Walnut Lane is a rich nightlife form, which combines music, food, wine and performances. It has a more cultural atmosphere than bars and provides high-cost drinks and food.
From entering the store to the end of consumption, I visited Wanda and saw many marketing applications such as super symbols, scene creation and super doorways. I sorted out one or two, hoping to give catering friends some inspiration for decorating and making doorways and posters. ?
First, super music score, long-distance recognition
From Wanda parking lot to Jinjie, I took various shots all the way. My girlfriend hates iron and must find out where the walnuts are. I am still sighing that the door of Xianhe Village is super big and super bright. My best friend pointed to the score in front and said firmly, Tell me, it's not far ahead.
Sure enough, a closer look will reveal the walnut music bar. The music score composed of several headlight belts is very conspicuous at the door.
Although my best friend doesn't know what the super symbol is, she can see at a glance that this is the walnut music bar we are looking for.
What is a super symbol? Teacher Huashan mentioned in the book "Super Symbol is Super Creativity" that symbols are recognized, familiar and loved by everyone when they are seen, and the audience is guided by symbols. For example, when crossing the road, we listen to the traffic lights. Even if the landline disappears and the green telephone symbol appears on our mobile phones, we know that it means answering the phone. ?
So what is a super symbol? Mr. Huashan said that the reference of super symbols is the clearest, the information is the most concentrated, and it has the strongest influence on human behavior.
Then, in a dimly lit neighborhood, in a shop that can't display profile photos, music score is the best super symbol. It can be recognized and spread by customers at a glance.
Second, the scene is built to let customers take the initiative to punch in.
Walking into the walnut, there are projection lights at the door, as well as abandoned photo walls and glass rooms. Every scene is beautifully photographed. It's a pity that my best friend and I belong to an old aunt in her thirties and have no feeling about taking pictures. Only I, a restaurant advertiser, took all kinds of photos.
My best friend is worried that the staff in Walnut Town will be kicked out when they see me filming so crazily. Of course not. They want us to spread it. Every time I send a circle of friends, it is a spread of the brand in walnuts.
The construction of all scenes is not only to create an atmosphere for customers to consume more drinks, but also to provide customers with many beautiful scenery. Taking photos and hair bands is a clever way of catering management. You don't promote yourself, let customers spread it on their own initiative.
Third, marketing activities should guide and grasp visual contact.
Every design is exciting, from the projection at the entrance to the keys when going up the stairs+those beautiful love sentences. I have to say that I really understand young people. ?
The design of member stored value activities is also just right. The paper on the dining table and the posters posted in the bar will have corresponding stored value reminders.
The excellent marketing department of Walnut Music Bar is not to store value, but to accurately capture the hearts of boys and girls. Beautiful scenes, sensational songs and cool lights reveal the hormones of youth. Under the lights and songs, you can't help but consume more drinks.
Our dinner coupons were bought by accident from the circle of friends sent by Zhou Bianyou customer service. 98 yuan is very affordable, the key is that the atmosphere is particularly good. We don't have storage space, and we may not come often in the future, not because the scene doesn't like it, but because of different age groups. As a young man who loves to play in his twenties, this place can definitely become a place where you must punch in.
Did the joint activity with Zhou Bianyou lose money? There really isn't. The brand management, popularity and beautiful construction of the scene in Walnut can make people who come in for consumption willing to spread it actively. For example, I wrote an article specially. I talked a lot about my experiences and feelings with the catering teacher tonight. These are all invisibly transmitted to walnuts. Maybe my readers and friends will read this article and punch in the local walnut the next night.
I forgot to mention that their family's social marketing is also doing well. There are many restaurants' WeChat groups in my WeChat, many of which have become dead groups or advertising groups. Only walnuts are very lively every day, and there are few advertisements. Almost all of them are experiences in walnuts, and there are some activities and games.
Fourth, the super door VS hide-and-seek door
Tonight, I not only went to the walnut tree, but also walked around the street and saw many doorways, which was deeply touched. I saw the super door and the door I didn't know what to say, pretending to be elegant and hiding.
Needless to say, the door of Walnut Lane is unified throughout the country, and the content is: Restaurant brand name: Walnut Lane, brand name: Music Bar. Unified content, unified design and unified lighting decoration all constitute the assets of the brand walnut.
Super door is an effective and reasonable use of every area of the door. No matter the name of the restaurant, the restaurant's signature dishes, brand endorsement and scene construction, it has been built to the extreme. What is mentioned here is the gate of Xianhezhuang. In the article, we simply mentioned the marketing details of the restaurant in place, but did not talk about the dishes and other business processes.
Ceng Xiaoxian's image poster, Ceng Xiaoxian's sculpture and? The chair that can punch in next to it, the double door head and a circle of light bars outside the door head brighten the width of the whole door head. I have to say that the door of Xianhezhuang is worth learning.
Going forward are the three fat pot chickens of the Wu family. The whole door has applied "the words should be big, the lights should be bright and the lights should move" to the extreme. The electronic screen is very large, much larger than the usual electronic screen. The most important thing is that the luminous words on the door are colorful and flashing, and there are huge posters above the words.
I think the catering owners who want to read my article should all envy the door of the Wujiasan Fat Diguo Chicken Restaurant. In big first-and second-tier cities, the supervision of doors is very strict, and their doors and final publicity are too rare.
And the master next to me won't blow up the door of the chain store. I didn't know it was a chain store until I got home 100 degrees. My girlfriend and I read at the same time, and the host won't blow it up (fourth sound). This store is also a brand chain store. Will there be pressure to open next to such a restaurant that builds super doors?
The key is that I look at chain stores in other places online, and there will be big posters at the door to tell customers what stores they are. It is really easy to ignore the door of Golden Street.
Passing by the grass-burning tea shop, the whole shop is very bright, the design is very exciting, and there is a feeling of a girl's first love. I have to say that designers are good at grasping customers' psychology in color and collocation. ?
The catering business is becoming more and more difficult. When you walk into Golden Street, you can feel that the business of many restaurants is normal. Because all the clients I have worked with for three years have opened stores nearby, they often come back to visit and update their signboards, which can also be seen in restaurants of different bosses nearby. ?
It is even more difficult to open a restaurant in this market where the rent is not cheap. Therefore, catering owners should pay more attention to doors, menus and marketing promotion. While creating high-quality dishes and services, they should also pay attention to these seemingly unimportant things. In fact, they have been quietly promoting the door and menu of the restaurant.