First, do a good job in marketing conversion between peak season and off season

Don't be complacent when customers are full every day during the Spring Festival peak season. Maybe you will sing an empty plan every day after the New Year's Day. Due to the traditional customs in China, as soon as the Spring Festival approaches, the consumption power of the whole society will erupt in a short time, and almost every restaurant, large and small, is full, which is hard to say because of how well your marketing work is done. The real test of the effectiveness of marketing lies in whether it plummets in the off-season, whether it can operate continuously and stably in a year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are very clear, and they are all implemented step by step as planned. One thing is very crucial, that is, how to do a good job in the conversion of marketing strategy between peak season and off season.

"Profit in the peak season and gain momentum in the off-season" should be the core idea of restaurant marketing. Profit-taking is to seize the largest sales volume and obtain the largest income; Taking advantage of the situation is to gain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, and so on, so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is inseparable. Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" it needs in the off-season. Restaurants that do a good job in marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost, which is natural.

In the off-season, the focus of marketing work can be summarized into three aspects:

1. Maintenance of old customers;

2. Development of new customers;

3. Shaping brand image. To do a good job in these three aspects, moderate marketing costs are essential, rather than blindly lowering operating costs without strategy. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally realize the profit-making goal in the peak season and the whole year.

Second, recognize the market changes and calmly deal with

This requires making a correct judgment and analysis on the composition of customers, consumption motives and the adjustment trend of the post-holiday catering market according to the market positioning of restaurants, and then investing the limited marketing resources into the most effective target market.

For middle and high-end restaurants, the main customer groups during the Spring Festival peak season are official (including the government and the army), business and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers and neglect them. However, after the Spring Festival for a period of time, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the enthusiasm of group consumption will be reduced after the holiday, and the frequency of consumption will also be significantly reduced. The corresponding share of household consumption and individual consumption has risen. During the holiday season, wedding birthday banquets and centenary banquets, which are submerged in many group annual banquets and celebration banquets, will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tourist groups, almost stopped during the Spring Festival, but it will also become an indispensable part of the catering market after the holiday.

Third, grasp the low tide in the off-season

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day, many units will organize female employees to have a dinner to celebrate, and many female consumers will also meet with friends to enjoy food together. There will also be some different exhibition business opportunities in different places. For example, the 2119 spring sugar and wine party will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even foreign countries will gather in Rongcheng, and many reception banquets will be arranged to welcome them, which will set off a big catering consumption boom in a short time. Restaurants should make marketing plans as early as possible, carry out marketing promotion work in an orderly manner, and strive to make good gains in these off-season tides.

Fourth, coordinate marketing activities in the off-season, and maintain moderate advertising

In the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.

Five, chopping wood and sharpening the knife are correct

In the off-season, marketing work should focus on both hands, focusing on the market at the same time, which is the so-called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies for grasping the market. I have the following suggestions for practicing internal strength:

1. Summarize the gains and losses of marketing in peak season and constantly improve the marketing ideas and methods;

2. Re-examine the established follow-up marketing work plan, and revise and improve it;

3. High-quality products and services are the best marketing, so in the off-season when business is not very busy, we will carry out systematic service and production skills training to continuously improve service quality;

4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training;

5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image.

After the Spring Festival, the off-season situation of the catering industry is grim, so it is necessary to make a good marketing management plan, so that your own enterprises can win more benefits.