With the intensification of competition in the catering industry, both traditional catering and internet catering enterprises pay more attention to the value of marketing. Some internet catering cross-border brands, with the help of novel marketing methods, quickly started their brands and won tens of millions of fans, which also brought a lot of inspiration to the catering market. In the marketing activities of take-away, establishing brand effect is the key point. After entering the second half of take-out, the core appeal of consumers' external sales has turned to quality and safety. As the representative of high-quality take-out, brand take-out is the guarantee of quality and credibility. Entering the ranks of brand takeout will naturally have more traffic and attention. Take-away merchants want to gain the advantage of brand competition, and activity marketing is the only way. Event marketing is carried out around activities, which will bring traffic and exposure to take-away brands, and enable businesses to enhance their brands and increase their sales. What are the marketing methods of take-away activities? The first type: in the early stage of opening and opening a store, it can quickly obtain traffic and popularity. The second type: with the festive atmosphere, focus on emotional cards, in order to obtain a win-win profit, brand reputation, heart-warming and appetizing holiday marketing. The third type: special scene marketing for specific seasons and minority groups. Next, I will combine some excellent marketing cases to make a concrete introduction. Brand promotion-oriented push is more suitable for the marketing of takeaway brands in the early stage of opening and opening. Push directly to users, with the advantages of more accurate geographical and crowd, and more real users. Four links of local promotion: early market research, determination of publicity materials, implementation of local promotion, scheme adjustment and optimization. 1. Market research. The previous investigation directly affects the effect of ground promotion. It can be said that there is no conversion rate without investigation. In the first step of push, first determine the push area, the core users, and what are the interests and concerns of these users. When promoting new take-away stores, we should focus on the main densely populated areas within the delivery range of three kilometers, and promote them for the main office workers around. For example, merchants in Wangjing can give priority to the "Scan Code Street" in Wangjing SOHO, and Zhongguancun can choose Chuangye Street. Wangjing SOHO's scanning code street collects hot topics in the recent stage and combines them properly, which will make the brand's popularity more prosperous. 2. Design of promotional materials. The contents of promotional materials are generally presented in two forms: Yi Labao and DM. Content and layout that meet the interests of core users, such as good-looking dishes and pictures, can attract their attention. The content and layout should have several characteristics: highlighting the key content, concise and generous layout, novelty and interest, in line with brand tonality. The design of DM sheets can draw inspiration from various industries. Innovative and interesting single pages are more easily accepted by office workers. It is best to have one or two bright spots to attract users to promote the products spontaneously. For example, when KFC's new Hokkaido ice cream was released in Hangzhou, MengMeng's "selfie props" were specially prepared for the foodies who came to taste it, attracting many people to take selfies and send them to friends. 3. The implementation of push. There are three main factors in the implementation of ground push: people, materials and speech skills. In the selection of ground pushing personnel, internal personnel are preferred, and the implementation effect is better. When selecting external personnel, we must carefully screen to ensure that the appearance and quality will not damage the company's image. In terms of dress, at least the uniform style can be guaranteed. If role-playing is used, the effect will be better. You can use the company's mascot, or choose a cartoon image that is popular recently, such as Kumamon. The image materials of Kumamon in the promotion mainly include Yi Labao, DM sheets, tables, gifts, etc. The distribution of DM sheets should be planned, and the daily quantity should be allocated according to the number of days. The setting of gifts should consider the preferences of white-collar workers. Many catering brands give away snacks and drinks when promoting, but this is not attractive enough for white-collar users, and it is difficult for users to place orders for this drive. It is even more tempting to change the gift to an electronic product with practical functions. For example, give away USB flash drives and data cables, or use lottery to set the gifts as kindle e-books and PSP game machines within 1,000 yuan. PSP game console should be as simple as possible, and inform users of the core demands in a limited time. 4. Plan adjustment and optimization. In the process of ground promotion, we should compare and track the promotion effect of different places in stages. Only by constantly adjusting the time, place, speech skills and other factors can we ensure that the push effect is optimal. Festival marketing focuses on the festival marketing of emotional cards. Under the contrast of holiday scenes, it is easy for people to have emotional substitution. Its advantage is that it can achieve a win-win situation of profitability and brand reputation. Festival marketing is mainly online, which can properly cooperate with offline activities. Four key words of holiday marketing: preheating in advance, emotional appeal, material benefit and sustainability. 1. preheat in advance. Holiday marketing must grasp the time node, the start time is too early, users are easy to forget, the start time is too late, and users have passed the participation time when they see the activity. The ideal state is to inform users of the activity information several days in advance through platforms such as WeChat official account and Weibo, so that users can prepare early and keep their psychological expectations. 2. Emotional appeal. Festivals give people an outlet to express their feelings. Design an "emotional" point for your take-away products for specific festivals, which can be a "Goddess's Day" package for moisturizing and beautifying, or a romantic and luxurious French Valentine's Day package. The ultimate goal is to let users find * * * in your products, thus promoting sales. French Valentine's Day Package 3. Material benefits. Holiday marketing is inseparable from discounts, promotions and gift packages. For example, Christmas fruits are given with meals, and chocolates are given on Valentine's Day. Judging from the comments and feedback from the take-away platform after the event, users' goodwill towards the brand will be improved. 4. Sustainability. After each holiday marketing, we should make a resumption of activities for reference in future activities. Holiday marketing is also a long-term process. Takeaway brands can't always maintain a high degree of brand satisfaction by one holiday marketing. They should take holidays as the node of brand marketing and narrow the distance between brands and users through planned holiday marketing activities. What is the relationship between promotion and holiday marketing? Push to solve the increment, holiday marketing (mainly online promotion) to revitalize the stock. As I have probably said before, the push activities are mainly used in the initial stage of opening a shop, which is conducive to obtaining real fans and gaining popularity. On the basis of incremental users, we strive to revitalize existing users and activate sleeping users. Make use of festivals to periodically push soft copy, provide preferential activities for users, reduce user conflicts, enhance user communication, enhance user stickiness and expand service reputation. Scene-specific marketing is a way for take-away brands to promote the real unmet demand in the take-away market. Its advantages are uniqueness and pertinence, and less competition. The emergence of the elimination lang hot pot is to discover a special dining scene: office workers want to have a fine dinner at home after work. According to this appeal, they invented a take-away hotpot suitable for one or two people, and turned the product into a "on-call" hotpot snack within 60 minutes. Stand out from the popular hot pot category and cut into the market segment of hot pot takeaway. In the course of business, the take-away brand of Jiechu Lang hot pot can also explore similar special scenes and provide exclusive services. These misunderstandings should be avoided in the implementation of the above three marketing models: 1. Festival marketing should focus on avoiding activities on festivals. When choosing festivals, we can mainly refer to the emotional tonality of festivals, the participation of users, and the combination with products. Halloween, Christmas and Valentine's Day, which are entertaining and involve a wide range of users, are very suitable for activities. Sweetheart Rock Salad In the Valentine's Day copy, CP was set for the ingredients. Sweetheart Rock Salad Valentine's Day Copywriting 2. Avoid self-satisfaction, and consider the user's feelings from the user's point of view. The whole process of activity planning should start from the user's point of view, consider the feelings and experiences of participants, and ensure that the copy is easy to understand and the form of activity participation is simple enough. Check many times, polish and modify the unreasonable parts to ensure the smooth and unimpeded participation of users. 3. Avoid over-budget marketing behavior, and do more with less money within the budget. The activity budget includes the salary of the local staff, the cost of printed materials, the cost of gifts, transportation expenses, etc. According to the budget, the cost should be allocated to each project and every day, and a certain space should be set aside to ensure that the budget will not be seriously exceeded when an accident occurs in the intermediate link. 4. Avoid marketing without discipline and lower limit, and grasp the scale. In order to get the eyeball effect, some brands do not hesitate to play the legal edge ball and even spread vulgar content such as eroticism. Such a marketing method will seriously hurt the brand image and the feelings of fans, and should be avoided as much as possible in the marketing process. All take-away marketing activities are inseparable from these three marketing models. The early push has quickly accumulated popularity for the brand; Planned holiday marketing can promote sales and further improve brand reputation; Through special scene marketing, take-away brands can have differentiated advantages and stay one step ahead of their competitors. In the whole marketing process of the brand, if these three modes are combined and applied reasonably, the marketing will surely achieve the expected effect. (article