Off-season marketing plan (I)

Activity theme: Enjoy at a great value? Cinema DreamWorks (careful planning and value-added enjoyment)

1. Planning purpose:

In view of the fact that the performance of our company has declined in September after the summer vacation, in order to increase the turnover in the off-season, we must make planning and marketing activities suitable for consumers in September to promote and guide consumers to spend again. After analysis, September is the off-season for all service industries. However, during this period, we need to consider that the off-season does not mean that there is no performance. What we need to do now is how to gather consumers who have been diverted to other markets through some marketing strategies during the off-season, so as to improve their performance and increase their turnover. There are three specific purposes this time: first, to give consumers more added value; second, to promote sales promotion activities to promote consumers to spend again; third, to compete with other cinemas, so that consumers can clearly feel that the soft service of this cinema is different from that of other places.

second, marketing target:

from the current July and August, the company's main peak business hours are divided into two main hospitality hours: daytime and evening. Obviously, the main guests in the afternoon are students during the summer vacation, and the evening is mainly social people. However, after the students returned to school at the end of the summer vacation, the company's daytime market trend obviously declined linearly, and people in the society began to be busy at the same time, which was very unfavorable to the company's current operation. However, 51% of the company's daytime market was dominated by students and 21% was dominated by people in the society. Relatively speaking, 61% of the evening market was dominated by social working class (service industry, production enterprises, etc.) and 35% was dominated by young people (small business owners). 5% of the successful people are mainly (upper class people), and their age is generally between 18 and 35 years old. Therefore, these customers are the main consumer groups in the two stages of our operation, and these groups are our main sales targets. Therefore, we should strategically carry out the follow-up off-season operation and marketing plan for these consumer groups.

Third, train of thought analysis: (marketing analysis)

Analysis of consumer groups and problems

1. Consumers who have never been here? How to publicize and guide?

2. Who will choose to come again after coming? How can we attract him to spend again?

3. consumers who choose to watch movies? What is left for consumers and how to keep a good impression?

4. How can our company do a good job in this aspect of image publicity and how can we remember it effectively and quickly?

5. How can customers who have never been to our company feel that spending here is a level of enjoyment?

according to the above five forms, we can finish it at different times and stages.

(1) Maintaining the existing customer base is our primary task, and inducing re-consumption is our ultimate task. As for developing new markets, we must first consider it on the basis of stabilizing the existing markets.

note: to stabilize the existing foundation, we must improve the quality of internal management (service, service skills, internal coordination, obedience and implementation, etc.)

(2) do a good job in online publicity activities and organize large-scale market advertising activities as a whole.

(3) Do a good job in network cooperation activities, and organize large-scale joint cooperation activities to enter the market as a whole.

1. How to make customers who have never been in contact with cinemas or come to our company for consumption, how to make them come to our company for consumption, and how to enter the market in the fastest and effective way, and at the same time, how to be loved by consumers quickly? At this point, our marketing plan must be completed to please the whole Yiwu market on the basis of not having enough manpower:

Marketing plan:

A. Telephone marketing (customers' aversion to receiving product introduction calls)

B. Internet marketing (customers who don't surf the Internet frequently)

C. Invitation

Marketing plan:

A. Enterprise Association Card

. Marketing staff aimed at more than 611 enterprise association customers signed in 21 * *-21 * *, integrated resources and made full use of all the signed enterprise association customers. In this enterprise association marketing plan, our company changed the cooperation content of the original enterprise association customers, changed the original enterprise association number system to the enterprise association membership card system, and changed the original number to the distinguished enterprise association VIP member users.

(2) At the same time, the original enterprise association number has been changed into an enterprise association card, and at the same time, it has cooperated with various local enterprises in Yiwu, making the enterprise association card of our company a real distinguished card.

(3) The original enterprise association number is changed to the enterprise association membership system, which is convenient for the company's front desk operation and avoids unnecessary collision with customers in some links. Secondly, the change to the enterprise association membership system adds 43.7% of the company's intangible customer information, and saves many shortcuts for other operations in the marketing background. However, it can return to all enterprise association customers.

(4) There are more than 611 enterprise association customers' membership cards. During the issuance, the marketing staff may not be able to complete the issuance task in a short time, which may cause some troubles to the operation management. Then the operation department should closely communicate with the marketing department to implement the plan and complete the issuance of enterprise association members in a limited time, so as not to bring unnecessary troubles to the operation.

Note: Conflicts-some of them have been released, some of them have not been released, and friends of the original enterprise association customers are also using this agreement number and fail to notify them in place, etc., all of which will cause unnecessary troubles on the spot.

(4) Time limit for issuing enterprise association cards: 25 days.

note: special reasons (unknown)

B. joint cooperation of merchants

(1) The enterprise association customers signed by the company are not only large-scale production enterprises, but also most enterprises (major department stores, major electrical appliances, major communications, major service industries, etc.) that can be in harmony with the company's long-term development strategy.

(2) The Company can cooperate with all the cooperative customers in batches, turn all enterprises into a part of the monthly cooperative sales plan, and each cooperative merchant will come up with certain preferential policies, with 31 partners in each period. Customers can use this card to show that all businesses on the card can enjoy the most preferential policies.

(3) At the same time, all large-scale service enterprises can cooperate with each other, and our one-hour free coupons can be linked with cooperative enterprises, for example, giving free coupons for self-service KTV of Starlight Cashier for shopping, or vouchers and other cooperative projects.

(4) In addition, the cooperative merchants have large-scale outdoor interaction or large-scale activities in the store, which the company can also participate in, such as free 3-hour coupons, beer coupons, snack coupons, etc.

(5) While cooperating with major merchants, our company also requires all partners to provide corresponding preferential strength to our company for joint cooperation.

C. Corporate information

(1) With the development of Yiwu, the number of large, medium and small enterprises in Yiwu is increasing. About 35.9% of enterprises have no idea about our company, about 28% have heard of it or passed by, but only about 36.1% have visited our company for consumption, but this is far from our ideal.

(2) It is not easy to think that these enterprises can come to our company for consumption, but it is not easy to contact these enterprises now, so we have to distribute them to major enterprises and partners' residences by letter. In order to contact major enterprises.

(3) Therefore, it is just right to use the form of issuing corporate letters to explore customers who have never come to spend, which will not cause resentment to customers.

D. Network cooperation

(1) Cooperate with Tudou for one-hour free coupons, and sell two-hour free coupons. The second two-hour coupon is mainly online group purchase in Yiwu. One-hour free coupons are mainly distributed by store merchants and members.

(2) Cooperate with telecom for one-hour free coupons, network form, upload two-hour free coupons to the telecom network, and get the free coupons of Starlight Cashier for VIP customers of telecom. Give our company a one-hour fun coupon by recharging at a big store or buying a mobile phone card.

(3) You can get our one-hour free coupon by cooperating with Mobile, uploading our preferential activities on the Internet, or purchasing mobile phones or cards from all stores.

(4) Publishing articles in the Chouzhou Forum in Yiwu, contacting all members of the Forum by customer service, answering questions with prizes, and getting a free voucher for the Starlight Cashier for the winner.

e. On-site interaction

(1) Regular activities of our company's stars, balloons, sweets, etc. are held on the floor.

(2) Hold regular check-in and try your luck. For example:

Grand Prize Silver Bullet Company sponsors

Marketing plan:

a. Car stickers

(1) All car beauty shops, maintenance shops, car washes and other shops in Yiwu have distributed our company's promotional car stickers, totaling more than 611.

(2) Car stickers are all provided by our company free of charge.

(3) customers can get a free car wash or car repair.

(4) Pre-printing 2111 car stickers.

B. Network

(1) Our company cooperates with all websites, and at the same time, we should also carry out image advertising for our company.

(2) at the same time, publicize the preferential strength of our company.

(3) All enterprises that can cooperate with our company will enter our website, and at the same time, the membership card will indicate that they can enjoy certain discounts with our membership card.

2. 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 what they want. Can we satisfy them? We did it. Can consumers accept it? This is the main problem that we consider and study.

a, when guests choose karaoke, they must first have a good environment and equipment.

b, whether we can provide thoughtful service, whether we can treat every guest warmly, whether the service quality is

c, whether we can bring happiness to the guests, whether we can meet the requirements of the guests

d, whether we can interact with the guests and bring more added value to the guests, and the atmosphere at the scene is

.

(activity plan analysis)

In view of the analysis of the above problems, we should carry out matching analysis and formulate planning activities suitable for guests to stimulate every psychological factor, so as to ensure that every step is under our control

1. For the guests who consume this time

For the guests who consume this time, First of all, we should make sure that we can bring the highest quality hardware and software into play.

Audio equipment, environment, services and products are the first link and the most intuitive. Only by satisfying all these conditions can we basically stabilize the existing guests, but on this basis, we should be able to make guests feel more added value and interact with them, so as to leave a better impression on them. Really feel the "cost-effectiveness"

a, distribute free drinks on the spot, with unlimited supply of drinks (added value)

b, all customers who spend can participate in the lucky draw (unexpected added value)

c, all customers who buy for 3 hours can get a gift from the merchant (increase the added value)

2, entice customers who consume again

to consume again. First of all, we must ensure that consumers have recognized happiness, otherwise it is impossible to spend again, so it has a very important correlation with the previous link. In the case of satisfying the guests' consumption this time, we must let the guests choose to spend again and must take the initiative to stimulate consumers' psychology. Give the guest a feeling that we have something he needs or belongs to him here

A, let the guest have some preferential facilities that can be used next time

B, we can get the consumption gifts provided by us for continuous consumption (gift temptation)

C, and give snacks or wine coupons (to promote consumption)

3, understand the customer's psychology

A, we should give our customers a discount.

B, the company constantly improves at this time, so that all customers who enter the company in the future will have a higher evaluation with the company.

Marketing Department

Off-season marketing plan (II)

The dismal operation of hot pot in summer has become an obstacle to investing in hot pot or hot pot catering. The hot summer has become the jinx of Chongqing hot pot and hot pot catering. How to operate hot pot in summer? Where is the road?

1. Beer is free

Summer, hot summer. Cold beer, when I think about it, I feel like a volcano erupts and it rains heavily. My heart is cool with a creak. Ice beer in advance, unlimited supply. Some people may think that they will lose money, but it turns out that it is equivalent to a 21% discount on all singles. When I was the general manager of Qilong Hot Pot in Chongqing, including the direct stores in Chongqing, it was such a marketing strategy, which not only earned full popularity, but also earned a lot of money. If you have facts as the basis, you don't have to doubt them.

finally, it's enough for everbright to hear that beer is free. It's you, aren't you going?

2. strategy of adding fire to the fire

since we feel that eating hot pot will get angry, we might as well add fire to the fire. This is also one of the marketing strategies. The actual operation method is "getting angry, you are more angry!" The theme marketing activity-"a pie falls from the sky, and the hot pot is free."

Activity rules:

A. Customers who come to eat every day will get a table free of charge.

B, if there are 68 tables in your restaurant, put 68 ping-pong balls in the lottery box. One of the balls is free.

C, during the peak operation period, for example, when the guest's seating rate is the highest at 8 pm, the seated guests will be charged.

D, get to the table and let the guests touch the prize. If they touch the free table tennis, the store will pay for all the expenses before the account is tied. Even if the guest spends 2111 yuan, as long as he is so lucky and courageous.

This strategy is to add fire to the fire, and create a beautiful yearning that people all want their own fire. The key point is to make this kind of atmosphere, and transfer people's other expectations of fire with an interactive atmosphere. At the same time, this marketing strategy is also in line with China people's gambling psychology of buying lottery tickets. If I am free of charge, I am lucky, just like winning the first prize in the lottery; If I don't win, then I don't care. Anyway, let it go by yourself