# Planning # Introduction Time flies, years pass! 2119 has passed and a new year has arrived. Smart businessmen will seize good business opportunities to earn small profits. The following is the marketing plan of hot pot restaurant compiled by KaoNet. Welcome to read!
Hot pot restaurant marketing activity plan 1
1. Opening activities
1. Theme: Seven stars meet each other, buy one and get one free
2. Key points: In addition to the regular festive ceremony, the opening activities are planned to integrate the promotion of hot pot brands into the activities to create a "fate sky" experience for consumers; Increase the affinity of its hot pot restaurant. The specific method is to implement "buy one get one free" every night within seven days of opening, to show the sincerity of the "seven stars". In the meantime, a lucky draw is held every night, that is, one representative is selected from each table for a lucky draw, and the content to be drawn is 12 sample cards of different constellations. Anyone who draws a constellation card that matches his own constellation (based on the date of the ID card) will be regarded as winning the prize, and seven bottles of beer or bottled drinks will be awarded immediately to represent the seven hearts of the "Seven Stars".
3. Effect: The design of this opening activity aims at transforming the old brand of "Seven Stars" and the new brand of Juyuan Seven Stars, that is, connecting the preceding with the following, inheriting and developing, and making history serve the future. On the other hand, it interprets the connotation and extension of the brand and opens up a broad space for future promotion.
2. Theme activities
1. Theme: Seven stars shine high, true feelings return,
2. Key points: All consumers who are responsible for checking out when eating at Juyuan Seven Stars get a special "five-pointed star". When they accumulate seven (seven stars), they can draw a lottery in a hot pot restaurant with the "seven stars". The probability of the lottery is that there are certain differences in prizes. This theme activity is temporarily implemented for one year. If the effect is good, it can be modeled as a system and written into its franchise operation manual.
3. Effect: This theme activity not only further strengthens the brand image of Juyuan Qixing, but also makes consumers worry about the hot pot restaurant from time to time, making it form an emotional interaction, so as to achieve "you have me, I have you" in their hearts, thus embodying a realm of "the fate of the sky, the stars set each other off, and the light touches each other", and cultivating consumers' loyalty to the hot pot restaurant.
3. Selling activities
1. Theme: Landscape homes, dotted with longevity stars
2. Key points: Carry out activities to find longevity stars throughout the city. This activity can cooperate with Chongqing Evening News or chongqing morning post to mobilize the public to provide clues of "longevity". Finally, the seven oldest people (regarded as the "seven stars" of Chongqing) were selected and won the title of "longevity star". Anyone who wins the title will receive a certificate of honor and reward for respecting the elderly; The old man won the title of "longevity", honorary certificate and tonic.
3. Effect: This activity can arouse people's nostalgia, affection and friendship. Through the public's concern for the elderly, people pay attention to the living environment, quality of life and life relations, making them happier and healthier, and making "Gathering Seven Stars" get everyone's appreciation.
4. Festival activities
1. New Year's Day —— "New Year's Day, New Signs, New Beginnings" star-picking activities, that is, seven kinds of stars are hung in the store, each of which represents a New Year's greeting. In the meantime, consumers who pick stars can enjoy a 7.9% discount when eating with them in the future.
2. Spring Festival-the activity of "Gathering Seven Stars, Home and Qi Xin", that is, everyone who eats in Juyuan Seven Star Hotpot Restaurant during the Spring Festival can enjoy a bottle of beer or bottled drinks for free, and in addition, a calligrapher can write a Spring Festival couplets on the spot at each table.
3, Valentine's Day-"Stars set each other off, taste life" couple activities. That is, couples who eat in Juyuan Qixing Hotpot Restaurant on Valentine's Day can get a flower and two bottles of beer or bottled drinks for free.
4. Labor Day —— "Seven Stars and Big Dipper, model workers shine" condolence activity, that is, all city and district model workers who dine at Juyuan Seven Stars on Labor Day will enjoy a 5.1 discount (with model worker certificate).
5. Teacher's Day —— "A single spark shines on the teacher", that is, all teachers who dine in Juyuan Qixing Hotpot Restaurant on Teacher's Day can enjoy a 7.9% discount with their teacher's ID card and get a special greeting card.
6. National Day-the celebration of "country, everyone, one family", that is, anyone who eats in Juyuan Qixing Hotpot Restaurant on National Day can enjoy a discount of 7.9 yuan in addition to the snacks given.
V. Advertising Strategy
For Juyuan Seven Star Hot Pot, good advertising is not only a bridge between hot pot restaurant and consumers and franchisees, but also a concrete promotion and extension of Juyuan Seven Star brand, quality and taste.
advertising is a kind of widely informed behavior. Advertising recipients are consumers and franchisees that Juyuan Qixing Hotpot wants to win. In view of the fact that the market positioning of Juyuan Qixing Hotpot is "popular", the advertisement must conform to the "taste" of the public, which needs to be carefully grasped when formulating the advertising strategy.
1. Advertising keynote
The vitality of Juyuan Qixing Hotpot lies in "three books"-essence, original taste and true colors, and "three emotions"-nostalgia, affection and friendship. Among them, the former seeks the origin; The latter gather together and cherish the fate. However, the establishment of advertising tone lies in its unity: only with unified performance can advertising appeal be strong; Only with unified performance can the brand be promoted easily; Only when there is a unified performance can advertisements match. Only in this way can it be possible to reduce the cost of advertising.
After research, the advertising keynote of Juyuan Hotpot is fixed on the three colors of its logo color, namely, "clear love and hate, enthusiasm and boldness."
2, advertising appeal point
The so-called advertising is to convey the service information provided by Juyuan Qixing Hotpot to the expected target customers through certain media and methods, so as to achieve the purpose of promotion. However, there must be a theme or main line to integrate and run through the fragmentary information of Juyuan Qixing Hot Pot, and this theme or main line is the advertising appeal point it seeks.
generally speaking, the essence of advertising appeal is the strength or characteristic of its service display, and it is also the thing that consumers are most concerned about. In order to highlight the brand concept of "Seven Stars", it is planned to use "Seven Stars" () to integrate seven aspects of advertising appeals, so that "seven stars gather together and shine high" will become a strategic resource for sustainable development that others can't steal. Accordingly, the original, unique and exclusive advertising appeal point: seven stars shine high! Now it is described as follows:
Soup material-essence, original taste, true colors, and the source of "rooted in this" is highly praised.
dishes-the art of pleasing the eyes, clearing the heart and refreshing, and advocating "green food".
appliances-brand, character and taste, and the carrier of "following the stars" is highly praised.
environment-gathering fate, cherishing fate and nurturing fate, and advocating the artistic conception of "fate in the sky".
service-enthusiasm, true feelings, affection, and advocating the attitude of "cherishing fate is precious".
management-integrated, in place and harmonious, and advocates the principle of "activating human nature".
joining-heart-to-heart, heart-to-heart, heart-to-heart, and advocating the cooperation of "reflecting with each other and shining with each other".
3. Advertising
Practice has proved that there are three major types of advertising media: public media, printed media and outdoor media. Among them, newspapers, magazines and radio and television, which belong to the public media, have wide coverage, many layers of customers and good results; Print media not only plays the leading role in on-site promotion, but also can distribute it freely, with strong pertinence and flexibility; Outdoor media has a fixed location, which is more suitable for hot pot restaurants or streets with large traffic. The three complement each other, which is the troika for the advertisement of Juyuan Qixing Hot Pot. The specific contents, forms and arrangements of advertising are as follows:
The first stage is to promote brand image
Through the release of hard and soft advertisements, let the public know where the "Seven Stars of Gathering Edge" came from. What are you doing? Where do you want to go? Borrow the power of the past "seven stars". Connecting the past with the future.
(1) Advertising release before opening
Through soft advertising release, it is planned to introduce the origin of "Gathering the Seven Stars" in Chongqing Evening News or chongqing morning post, and convey the brand's purpose and concept of "gathering the fate, cherishing the feelings" and "service concept, harmony between people and fate, cherishing the fate is precious" to enhance the public's attention. In addition, an outdoor billboard can be erected at the street entrance of Yuzhong District Government Building to attract local consumers.
(2) Advertising at the time of opening
One is to advertise in Chongqing Evening News and Chongqing Business Daily respectively with the real-life shooting of Juyuan Qixing Hot Pot Store as the background of the advertising draft, and take the opening of "Juyuan Qixing, the stars set each other off, buy one get one free" as one of the contents; Second, the advertising content is basically the same as the above, and it is distributed to residents, units and individuals in the communities around the hot pot restaurant by printing promotional materials. Some small knowledge about constellations can be printed on the promotional materials to increase interest and preservation.
(3) Advertising after the opening of the business
When the business is in a normal state, a small seminar will be held, which aims to provide a source for journalists. The theme of the seminar is: What is the perspective of the phenomenon of "seven stars shining high"? At that time, journalists from Chongqing Evening News, chongqing morning post, Chongqing Business Daily, Chongqing Economic News and Chongqing Cable TV will be invited to attend, and their meeting information will be transmitted to the public in the form of news reports.
The second stage is to push the concept
At this stage, it is planned to introduce the advertising appeal point of Juyuan Seven-Star Hot Pot in an all-round, systematic and step-by-step way in the catering special issue of Chongqing Evening News or Chongqing Business Daily: "Seven Stars shine high". It lasted for seven weeks, and "One Star" was introduced every week, which made the public feel the charm of Juyuan Seven Star Hot Pot endless, and gradually got a comprehensive understanding of the soup, dishes, utensils, environment, service, management and joining, so as to achieve the purpose of "Qi Xin takes care of her because of you and me" and improve the loyalty of consumers.
Hot Pot Restaurant Marketing Program Part II
1. Activity theme
Pure fragrance is audible and health is visible-XX (store name) celebrates the festival and welcomes New Year's Day
2. Decorations in the store
You can choose some Chinese knots, traditional window grilles, etc. and stick them in conspicuous positions in the store to show the festive atmosphere.
Employees' clothing. During the New Year's Day, employees' clothing can also fit the festive atmosphere. Female employees can wear ethnic costumes such as red cheongsam to set off the New Year atmosphere.
III. Timetable
In principle, the overall activity planning scheme should be worked out before February, so as to reserve enough time for implementation, and if there are any problems, there is also time to modify and deal with them. Provide a timetable for reference only.
1) From February 1 to 8, formulate specific layout plans and publicity plans;
2) Determine the drinks and menu for the event from February 5th to May 5th;
3) cultural programs will be approved from February 5th to May 5th;
4) Christmas decorations and arrangements from February 5 to 21;
5) Make preparations for Christmas activities on February 23rd, and determine the person in charge of each link;
6) Decoration and arrangement of New Year's Day from February 26th to February 31th;
7) on February 31th, Qian made all the preparations for New Year's Day activities and determined the person in charge of each link.
iv. Poster design
Whether it is Christmas or New Year's Day, making themed posters needs the restaurant to decide according to the style of its own store, highlighting its own characteristics. And it should be eye-catching and placed in the most conspicuous position of the restaurant:
Generally speaking, the styles are required to match. For example, in a traditional Chinese restaurant, you can choose a design method that combines Western elements and Chinese and Western elements while showing the characteristics of the restaurant during Christmas; During the new year's day, you can add festive elements to the antique atmosphere of the restaurant; For emerging fashion restaurants, whether during Christmas or New Year's Day, you can add some lively illustrations and use brighter colors in posters and publicity pages; If it is a high-end western-style restaurant or cafe, posters and publicity pages can highlight western traditions during Christmas, and some elements with China characteristics can be added during New Year's Day.
V. Advertising
1. Online publicity: The Internet has become the mainstream of today's times. Therefore, Weibo and WeChat WeChat official account are used to publish this event on the Internet. From the promotion of the event to the progress of the event, photos are taken and published on the website to publicize this event, and lucky fans are selected to participate for free to attract public attention. The marketing of Weibo and WeChat should be done properly;
2. Group purchase promotion: In recent years, group purchase, a new consumption mode on the Internet, has sprung up, and many young fashionistas will also choose this preferential way to spend. In this advertising campaign, we might as well join the group buying model to attract mass consumption;
3. Create an atmosphere of Christmas or New Year's Day through storefront decoration. At Christmas, you can use Christmas trees, Christmas hats, etc. to place them in outdoor conspicuous places to attract consumers to come to the store for consumption;
4. Make Yi Labao, a festival promotion exhibition stand, for publicity;
5. Make electronic screens to publicize our Christmas and New Year's Day activities to new and old customers;
6. SMS promotion: send Christmas and New Year's greeting messages to existing new and old customers to promote holiday promotion activities.
VI. Activity arrangement
1. Set a theme
Set a theme for this activity, such as "Happy Christmas, Enjoy Food", "Celebrate New Year's Day, XX Restaurant will accompany you" and so on;
2. Set up a special cultural wall of "Celebrating Christmas and Welcoming the New Year"
On one side of the restaurant lobby, a special cultural wall of "Celebrating Christmas and Welcoming the New Year" is specially made to decorate the festive atmosphere of the hotel restaurant in this special way. The whole cultural wall is covered with snowflake pendants, Santa Claus statues, golden garlands, little stars, etc. Employees can write their own wishes for Christmas and New Year's Day's expectations on the cultural wall, and customers can also
VII. Special activities on New Year's Day
1. Add the activity of "distributing red envelopes", in which you can give our vouchers.
2. Set up a lucky draw
3. Special food:
4. New Year's Day food activities
5. Make a "New Year's Package" and give some discounts when ordering the package.
6. Every table can get a special dim sum in the restaurant during New Year's Day
7. Add the special dishes of New Year's Day to show the festive atmosphere
8. Copywriting
During New Year's Day, western restaurants and cafes can incorporate some traditional elements of China, while Chinese tea restaurants and restaurants with traditional styles can make use of traditional poems of China classical culture to make some publicity.
IX. Music in the background
1. Jubilance
2. BBK
3. Small pink
4. Purple bamboo tune
5. Flowers and teenagers
7. A Xi jumps over the moon
8. Small clothes <