In order to ensure the orderly activities, it is often necessary to make a detailed activity plan in advance. The activity plan is a written plan of activities with clear contents and clear steps. How should we make an activity plan? The following is a sample essay (6 general articles) of hotel activity marketing scheme that I have compiled for you. Welcome to read and collect. Marketing plan of hotel activities 1
1. Target market analysis
In order to promote the consumption of the hotel during May Day, we analyzed the existing consumption groups of the hotel and the consumption patterns of the masses in Shexian area. Through the analysis, we found that the existing consumption groups of the hotel are basically groups, businesses and public funds, and these consumers basically have a holiday and rest during May Day. If the mass consumption groups in Shexian county cannot be effectively attracted to the hotel for consumption, the consumption situation of the hotel during May Day will not be optimistic. However, after the Spring Festival, other consumer industries in Shexian will have a consumption climax in the first half of the year before and after May Day. These industries include: telecommunications, home appliances, wedding photography, furniture, jewelry, mobile phone communication, insurance and other mass consumer industries. The middle and high-end consumer groups in these industries are also the target consumer groups of hotels.
since its establishment one year ago, the hotel has basically not conducted effective marketing promotion for the middle and high-end mass consumers in this area. If we do advertising for this kind of consumer groups, there will be problems such as scattered audience, wide publicity scope, complicated publicity project and high publicity cost. However, many mature mass consumer industries in this region already have their own sales network and a large number of fixed high-end customers. How can we use the sales network, sales reputation and high-end customer resources of these mass consumer industries to enhance the brand image and sales performance of xx Hotel, and successfully pull the high-end mass consumers in this area to xx Hotel for consumption in the May 1 Golden Week and beyond? At the same time, take this opportunity to realize the strong cooperation between the hotel and other consumer industries, and create a high-end consumer market together; It also lays a foundation for further establishing the market position of xx Hotel in Shexian County, which is the key and purpose of this planning case.
Second, planning ideas
In order to build the business circle of middle and high-end consumer groups in this area and realize the purpose of xx Hotel to stimulate the middle and high-end individual consumer groups in this area to spend in hotels, this planning case is mainly considered from the following aspects:
(1) Marketing by taking advantage of the situation
The Art of War has a saying: "A good fighter seeks the situation and does not blame others, so he can choose people for the situation."
Taking advantage of the situation is to pay attention to and grasp the resources and events around us at any time, contact products and enterprises from them, explore and discover every opportunity to upgrade products and brands in time, seize the opportunity that is useful to me in time, and take advantage of the situation to promote products and enterprises. This case mainly relies on two aspects:
First, it relies on the merchants. That is, by taking advantage of the potential of outstanding merchants in some mature consumer industries in the region, we can conduct marketing publicity more directly and pertinently for middle and high-end consumers in the region. Make use of the brand image, consumer reputation and fixed customer base established by these excellent merchants in the market, and directly improve the position of xx Hotel in the eyes of middle and high-end consumers in this area.
the second is to take advantage of May Day. That is to say, with the help of outstanding merchants in other industries, we must also take advantage of the general trend of the May Day Golden Week. Although the May Day Golden Week is not a real golden week for the hotel industry in this area, it is a real golden week for other consumer industries. We should use the consumption trend of this golden week to attract more consumers to spend in xx, and at the same time take this opportunity to promote xx.
(II) Guiding consumption
During the Golden Week of May Day consumption, people have a large number of consumer demands, such as home appliances, wedding photography, furniture, jewelry and so on. If they spend in xx Hotel, they can also get discounts offered by outstanding merchants in these industries that are not available in the market, then it is very likely to attract these consumers to spend in the hotel.
(3) Satisfy consumption
During the Golden Week of May Day, customers can not only enjoy all kinds of discounts on hotel promotions, but also get preferential activities and consumption discounts from outstanding businesses in other consumer industries in the region. Let customers have a sense of benefits of "coming to xx to enjoy multiple discounts". Hotel activity marketing scheme 2
Hotel marketing is a series of business and sales activities to meet the reasonable requirements of customers and make the hotel profitable. The core of marketing is to meet the reasonable requirements of customers and the ultimate goal is to make the hotel profitable.
Hotel marketing is a kind of marketing and an important part of hotel business activities. It begins before the hotel provides products and services, mainly studies the needs of guests and the methods to promote the growth of hotel customers, and is committed to developing the potential of the hotel market and enhancing the hotel's income. Marketing involves products to meet the needs of guests, which runs through all business activities from hotel circulation to guests, and finally enables the hotel to achieve its preset business objectives.
characteristics of hotel marketing
comprehensiveness
besides basic needs such as accommodation and food, customers' needs for hotels also include comprehensive needs such as food, shopping, entertainment, information exchange and business activities. Modern hotel marketing is closely related to the employees in all departments of the hotel. As long as one employee's service makes the guests dissatisfied, it will cause 111-1=1.
intangible
service is the main product of the hotel, and all the products of the hotel are sold with the service. The quality evaluation of the hotel products depends on the customers' subjective feelings about the hotel products dominated by the service. After the hotel products are purchased by customers, they only have the right to use them in a certain time and space, but they cannot possess them.
timeliness
means the non-storability of hotel products.
volatility
(1) Tourism composition, food, shelter, travel, wish and purchase are indispensable.
(2) seasonal fluctuations, that is, the off-season and peak season we are talking about.
(3) influenced by political, economic, social and natural factors. Therefore, according to its characteristics, hotel marketing effectively organizes the marketing of the corresponding market in order to pursue the highest efficiency.
organizing marketing
When organizing hotel marketing, we should do the following:
1. Delineate the sales area and scope. The marketing manager cooperates with the sales staff to define the sales area and scope, and actively guides the sales staff to expand the sales area in a lump sum way. The distribution of the sales area and scope should be based on the sales potential of regular customers, the geographical location and categories of customers.
2. Set sales targets. The marketing manager sets the sales targets according to the hotel's sales objectives and policies. Sales indicators are divided into quantitative indicators and quality indicators. Quantitative indicators are: hotel marketing management ideas
(1) sales quantity, such as the number of days of room sales, catering sales, average house price, sales revenue, etc.
(2) the number of sales, the number of sales visits that should be made every day or month.
(3) the index and control of sales expenses, and the sales expenses involved by sales personnel every month, such as transportation expenses and entertainment expenses. Due to the different customer demand potentials in charge of each salesperson, the quality standards of sales should be determined when the salesperson is required to reach the sales quantity. The quality standards include the salesperson's products and sales knowledge, the effect of sales visits, the salesperson's work attitude, work ability and relationship with customers.
3. Performance evaluation of sales staff. Sales managers should take appropriate ways to understand and obtain the performance information of sales staff, formulate the rule that sales staff report "sales report" every month, understand the sales situation, and feed back the sales information in time.
4. A well-organized organization. According to the geographical location and category of hotel customers, the marketing department organizes sales staff to divide sales according to geographical location, which reduces travel time and improves work efficiency. According to the current development of hotels, hotel marketing should actively tap the potential of hotel products, increase the attractiveness of products, attract guests' consumption and attract business.
product mix
hotel marketing can develop a variety of popular combination products according to the sales requirements of enterprises and the different needs of guests to attract customers. The existing combination products include:
(1) combination products for business guests. Special services for business guests, such as providing a basket of fruit in the guest room for free, providing welcome drinks for free, using the facilities and equipment of the recreation center for free, and participating in bars, songs and dances for free.
(2) conference combination products. The conference combination products include the use of the conference hall, refreshment coffee during the meeting break and working meals during the meeting, which are provided at a package discount per person.
(3) Family accommodation combination products. Forms such as double rooms for the whole family, free extra beds for children living with their parents, provision of childcare services, free use of recreational facilities for children, and children's menus in restaurants.
(4) honeymoon holiday products. Honeymoon holiday products are only available to newlyweds, and generally require beautiful and quiet rooms and some special services, such as a beautifully decorated bridal chamber, free American breakfast before bed, free champagne, and flowers and fruit baskets in the rooms.
(5) wedding combination products. This kind of products are mainly aimed at the local residents' market, combined with the form of wedding expenses, to adapt to the consumption psychology, emphasizing the festive atmosphere and attracting consumption: the product portfolio includes luxury Beijing-style or Guangdong-style banquets, providing full-court soft drinks free of charge, a four-storey exquisite wedding cake, grandly arranging the wedding banquet hall with flowers and double happiness banners, creating the wedding atmosphere according to specific requirements, playing wedding marches, providing wedding suites, flowers, fruits and champagne free of charge in the wedding night.
(6) weekend combination products. Weekend combination products can attract guests to have a rest and entertainment after a week's work, so it is necessary to plan and organize some entertainment and sports activities, such as holding weekend parties, weekend acrobatic performances, etc., and combine entertainment activities with hotel accommodation services into cheap package products.
(7) off-season holiday products. In the off-season, guests are provided with accommodation and meals for one week or ten days at a package price. At the same time, in order to attract guests, it is necessary to plan and organize guests to enjoy entertainment activities for free.
(8) special activity combination products. The development of this kind of combined products requires the marketing staff to have creative and factual thinking, design products that are both novel and feasible in economy and sales, and make use of existing facilities and service organizations, such as table tennis, tennis and bowling competitions, to enhance the reputation and image of the hotel.
planning and publicity
besides developing new products and new activities, hotel marketing should also introduce unique publicity methods to attract tourists, which requires making more fuss about advertising planning and promotion.
(1) TV, radio, newspapers, internet and other media can be selected to regularly report the newly-launched special dishes, room environment and activities of the hotel, so as to improve the guests' sensory impression of the hotel.
(2) use trade magazines, newspapers, travel brochures, guides, advertising leaflets, direct letters and other ways to promote hotel products.
(3) Strengthen the momentum and influence by inviting famous performances, and create a hot spot for hotel consumption, such as inviting provincial and municipal model contests and fashion shows; Large-scale singing and dancing instrumental music performance and other promotional methods.
(4) Design and launch the Oktoberfest, and enjoy the dishes to improve hotel consumption and increase benefits.
Hotel marketing should not be limited to one stage, stick to one mode and indulge in one state. It must create and design the best business model suitable for hotel management and development with the most acute, advanced and unique sense of smell, so as to make hotel management more perfect, advanced and unique, so as not to be defeated in the fierce competition in the hotel industry. Marketing plan of hotel activities 3
1. Target market analysis
1. Customer analysis: The customers of this hotel are mainly upper-middle-class people and government officials, but many of them are private consumption, which requires the hotel to take into account the personal interests of those private consumers on the basis of upgrading.
2. self-analysis: this hotel is the only five-star hotel in this area, with first-class service quality and advanced hardware equipment, and close to scenic spots and shopping centers, with convenient transportation, which can well meet people's needs for food, housing, transportation, sightseeing, shopping and entertainment.
3. Competition analysis: Due to our geographical advantages, there are few competitors, and because our products are unique, it is difficult for other hotels to replace them, and then our competitiveness is strong.
2. Pricing strategy
1. Meals can basically maintain their original pricing, but the prices of some meals related to the Mid-Autumn Festival should be considered, and discounts or direct price reductions can be adopted.
2. For high-priced meals, it is suggested to combine reduction and price reduction.
3. The price of Mid-Autumn Festival package should not be too high, and the per capita consumption should be controlled at 21-31 yuan (excluding drinks).
4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price around the Mid-Autumn Festival (but it should be set according to the hotel's net profit).
Third, marketing strategy
1. Make a set meal specifically for Mid-Autumn Festival, which can be divided into three categories according to the actual situation, such as affordable, medium and high school, with meals for two and meals for three. The theme should reflect family reunion, and mooncakes can be given (the price does not need to be too high).
2. If a family member's birthday is August 5th, he/she can enjoy a 51-61% discount (according to the actual decision of the hotel) when having a dinner in the hotel with a valid certificate (household registration book and ID card). It is recommended to recommend them the Mid-Autumn Festival package.
3. If the number of mobile phone and fixed telephone number ends with 815, you can enjoy a 51-61 discount (according to the actual decision of the hotel) for dinner in the hotel with valid certificates (household registration book and ID card). It is recommended to recommend them the Mid-Autumn Festival package. It is best for the hotel to contact these people directly.
4. Give some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).
5. The venue will be the banquet hall on the second floor of the hotel.
6. The activity will be held from August 11 to 21 of the lunar calendar.
Fourth, promotion strategy
1. Place outdoor advertisements near the entrance of the hotel, railway stations and bus stations (outdoor advertisements are mainly in the form of inkjet and banners).
2. Combine TV, street banners and newspaper advertisements.
3. You can try the mobile phone short message advertisement. The focus of mass sending is the old customers of the original hotel. Pay attention to using appropriate language and mainly introduce the latest activities of the hotel.
4. You can also make a pop-up box advertisement, a larger flash animation advertisement or a banner on related websites. Web animation and image processing must be