1 "Retaining old customers and developing new customers" is a scheme for organizing May Day cultural activities in the village.
The May Day holiday is the peak of catering consumption, but the income of May 13 days is not comparable to that of a month. The purpose of holiday marketing is not only to improve short-term economic benefits, but also to retain existing old customers, develop potential new customers and drive future performance growth. In addition, there will be many potential consumers staying in Jiazhou New Town and Mantingfang in the future, and new customers will be developed.
In view of this theme, we should implement new product development strategy, combined sales strategy and membership card marketing strategy. And promote the consumer groups of this hot pot restaurant.
Membership card marketing strategy
(A) the benefits of implementing membership card production:
1. Long-term advertising effect.
2. It helps to keep old customers.
3. Collect member information to improve future products and services, make customers more satisfied, and facilitate the formulation of future marketing plans.
(2) Division of members
Ordinary member gold card member
(3) the function of the membership card
Ordinary members: spending by card and giving away special dishes; Or enjoy a discount.
Gold card member: credit card consumption, priority use of private rooms, free of private room fees; Give a special dish; Enjoy the discount.
Note: Try not to use discounts for low-price marketing.
(4) membership card production requirements
Ordinary card: simple and generous, not bad.
Gold card: noble and elegant, which can highlight the cardholder's taste.
Ordinary cards and gold cards are numbered uniformly.
(5) the issuance form of the membership card
Ordinary card: all consumers in our store can give it away during May Day. Or usually spend more than 300 in our store.
Gold card: presented to enterprises, institutions and Leshan celebrities in the form of online donation.
Remarks: Leverage marketing: Leverage the sales centers in Fang Ting and Jiazhou New Town to give away the owner's membership card for free.
(VI) Member management (consumer information collection)
After issuing the membership card, record the cardholder information corresponding to the card number of the membership card, and give specific information (the number of consumers, personal relationships among consumers (including family, colleagues, friends, etc.). ), consumption amount, dishes consumed, dining habits, etc. ) cardholders.
Collecting members' information can improve products and services in the future, and it is also convenient for making marketing plans in the future.
New product development strategy
Eating hot pot in summer is hot and dry, which is easy to get angry. Moreover, with the improvement of modern people's living standards, among family consumers, there are often elderly consumers over 60 years old, so it is not advisable to eat too much greasy food; Not suitable for young women who love beauty to eat spicy food. To solve this problem, we should develop new products (pot bottom):
Cool warm-up hot pot, health hot pot, beauty detoxification hot pot, etc. (such as all kinds of fungus hot pot, fresh melon hot pot).
Combined sales strategy
Mix a variety of dishes with the bottom of the pot reasonably, combine them into different packages, give each package a distinctive name, and give certain discounts to the combined package.
The function of this strategy: 1. Guide consumers to consume different dishes and new products.
2. Help consumers to meet their tastes.
3. The naming of the package combination can deepen consumers' impression of this hot pot restaurant and its dishes.
Promotion and publicity strategy
The Chinese restaurant of xx Hotel is located in the middle and high-end market, so it is positioned as "Boutique xx Plaza" when doing publicity.
(1) target consumers
At present, the target consumers of Chinese restaurants in xx Hotel are middle and high-end people, who have cars and money for dining and leisure consumption, and usually bring family or friends when eating hot pot. This kind of people are concentrated in binjiang road Binjiang tea shops and teahouses, business clubs, leisure and fitness clubs and so on.
(B) the form of publicity
Leaflets:
1. Production requirements: invitation form, beautiful and generous, 3000 copies.
2. Contents: Introduction of Chinese restaurant in xx Hotel, new dishes, new pot bottom, May Day activities, etc.
3. Distribution: binjiang road Binjiang Tea Shop and Teahouse, Business Club, Leisure Fitness Club, etc.
4. Newspaper advertising: Do not advertise directly in newspapers, but distribute leaflets to newspaper agents and sellers, insert them in newspapers, and promote them at a very low cost.
Television advertisement:
1. Content: Introduction, features, new dishes, new pot bottom and May Day activities of the Chinese restaurant in xx Hotel.
2. Time and duration: During 6:00-8:00, 1 hour, two 30-second advertisements will be placed. Play time is from April 28th to May 1.
Note: Due to the high cost of TV advertising, whether to put it in is to be determined.
Village organizations may day cultural activities program II activity theme:
Supermarket may day promotion
Activity content:
First, take a deep breath, the smell of the sea.
During the period from April 28th to May 7th, customers who shop all over 300 yuan in each branch of X Supermarket can draw lucky tickets on the spot to draw a four-day tour of xxxx, and go to the ends of the earth in xxx to feel the "taste of the sea".
Two grand prizes (5 stores *** 10), each with a xxxxx four-day tour quota.
3 first prizes (5 stores *** 15), each prize 1 vacuum cleaner.
Second prize 10 (5 stores * * *, 50), one Nippon rice cooker for each prize.
Encourage 100 people (500 in 5 stores * * *) to win a roll of Kodak film.
Second, clothing discounts, make your own decisions
Customers who buy men's wear, women's wear, pajamas, etc. from April 27th to May 26th. In x supermarket, you can turn the lucky wheel with a computer receipt, and then they can enjoy several discounts with cash.
During the event, there will be fashion shows and clothing snap-ups.
Clothing snap-up activities twice a day, with a minimum discount of 20%.
3. Mayday surprise trio
Ensemble: the lowest in the city (the prices of various commodities are the lowest in the city, extremely cheap)
Duet: 200,000 points card customers' "May Day" big feedback
During the period from April 28th to May 9th, all customers with points cards can buy designated goods at special prices in X Supermarket.
Trio: Happy shopping. I'm lucky to have you.
May1-May 7, all customers who have shopped all over 30 yuan in X Supermarket can participate in the on-site activities, with rich prizes and never fail. The prizes are: exquisite carton paper, 1 kg rice and 500ML edible blending oil.
Four, the supermarket "51" part of the special goods:
During May Day, X Supermarket * * * launched nearly 1,000 kinds of special commodities, including daily necessities, food, electrical appliances, clothing, fresh food and other commodities (the special commodity prices are specially formulated).
Village organization May Day cultural activity plan 3 I. Purpose of the activity:
Celebrate Labor Day, climb high and look far, cultivate sentiment, feel the charm of physical exercise, enjoy the fun of success, embody team spirit, enrich spare time and create a harmonious campus culture. To this end, the trade union will hold a "Celebration of Labor Day and Celebration of Baiyun Mountain" for the faculty and staff of the whole school.
Second, the activity content:
Dengbaiyunshan
Third, the organization:
Commander in chief: xxx
Working group members: xxx, xx, xx, xxx, trade union leaders.
Fourth, specific matters:
(1) time; 20xxxxxxxx April 30th 14: 30— 17: 30.
(2) Location: Baiyun Mountain Scenic Area
(3) Form: free combination and free activity.
(4) Attendance: Sign up at the Peak Park in Mingchun Valley before 17: 00 in the afternoon and receive the activity fee of 100 yuan.
(5) Requirements: I hope that all trade union members will attend on time, unite and cooperate, help each other, determine the climbing speed according to their physical condition and health condition, do what they can, take care of public property, pay attention to safety, and participate in activities from beginning to end.