These four misunderstandings in catering marketing must be avoided

Some catering people are very keen on marketing, and even think that "marketing cures all diseases, and online celebrity will succeed". Zege seldom talks about catering marketing, not because it is not important, but because marketing does not exist alone, it should be based on the brand itself. It has many tools and channels, and it is difficult to achieve the desired results without clear strategies and plans.

Today, Brother Ze will share some misunderstandings observed in the real world, hoping to inspire everyone.

Myth 1: Seek further from the near

Zege feels that many new brand stores have a misunderstanding in marketing, thinking that they are doing business in the whole city, and the coverage of marketing is naturally the wider the better. As a result, various food sizes, KOL columns, and overlord meals took turns, but they were widely advertised around their stores but did not do it.

in fact, if it is not very distinctive or scarce, this way of spreading the net will have little effect, especially for new stores with relatively biased locations. From the consumer's point of view, on the one hand, the new brand does not have the basis of trust, and the homogenization situation is serious; On the other hand, the coverage radius of a single store is very limited, and the trial and error cost (time and money) of consumers is too high.

For example, can a newly-opened tea shop or grilled fish restaurant attract purposeful consumption from 11 kilometers away? Stores cover more customers within 1.5-3 km of the surrounding area. At the same marketing cost, you need to pay more attention to the effective area you want to cover.

Myth 2: Grasping the big and abandoning the small

Brother Zhou Ze visited a shopping mall in Longhua. In the closet of the shopping mall where DM flyers were placed, he found that two restaurants had used greasy menus and coupons as promotional materials. This is a typical case of "grasping the big and letting go of the small". When we put the marketing resources purposefully, the details are the contacts, and such contacts make people feel bad about the restaurant.

In addition, there are many basic things that we can do well, but no one manages them-the most common ones are invisible/unreadable door design/missing brand or category information, disordered indoor/outdoor advertising position, incomplete advertising information in subway station, chaotic product pictures and water signs in front of the door, etc ...

For brands, each node is a medium of information transmission, as well as consumers and brands. When we look at various mature catering brands, they tend to "take into account the size", do it completely and pay attention to the details.

Myth 3: Draining without staying

Catering marketing has different purposes, most of which are to "attract customers", then "keep customers" and finally achieve re-purchase. Therefore, it is more important to be ready to stay before attracting guests. That is what we often say-marketing is the action to be taken after the establishment of the whole catering brand system, or the last link of the whole catering business chain.

but what we see is that many new brands start attracting customers without the ability to retain customers, or only consider attracting customers without considering staying. In the end, while "draining" and "losing flow", there was neither precipitation nor transformation, and the marketing efforts were repeatedly increased until the store was closed. For example, some new stores in online celebrity pay too much attention to creativity and gimmicks, and the heat has skyrocketed and plummeted after becoming a punching shop, which is short-lived; There are also some new stores that have discounts, and no one will get discounts, which will attract more invalid traffic (such as being cheap).

we can understand the discount as a way to reduce the cost of customers' trial and error, and exchange profits for a consumption opportunity, rather than a means to maintain the continuous inflow of customers. In particular, new stores that start marketing vigorously before the running-in period (they are not ready) will have a negative impact. When you don't have enough consumption value, there will be no repurchase, and it is not uncommon for the public to comment on the closing of the five-star new store.

Myth 4: Ignoring cost and rhythm

Cost and rhythm are not directly related, but they are all factors that must be considered for catering marketing.

first of all, marketing has a cost. Spending money on tweets or delivering drinks in stores has costs, which is why you need to make a budget according to your own situation before marketing.

with a small budget, resources can be concentrated in and around the store. The budget is generous and can be combined marketing. But do what you can, and don't do marketing beyond your ability. For example, as a small noodle restaurant, it is extremely unreasonable to spend huge sums of money on promotion, so don't do such marketing.

Secondly, marketing is a continuous behavior, which requires a good rhythm. In other words, at different stages and at different time periods, there is a need for matching schemes and plans.

For example, the marketing method within three stores is different from that of more than ten stores; Marketing within a week and marketing within a year need to be planned; Distributed marketing or centralized marketing needs comprehensive evaluation, rather than spending a sum of money to "bomb" for a while and then there will be no more. Therefore, Zege feels that it is very important to grasp the cost and rhythm of marketing.

different brands at different stages of development need to find their own marketing methods. Based on the brand, make clear the purpose of your own marketing, turn the cost into value, maximize the value as much as possible within the limited resources, and find the internal logic of your marketing, rather than shooting at random.