Second, the object of activity: At present, the main business hours of this KTV are divided into afternoon performances and evening performances. Obviously, during the winter vacation, most of the guests in the afternoon show are students, but after the winter vacation, the afternoon show is still dominated by students, while the evening show is relatively dominated by working-class and young people, generally aged between 25 and 40. Therefore, these are the two most important consumer groups in our activities, namely.
Third, train of thought analysis:
1, overall analysis of marketing
Formation of Consumer Groups and Analysis of Problems
1. How to publicize and guide consumers who have never been here?
2. What did the consumers selected by K Song Club leave for consumers, and how did they leave a good impression?
3. The consumer who will choose to come again after coming, why will he come again, and how can he be attracted to spend again?
According to the above three forms, we can do it at different times and stages. There are two or three problems to be solved at present. Maintaining the existing customer base is our primary task, and inducing re-consumption is our ultimate task. As for developing the market, we can consider it on the basis of stabilizing the existing market.
1. How to satisfy the selected consumers and leave a good impression?
What consumers can satisfy is mainly reflected in our cost performance. What do they need? What do we need? They have given them what they want. Can we satisfy them? We did it. Can consumers accept it? This is the main problem we consider and study.
A, guests choose karaoke, first of all, must have a good environment and equipment.
B, can you provide thoughtful service, can you treat every guest warmly, and what is the quality of service?
C, can bring happiness to the guests, can meet the requirements of the guests.
D, can interact with the guests, bring more added value to the guests, and enliven the atmosphere.
2. How to stimulate consumers and control them to choose K songs again next time?
What impression will consumers leave after trying it out? Are they happy or lost? In the current competitive incentive situation, besides good equipment environment and excellent service, what else can motivate guests to choose karaoke? The first thing that comes to mind is that these are all issues that we need to study.
A, we should bring everything to the highest level, equipment, environment, services and products?
B, everything we provide, how does the guest feel, and how will the guest evaluate his consumption this time?
C. What did we give our guests? Did we get unexpected added value? How can we induce the next consumption?
D. Will he come again next time? Is there anything worth visiting? What can he enjoy next time?
2. Analysis of activity plan
In view of the analysis of the above problems, we should make matching analysis, formulate planning activities suitable for guests, stimulate every psychological factor, and ensure that every step is under our control.
1, for this kind of consumption of guests.
For the guests who spend this time, first of all, it is necessary to ensure that they can play the best quality hardware and software audio equipment, environment, services and products. This is the first link and the most intuitive. Only when these conditions are met can we basically stabilize the existing guests, but on this basis, we must make the guests feel more added value and interact with them, so as to leave a better impression on the guests and truly feel the "cost performance".
First, on-site distribution of popcorn, popcorn unlimited supply (added value)
B, all customers can participate in the lucky draw (unexpected appreciation).
2. Attract customers who spend again.
To induce consumers to spend again, we must first ensure that consumers get recognized happiness, otherwise they will not spend again, so it is very related to the last link. In order to satisfy the customer's consumption, we must actively stimulate the consumer's psychology and make them feel that we have something he needs or belongs to him.
A, let the guests have some coupons and gifts that can be used next time (no need to ask for them)
B, continuous consumption can get our accumulated gifts (gift temptation).
C. How much do you spend on snacks, gifts or wine coupons (to promote consumption)? Fourth, the theme of the event: happy karaoke, constant surprises.
1, delicious popcorn, unlimited supply from now on.
2. You can take part in the lucky draw out of the box, and the winning rate is 95%.
3. When the supermarket is full of shopping in 88 yuan, send it.
4, night beer party, sell as much as you want.
Free singing, free drinks and snacks, box discount, and constant gifts are under control.
Four. Activities: The specific activities are as follows:
1, unlimited supply of popcorn.
Anyone who opens the box can get unlimited popcorn. After opening the box, a waiter will send it directly to the box and tell the guests that our company is currently engaged in activities and there is an unlimited supply of popcorn. If you need it after eating, we can continue to supply it for you! (Detailed Budget Statement 1)
2. Lottery activities
After unpacking, guests will have a chance to draw a lottery. After opening the room, the front desk staff will prompt the guests to draw a lottery and inform them that there is a lottery in our company at present. You can try your luck. The winning rate is 95%. After winning the prize, guests can redeem the prize at the redemption office (see Table 2 for the specific budget).
3, supermarket shopping in 88 yuan to send.
In order to promote supermarket consumption, gifts can be given selectively at different times and supermarket packages can be implemented. For example, when the supermarket is full of 88 yuan, two bottles of beer will be given, when the consumption is full of 188 yuan, a bottle of red wine will be given, and when the consumption is over 288 yuan, a set of precious red wine will be given. Due to cost estimation, this activity needs further calculation.
4, night beer, buy as much as you want.
In order to improve the attendance rate of night performances, we can create the most cost-effective concept for consumers to spend at night performances. After 12 am, reduce the profit of night beer sales, focus on quantity, and give as much as you buy on the basis of the original price 10 yuan to stimulate consumers' desire to buy. Supermarket personnel will deliver the goods according to the sales receipt (see Annex 4 for the specific budget).
Verb (abbreviation of verb) I-word duration
1, delicious popcorn, from now on unlimited supply into any time, as long as the guests who open the box can enjoy unlimited supply, unlimited quantity.
2. You can take part in the lucky draw out of the box, and the winning rate is 95%.
8: 00 pm-12am, open a box and you will be eligible to participate in the lucky draw.
3, supermarket shopping in 88 yuan to send.
As long as the supermarket is full of shopping in 88 yuan, you can get different gifts at any time.
4. Night beer party, sell as much as you want.
12 am, subject to the time received by the computer.
Sixth, the way of advertising cooperation
1, store poster promotion
X-display booths and posters are posted in obvious places in the store to highlight gimmicks and stimulate guests to learn more.
2. Promotion of boxed leaflets
Print leaflets, so that all guests entering the box can easily understand the specific activities.
3, TV subtitles publicity
Scroll the theme of the activity to remind consumers that the activity is in progress.
4. Corner advertisement
It is mainly a stunt, which can be exaggerated appropriately and combined with patterns and words to publicize the cost performance of the activity.
5, the waiter to promote publicity
All staff should master all activities and processes and be able to answer questions patiently and in detail.
Seven, preliminary preparation
1, personnel arrangement
All aspects of all activities should be supervised by special personnel in order to adjust the deficiencies in time.
2. Material preparation
All materials needed for activities should be stocked in advance, so that the items needed for activities can be distributed normally.
3. Site layout
The site layout must have a certain atmosphere, and all obvious places should highlight the theme of the event.
4. Experimental scheme
First of all, we can conduct a test experiment to understand the promotion of the event and the response of the guests, so as to make deficiencies and adjustments in time.
Eight, medium-term operation and observation
1, the activity is smooth
The execution of the activity is very important. Every counterattack should be put in place according to the plan and requirements, so that the whole activity can be streamlined and all links can be connected to ensure that all problems can be solved.
2, the guest's reaction and feeling
During the implementation of the activity, especially at the beginning, we should collect more information about the guests' reaction, so as to find out the causes of the problems, meet some needs of the guests and leave a good impression.
3. Weaknesses in field operations
All managers on site must understand the operation process of the whole activity, and once the disadvantages and loopholes of the activity are found, they need to be adjusted in time in order to control the cost and all links reasonably.
Nine. Postoperative and follow-up
1, analysis and statistics.
After the activity begins, a report level should be made every day, reflecting all the information needed for the activity, such as distribution, gift, number of boxes, reaction opinions, etc. See the annex for the specific report.
2. The data reflects the success or failure of the activity.
Analyze the success or failure of the activity according to the report, so as to make timely adjustment or better improvement.
3. Whether to continue and improve.
According to the analysis of this activity, consider whether to continue to implement, adapt or change the strategy in the next stage.
X. Effect estimation and evaluation
1, the overall activity is smooth.
2. Supply of active materials
3. Feedback time of activity effect
4. Evaluate and screen all activities, and make an overall summary.
Extended data:
Once the business strategy of KTV is determined, it has the characteristics of stability, durability and integrity, and has become the guiding principle for a long period of time. The core profit of an economic organization is often manifested in the process of accumulating wealth, and any grandiose and rash short-term speculation can only be a short-lived and wonderful process. In this sense, the decision of KTV operators or leaders plays an important role.
Before making a strategy, we should conduct sufficient market research, collect information and analyze it. Only by being good at collecting information and developing valuable information can we take the initiative in business wars.
Then, according to the results of information analysis, based on the current market situation, clear their own business objectives. Then make a business strategy according to the established business objectives. Finally, we should supervise the implementation of enterprise strategy.
In the process of enterprise management, monitoring the implementation of enterprise strategy is often ignored, but it is very important. Many operators can often make attractive business plans for their bosses, but it is difficult to implement them one by one in the course of business. The reason is that the implementation is not enough and the monitoring of its own business strategy is neglected. Therefore, in the process of planning, implementation and management, our company attaches great importance to the implementation and refinement of details.
It is a systematic process from obtaining information from market research to monitoring the implementation of business strategy. In this process, operators should pay attention to the comprehensive management of the project; Judging from the development of night shows, the integration of entertainment content is the general trend, and only in this way can we forge the lasting competitiveness of KTV.
Secondly, business positioning is best accurate; Many hands-on investors, even managers, don't know how to make a reasonable location for the venue. As we all know, from the positioning of big models, business model, consumption model, price system, and conventional theme marketing to the design and delivery of advertising copy, it is closely related to the management quality and profitability of the venue, which ultimately affects its vitality. Whether positioning or formulating business strategy, the key is to strengthen the safety of business.
References:
Ktv Management-Baidu Encyclopedia