Planning scheme of hot pot restaurant opening promotion activities
Investigation and Analysis on the Background of Promotion Activities
Analysis of geographical location and target consumers of chafing dish city;
Is the geographical location of hot pot city facing the street, the location of parking lot and the flow of people?
What is the surrounding environment of the store, whether there are universities, colleges, enterprises and institutions, and how can the competition be known from the only information? The target population of this hot pot city is mainly the surrounding residents and enterprises and institutions.
Analysis on the Core Competitiveness of Hotpot City
If there is a similar hot pot city around, the core competitiveness of the store does not lie in the hot pot products (of course, it does not mean the quality, taste and taste of the hot pot, remember that this is the foundation of the hot pot city, not as the core competitiveness). In the future marketing plan, our store can explore other differences and core competitive advantages of other competitors after being familiar with the surrounding competitive environment.
If there is no similar hot pot city around, you can rest assured that hot pot will be promoted as a bright spot to attract more consumers.
Analysis on the promotion target of chafing dish city;
The purpose of opening is "our store became an instant hit", but there is no clear real promotion goal. According to the analysis of promotion tasks and opening practices in the industry, there should be the following promotion objectives:
In order to expand the popularity of hot pot city;
Expand the influence of hot pot city on Jinhu area;
Attract more consumers to spend money in the store during the promotion period, and at the same time achieve the purpose of promoting this hot pot city;
In view of the above three opening promotion goals, this planning scheme will focus on the third goal and have direct effect.
Promotional materials
Printing leaflets;
The difference between gifts (calves) and drinks is filled;
On the first day of business, the celebration fee.
The Gate of Rainbow
Mobile advertising (body advertising, influential truck advertising, bicycle advertising, walking in the street wearing advertising shirts, etc.). )
Shop layout (X display stand, Yi Labao, stop sign, etc. Optional)
Shop manners (wristbands, hostesses, etc.). )
Tv ads and SMS ads (optional)
VIP card
Start the promotion target
Attract more consumers to taste our hot pot during the promotion period.
Opening promotion strategy (scheme annex: printed contents of leaflets)
(A low-cost strategy to attract customers:
On the first day of business, 100 yuan hot pot is free! Only three tables are allowed, and you can't participate in the "100 yuan beer free drink" activity.
Three days before the opening, 100 yuan beer is free to drink! (Only three tables, the activity cannot be repeated).
Three days before the opening, we will launch a publicity campaign with the theme of "Today, your family's New Year's Eve dinner is guaranteed". (Only one table is allowed, and each table is controlled within 200 yuan. To distribute a large number of leaflets, set up consultation points and registration points (and draw lucky families on the spot).
From the fourth day of opening, in order to stimulate consumers to continue to spend in the store, in addition to continuing to implement the "100 yuan beer free drink" activity (three tables a day), we will also determine the preferential relationship with wine merchants to promote drinks, and how to give specific products (beer 1 yuan 1 bottle, enough XX bottles to send hot pot) can be determined freely. (Implementation principle: fully consider seasonality and regionality, and reach an agreement through consultation.
(b) Diners politely deliver goods every other day-a strategy to attract repeat customers:
65438+
2. Get a VIP membership card and send a VIP membership card of this hot pot city to the above lucky customers and customers who get gifts. By registering the name of the membership card, the customer file will be established for future promotion activities.
Specific implementation plan for opening promotion (matters, specific time schedule)
(a) the key work arrangements during the probation period
Ensure that all employees are in place and familiar with their work;
Require intensive training for all waiters, especially the front desk consultants, to understand all the contents of the opening activities; Ensure that all leaflets have been printed before XX, and begin to enter the distribution stage; (It is recommended to distribute at least 5,000-6,000 leaflets within three days of opening)
Ensure that the presented gifts are in place, and designate personnel to be responsible for the storage and presentation of the gifts.
Ensure sufficient supply of kitchen materials during the opening period, mark the materials with particularly large supply and demand, contact the seller and supply them at any time;
Check the hygiene situation in the store, make suggestions to the customers who enter the store during the probation period, and win the praise of every customer who spends during the probation period.
On the evening of 26th, it is necessary to check whether all the materials and personnel needed for opening the business have been arranged, whether the flower baskets needed for opening the business the next day have been booked, whether the flower drum team has been contacted, and so on.
(2) (XX-XX) Three days before the official business period, the implementation plan of the promotion strategy.
1. First day of business:
(1) Make sure that all the people invited to the opening ceremony are present, including administrative staff and friends and relatives who come to congratulate, and more people must be gathered before the opening.
(2) At least two staff members distributed leaflets to passing guests that day.
(3) When the auspicious moment comes, the ancient painting team will deliver a congratulatory message, and then raise the big gong prepared in advance and put it in the center of the door. The general manager or representative will immediately ring gong to announce the official opening of XX Hot Pot City. As soon as the gong rings, the salute will ring at once. Everyone applauded and greeted each other into the store. At this time, the ancient painting team will continue to play congratulatory messages.
(4) After that, the professional service personnel will start to receive the first batch of guests according to the pre-trained workflow, and the lobby manager (or designated person in charge) must always be on the scene to solve various emergencies.
(5) When opening, make sure that the administrative staff are seated, and the leaders of Hotpot City will personally accompany them for dinner and toast, and thank them for coming;
(6) Designate a special person to be responsible for the lucky family whose theme is "Today, your dinner is on us" and make detailed records, because this will be the beginning of word-of-mouth communication in this hot pot city. Your service is far more important than the food you deliver.
(7) Earnestly make the number of places that each table enjoys preferential treatment, control the expenses on site, and make a record of giving away.
(8) After closing in the evening, the general manager should call the heads of all links to summarize today's situation, point out the existing problems in today's business situation, and encourage everyone to do better tomorrow and arrange their work reasonably.
2. The second day of business
(1) You can enter the business state as soon as you open the door. According to the forecast, there will be more guests handing out leaflets today, so we must make adequate preparations in the first three days, and we must not let the popularity drop. Friends' parties are still very important, but for the sake of cost, you don't need to rely on friends to win popularity like on the first day.
(2) Today's lucky family with the theme of "Dinner is on us today" must be as attentive and delicious as yesterday.
(3) There is a task that needs special attention today, which is to deliver 10 pieces of milk to the door yesterday. The gift-giving link is very particular and must be delivered by trained service personnel. When delivering milk, we need to pay attention to several small details: first, the milk delivery personnel must wear the work clothes of hot pot city; Second, giving milk is not a random gift, it needs a list of gifts, and it needs the customer's signature to confirm;
Third, give the customer a reward card while delivering milk, telling the customer that he has become a 20% VIP customer of this hot pot restaurant, and welcome him to visit next time. Doing these three points well can ensure that the passenger flow after the promotion period is at a normal level.
(4) Others shall be conducted according to normal business processes, and the lobby manager (or designated person in charge) shall be prepared to solve unexpected accidents at any time.
On the third day of opening
On the third day of opening, leaflets will continue to be distributed. However, today's flyers are not the same as before. At the same time, they want to tell potential customers passing by: Today is the last day of the lucky draw. Welcome to our hot pot city for lucky family draw to attract more customers to participate in the activities.
Today, you need to give gifts for the next day. After consumption, you must sign for the gifts and give back.
Today, the general manager of Lucky House with the theme of "Today, your family's dinner is on us" needs to come out and take a photo with Lucky House as a souvenir, and ask the guests to allow the photos to be placed in the cultural corridor or near the staff culture of Hot Pot City.
All flyers for the first three days must be distributed today.
After closing at night, make a three-day summary, analyze success or failure, and strengthen improvement.
(three) four days before the official business, formulate the implementation plan of the promotion strategy.
1. Opening Day 4
(1) Starting from today, all leaflets will be replaced with the second promotion plan, and people will continue to be sent to distribute them. (At this time, it should be noted that when printing leaflets, the colors of the two leaflets must not be the same, because many customers who got the same leaflets two days ago will throw them away directly, which is no longer attractive. )
(2) Starting from today, the theme activity of "Your family's dinner is on us today" has ended, but the milk delivery activity is not over yet. Milk should be given according to the activities set on the leaflet, and delivered to the door by professionals the next day to carry out the activities of attracting repeat customers to the end.
2.
The fifth, sixth and seventh day of business.
(1) The workflow of the fifth and sixth days basically follows the daily workflow of the fourth day.
(2) On the sixth day, the distribution of leaflets can be reduced according to the actual situation, but it is still necessary for someone to distribute leaflets at the door from time to time;
(3) On the seventh day, we can sort out the customer information that has given milk. You can make good use of these customer resources in the future.
Key points and matters needing attention in the implementation of this planning scheme
(1) The theme activity "Dinner at your house is on us today" must be served well. The focus of this theme activity is not to win popularity, but to experience customers. The setting of this activity was originally intended to create word of mouth among customers. In this activity, we should pay special attention to the service attitude and the quality and taste of dishes. In addition, in order to meet the employer's marketing budget, the number of participants in this activity has been reduced. The original plan was to have three tables a day three days before the opening. However, the employer should carefully consider the increase or decrease of investment in this activity from its own liquidity and investment situation.
(2) For the "100 yuan hot pot free delivery" activity, the employer can increase the number of tables or the activity date according to its own cost price. The original proposal was that it could be increased to three days.
(3) The activity of "100 yuan beer for free" has become the most attractive place in the hot pot city because it is the end of summer and the most suitable time to drink beer. At this time, employers are not advised to cut the number or date of this activity. Employers can negotiate with beer suppliers to obtain lower-cost beer prices, thus ensuring the smooth implementation of this activity and attracting tourists.
(D) The implementation of the strategy of attracting repeat customers focuses on the professionalism of gift delivery personnel. When delivering gifts to customers, they should have professional attitude and courtesy first, so as to leave the best impression on customers. What customers care about is not a piece of milk, but the real service delivered by this piece of milk and the reputation of hot pot restaurants. Then, through the thoughtful service and professional gift delivery personnel of "Your family's New Year's Eve dinner is all-inclusive", the reputation of Hot Pot City was quickly created.
Suggestions on marketing strategy after opening promotion activities
According to the normal situation, after the promotion period, service personnel will inevitably feel a certain degree of fatigue, and need to adjust their mentality and work attitude in time.
After the hot pot city enters the normal operation track, it needs to keep some fresh promotional activities to keep customers fresh about the hot pot restaurant.
It is suggested to build your own core hot pot products and make hot pots with different values from others, but don't leave the range of hot pots accepted by ordinary people.
It is suggested to make a reasonable price positioning, carefully analyze the surrounding competitive environment, especially the price situation, and then make a reasonable price positioning for the hot pot city.
Since chafing dish city is located in the community, assuming that the customers of chafing dish city are residents of the community, the future marketing activities can interact with residents more, and residents can easily recognize chafing dish city.
Attachment: General contents of printed leaflets:
front page (of a newspaper)
Today, we will prepare dinner for you.
-Congratulations on the grand opening of XX Hotpot City.
A few days before the opening of 20 10 X-20 10 X-3 in this hotpot city, I am surprised to tell you that dinner at your house is our treat today. Welcome to this hot pot city and enjoy your first hot pot trip before the arrival of this winter.
There are 1 lucky families in this activity every day, and lucky families are selected to participate by signing up for the lottery.
At the same time of this activity, Hotpot City will also hold activities such as "100 yuan Hotpot Free Delivery" and "100 yuan Beer Free Drinking", and more surprises are waiting for you.
The third surprise: Our hotpot city held the activity "We not only pay attention to your dinner, but also pay attention to your breakfast". During the opening period, customers who spend money in our hot pot city will get a lucky draw and a nutritious milk from our hot pot city the next day.
The above activities cannot be repeated. This activity will be held for three consecutive days.
Second edition
(Title) 100 yuan beer is free to drink.
-XX Hot Pot City Opening Promotion Second Wave Heat Wave
20 10- 10 2065 438+00, all customers who come to the hotpot city for dinner will have the opportunity to enjoy the "free drink of 100 yuan beer" activity in hotpot city. The number of places in this activity is limited, first come, first served.
Activity analysis:
The activity is limited to three tables per day, and each table can consume drinks *** 100 RMB.
Lucky customers who participate in this activity can directly upgrade to VIP members of this hot pot city and get VIP membership cards. In the future, they can enjoy a 20% discount when spending in our store with this card.