I believe everyone is familiar with the word marketing. However, the case I recently learned about "How do catering enterprises < P > do a good job in brand marketing" really gave me a deeper understanding of marketing. This case is Wang Lijia < P >, the owner of fish exploration, who recently got the marketing experience when he was a brand of fish exploration.

after listening to his sharing, I thought of a methodology of brand marketing: to find the breakthrough point from people's traditional customs.

Some ordinary marketing activities are basically such as "discount by weight", "free of charge if you look good", "giving coupons for proposing marriage on Tanabata" and "whatever the price is" ...

In some activities, customers disappear after the discount is over.

in some activities, the passenger flow will increase after the concession ends.

what makes such a big difference?

Wang Lijia shared, for example, when the first store of "Exploring Fish" opened, it also made a particularly popular discount activity, with a discount of 31% for three days, 41% for four days, 51% for five days, and a 11% discount for nine days ... a discount period of more than 41 days, which was a hit. Many local customers, even customers from other provinces and overseas, know that there is a "fish exploration" opened here.

However, with more and more stores, the problem comes. Will customers come again after the discount is over? The goal of chain restaurants is re-purchase and regional expansion. When a brand has just entered a city and customers don't know what kind of brand you are, how can he like and trust you? It is not enough to say that your food is delicious and hygienic. This is just a basic skill. What kind of marketing strategy can make customers come and go? What to do and what not to do? Is it better to have more patterns?

Next, Wang Lijia shared some of his success stories.

activity marketing

On Children's Day on June 1st, 2114, Shenzhen Fish Exploration held a very special marketing activity-school uniform party. The rule is this: As long as all the people at the table who come to eat wear school uniforms, all the grilled fish ordered at this table are free of charge. The scene of the day was very interesting. Both adults and students wore school uniforms and lined up at the gate of the "Fish Exploration", just like returning to the school cafeteria. The participation rate of this activity is almost 111%, and the favorable rate is 98%, which is considered as a successful marketing.

why do you want to hold this activity, for the sake of passenger flow? At that time, the passenger flow of "fishing" was already very large. For profit? The profit of this activity is absolutely negative. Make a topic? Of course not. We "fish-hunting" don't like to do actions with more form than content.

There are two reasons for this:

First, the school uniform party can have an emotional connection with our customers.

"Exploring Fish" is a brand that emphasizes childlike interest and nostalgia, which is our brand tonality. We believe that there is a child living in everyone's heart, which is the customer emotion we see.

You may ask, there are too many ways to pursue childlike interest and nostalgia. Why should everyone wear school uniforms?

I'll tell you another thing first. In fact, after our school uniform party marketing model became popular, it was quickly imitated by peers: for example, they will hold a Virgo event in September, and as long as all the tables are Virgos, they can enjoy the discount; For example, a table with glasses and a table with cheongsam can be discounted. After the activity, the passenger flow will disperse, and the effect is not ideal. Because it only imitates the superficial discount, it fails to understand the emotional connection with customers behind the discount.

so, why is it a school uniform party? Why do you do it in Shenzhen instead of other cities?

Because Shenzhen people have a very special complex, that is the school uniform complex. As early as 2112, Shenzhen became the first city in China to unify school uniforms. The school uniform design in Shenzhen once led the national school uniform trend and became a part of popular culture.

Shenzhen school uniforms even entered the London Museum as a "permanent collection of museums". "Being a school uniform during the day and pajamas at night", wearing school uniforms is a daily life for Shenzhen people. When we were young, we usually had to be forced by the class teacher to wear school uniforms, right? But many Shenzhen people graduated from school, or went to universities in other places, or even went abroad to study and work. They also wore high school uniforms, and when they met fellow villagers who also wore school uniforms, they felt a sense of recognition.

"school uniform" is almost the special cohesion and sense of identity of this city, it is a self-evident collective subconscious, and it is a cultural symbol that Shenzhen customers can "understand" at a glance.

This is the real reason why we do school uniform parties. We rely on the cultural background of Shenzhen, and we won't do cheongsam parties or glasses parties, because they can't produce emotional connection and * * * vibration with my customer base. Without this, it is not good marketing for any brand.

Second, the school uniform party is strongly related to the tonality of our brand.

At that time, the brand positioning of "Exploring Fish" was childlike interest and nostalgia. There were posters of the black cat sheriff in the early storefronts, and even the wi-fi password was spelled by the black cat sheriff. There were old TV sets and fruit moutan was given after dinner. From the environment to the food, it was our full childhood.

Children's Day on June 1st is a good time to awaken everyone's childlike interest, so we will enlarge the element of school uniform, and let customers call friends through activities, dig out their school uniforms at the bottom of the closet together and miss their school days.

By participating in activities, customers can release their childlike side. When customers meet themselves on the other side, they are also deeply connected with our "Fish Exploration" brand.

Therefore, every time "Fish Exploration" plans marketing activities, it will go back to the original point and ask itself two questions:

1. Is this action related to my product/brand?

2. Can this action create emotional connection with my customers?

if all the answers are yes, do it; If it is negative, we will definitely not do it. When making decisions, both are indispensable.

not only all marketing activities, including the marketing rhythm of "fishing", but also the brand tonality and customer emotion. Therefore, when you open the marketing calendar of "Fish Exploration", you will find that we don't have any festivals. We will see if this day has anything to do with my brand and my customers. For example, the warmth and childlike interest of "fishing" is outstanding, so Children's Day on June 1 will definitely be done. Secondly, April Fool's Day, Halloween and Singles' Day are also our important activity days. Valentine's Day and Mother's Day are done occasionally. These are the basic key marketing. WeChat official account, including "Fish Exploration", started with the service number, and we can only send four articles a month. Only when there are new products released or activities, will we inform customers. Ensure that it is not close to customers.

detail marketing

besides doing well in some large-scale marketing activities, you can also complete it from every detail.

For example, in the early "fishing", the cups were all nostalgic enamel cups. We printed a sentence on each cup, such as "I want to get a raise", "Washing clothes and cooking are too tiring, playing chess and painting can't", "What's the point of suffering for my wife" and so on. On the surface, it seems to be witticisms, and not all witticisms can be printed on the cup. The motivation behind one-liners is to express the customer's voice humorously. In this way, customers will shoot our cups and send them to friends.

Later, many people began to print some funny words on enamel cups, but in fact, it had nothing to do with brands and customers, just for the sake of being funny. This kind of comedy does not bear the characteristics of the brand and the feelings of customers, and lacks the attitude of the brand. If this is the case in every detail, such a restaurant is just a restaurant, and it is difficult to become a distinctive and vivid brand.

So, what I want to remind you here is that the marketing idea of "I will do whatever is popular" is highly sensitive to market changes from a positive perspective. What needs to be more vigilant is that when a popular culture or a * * * topic is formed in the society, you should see whether it is related to your brand or your customers. If you have it, it's worth doing. If you don't have it, give it up.

For another example, with the solidification of "Double Eleven" into Singles' Day, Singles' Day every year is a day with great passenger flow.

in order to interact with this group of single customers, we developed a "single dog food" which was given to the single customers who entered the store for free on Singles Day in 2117. The package was printed with a playful dog head.

You may ask, "This activity is too common. There are too many potato chips in single dog food. What about the principle you just mentioned? What does this have to do with your product/brand? "

That's right. It's too boring if we just send it to customers on Singles' Day. We won't do this kind of activity.

We must contact our own products, so the potato chips we sent are actually made of fish skin. You must have never eaten potato chips made of fish skin. When customers taste them, they think they are delicious, and they will also make friends and show off.

So, activities must have grown out of their own brands, not out of thin air.

where does the marketing plan come from?

where do these schemes come from? If you only have one store, of course, it depends on the boss's own judgment and preference.

if it's a chain store with 211 stores, you can't do this, which is the same as the product innovation mentioned before. To put it simply, your plan should come from customers.

"Exploring Fish" will collect customers' feedback on public comments every week to observe the frequently-occurring words or problems, or the marketing department will take the lead to do customer research and make marketing plans according to customers' needs.

For example, we found that many customers left messages saying, "The take-away package of' Tanyu' is so beautiful, but it's a pity to throw it away after eating it". This is actually a pain point for customers, so on Earth Day in 2119, we launched a slogan called "The King of Takeaway, not even wasting boxes!" Activities. Teach Gu

how to change the take-out box of "fish exploration" into a storage box and recycle it. This activity was also very successful. Many people dried their handmade works on the Weibo.

of course, in addition, we have established an annual marketing framework and activity development process. I made it into a picture (below), and I would like to contribute it to my colleagues by getting it, hoping to help you with your landing application.

as you may have noticed, we hardly talked about the revenue benefits of doing these things in this lecture. Yes, this goes back to the reminder at the beginning. Every action we do is to build the brand. When the brand is established, it will naturally turn into sales.