General merchandise sales are divided into off-peak seasons, and catering enterprises are no exception, and most catering enterprises only want to engage in marketing in the so-called off-season, with only one purpose: to increase turnover in the short term. According to my personal experience in catering industry for several years, I personally think that the following aspects should be paid attention to when it comes to catering off-season marketing.

First, correctly distinguish the meaning of marketing and promotion

Many people always treat promotion as marketing. In fact, there is a big difference, and promotion is only one of the functions of marketing. Marketing is the sum of a series of activities that can make commodity trading successful, including products, prices, promotions, channels and other factors, and even brand packaging, market strategy formulation and related strategic design content are included.

Promotion is only a short-term stimulus tool, and the tools for promotion include consumer promotion (samples, coupons, cash discounts, price discounts, gifts, bonuses, patronage rewards, free trials, product guarantees, product demonstrations and competitions); Trading promotion (purchase discount, free products, commodity discount, cooperative advertising, advertising and display discount, promotion fund and dealer sales competition) and sales promotion (bonus, competition, sales meeting)

It is of great significance for us to correctly distinguish the differences between marketing and promotion. In a word, marketing is long-term, and promotion is an activity to stimulate sales growth according to the short-term interests of enterprises.

second, carefully analyze the reasons for the off-season and make a correct strategy

catering enterprises will inevitably encounter the off-season in their business operations. For different enterprises, the time allocation in the off-season is naturally different. Different positioning, holidays and non-holidays may be regarded as the difference between the off-peak season; Different products are sold, and the peak season may be divided by season; Even the chain stores of the same brand may have different periods in the off-peak season due to different regional characteristics. According to this situation, as the person in charge of catering enterprises, we must first analyze our own positioning and guest composition, and find the real motivation of guests' consumption, and then determine what means to use to attract guests.

Generally speaking, attracting customers can be simply divided into three situations:

1. Try to stay with old customers and increase the frequency of their visits;

2. Try to attract new customers and expand sales opportunities;

3. Promote the on-site sales effect and increase the purchase opportunities of products through various methods.

Third, product marketing and brand marketing are good methods for off-season marketing

Since promotion is a short-term behavior, it is also an exciting behavior, but marketing and enterprise survival are long-term top priorities. Moreover, in the process of enterprise diagnosis, the person in charge of the enterprise should be clear about one thing, especially for catering enterprises, and that is the QSCV level. Promotion can be compared to hormones. Proper use can delay the aggravation of the disease or alleviate the pain, but it can't eradicate the root cause. Enterprises with truly excellent benefits can rarely feel the difference between off-season and peak season, and even some enterprises can carry out anti-season sales well. What is the crux of the problem? That is the quality level of products and services. If the enterprise is not struggling on the line of life and death, it is a top priority for the enterprise to improve and promote its products in the off-season.

brand management is a constant and long-term thing. If in the off-season, enterprises can seize the opportunity well, conduct a thorough analysis of the brand, practice hard, and do everything with the maximization of brand value as the starting point, then in the peak season, enterprises will naturally be more relaxed, and even surpass their competitors, which will be able to seize market opportunities.

Fourth, make proper use of social focus and hot spots to create opportunities

As a catering enterprise, off-season marketing should not only aim at competitors, at itself and products, at advertising and promotion, but also focus on the whole social environment.