Hotel Marketing Activity Plan (I) The overall guiding ideology of planning annual work is to establish, improve and standardize the internal management mechanism of the planning department, strengthen the team culture construction, provide planning ideas for completing the annual work objectives set by the company, and realize the leap-forward development of the company.
I. Objectives
1. In this year, catering promotion should be innovative and efficient through the integration of various media forms, gradually occupy the first brand of xx catering, promote the brand of xx catering, and promote and stabilize the brand of xx catering for ten years.
2. The annual plan strives to maximize the market promotion with the least expansion expenses;
3. Prepare powerful sales tools for the company, ensure that the marketing channels and image have strong xx catering characteristics, improve the corporate identity of all employees, and assist stores to gradually complete the annual sales task of 20xx;
4. According to the different seasons and festivals, provide a set of promotion plans from the beginning of the year to the end of the year, and distinguish the promotion efforts according to the importance people attach to festivals in xx area. See "20xx Holiday Summary" and "Holiday Planning Case" for details;
Second, recommend the types of promotional activities corresponding to festivals.
1. Publicity of important festivals at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Xie Shi Banquet, Double Ninth Festival and Christmas. , with comprehensive promotion, such as the Lantern Festival, the launch of solve riddles on the lanterns and prize-winning activities. (In fact, it is suggested to launch a series of activities selectively according to the needs of xx catering).
2.xx anniversary promotion: It is recommended to carry out comprehensive promotion, and the promotion efforts should be relatively strong. All kinds of publicity must be in place, such as using LED electronic screens, banners, text messages, DM, building video advertisements, car advertisements and other comprehensive media publicity means.
3. Regular promotion: it can be made temporarily according to the needs of other catering departments, mainly for seasonal menu update and new product launch of catering. For example, in the off-season, large-scale lottery activities, American food tasting activities, and quarterly points exchange activities were launched.
4. Competitive promotion, mainly aimed at the promotion of competitors' catering, mainly focusing on introducing quality services, special prices and buying gifts.
5. The formulation of promotion plan should be innovative, but it should not be divorced from reality and grandstanding. It should be adapted to local conditions, easy to operate and evaluated later. The specific plan should be made one month in advance.
6, combined with "xx catering VIP members" and "integral members" as well as business alliances and group buying websites for promotional activities, and constantly attract new members.
Third, publicity and public welfare activities plan
1. Publicity includes thematic publicity activities (such as Spring Festival greetings, consumer days, consumer sit-ins, etc.). ) and regular publicity (intermittent media advertising). Such as advertisements and off-season image advertisements).
2. Public welfare activities. Including theme public welfare activities (such as double ninth festival, tree planting, etc.). ) and regular public welfare activities (such as helping students and helping the poor, etc.). ), there are at least 1 large-scale public welfare activities a year, and the cost is about 1 10,000 yuan.
3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.
Fourthly, advertising space rental and DM internal publication investment promotion.
1, aiming at xx catering branches, form in-store advertising space for rent. (mainly used in business alliances)
2. Every quarter, internal DM newspapers and advertisements are invested.
Fifth, strengthen the corporate culture rendering of catering.
1. Standardize the contents and hanging of various obvious signs.
2, increase enterprise introduction and all kinds of suggestive text propaganda.
3. Make a text introduction to the festival theme promotion activities.
4. Every issue of DM magazine introduces life tips. (such as common sense of car use, common sense of car maintenance, seasonal diet recipes and taboos, common sense of fire control, recipes, etc.). )
Hotel marketing activity plan (2) Commodity sales are divided into off-seasons, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of the Lunar New Year, the overall sales volume of our hotel declined, which is also the contradiction between the off-season and the peak season in the hotel business. In fact, weakness is only relative. As long as you work hard and run on your competitors, you can still have more room for improvement in your sales share in the case of a decline in overall market sales. In view of the arrival of the off-season, this marketing plan is formulated.
I. Purpose of the event
1. Expand the tourism market through cooperation with travel agencies, tourist attractions and taxi companies.
2. Directly or indirectly promote potential customers inside and outside the hotel, stimulate secondary consumption, strive for more repeat customers, and urge customers to eventually become old customers and vip guests of the hotel, and finally increase the sales of the hotel.
Second, the activity time
20xx x month x day to 20xx month x day.
Third, the departments involved.
Sales Department, Catering Department, Front Office Department, Housekeeping Department.
Fourth, the theme of the event
Warm spring carnival season, greeted with courtesy.
Verb (abbreviation of verb) activity plan
(1) Promote in various ways to make the off-season not dull.
Method 1: Contact the local travel agency in advance to attract them to introduce customers to our hotel in the form of commission.
The specific operation is as follows: introduce the person in charge of the travel agency of the team customers to our hotel, pay the commission 5 yuan money for each room, and settle the account in cash on the same day.
Method 2: form an alliance with various tourist attractions for mutual benefit.
The specific operation is as follows: after reaching an agreement with various tourist attractions, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and will be invalid when they expire. Vouchers can't be discounted and used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money in various alliance tourist attractions with our hotel coupons (depending on the agreement of each scenic spot).
Method 3: Contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel to check in customers.
The specific operation is as follows: give the driver a discount card of our hotel with the license plate number on it. If the guests enjoy the discount when registering, they can get the cash commission of 10 yuan for the owner, and settle the account at the end of the month or cash it immediately.
(2) Give customers preferential treatment and expand the incentive plan.
Offer 1: Foreign individual travelers who stay at the current retail price for 8 times in a row in the current month can give away 1 ordinary single room or ordinary standard room for free. Or social individuals who stay for 3 consecutive nights, give 2 bottles of mineral water.
Offer 2: Book a luxury room or a landscape room in June and July of 20xx two months in advance, and confirm to pay the corresponding deposit in time to enjoy a crazy discount of 60% off the retail price. (Specific operation method to be determined)
Offer 3: Cooperation with banks. Guests with designated bank credit cards who swipe their cards at the hotel can get a hotel 1 voucher.
Offer 4: Use one day a week to get a few rooms as special rooms. (use the pop card in front of the store for publicity)
Sixth, advertising
1. Make vouchers and discount cards printed with the hotel profile and geographical location, pay for the consumption instructions, and show the unique corporate culture.
2. Advertise road signs in nearby tourist attractions and railway stations, targeting transit or visiting enterprises and government officials.
3. During the activity, the preferential policies will be played on the electronic screen all day.
4. Painting or pop publicity in front of the hotel.
VII. Advertising Budget
The distribution of advertising budget is as follows:
1, and the production cost of vouchers is controlled as: X yuan.
2. The production cost control of the discount card is: X yuan.
3. The advertising cost of scenic spots is controlled as: X yuan.
4. The cost control of pre-store inkjet printing is: X yuan.
Hotel Marketing Activity Plan (III) I. Activity Background
1——xx Store, the first store in the city, is about to open. It is estimated that by the end of xx, five hotel chains will open in XX.
2. How to maximize the cognitive influence of the "pan-theme experiential hotel" and transform the "potential energy" of brand creation into the market driving force of X City's marketing promotion is the core problem to be solved in the opening of the new store in X City.
Second, the purpose and significance of the activity
1. officially announced its entry into the X market, which attracted the attention of peers, target consumers and media friends in the X market;
2. Let the target customers and potential users of competitors in the X market further fully understand the unique services provided and have a strong desire to experience.
3. Further strengthen the interaction and communication with X media to create a good public opinion environment for the sales and promotion of regional markets;
4. With the help of open opportunities, establish benign relations with relevant government departments and partners in X market, paving the way for subsequent market operation and promotion.
5. Let people in X know, know and have a perceptual knowledge.
Third, the theme of the event
1. Activity theme:
Xx, new traveling companion-opening ceremony of xx.
2. The theme of the event is:
Enthusiastic, cheerful, atmospheric, sharing, rigorous.
Four. Activity flow
The whole activity flow is divided into three parts: pre-preparation, field control and post-follow-up.
(1) Preparation:
(1) Work plan formulation:
1) The formulation of the whole activity flow and scheme was completed by xx on X, and then submitted to the resident manager for review.
2) After the activity plan is adopted, determine the relevant person in charge of this activity, and implement the responsibility to the people.
(2) Location: at the entrance of xx Hotel.
(3) Gift preparation: choose VIP free check-in experience card or other special gifts. (responsible)
(4) Guide preparation: arrange a guide to guide the participants into the site. (xx is responsible)
(5) Personnel invitation and determination:
Ventilation with invited relevant personnel one week before the activity;
Three days before the event, send relevant invitations to the invited relevant personnel;
(2) Site control: including site layout, activity flow and control.
(1) Site layout (responsible): including off-site layout and on-site layout;
A: Off-site layout:
1) Put colored flags with signs on the roadside on both sides of the hotel gate;
2) Two lift-off balloons are placed on both sides of the hotel gate, and banners are hung under the balloons, the contents of which are to be determined;
3) Hang a banner on the edge of the hotel gate, which reads: Hotel Opening Ceremony;
4) There is a banner on the wall of the hotel main building to congratulate the unit;
5) Flower baskets for congratulations are placed on both sides of the hotel entrance;
6) Add 20 banners to publicize the opening of surrounding main roads;
7) Hang 2-4 red lanterns on the hotel gate (to increase happiness and set off the atmosphere);
8) Set up a 7Mx4M stage on the right side of the hotel gate (stage layout: set up a microphone, a podium, a set of stereo, etc. The color board with the hotel Logo and the theme of the event as the background board is on the stage);
9) A balloon arch is set at the entrance of the hotel gate, and a banner is set on the arch with the theme of the activity.
10) Six lift-off balloons are erected on the roof, and banners are hung under the balloons, the contents of which are to be determined.
1 1) The guest area is covered with a red carpet.
B: internal layout:
1) Hotel passages must have eye-catching guiding signs.
2) Sign-in area is set at the entrance of the hall, and sign-in items are placed on the sign-in table: sign-in card, sign-in book, sign-in pen, table flower, etc.
3) Flowers and ashtrays are placed on the coffee tables in the reception and rest areas.
4) Publicity articles are hung in the elevator of the hotel.
5) If the baby arrives in advance, you can make a cardboard model according to its appearance and put it in the lobby as a route sign.
(2) Activity flow and control:
1) Date: 20xx year x month x day.
2) Location: in front of X Hotel (in case of rain, move the location to the lobby)
3) Activity flow:
A: At 7: 00, the personnel of the preparatory group and etiquette company were present to check the power supply, debug the audio equipment, set up the stage and make a final inspection of all the preparations.
B: At eight o'clock, the staff of each department take their positions and perform their duties, and the background music plays festive and cheerful music.
C: At 8: 20, the celebration staff, hostesses and receptionists will be ready at the designated place.
D: At 8: 30, Miss Etiquette takes the stage to do the final rehearsal, and is familiar with the reception route, reception method and place.
E: At 9: 30, the hotel leaders greet the guests, and the hostesses cooperate to sign in, wear corsage, distribute corporate publicity materials, and guide the guests to rest in the lounge.
F: 10: 18 After the host is in place, introduce the list of leaders and guests present, and then declare the ceremony open.
G: 10: 20- 10: 35 The resident manager announced the official opening of the new store and gave a welcome speech.
H: 10: 35- 10: 50 company leader's speech.
I:10: 50-11:00 government department guests speak.
J:11:00-11:05 The swearing-in ceremony of all the hotel staff showed a strong team spirit. (See Annex V for details)
K:11:05-11:20 company leaders and important guests cut the ribbon.