Foreword:

The traditional promotion model of opening ceremony has formed a fixed model, and it has gradually flowed into the program. It is difficult to attract the target customers effectively by three sets of promotion methods: discount+cash back+gifts. Often, merchants invest a lot of manpower, material resources and financial resources, while consumers simply don't buy it, which can't achieve the ideal advertising effect. In order to achieve a lively and popular effect, we must boldly adopt a brand-new catering marketing model and create the latest wave of catering promotion in Weihai.

Analysis of overall promotion strategy: According to the current situation of catering industry in Weihai, Zhangjialaoyuanzi, a characteristic restaurant mainly engaged in Sichuan cuisine, is unique in the same industry in terms of decoration style and taste of dishes. The profoundness of Sichuan cuisine and the affinity of the name of Zhangjialaoyuanzi restaurant highlight the theme of this promotion-a strong catering culture atmosphere drives a strong catering promotion atmosphere. Run through the whole promotion activities with a series of theme activities, and interact with the target consumers to the maximum extent to achieve the ideal promotion effect.

promotion strategy 1. soft words and hard work

since the first anniversary of the opening of Zhangjia Old Courtyard, the business purpose of the whole restaurant has been the main line of publicity, and it has appeared in the media as an auxiliary publicity, which runs through the restaurant's service commitment to guests, the cultivation of staff's service quality, the requirements of food quality and the feedback from customers on the restaurant. And it kicked off the announcement of this promotion.

key points of strategy: 1. Try to appear in the media in the form of non-advertisement, preferably in the form of newspaper or newsletter. 2. Try to narrate this publicity content in a third-party tone, so as to make readers have credibility. It is best to use the experience of real customers as the publicity content for consumer feedback. May wish to list the customer's name, work unit, etc.

promotion strategy ii. theme interaction.

1. Activity plan: Select the favorite restaurant of Weihai people

Activity purpose: Metaphor the characteristics of the old courtyard of Zhangjia, and enhance the popularity of the restaurant

Interactive form: In cooperation with Weihai Catering Association, list 11 famous restaurants with characteristics in Weihai, so that consumers can vote through SMS and website participation, and the lucky ones can be selected to give prizes.

2. Activity plan: collect the names of the special dishes in the old courtyard of the Zhang family

Activity purpose: to create news effects and highlight the characteristics of restaurant dishes.

interactive form: list the main ingredients, main ingredients and practices of the main specialties of Zhangjialaoyuan in the media. Let consumers give appropriate names of dishes according to color, fragrance and taste. And once the restaurant has adopted this dish, it has been using the adopted dish name. And set up awards to reward participants, or in the future, consumers who won the prize will be free to consume this dish in Zhangjialaoyuan.

3. Activity plan: collect the favorite dishes of Weihai diners

Activity purpose: create news effect, and highlight the attention paid by Zhangjia Laoyuan to consumers

Interactive mode: openly collect Weihai diners' own special dishes or favorite dishes through various media, requiring originality, paying attention to certain nutritional balance factors and the feasibility of cooking. Winners can get prizes and make actual dishes from Zhangjia Old Yard. Moreover, the finalists have the right to name or free this dish.

promotion strategy iii. hospitality

although traditional promotion methods should be avoided in this promotion, some practical promotion methods may be used.

1. Gifts: The restaurant should have special small craft gifts to commemorate the anniversary celebration, so that customers can feel that they can not only enjoy the high-level atmosphere, but also get amazing gadgets when eating in the old courtyard of the Zhang family. It can not only play a propaganda role, but also improve our level. In the distribution, gifts can be matched according to the level of consumption, but special people need to be responsible.

2. Establish and collect the Personnel Files of Tourists, such as the birthday of the leaders of the Municipal Party Committee ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× It can be calculated that if there are 5,111 tourist files, and there is a dining opportunity once a year, there will be 5,111 times a day = 13.8 times, and the attendance probability will be one in five, so there will be 2-3 tables of tourists every day.

3. After-dinner service: After the meal, apart from gifts and coupons, guests can arrange one or two people to wash their cars for free (with meal coupons or other procedures). Although it is a small matter, it can reduce a lot of troubles for the guests, so as to increase their impression on them and create benefits for the hotel.

promotion strategy iv. media integration

advertising strategy is important for the success of any activity planning. According to the effective arrival rate of advertising in Weihai, the order is: newspaper, outdoor, radio and television. Therefore, the advertising density ratio of this activity is: newspaper 51% outdoor 21% broadcast 21% TV 11%.

suggested media:

weihai evening news

outdoor and bus stop signs

traffic radio and literature channel

weihai TV station.