It is very difficult to do a good job in an enterprise without proper marketing methods. But on the contrary, if you have an excellent marketing plan, you will get twice the result with half the effort! The following is the "hotel marketing activity plan book" compiled by me for everyone, for reference only, and you are welcome to read it. Hotel marketing activity plan (I)
The overall guiding ideology of planning annual work is to establish, improve and standardize the internal management mechanism of the planning department, strengthen the construction of team culture, provide planning ideas for completing the annual work objectives set by the company and realize the leap-forward development of the company.
1. Objectives
1. In this year, through the integration of various media forms, catering publicity should be innovative and efficient in promotion means, gradually occupy the first brand of xx catering, promote the brand of xx catering, and promote and stabilize the brand of xx catering that has been well-known for ten years.
2. The annual plan strives to make the biggest market promotion with the least expansion expenses;
3. Prepare powerful sales tools for the company, ensure that the marketing channels and image have strong xx catering characteristics, improve the corporate identity of all employees, and assist the stores to gradually complete the annual sales task of 21xx;
4. According to different seasons and festivals, provide a set of promotion plans from the beginning of the year to the end of the year, and distinguish the promotion intensity according to the importance people attach to festivals in xx. For details, see "Summary of Holidays in 21xx" and "Planning Cases of Holidays";
2. Promotion of types of promotional activities corresponding to festivals
1. Promotion of important festivals at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Teacher's Thanks Banquet, Double Ninth Festival, Christmas, etc., and comprehensive promotion, such as Lantern Festival, launching solve riddles on the lanterns, and prize-winning activities, etc. (Actually, it is suggested to launch a series of activities selectively according to the needs of xx catering).
2. Promotion activities for xx anniversary: It is suggested to carry out the promotion in a comprehensive way, and the promotion efforts should be relatively strong. All kinds of publicity must be in place, such as the use of LED electronic screens, banners, text messages, DM, video advertisements for buildings, car advertisements and other comprehensive media publicity means.
3. Routine promotion: it can be made temporarily according to the needs of other catering departments, mainly aiming at the seasonal menu update of catering and the launch of new products. For example, in the off-season, large-scale lottery activities, food tasting activities and quarterly points exchange activities are launched.
4. Competitive promotion, which is mainly aimed at the promotion of competitors' catering, mainly focusing on introducing quality services, special prices and buying gifts.
5. The formulation of the promotion plan should be innovative, but it should not be divorced from the actual situation and grandstanding. It should be adapted to local conditions and easy to operate, and the later stage should be evaluated. The specific plan should be made one month in advance.
6. Combine "xx catering VIP members" and "integral members" with business alliances and group buying websites to carry out promotional activities, and constantly attract new members.
3. Publicity and public welfare activities plan
1. Publicity includes thematic publicity activities (such as Spring Festival greetings, consumer days, consumer sit-down meetings, etc.) and routine publicity (intermittent media advertising). Such as advertisements, off-season image advertisements).
2. Public welfare activities. Including theme public welfare activities (such as Double Ninth Festival, tree planting, etc.) and routine public welfare activities (such as helping students, helping the poor, etc.), at least 1 large-scale public welfare activities a year, with a cost of about 1 million yuan.
3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.
4. Advertising space for rent and DM internal publication for investment
1. Form an in-store advertising space for rent for each branch of xx catering. (mainly for merchants' alliance)
2. Every quarter, the internal DM newspapers and periodicals advertise to attract investment.
5. Strengthen the corporate culture rendering of catering
1. Standardize the contents and hanging of various express signs.
2. Add enterprise introduction and various suggestive text propaganda.
3. Make a text introduction to the holiday theme promotion activities.
4. Every issue of DM internal magazine introduces common sense of life. (such as common sense of car use, common sense of vehicle maintenance, seasonal diet recipes and taboos, common sense of fire protection, recipes, etc.) Hotel marketing activity plan (II)
Commodity sales are divided into off-peak seasons, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of our hotel in the spring of the lunar calendar, the overall sales volume has declined, which is also the contradiction between the off-season and the peak season that has always existed in the hotel business. In fact, being weak or not is only relative. As long as you work hard and make a run on your competitors, you can still make your sales share have more room for improvement when the overall sales volume of the market drops. In view of the arrival of the off-season, this marketing plan is specially made.
1. Purpose of the activity
1. Expand the tourist market through cooperation with travel agencies, tourist attractions and taxi companies.
2. Directly or indirectly promote the potential customers inside or outside the hotel, stimulate secondary consumption, strive for more repeat customers, urge customers to eventually become old customers and vip guests of the hotel, and finally increase the sales of the hotel.
second, the activity time is
21xx, x, x, x, x, x, x, x, x, x.
III. Departments involved
Sales Department, Catering Department, Front Office Department and Housekeeping Department.
IV. Activity theme
Warm spring carnival season, welcome with courtesy.
V. Activity plan
(1) Promote in various ways to make the off-season not dull
Method 1: Contact the local travel agency in advance to attract customers for our hotel in the form of commission.
The specific operation is as follows: the person in charge of the travel agency who brought in team customers for our hotel will pay 5 yuan money as commission for each room, and settle in cash on the same day.
mode 2: make alliances with various tourist attractions for mutual benefit.
the specific operation is as follows: after reaching an agreement with various tourist attractions through consultation, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and are invalid after expiration. Vouchers are not discountable and are used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money at various alliance tourist attractions with our hotel vouchers (depending on the agreement of each attraction).
mode 3: contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel.
The specific operation is as follows: Give the driver a discount card with his license plate number. If a guest enjoys a discount with this card when registering, he can get a cash commission of RMB 11 for the owner, and settle the account at the end of the month or cash it immediately.
(2) Give preferential treatment to customers and expand the incentive plan
Offer 1: All foreign individual travelers who stay for 8 times in a row in the current month can give away 1 ordinary tickets or ordinary standard tickets for free. Or a social individual who stays for 3 consecutive nights, give 2 bottles of mineral water.
discount 2: when you book a deluxe room or a landscape room in June and July of 21xx two months in advance, and confirm and pay the corresponding deposit in time, you can enjoy a crazy discount of 61% off the retail price. (The specific operation method is to be determined)
Offer 3: Cooperate with banks, and guests with designated bank credit cards will be given 1 vouchers when spending money at the hotel.
offer 4: use one day a week to get a few rooms for special price. (Use the pop card in front of the store for publicity)
6. Advertising
1. Make vouchers and discount cards printed with the hotel profile and geographical location, and pay the consumption instructions to highlight the unique corporate culture.
2. Advertise road signs in nearby tourist attractions and railway stations, aiming at business and government officials who are in transit or visiting.
3. During the activity, the preferential policies will be scrolled on the electronic screen all day.
4. Spray painting or pop publicity in front of the hotel.
VII. Advertising budget
The allocation of advertising budget is as follows:
1. The production cost of vouchers is controlled at: X yuan.
2. The production cost of the discount card is controlled as: X yuan.
3. The advertising expenses of scenic spots are controlled at: X yuan.
4. the cost of inkjet printing in front of the store is controlled as: x yuan. Hotel marketing activity plan (III) < P > I. Activity background < P > 1. The first store in xx city-xx store is about to open, and it is estimated that five hotel chains will open in XX by the end of XX.
2. how to maximize the cognitive impact of the "pan-theme experiential hotel" and transform the "potential energy" created by the brand into the market driving force for the promotion of the X city market is the core problem to be solved when the new store opens in X city.
II. Purpose and significance of the event
1. Officially announced its entry into the X market, which attracted the attention of peers, target consumers and media friends in the X market;
2. Let the target customers in X market and the potential users of competitors further fully understand the unique services provided and create a strong desire for experience.
3. further strengthen the interaction and communication with the media in x city, and create a good public opinion environment for the sales and promotion in the regional market;
4. With the help of opening opportunities, establish a benign relationship with relevant government departments and partners in the X market, and pave the way for subsequent market operation and promotion.
5. Let people in X know, know and have a perceptual knowledge.
III. Theme of the event
1. Theme of the event:
xx, new traveling companion-opening ceremony of XX.
2. Activity keynote:
Warm, cheerful, atmospheric, sharing and rigorous.
iv. activity flow
the whole activity flow is divided into three parts: preparation, on-site control and post-follow-up.
(1) Preparatory work:
(1) Work plan formulation:
1) The process and scheme formulation of the whole activity was completed by xx on X, and then submitted to the resident manager for review.
2) after the adoption of the activity plan, determine the relevant person in charge of this activity, and assign the responsibility to people.
(2) venue determination: the gate of xx hotel.
(3) gift preparation: choose a VIP free stay experience card or other special gifts. (responsible)
(4) preparation of the guide: arrange the guide to guide the participants into the venue. (xx is responsible for)
(5) Personnel invitation and confirmation: < P > Communicate with the invited relevant personnel in advance one week before the event;
three days before the event, send the relevant invitation letters to the invited relevant personnel;
(2) On-site control: including site layout and activity flow and control
(1) Site layout (responsible): including off-site layout and on-site layout:
A: Off-site layout:
1) Insert colored flags with signs on the roadside at both sides of the hotel gate;
2) two balloons are placed on both sides of the hotel gate, and banners are hung under the balloons, the contents of which are to be determined;
3) A banner is hung on the edge of the hotel gate, which reads: Hotel opening ceremony;
4) banners congratulating the unit are hung on the wall of the main building of the hotel;
5) Flower baskets for congratulations are placed on both sides of the hotel entrance;
6) 21 banners will be added to publicize the opening on the surrounding main roads;
7) 2-4 red lanterns are hung on the hotel gate (to increase happiness and set off the atmosphere);
8) Set up a 7Mx4M stage on the right side of the hotel gate (stage layout: set up a microphone, a podium, a set of stereos, etc. on the stage with a color board with the hotel Logo and activity theme as the background board);
9) A balloon arch is set at the entrance of the hotel gate, and a banner is set on the arch, which is the theme of the event.
11) Six lift-off balloons are hoisted on the roof, and banners are hung under the balloons, the contents of which are to be determined.
11) The guest area is paved with a red carpet.
B: interior layout:
1) The hotel corridor must have eye-catching guiding signs.
2) The sign-in area is set at the entrance of the hall, and the sign-in supplies, such as sign-in cards, sign-in books, sign-in pens and table flowers, are placed on the sign-in table.
3) flowers and ashtrays are placed on the coffee table in the reception desk and rest area.
4) promotional items are hung in the elevator of the hotel.
5) If the baby arrives in advance, it can be made into a cardboard model according to its appearance and put in the lobby as a route sign.
(2) Activity flow and control:
1) Date: 21xx years x months x days.
2) location: in front of hotel X. (In case of rain, move the venue to the lobby)
3) Activity flow:
A: At 7: 11, the staff of the preparatory group and etiquette company will be present, check the power supply, debug the audio equipment, set the stage, and make a final inspection of all the preparations.
b: at 8: 11, the staff of each department will take their positions and do their duties, and the background music will play festive and cheerful music circularly.
c: at 8: 21, the celebration staff, hostesses and receptionists will prepare at the designated places.
d: At 8: 31, the hostesses go to the stage for the final rehearsal and get familiar with the reception route, reception method and location.
e: at 9: 31, the hotel leaders greet the guests, and the hostesses sign in with them, wear corsage, distribute corporate publicity materials, and guide the guests to rest in the lounge.
f: 11: 18 After the host is in place, introduce the list of leaders and guests present, and then declare the ceremony open.
g: 11: 21-11: 35 The resident manager announced the official opening of the new store and gave a welcome speech.
h: 11: 35-11: 51 company leaders' speech.
I: 11: 51-11: 11, government department guests delivered speeches.
j: 11: 11-11: 15 swearing-in ceremony for all staff of the hotel showed a strong team spirit. (See Appendix V for details)
K: 11: 15-11: 21 Company leaders and important guests unveiling and ribbon-cutting < When unveiling, the salute sounded, and when ribbon-cutting was performed, thousands of pigeons of peace took off/released helium balloons, which was very spectacular and beautiful. The host read aloud from the sidelines: "The take-off of pigeons of peace indicates that they will fly freely in the X market; The vacating of the balloon symbolizes the prosperity of the hotel industry! " 〉。
at l: 11: 21, the host announced the successful conclusion of the ceremony.
m: 11: 21-11: 51 Company leaders are interviewed by the media.
thank you lunch at n: 11: 51-13: 31.
O: distribute souvenirs to the participants after the event (xx is responsible).
note: the rehearsal should be held the day before the activity, depending on the actual situation.
(2) Others:
1) The parking place of the guest's vehicle on that day will be guided by the person in charge of arranging parking.
2) xx is responsible for the lunch that day.
3) xx will be responsible for the hostess on that day.
4) xx is responsible for the security work on that day.
(3