This is a Chinese restaurant hotel in Zhejiang province, there are 2000 square meters, respectively, there is a hall that can set up 50 tables of banquets, and there are 22 private rooms. This owner used to do clothing business in Spain, then the clothing business is not good, so he returned to China, he also represents a few Spanish wine brands, in the restaurant on the first floor has its own wine cellar.

The hotel needs to achieve a monthly turnover of 670,000 in order to ensure that the break-even, before the opening of the hotel also did more than 600,000 yuan of advertising, invested in a local overpass ads, 700 cabs rear ads, as well as local television stations, newspaper ads.

But the first month of business was not as good as it could have been, with only 120,000 in turnover, 150,000 in the second month, and more than 200,000 in the third month, a far cry from the 670,000 break-even.

So just like that after three months there was already almost no money, not even for advertising.

At that time, the entire hotel was diagnosed and analyzed, and found that the most profitable link in his wine, because the wine profits are very high, so the initial determination of the food and beverage as a "front-end to attract customers, the back end of the wine to make money.

In general, the increase in profits only from four links to optimize.

First, increase the number of customers.

Second, increase the amount of consumption per customer, that is, the price per customer.

iii. Increase the number of repeat customers, that is, the number of repeat customers.

Fourth, increase the number of referrals from old customers, in fact, is to increase the number of customers.

Because at that time there is no longer money to do promotion, so it can only be optimized from the latter three ways.

So a sweepstakes marketing campaign was designed: this sweepstakes is very, very good, please be sure to carefully understand.

First of all, when the customer checks out, tell the customer that we have a sweepstakes, let him leave his phone number to participate in the activity.

The rules of the lottery announced to the public are:

1, a weekly lottery, the establishment of three prizes, a first prize, the first prize customers can get the previous consumption of all the amount of credit coupons, that is, for example, your previous consumption of 2,000 yuan, you won the first prize, you next time to come to consume, there will be 2,000 yuan on the account of the credit coupons can be used to offset;

There are 10 third prizes, and the third prize customers can get 30% of the coupons, that is, for example, if you consume 2,000 yuan, and you win the third prize, you will have 600 yuan coupons on your account for you to offset when you come to consume the next time;

So, the question is, which customers should we let win the prize?

As introduced earlier, the owner represents several Spanish wine brands, and the profit of wine is much higher than that of food and beverage, and the main winning point is also wine.

So let the customer who drank the most wine in the previous week win the first prize, and let the drinking ranked 2nd, 3rd and 4th in the second prize.

Which customers should win third prize? Although there are 10 places for the third prize announced to the public, it will let both those who didn't win the first prize and those who did win the second prize win the third prize.

By the second week, it will notify last week's customers by SMS and phone of their winnings, stimulating them to come back and spend money next time. And for some consumers who have not come back for a long time, we will again send text messages to call for notification.

Think about it, every time a customer wants a treat, where is the first place he will think of eating? Because we have a discount, and there is still money in the account that can be deducted from the last win, his first thought must be to us, which stimulates more old customers to come back to repeat consumption, the frequency of consumption has increased.

The customer's second time to come, he will feel that anyway, today also has a coupon, the money is also picked up for nothing, he will order more dishes, more wine, will consume more, the amount of consumption has increased.

And we started to do this in the early stages of the lottery, a table to give more than one lottery quota, so a table of customers will have a few winning quota, the number of customers increased.

Through this sweepstakes, the hotel's turnover increased from 20 million to 50 million in the first month, and increased to 60 million in the second month, the first time to achieve profitability; in the third month, it increased to 70 million, and the fourth month exceeded one million.