Marketing planning scheme of hotel opening activities 1 1. Market background analysis
1. Consumers don't know much about Korean style, and it takes time for publicity and guidance.
2. As it has just entered the local market, the influence of brand awareness in the market is relatively insufficient.
3, gradually guide consumers to spend, and gradually improve the taste of consumers, to provide a good consumer group for opening a shop.
Second, strategic thinking.
1, strategy analysis
It's very important how to get a sensational profit at the opening and improve performance. One is product, the other is service, and the third is promotion.
◆ Use the advertising resources of local stores to carry out a series of opening promotion and brand promotion activities.
◆ Expand the publicity channels, and use media means such as leaflets, temporary outdoor advertisements, short message platforms and radio stations to widely release information in various heart markets and crowded places, and consider soft-text publicity.
2. Planning principles
◆ Be sure to be "an instant hit" in the opening momentum, reflecting the "Korean-style" selling point of Duoduomi.
◆ Reflect a clean, tidy and tasteful storefront image.
◆ Promotional activities must be unique, make customers feel "fresh", and be easy to spread and operate.
◆ Promotional activities should really make customers feel "affordable" and ultimately improve their reputation.
3. Strategy formulation
According to the above analysis, the core of this opening is to attract customers by using the market sensation effect brought by the opening, establish a good after-sales service system, form word-of-mouth benefits and promote consumption.
The specific strategic orientation is:
◆ Promotion direction: Take a special opening route and express it intuitively by promotion, so as to impress consumers. Close the sense of distance and produce a cordial effect.
◆ Promotion: Take "opening" as the breakthrough point, and carry out discounts, coupons and other promotion methods to achieve the goal.
◆ Activity intensity: In order to ensure the output intensity of the activity and gain the recognition of market customers, price packaging means is still the key.
Grab customers: effectively intercept market customers with high-quality after-sales service and promotional activities.
◆ Integrate channel resources and accurately target customer marketing: First, grab market consumer groups; The second is to strengthen the publicity and promotion of the central area.
III. Opening Promotion Theme and Time Schedule
1. Promotion theme:
Korean feast, full of affection.
Triple Gift Qing Cheng Hui Goubuli Tasting Meeting
Advertising copy:
A taste, simple and fashionable.
A country originated from Korean style.
2. Promotion time:
3. Promotion activities:
1. If the consumption exceeds XX yuan, it will be reduced by XX yuan.
2, special opening price, not limited to: XX original price XX, current price XX, province XX. .
3. The package combination is more favorable.
Fourth, strategic guidance.
We put forward "small and sharp, with the strongest price appeal" to improve the strike force, enhance the lethality of finished products and the temptation to consumers. In the specific operation to
The combination of point and surface, with shocking ultra-low-priced single products as the traction and cash back as the core, enriches the product portfolio and embodies the promotion concept of "big gift".
1. Discount and cash back: determine the strength of discount or cash back according to the product price tag, and determine the form of discount or cash back according to the preferences of local consumers.
give a discount
● Unified discount for the whole audience, except special price, with a 5.8% discount for the whole audience;
● Different categories have different discounts.
● Grade discount of shopping amount, such as 30% discount for more than 3000 yuan, 6.5% discount for more than 5000 yuan, and 60% discount for more than 10000 yuan;
● Split discount, one way is to split the consumer's shopping amount into several parts according to a standard amount, and enjoy different discounts through lottery, with a maximum of zero discount. If the shopping amount is 5,000 yuan on the basis of 2,000 yuan, then consumers will get two different preferential opportunities; Another method is to divide it into several parts according to the product category.
Cash feedback
● Incentive type, such as 200 for 2000, 500 for 4000;
● Fuzzy type, such as 1500 followed by 240, 4800 followed by 320;
● Straight style, such as returning to 2000 after 4000.
(The above figures are just examples and are not for reference. )
Discount and cash back are the main forms of this promotion, which can be carried out separately or in combination. The specific way needs to be determined according to the market situation of Longyan.
2. Ultra-low special price: let the special products become the killer of our promotion (the above figures are just examples, not for any reference).
In a word, we can output ultra-low price information to a certain extent by limiting special products, and play its traction role on passenger flow. The formulation of regular special price products, one is to consider market sales, the other is to combine promotional programs, and the third is to meet the actual needs of consumers. These three factors need to be considered comprehensively to determine the special products for opening promotion.
3. Product purchase and distribution: This is an important part of enriching our promotional content, and it can also well embody and enrich our concept of "big" gifts for consumers. The basic principle of buying and sending is "buy big and send filial piety, buy expensive and send cheap, buyers send second, buy more and send more".
The implementation of verb (verb abbreviation) promotion activities
1, preparation before opening
◆ Recruitment training for temporary promoters and etiquette: Recruit 4 etiquette (Hanbok required) and train temporary promoters and etiquette and other related personnel on related products and etiquette.
In-store promotional materials display: X-frame, POP, table cards, balloon arches, outdoor arches and a series of promotional materials display.
Distribute leaflets: distribute leaflets at the entrance of the store and the surrounding commercial centers.
2. Implementation of opening activities
Division of labor of employees: mainly focused on the arrangement of shopping guide and welcoming guests, and the adjustment of the atmosphere at the scene.
◆ At 9: 00 a.m., the hostess and the venue are ready.
◆ 10:00am, the shopping guide and leaflet distribution personnel are ready.
◆ 165438+ officially opened at 0 am.
◆ Opening process: opening time, opening promotion activities, end of activities and summary of activities of the day.
Sixth, the specific promotion work layout
1. Speed up the work before the opening: distribute leaflets in residential areas and commercial centers by all means, actively carry out promotional activities, speed up the work of grabbing orders, intercept customers in advance, and reduce the pressure of opening sales.
2. Training and encouragement of temporary promotion: Take effective measures in training and encouragement of temporary promotion, strengthen management, and play its role of intercepting and guiding customers.
3. Distribution of leaflets: When arranging the distribution of leaflets for temporary promotion, we should strengthen the packaging of temporary promotion in clothing, props and other aspects.
Grasp several time nodes: promotion activities: one week before the opening, start publicity; Three days before the opening, the promotion was deepened; Launch business promotion activities in an all-round way.
Marketing planning scheme of hotel opening activities II. Public relations and marketing:
1. Invite leaders such as catering associations and hotel (restaurant) associations to attend the ribbon-cutting opening ceremony;
2. Send out invitations and implement customers;
3. Invite friends and relatives to attend the opening ceremony to gather popularity;
4. At the same time, marketers can push cards on the same day.
5. Publicize the preferential activities, special dishes, luxurious facilities and excellent services during the opening of our store in the form of banners and inkjet printing.
8. You can rent two walking airplane models, wear ribbons, and greet guests and friends at the door (standby).
9. Organized by the marketing planning department, leaflets will be distributed to passers-by at various intersections, and coupons will be introduced during the opening period.
12. Opening period of Bashu style: (within 5 days)
(1) During the opening of Bashu Style, the first 100 customers who come to the store for consumption can enjoy a special dish designated by Bashu Style, and the preferential period is up.
Let every customer attending the opening ceremony of Bashu style feel the elegant environment and excellent service of our special dishes, so that consumers can know more about our restaurant and enhance their impression and recognition of us.
Second, the opening ceremony activities exhibition plan
A) 1 drum team, 1 host, 1-2 lion dancers, 1-2 face-changing actors and 6 waitresses.
Set up a stage in front of the restaurant. The size of the stage is XX meters and XX meters. The stage was covered with a red carpet. Tables, chairs and benches with VIP seats were placed on the stage in advance. The main background of the stage is "Bashu Style Shop Dressed for Opening", which can be made by spray painting. At the gate, there is an inflatable rainbow door spanning XX meters, a set of audio power amplifier equipment (400W), a square salute X door (including paintball X rounds) and two square walking models.
B) cargo allocation
Vip corsage
B sign-in desk x sign-in pen 5 (black) sign-in book 4.
C tray x
D red hydrangea x silk x m
E scissors x handle
The above items belong to the celebration company.
Three. Implementation process plan for specific work of opening activities
All exhibition equipment shall be installed and debugged before 10:00 the night before the opening ceremony, and shall be inspected by the person in charge of preparation.
From 8: 30 to 8: 50, the restaurant is responsible for comprehensively cleaning the event site, and there can be no sundries within the scope of the ceremony. (Person in charge: XX)
From 8: 50 to 9: 00, arrange the reception desk and sign in with the cooperation of the etiquette lady. (Person in charge: XX)
9:00-9:20: Final debugging of stage, audio and other equipment. (Person in charge: XX)
From 9: 20 to 9: 30, all the people attending the ceremony are in place to play the background music of the venue. (Person in charge: XX)
Stop playing background music at 9:30- 10:00, and the drum band (background music) will play for 30 minutes; The etiquette lady wears corsage for the distinguished guests and assists in signing in. (Person in charge: XX)
10: 00-10:10 The music stopped, the host announced the start of the celebration, the X-gun salute sounded at the same time, and the drum band played a welcome song, which opened happily. (Standby: background audio playback) (Person in charge: XX)
Two Xi lions are performing. (Person in charge: XX)
10:30- 10:40 The host announced the official start of the opening ceremony of Bashu style, and introduced the main leaders and guests in place. (Person in charge: XX)
10: 40- 10: 45 The host invited the first guest to speak. Put five seconds of Applause at the end. (Person in charge: XX)
10: 45- 10: 50 The host invited the second guest to give a speech. Put five seconds of Applause at the end. (Person in charge: XX)
10: 50- 10: 55 The host invited the third guest to give a speech. Put five seconds of Applause at the end. (Person in charge: XX)
10: 55-11:00, the host announced that he invited the chairman of the board of directors and X designated VIPs to cut the ribbon together; When the guests spoke, the etiquette lady in charge of ribbon-cutting took the ribbon-cutting flowers to the predetermined position to prepare for ribbon-cutting; During the ribbon-cutting ceremony, the drum band played cheerful and passionate music, and fired salutes, paintballs and cold fireworks. (Person in charge: XX)
11:00-11:10 face changers perform on stage;
11:10-11:25 Game activities
(Song guessing game) Invite X players in the audience to play music in the background. Players raise their hands to guess the song first. The number of songs is limited to 10, and the most won; (Couple, family tacit understanding game) Two people tied balloons in a three-legged race, and the fastest and most complete balloon won; (Blind guess of dishes) Invite players to taste special dishes in Inner Mongolia within the specified time and successfully say the most names to win, 3-5 dishes;
Remarks: The winner can get X vouchers of X yuan during the opening of Bashu Style Store;
11:25-11:35 community dance performance (please contact Xichang local high school).
11:35-11:45, the host announced that X salute and X paintball were fired. The drum band (background music) and two hi lions played music and danced at the same time until the end of the celebration.
11:45-11:55 Bashu style staff led the guests to their seats, and the chairman and general manager presided over the wine banquet.
Track the whole process of the live activity with a camera, record the highlights of the whole activity, and carve a CD; The opening ceremony ended successfully.
IV. Budget Plan for Exhibition and Marketing Activities
(1) Equipment category:
A) a rainbow door:
B) A stereo system, four microphones and an X-stand;
C) Stage x meters and x meters, including carpet expenses:
D) Paint the back background. Dimensions: x meters and x meters. Cost:
E) salute x door (including paintball x) fee:
F) balloon color quantity: x packing cost:
G) red hydrangea silk, a pair of scissors and x pairs of scissors. Cost:
H) flower basket x cost:
(2), personnel romance class:
1, drum band x people x yuan/person
2, the dance team x people x yuan/person
3. Moderator 1 person
4, lion dance x x yuan/person
5. Face-changing person x person x yuan/person
(3) Publicity expenses:
1, x leaflets
Marketing planning scheme of hotel opening activities 3 I. Opening ceremony planning
After all the preliminary work is ready, entrepreneurs should start planning the opening ceremony, make preparations in advance, and make various plans to avoid being caught off guard by unexpected situations when opening.
1. Do a good job in public relations publicity before the restaurant opens.
The public relations publicity of the restaurant is mainly external publicity, the main purpose of which is to improve the visibility and reputation of the restaurant, attract customers to eat and hold banquets. Generally speaking, the following public relations propaganda work should be done before the restaurant officially opens 1-2 months.
(1) Use the media to promote public relations.
If conditions permit, the publicity content should be designed in advance, including the name, address, operating flavor and product characteristics of the restaurant. , create a unique creative, concise text, easy to listen to and remember the propaganda words or advertising words.
(2) Use the restaurant frontispiece to advertise.
Before the formal opening of the restaurant 1 ~ 2 months, the frontispiece decoration of the restaurant, the production of large billboards in front of the door, the design and production of large light boxes and the lighting treatment in front of the door will be completed, so that the enterprise can attract the attention of all walks of life and people from all walks of life with its unique front environment and lighting beautification publicity effect, thus expanding the popularity of the restaurant in the location market and point market and attracting customers widely.
(three) the use of brochures for publicity
5- 10 days before the formal opening of the restaurant, the elegant dining environment, famous dishes and introductions of the restaurant must be printed into beautifully arranged and illustrated brochures according to the results of menu design and menu test, and distributed to the target customers in the regional market to inform them of the opening time, preferential measures and preferential period, so as to win customers and improve the visibility of the restaurant.
Step 2 prepare for the opening ceremony
The opening ceremony can be said to be the first public opportunity for entrepreneurs to show the restaurant to the public, so we should make good use of it. Specifically, we should make preparations in the following aspects.
(1) Book flowers and other decorations for the ceremony one week in advance.
(2) Formulate the opening schedule. People need to know when they will come and when they will leave.
(3) Prepare attached advertising materials (brochures, business cards, price lists, or other distribution materials with restaurant names, addresses, telephone numbers and slogans). Make sure the printer knows the delivery deadline. Printed matter had better be ready two weeks before opening.
(4) The following things should also be handled well. For example, a register for guests to sign and leave their contact address can be used as a reference for mailing and selling goods in the future.
3. Invite enough friends and relatives to ensure the opening customers and attendance rate of the restaurant.
If the restaurant is short of customers and deserted on the opening day, it will inevitably have an adverse impact on future business. However, if customers are attracted by price concessions on the opening day, it is easy for customers to form a gap in price perception after opening, which may cause instability for customers. Therefore, the formal opening of restaurants should focus on normal business customers and divide customers into two categories: voluntary self-funded customers and inviting relatives and friends.
4. Render the atmosphere before the opening of the restaurant to attract customers' attention.
Generally speaking, the following four aspects must be completed on the official opening day of the restaurant.
Banners and colorful flags were displayed in front of (1) to form a warm atmosphere for opening. At this time, a number of large slogans should be printed at appropriate places in front of the door and upstairs, and various colored flags should be inserted side by side in front of the door and on both sides of customers' access to strengthen the opening atmosphere.
(2) To publicize the opening congratulations flower basket, it is necessary to contact the relevant units in the local market in advance, and after obtaining the consent, put the long flower baskets of these units to congratulate the opening of the restaurant neatly on both sides in front of the restaurant. Each flower basket has a red banner and congratulatory message to congratulate the unit, which has attracted extensive attention from customers.
(3) Publicity of the indoor environment and atmosphere of the restaurant. When the restaurant officially opens, it is necessary to set up a ceremonial welcoming team at the entrance of the restaurant, wearing cheongsam and ribbons to greet customers warmly and politely. The front of the restaurant is hung with banners to welcome customers, forming a warm atmosphere indoors.
(4) Music and firecracker atmosphere propaganda. When it officially opens, it is necessary to play warm welcome songs, beat gongs and drums and set off firecrackers to form a warm opening atmosphere and attract customers' extensive attention.
All the above are important ways to strengthen the environmental atmosphere and attract customers' attention, which must be taken seriously.
Second, the promotion methods available for restaurant opening
1. Comprehensive promotion
All staff promotion means that all logistics personnel and front-line employees should establish a sense of promotion, especially during the opening of the restaurant. The ideological connotation of all-staff promotion is that catering products and services should be actively promoted as long as they face promotion opportunities.
Show promotional activities
Display promotion is a very effective form of promotion. It mainly uses visual effects to arouse customers' desire for consumption, thus attracting customers to eat in restaurants and stimulating customers to increase their dishes.
3. Preferential promotion
Many restaurants attract popularity, promote sales and make the opening ceremony a complete success through price discounts and concessions during the opening period.
It is a common means for restaurants to promote sales in the form of concessions when opening. It is very effective to make effective use of this promotion form. The methods and skills of using customer psychological preference to promote sales mainly include:
(1) preferential price promotion
That is, during the opening period, we will attract customers and gather popularity with greater price concessions.
(2) Gift promotion
During the opening period, you can give some small gifts and gifts with restaurant information to friends and customers from all walks of life who come to join us, which will not only win the favor of customers, but also play a certain role in publicity.
(3) coupon promotion
A coupon is a proof. The operator prepares and sends it to the target customers before the opening of the restaurant, and the cardholder can enjoy preferential treatment when using the specific dishes he consumes during the opening.
Marketing planning scheme for hotel opening activities for 4 times:
20xx65438+February 10
Location:
Kelisi western restaurant
Theme:
Opening of Chris Western Restaurant and Launching Ceremony of "Chris Romantic Time"
Dining form:
Buffet (kitchen makes buffet menu)
First of all, the specific strategic orientation is:
Promotion direction: Take the preferential opening route, express intuitively with promotion, and gather popularity. Reduce the sense of distance in consumers' hearts and produce a cordial effect.
Promotion: Taking "opening" as the breakthrough point, discounts, vouchers and other promotion methods are carried out to achieve the goal.
Activity strength: fully reflect the characteristics of Russia and the West. In order to get the recognition of market customers, price packaging means is the key.
Grab customers: effectively intercept market customers with high-quality services and promotional activities.
Integrate channel resources and accurately target customer marketing: First, grab market consumer groups; The second is to strengthen the publicity and promotion of the central area.
Second, the promotion activities:
1. Three days before the opening, customers at each table will have a lucky draw before ordering. The prizes are: two vouchers with a face value of 100 yuan, a dessert, a drink or a dish, etc.
2. Special opening price: If you spend more than 300 yuan minus 50 yuan, the more you spend, the more discounts you will get (to be determined). You can also use 1 vouchers.
3, the package combination is more favorable (kitchen production package menu).
Iii. Planning and preparation before opening:
1. Gift package: including a 20XX desk calendar in our store, a brochure in our store, and two vouchers with a face value of 100 yuan (to be determined).
Remarks:
A, the restaurant desk calendar and brochure take Chris's fashion and romance as the keynote, and explain the restaurant's infrastructure, special catering, service scope and restaurant culture.
B, 2 vouchers, only one voucher can be used for a single consumption, and can only be used during the opening period (65438+February10-65438+1October 20th). This is convenient to attract consumers to spend again and further feel the food and service of the restaurant.
2. Inviting guests: In order to shape Chris' brand, provincial and municipal leaders, local businessmen and gentry should be invited.
3. Launching ceremony: ice sculpture+red wine. The words "Restaurant LOGO+ Chris Romantic Time" are engraved on the ice sculpture, and several red wine inlets are reserved. At first, the guests filled the whole plate with red wine. Into Chris's wine culture, romantic and festive.
4. Unified theme material preparation: desk calendars, brochures, leaflets, coupons and other printed materials; Outdoor popular flags, balloons, activity-themed backboards; Guest signing ceremony preparation, gift package packaging, etiquette reception arrangement, systematic training of restaurant staff, opening flower reservation arrangement, red carpet, opening banner, vertical celebration, lion dance performance arrangement, etc. (courtesy company cooperates).
Fourth, advertise before opening.
1, surrounding communities, high-rise residential buildings, and the media directly put publicity into accurate consumer groups. Such as: elevator LED video, leaflets, etc.
2. Newspapers (advertisements) or newspaper clippings: they are large in space and relatively low in cost, and are attached with newspapers. Choose local newspapers with large circulation as attached advertisements, and the area is the area where local stores are located and its surrounding areas. The time for selecting subscribers is the day before opening, the day after opening and the day after opening.
3. Distribution of leaflets: Choose areas with large local traffic and high population quality, such as the entrance of large shopping malls, residential quarters, high-end facades, writing rooms and government departments.
Release requirements:
(1) Delivery time:11:00-12: 30; 17: 00- 18: 00, at this time, it is mostly the commuting time of office workers, mostly the commuting time of government and administrative departments.
(2) Distribution crowd: people aged 20-50, who seem to have strong economic strength.
(3) Precautions: Smile publicity. If the other party doesn't receive the leaflet, you can't force it into the other party's hand. Pay attention to picking up the leaflets scattered nearby to avoid leaving a bad impression.
4. Other publicity channels: TV, radio, internet, magazines, short messages, taxis, etc. Release opening and preferential information (to be determined).
Verb (abbreviation of verb) Opening ceremony process:
Etiquette reception, guest sign-in, and gift-giving opening performance: Russian dance chairman delivered a speech, and guest leaders delivered a speech at the launching ceremony of red wine ice sculpture, announcing the official opening and launching the theme activity of "Chris Romantic Time". After the ceremony, the dinner began. (Cooperation of Arts and Crafts Company)
Miss Etiquette-sign-in desk (sign-in book and signature pen)-wear corsage-lead to the main entrance-host announces ribbon-cutting guest list-ribbon-cutting-lead back to the restaurant-chairman's speech-ice-breaking ceremony-buffet start-performance start (program to be determined)
The whole process was recorded and photographed, and the whole buffet was 1 hour.
Marketing planning scheme of hotel opening activities 5 I. Purpose of opening activities
Hot pot city is located near residential areas, and there are many communities around it. The target population is mainly the surrounding residents. The purpose of this opening is to "make our store an instant hit", expand the influence of hot pot city in this area, and achieve the purpose of promoting this hot pot city.
Second, the opening promotion objectives
Attract more consumers to taste our hot pot during the promotion period.
Third, open promotion strategy.
(A low-cost strategy to attract customers:
1, the first day of business 100 yuan hot pot is free! (Only for the first three tables, and you can't participate in the "100 yuan beer free drink" activity).
2, three days before the opening, 100 yuan beer is free to drink! (Only three tables, the activity cannot be repeated).
3. Three days before the opening ceremony, a publicity activity with the theme "Today, dinner at your house is on us" was held. (Only one table is allowed, and it needs to be controlled within the 200 yuan of each table. It is necessary to distribute a large number of leaflets, set up consultation points and registration points, and draw lucky families on the spot. ).
4. From the fourth day of opening, in order to stimulate consumers to continue to spend money in the store, in addition to continuing to carry out the "free drink of 100 yuan beer" activity (three tables a day), we will also determine the preferential relationship with wine merchants and implement it (65438+65438 0 yuan +0 bottles, enough for XX bottles to send to hot pot), and how to give specific products can be freely determined.
(b) Diners politely deliver goods every other day-a strategy to attract repeat customers:
1. Customers who come to our store for consumption during the opening period will be given a box of nutritious milk (Yili, Mengniu 16 boxes are acceptable) the next day after consumption, and the slogan "So-and-so hot pot city, pay attention to your dinner, pay more attention to your breakfast" will be printed. (Within three days after the opening of the event, there will be eight tables per day, and each table will be limited to one table, and it will be controlled within 28 people).
2. Get a VIP membership card and send a VIP membership card of this hot pot city to the above lucky customers and customers who get gifts. By registering the name of the membership card, the customer file will be established for future promotion activities.
Four. Promote opening-up activities
1. Publicity time: two weeks before opening.
2. Publicity forms: DM single distribution, WeChat and Weibo publicity.
3. Post advertisements on the community bulletin board.
4. Publicity content: convey the image and opening activities of hot pot restaurant.
Verb (abbreviation of verb) marketing strategy suggestion after opening promotion activities
1, according to the normal situation, after the promotion period, service personnel will inevitably have a certain degree of fatigue and need to adjust their mentality and work attitude in time.
2. After the hot pot city enters the normal operation track, it needs to keep some fresh promotional activities to keep customers fresh about the hot pot restaurant.
3. It is suggested to build your own core hot pot products and make hot pots with different values from others, but don't leave the range of hot pots generally accepted by the public.
4. It is suggested to make a reasonable price positioning and carefully analyze the surrounding competitive environment, especially the price situation. Then the price positioning of hot pot city is reasonable.
5. Since chafing dish city is located in a residential area, assuming that the customers of chafing dish city are located in the surrounding residents, the future marketing activities can interact with residents more, and it is easier for residents to recognize chafing dish city.