gifts include: Zhou Ka of Iqiyi/Youku, movie tickets/performance tickets obtained through channels (which can be randomly distributed in conjunction with the activities or won by users' lucky draw), nostalgic childhood toys, lottery tickets, etc., and the cost can be controlled at around 2-3 yuan during the activities, but it can play a good role.

Product surprise:

Who said that take-out will not be set? Of course, in such an impetuous take-away industry, few people really do this, but it is because of things that everyone pays no attention to, and if you do it, it will give users a bright feeling.

In addition, it is actually very difficult to surprise users in the delivery process. Unless you are really outrageous (11-21 minutes), users will not buy it. Moreover, most merchants use platform delivery, and the delivery speed is beyond our control.

3 curiosity attracts young people's attention

from the earliest luxury car delivery, beauty delivery, Valentine's Day delivery of Durex, etc., curiosity marketing is constantly changing. The basis of curiosity marketing is to find out the user's psychology and achieve the marketing purpose through "strong stimulation".

There are three points to note about novelty-hunting marketing.

We don't play what others play badly.

Curiosity-hunting marketing needs to keep up with the trend of popularity and communication, and always pay attention to the current hot spots. You can't continue to use the routines that others play badly, which will waste costs and fail to achieve the expected results. For example, the move of driving a luxury car to deliver food was very fresh two years ago, so a large wave of take-away merchants followed suit, and the result was getting worse and worse (especially in first-tier cities), and later it even caused resentment among some users.

Don't be curious for curiosity's sake

But don't deliberately pursue the effect of "curiosity", because once we fall into the strange circle of "curiosity for curiosity's sake", we will forget the essence of our catering-products, and all our efforts will be in vain if the products are not good.

"vulgar" is ok, but not vulgar

We should understand that "vulgar" can only attract a small number of users, and most users don't like "vulgar" marketing

If a restaurant focuses on novelty hunting with "vulgar" values, it will not only fail to promote the effect, but also have a negative effect on the brand.

4 affiliate marketing makes users feel superior

Similarly, affiliate marketing is also a marketing method to increase the sense of value, mainly by using users' showing off psychology. But it is only suitable for mid-to-high-end restaurants (high customer unit price)-imagine that users have spent so much money on your things, and if they still can't find a reason to bask in the circle of friends, it is really our business's fault.

Good membership marketing can not only encourage users to "self-spread", but also improve the repurchase rate of old users

Several classic routines:

Birthday courtesy

Users will receive mysterious gift certificates seven days before their birthdays when they fill out their birthdays in your membership system (which can be WeChat official account or applets). Or birthday meals are directly free of charge (no more than XX yuan)

Points system:

Set up a reasonable (cost-compliant) points system in the member system

If you get XX points for special meals, you will get XX points for free

This kind of points system, which is similar to the empirical value type, effectively improves the repurchase rate, and is a tried-and-tested measure for catering/retail players.

membership system+holiday mystery gift

Mystery gift is a killer of users' self-communication, because you give users enough reasons to forward it (surprise effect+show off psychology)

We sum up so much just now in one sentence:

Give value to brands, give value to dishes, and pass this sense of value "just right" to users, which is self-communication.