Marketing planning scheme of hotel opening activities 1 1. Market background analysis
1. Consumers don't know much about Korean style, so it takes time to publicize and guide.
2. As it has just entered the local market, the influence of brand awareness in the market is relatively insufficient.
3. Gradually guide consumers to consume, gradually improve consumers' taste, and provide a good consumer group for the opening of the store.
Second, strategic thinking.
1 policy analysis
How to make a sensational profit in the opening and improve performance is very important. The first is product, the second is service, and the third is promotion.
◆ Use the advertising resources of local stores to carry out a series of opening publicity and brand promotion activities.
◆ Expand publicity channels, use media means such as leaflets, temporary outdoor advertisements, short message platforms and radio stations to widely release information in various crowded markets, and consider soft-text publicity.
2. Planning principles
◆ The opening momentum must be "an instant hit", reflecting the "Korean-style" selling point of Duoduomi.
◆ Reflect a clean, tidy and tasteful storefront image.
◆ Promotional activities must be unique, make customers feel "fresh" and easy to spread and operate.
◆ Promotional activities should really make customers feel "affordable" and ultimately enhance their reputation.
3. Strategy formulation
According to the above analysis, the core of this opening is to attract customers by using the market sensation effect brought by the opening, establish a good after-sales service system and form word-of-mouth benefits to promote consumption.
The specific strategic direction is:
◆ Promotion direction: Take a special opening route, express intuitively with promotion, and impress consumers. Close the sense of distance and produce a cordial effect.
◆ Promotion: Take "opening" as the breakthrough point, and carry out promotions such as discounts and coupons to achieve the goal.
◆ Activity intensity: In order to ensure the output intensity of the activity and gain the recognition of market customers, price packaging means is still the key.
Grab customers: effectively intercept market customers with high-quality after-sales service and promotional activities.
◆ Integrate channel resources and accurately target customer marketing: First, seize market consumer groups; The second is to strengthen publicity and promotion in the central area.
III. Theme and Time Schedule of Opening Promotion
1. Promotion theme:
Korean feast, full of affection.
Triple Gift Qing Cheng Hui Gou Supply Tasting Meeting
Advertising copy:
A taste, simple and fashionable.
A country, originated from Korean style.
2. Promotion time:
3. Promotion activities:
1. If the consumption exceeds XX yuan, it will be reduced by XX yuan.
2, special opening price, unlimited time: XX original price XX, current price XX, province XX. .
3. The package combination is more favorable.
Fourth, strategic guidance.
We suggest "small but refined, with the strongest price attraction" to improve the crackdown and enhance the lethality of finished products and the attractiveness to consumers. In the specific operation to
The combination of point and surface, with shocking ultra-low-priced items as the traction and cash back as the core, enriches the product portfolio and embodies the concept of "big gift" promotion.
1. Discount and cash back: the strength of discount or cash back is determined according to the product price tag, and the form of discount or cash back is determined according to the preference of local consumers.
give a discount
● Unified discount for the whole audience, except for the special price, 5.8 fold for the whole audience;
● Different categories have different discounts.
● Grade discount of shopping amount, such as 30% discount for more than 3000 yuan, 6.5% discount for more than 5000 yuan, and 60% discount for more than 10000 yuan;
● Split discount, one way is to split the consumer's shopping amount into several parts according to a standard amount, and enjoy different discounts through lottery, with a maximum of zero discount. If the shopping amount is 5000 yuan on the basis of 2000 yuan, then consumers will get two different discount opportunities; Another method is to divide the product into several parts according to its category.
Cash feedback
● Incentive type, such as 200 in 2000 and 500 in 4000;
● Fuzzy type, such as 1500 followed by 240, 4800 followed by 320;
● Straight style, such as returning to 2000 after 4000.
(The above figures are only examples and are not for reference. )
Discount and cash back are the main forms of this promotion, which can be carried out separately or in combination. The specific way needs to be determined according to the market situation of Longyan.
2. Ultra-low special price: let the special products become the killer of our promotion (the above figures are only examples, not for any reference).
In a word, we can output ultra-low price information by restricting special products to a certain extent, and play its traction role on passenger flow. To formulate regular special price products, one should consider the market sales situation, the other should combine the promotion plan, and the third should meet the actual needs of consumers. These three factors need to be considered comprehensively to determine the special products for opening promotion.
3. Product purchase and delivery: this is an important part of enriching our promotional content, and it can also well embody and enrich our concept of providing "big" gifts to consumers. The basic principle of buying and sending is "buy big and send filial piety, buy expensive and send cheap, buyers send second, buy more and send more".
The implementation of verb (verb abbreviation) promotion activities
1, preparation before opening
◆ Recruitment and training of temporary promoters and etiquette: Recruit 4 etiquette (Hanbok is required) and train temporary promoters and etiquette and other related personnel on related products and etiquette.
In-store publicity materials display: X-frame, POP, table sign, balloon arch, outdoor arch and a series of publicity materials display.
Distribute leaflets: Distribute leaflets at the entrance of the shopping mall and the surrounding commercial centers.
2. Start the execution of the activity
Division of labor of employees: mainly focused on the arrangement of shopping guide and welcoming guests, and the adjustment of the atmosphere at the scene.
◆ At 9 am, the hostess and the venue are ready.
◆ At 10: 00 in the morning, the shopping guide and leaflet distribution personnel are ready.
◆ Officially opened on 165438+ 0: 00 am.
◆ Opening process: opening time, opening promotion activities, end of activities and summary of activities of the day.
Sixth, the specific promotion work layout
1. Accelerate the pre-opening work: distribute leaflets in residential areas and commercial centers by all means, actively carry out promotional activities, speed up the work of grabbing orders, intercept customers in advance, and reduce the pressure of opening sales.
2. Training and encouragement of temporary promotion: Take effective measures in training and encouragement of temporary promotion, strengthen management, and play its role of intercepting and guiding customers.
3. Distribute leaflets: When arranging the distribution of temporary promotional leaflets, we should strengthen the packaging of temporary promotions in clothing and props.
Grasp several time nodes: promotion activities: one week before the opening, start publicity; Three days before the opening, the promotion deepened; Launch business promotion activities in an all-round way.
Marketing planning scheme of hotel opening activities II. Public relations and marketing:
1. Invite leaders such as catering associations and hotel (restaurant) associations to attend the ribbon-cutting opening ceremony;
2. Send out invitations and implement customers;
3. Invite friends and relatives to attend the opening ceremony to gather popularity;
4. At the same time, marketers can push cards on the same day.
5. Publicize the preferential activities, special dishes, luxury facilities and quality services during the opening of our store in the form of banners and jet printing.
8. You can rent two walking aviation models, wear ribbons and meet guests and friends at the door (standby).
9. Organized by the Marketing Planning Department, leaflets will be distributed to passers-by at various intersections, and coupons will be introduced during the opening period.
12. Opening period of Bashu style: (within 5 days)
(1) During the opening of Bashu Style, the first 100 customers who come to the store for consumption can enjoy a special dish designated by Bashu Style, and the preferential period will remain valid.
Let every customer attending the opening ceremony of Bashu style feel the elegant environment and quality service of our special dishes, so as to let consumers know more about our restaurant and enhance their impression and recognition.
Second, the opening activities exhibition plan
A) A drum team, 1 host, 1-2 lion dancers, 1-2 face-changing actors and 6 waitresses.
Set up a stage in front of the restaurant. The size of the stage is XX meters and XX meters. The stage was covered with a red carpet. On the stage, tables, chairs and benches with VIP seats were placed in advance. The main background of the stage is "Bashu Style Shop with Dress-up", which can be made by spray painting. At the gate, there is an inflatable rainbow door that spans XX meters, a set of audio amplifier equipment (400W), a square salute X door (including paintball X rounds), and two models for walking in the square.
Cargo allocation
Vip corsage
B sign-in desk X sign-in pens 5 (black) sign-in books 4.
C tray x
D red hydrangea x silk x m
E scissors x handle
The above items belong to the celebration company.
Three. Implementation process plan for specific work of opening activities
All exhibition equipment shall be installed and debugged before 10:00 the night before the opening ceremony, and shall be inspected by the person in charge of preparation.
From 8: 30 to 8: 50, the restaurant is responsible for comprehensively cleaning the activity site, and there must be no sundries within the scope of the ceremony. (Person in charge: XX)
From 8: 50 to 9: 00, the reception desk and sign-in will be arranged with the help of the hostess. (Person in charge: XX)
9:00-9:20: The last debugging of the stage, audio and other equipment. (Person in charge: XX)
From 9: 20 to 9: 30, all the people attending the celebration ceremony were in place, and the background music of the venue sounded. (Person in charge: XX)
Stop playing background music from 9: 30 to 10: 00, and the drum band (background music) will play for 30 minutes; The etiquette lady wears corsage for the distinguished guests and assists in signing in. (Person in charge: XX)
10: 00-10:10 The music stopped, the host announced the start of the celebration, the X-gun salute sounded at the same time, and the drum band played a welcome song to celebrate the opening. (standby: background audio broadcasting) (person in charge: XX)
Two Xi lions are performing. (Person in charge: XX)
10:30- 10:40 The host announced the official start of the opening ceremony of Bashu style, and introduced the main leaders and guests present. (Person in charge: XX)
The host invited the first guest to give a speech. Play "applause" for 5 seconds at the end. (Person in charge: XX)
The host invited the second guest to give a speech. Play "applause" for 5 seconds at the end. (Person in charge: XX)
The host invited the third guest to give a speech. Play "applause" for 5 seconds at the end. (Person in charge: XX)
10: 55-11:00, the host announced that he invited the chairman of the board of directors and X designated VIPs to cut the ribbon together; When the guests spoke, the etiquette lady in charge of ribbon-cutting took the ribbon-cutting flowers to the predetermined position to prepare for ribbon-cutting; At the ribbon-cutting ceremony, the drum band played cheerful and exciting music, and at the same time fired salutes, paintballs and cold fireworks. (Person in charge: XX)
11:00-11:10 face changers perform on stage;
11:10-11:25 Game activities
(Song guessing game) Invite X players in the audience to play music in the background. Players raise their hands to guess the song first. The number of songs is limited to 10, and you will win at most; (Couples, family tacit understanding game) Two people have a balloon-tied three-legged race, and the fastest runner and the most complete balloon preservation win; (Blind guess of dishes) Invite players to taste Inner Mongolia special dishes within the specified time and successfully name the most dishes to win, 3-5 dishes;
Remarks: The winner can get X vouchers of X yuan during the opening of Bashu Style Store;
11:25-11:35 community dance performance (you can contact Xichang local senior school).
11:35-11:45, the host announced that the X-gun salute was fired and X paintballs were fired. The drum band (background music) and two hi lions played music and danced at the same time until the celebration was over.
11:45-11:55 Bashu style staff led the guests to their seats, and the chairman and general manager presided over the wine banquet.
Track the whole process of live broadcast with a camera, record the highlights of the whole event, and carve a CD; The opening ceremony ended successfully.
Fourth, the budget plan of exhibition and marketing activities.
(1) Equipment category:
A rainbow door:
B) A stereo system, four microphones and an X-stand;
C) Stage x meters and x meters, including carpet expenses:
D) Paint the back background. Dimensions: x meters and x meters. Cost:
E) salute x door (including paintball x) fee:
F) balloon color quantity: x packing fee:
G) red hydrangea silk, a pair of scissors and x pairs of scissors. Cost:
Flower basket x fee:
(2), personnel romance class:
1, drum band x people x yuan/person
2. Dance team × person× yuan/person
3. Host 1 person
4, lion dance x x yuan/person
5. Face-changing person x person x yuan/person
(3) Publicity expenses:
1, x leaflets
Marketing planning scheme of hotel opening activities 3 I. Opening ceremony planning
After all the preliminary work is ready, entrepreneurs should start planning the opening ceremony, make preparations in advance, and make various plans to avoid being caught off guard by unexpected circumstances when opening.
1. Make public relations publicity before the restaurant opens.
The public relations publicity of the restaurant is mainly based on external publicity, and the main purpose is to improve the visibility and reputation of the restaurant, attract customers to eat and hold banquets. Generally speaking, the following public relations publicity work should be completed 1-2 months before the restaurant officially opens.
(1) Use the media to promote public relations.
If conditions permit, it is necessary to design publicity content in advance, including restaurant name, address, operating flavor, product features, etc. , and the preparation of a unique creative, concise text, easy to listen to and remember the propaganda or advertising words.
(2) use the restaurant frontispiece to advertise.
Within 1 ~ 2 months before the formal opening of the restaurant, we will complete the front decoration of the restaurant, the production of large billboards in front of the door, the design and production of large light boxes and the lighting treatment in front of the door, so that the enterprise can attract the attention of all walks of life and people from all walks of life with its unique front environment and lighting beautification publicity effect, thus expanding the popularity of the restaurant in the location market and point market and attracting customers widely.
③ Use brochures for publicity.
Before the formal opening of 5- 10 restaurant, the beautiful and generous dining environment, famous dishes and introductions of the restaurant must be printed into well-arranged and illustrated brochures according to the results of menu design and menu test, and then distributed to the target customers in the regional market to inform them of the opening time, preferential measures and preferential period, so as to win customers and improve the visibility of the restaurant.
Step 2 prepare for the opening ceremony
The opening ceremony is the first public opportunity for entrepreneurs to show the restaurant to the public, so we should make good use of it. Specifically, we should make preparations in the following aspects.
(1) Book flowers and other decorations for the ceremony one week in advance.
(2) Make the school schedule. People need to know when they will come and when they will leave.
(3) Prepare attached advertising materials (brochures, business cards, price lists or other distribution materials with restaurant names, addresses, telephone numbers and slogans). Make sure the printer knows the delivery deadline. Printed matter had better be ready two weeks before opening.
(4) Things should be handled well in the future. For example, a register for guests to sign and leave their contact address can be used as a reference for future mail sales of goods.
3. Invite enough friends and relatives to ensure the opening customers and attendance rate of the restaurant.
If the restaurant has few customers on the opening day, it will inevitably have a negative impact on future business. However, if we rely on price concessions to attract customers to visit on the opening day, customers will easily form a price perception gap after opening, which may lead to customer instability. Therefore, officially opened restaurants should focus on customers who are in normal business and divide customers into two types: voluntary customers at their own expense and invited relatives and friends.
4. Render the atmosphere before the opening of the restaurant to attract customers' attention.
Generally speaking, on the day the restaurant officially opens, the following four aspects must be completed.
(1) Banners and colorful flags were displayed in front of the door to create a warm opening atmosphere. At this time, some large-scale slogans should be printed at appropriate places in front of the door and upstairs, and various colored flags should be inserted side by side in front of the door and on both sides of customers' access to strengthen the opening atmosphere.
(2) To publicize the opening congratulations flower basket, it is necessary to contact the relevant units in the local market in advance, and after obtaining the consent, put the long opening congratulations flower baskets of these units neatly on both sides in front of the restaurant. Each basket has a red banner and congratulatory message to congratulate the unit, which has attracted extensive attention from customers.
(3) Publicity of the indoor environment and atmosphere of the restaurant. When the restaurant is officially opened, a ceremonial welcoming team should be set up at the entrance of the restaurant, wearing cheongsam and ribbons to greet customers warmly and politely. The front of the restaurant is hung with banners to welcome customers, and a warm atmosphere is formed in the room.
(4) Music and firecracker atmosphere propaganda. When officially opening, we should play warm welcome songs, beat gongs and drums and set off firecrackers to form a warm opening atmosphere and attract customers' extensive attention.
All the above are important ways to strengthen the environmental atmosphere and attract customers' attention, which must be taken seriously.
Second, the promotion methods available for restaurant opening
1. Comprehensive promotion
Full promotion means that all logistics staff and front-line staff should establish a sense of promotion, especially during the opening of the restaurant. The ideological connotation of all-staff promotion is that catering products and services should be actively promoted as long as they face promotion opportunities.
Show promotional activities
Display promotion is an extremely effective form of promotion. It mainly uses visual effects to arouse customers' desire for consumption, thus attracting customers to eat in restaurants and stimulating customers to increase their dishes.
3. Preferential promotion
Many restaurants attract popularity, promote sales and make the opening ceremony a complete success through price discounts and concessions during the opening period.
It is a common means for restaurants to promote sales in the form of preferential treatment when opening. It is very effective to make effective use of this promotion form. The methods and skills of using customer psychological preference to promote sales mainly include:
(1) preferential price promotion
That is, during the opening period, we will attract customers and gather popularity with a large price discount.
② Gift promotion
During the opening period, you can give some small gifts and gifts with restaurant information to friends and customers from all walks of life who come to join us, which will not only win the favor of customers, but also play a certain role in publicity.
(3) coupon promotion
A coupon is a proof. Operators make and send them to target customers before the restaurant opens, and cardholders can enjoy discounts when using it to consume specific dishes during the opening.
Marketing planning scheme for hotel opening activities for 4 times:
20XX June 5438+February 65438 +00
Location:
Kelisi western restaurant
Theme:
Opening of Chris Western Restaurant and Launching Ceremony of "Chris Romantic Time"
Dining form:
Buffet (kitchen makes buffet menu)
First of all, the specific strategic orientation is:
Promotion direction: Take the preferential opening route, express intuitively with promotion, and gather popularity. Reduce the sense of distance in consumers' hearts and produce a cordial effect.
Promotion: Take "opening" as the breakthrough point, and carry out promotions such as discounts and vouchers to achieve the goal.
Activity strength: fully reflect the characteristics of Russia and the West, and price packaging is the key to get the recognition of market customers.
Grab customers: effectively intercept market customers with high-quality services and promotional activities.
Integrate channel resources and accurately target customer marketing: First, grab market consumer groups; The second is to strengthen publicity and promotion in the central area.
Second, the promotion activities:
Three days before the opening of 1., customers at each table will draw a lottery before ordering. The prizes are: two vouchers with a face value of 100 yuan, a dessert, a drink or a dish, etc.
2. Special opening price: If you spend more than 300 yuan minus 50 yuan, you will get more discounts (to be determined). You can also use 1 vouchers.
3, the package combination is more favorable (kitchen production package menu).
Iii. Planning and preparation before opening:
1. Gift package: including a 20XX desk calendar of our restaurant, a brochure of our restaurant and two vouchers with a face value of 100 yuan (to be determined).
Remarks:
A, the restaurant desk calendar and brochure take Chris's fashion and romance as the keynote, and explain the restaurant's basic facilities, special catering, service scope and restaurant culture.
B, 2 vouchers, only one voucher can be used for a single consumption, and can only be used during a good start (65438+February10-65438+1October 20th). In this way, it is convenient to attract consumers to spend again and further feel the food and service of the restaurant.
2. Inviting guests: In order to build Chris' brand, provincial and municipal leaders, local businessmen and gentlemen should be invited.
3. Launching ceremony: ice sculpture+red wine. The words "Restaurant LOGO+ Chris Romantic Time" are engraved on the ice sculpture, and several red wine inlets are reserved. At first, the guests filled the wine with red wine. Into Chris's wine culture, romantic and festive.
4. Preparation of unified theme materials: printed materials such as desk calendars, brochures, leaflets and vouchers; Outdoor popular flags, balloons, activity theme backboards; The preparation of the guest signing ceremony, the packaging of the gift package, the etiquette reception arrangement, the systematic training of the restaurant staff, the booking arrangement of the opening flowers, the red carpet, the opening banner, the vertical celebration, the lion dance performance arrangement, etc. (courtesy company cooperates).
Fourth, advertise before opening.
1, surrounding communities, high-rise residential buildings, and the media put in publicity to reach accurate consumer groups. Such as: elevator LED video, leaflets, etc.
2. Newspapers (advertisements) or newspaper clips: They are large in space and relatively low in cost, and are included in newspapers. Choose local newspapers with large circulation as advertisements attached to newspapers, and the area is the area where local shops are located and its surrounding areas. The time for selecting subscribers is the day before opening, the day after opening and the day after opening.
3. Distribute leaflets: Choose areas with large local traffic and high population quality, such as the entrance of large shopping malls, residential areas, high-end facades, writing rooms and government departments.
Release requirements:
(1) Distribution time:11:00-12: 30; 17: 00- 18: 00, at this time, it is mostly the commuting time of office workers, mostly the commuting time of the government and administrative departments.
(2) Distribution of people: people aged between 20 and 50, and people who seem to have strong financial resources.
(3) Precautions: Smile publicity. If the other party doesn't receive the leaflet, you can't force it into the other party's hand, and pay attention to picking up the leaflets scattered nearby to avoid leaving a bad impression.
4. Other publicity channels: TV, radio, internet, magazines, short messages, taxis, etc. Release opening and preferential information (to be determined).
Verb (abbreviation of verb) Opening ceremony process:
Etiquette reception, guest sign-in, and gift delivery Opening performance: Russian dance chairman delivered a speech, and guest leaders delivered a speech at the launching ceremony of red wine ice sculpture, announcing the official opening and launching the theme activity of "Chris Romantic Time". After the ceremony, the dinner began. (Cooperate with the craft etiquette company)
Miss Etiquette-Sign-in Desk (sign in notebook and pen)-Wear a corsage-Guide to the main entrance-The host announces the ribbon-cutting guest list-Cut the ribbon-Guide back to the restaurant-Speech by the chairman-Ice-breaking ceremony-Buffet start-Show start (program to be determined)
The whole process was recorded and photographed, and the whole buffet was 1 hour.
Marketing planning scheme of hotel opening activities 5 I. Purpose of opening activities
Hotpot City is located near residential areas, and there are many communities around it. The target group is mainly the surrounding residents. The purpose of this opening is to "make our store a hit", expand the influence of hot pot city in this area, and achieve the purpose of promoting this hot pot city.
Second, the opening promotion objectives
Attract more consumers to taste our hot pot during the promotion period.
Third, open promotion strategy.
(a) Low-cost strategy to attract customers:
1, the first day of business 100 yuan hot pot is free! (Only for the first three tables, and you can't participate in the "100 yuan beer free drink" activity).
2, three days before the opening, 100 yuan beer is free to drink! (For three tables only, the activity cannot be repeated).
Three days before the opening ceremony, a publicity activity with the theme "Today, dinner at your house is on us" was held. (Only one table is allowed, and it needs to be controlled within the 200 yuan of each table. A large number of leaflets should be distributed, and consultation points and registration points should be set up to extract lucky families on the spot. ).
4. From the fourth day of opening, in order to stimulate consumers to continue to spend money in the store, in addition to continuing to carry out the "free drink of 100 yuan beer" activity (three tables a day), we will also determine the preferential relationship with the wine merchants and implement it (65438+65438 0 yuan +0 bottles, enough for XX bottles to send to the hot pot), and how to give specific products can be determined freely.
(B) Diners politely deliver meals every other day-strategies to attract repeat customers:
1. Customers who come to our store for consumption during the opening period will be given a box of nutritious milk (Yili, Mengniu 16 boxes are acceptable) the day after consumption, and the slogan "So-and-so hot pot city, pay attention to your dinner, pay more attention to your breakfast" will be printed. (The activity is limited to eight tables per day for three days, and each table is limited to one person, and the number of people is controlled within 28).
2. Get a VIP membership card and send a VIP membership card of the 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.
Four. Promote opening-up activities
1. Publicity time: two weeks before opening.
2. Publicity forms: DM single distribution, WeChat and Weibo publicity.
3. Post advertisements on the community bulletin board.
4. Publicity content: convey the image and opening activities of hot pot restaurant.
Verb (abbreviation of verb) Suggestions on marketing strategy after the promotion activity is started.
1, according to the normal situation, after the promotion period, service personnel will inevitably have a certain degree of fatigue and need to adjust their mentality and work attitude in time.
2. 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.
3. It is suggested to build your own core hot pot products and make hot pots with different values from others, but it should not be out of the range of hot pots accepted by the general public.
4. It is suggested to make a reasonable price positioning and carefully analyze the surrounding competitive environment, especially the price situation. Then the price of hot pot city is reasonably positioned.
5. As chafing dish city is located in a residential area, assuming the customers of chafing dish city are located in surrounding residential areas, future marketing activities can have more interaction with residents, making it easier for residents to recognize chafing dish city.
What materials are needed?