Some catering people are very keen on marketing, and even think that "marketing can cure all diseases, and online celebrities are successful". Zege seldom talks about catering marketing, not because it is unimportant, but because marketing does not exist alone, it should be based on the brand itself. It has many tools and channels, and it is difficult to achieve the expected results without a clear strategy and plan.

Today, Zege will share some misunderstandings observed in reality, hoping to inspire everyone.

Misunderstanding 1: Searching from far and near.

Zege feels that many new brands and single stores have a misunderstanding in marketing, thinking that they are doing business in the whole city, and the wider the marketing coverage, the better. Therefore, various food sizes, KOL columns and overlord meals appeared in turn, but they were widely publicized around their stores but failed to do so.

In fact, if it is not very distinctive or scarce, this kind of network laying method is almost ineffective, especially for new stores with relatively deviated positions. From the consumer's point of view, on the one hand, the new brand has no trust foundation, and the homogenization situation is serious; On the other hand, the coverage radius of a single store is very limited, and the trial and error cost (time and money) of consumers is too high.

For example, can a newly opened tea shop or grilled fish shop attract purposeful consumption from 10 km away? The store covers more customers within the range of1.5-3km. At the same marketing cost, you need to pay more attention to the effective area you want to cover.

Myth 2: Grasp the big and abandon the small.

Brother Shang visited a shopping center in Longhua. In the closet where DM flyers were placed in the mall, he found that two restaurants ordered second-hand and greasy menus and coupons as promotional materials. This is a typical case of "grasping the big and letting go of the small". When we invest marketing resources purposefully, the details are connections, and such connections will make people feel bad about restaurants.

In addition, there are many basic things that we can do well, but no one manages them-the most common ones are invisible/incomprehensible door design/lack of brand or category information, chaotic indoor/outdoor advertising positions, incomplete advertising information in subway stations, chaotic product pictures and water signs in front of doors, and so on. ......

For brands, each node is the medium of information transmission and the contact point between consumers and brands. If we don't pay attention to it, information will not be transmitted effectively, which may affect consumers' decisions. When we look at various mature catering brands, they tend to "take into account the size", do it thoroughly and pay attention to details.

Myth 3: Drainage does not leave the scene.

The purpose of catering marketing is different, mostly to "attract customers", then "retain customers" and finally achieve re-purchase. Therefore, it is more important to make preparations before attracting guests. That is what we often say-marketing is the action to be taken after the establishment of the whole catering brand system, or the last link of the whole catering business chain.

But what we see is that many new brands are beginning to attract customers without the ability to retain them, or only consider attracting customers without considering staying. In the end, while "draining" and "losing traffic", there was neither precipitation nor transformation, and the marketing efforts were increased again and again until the store was closed. For example, some online celebrity new stores pay too much attention to creativity and gimmicks, and the popularity has skyrocketed and plummeted after becoming a punch shop, which is short-lived; There are also some new stores with discounts, and no one will get discounts, which will attract more invalid traffic (such as cheap).

We can understand discount as a way to reduce the cost of customer trial and error, and exchange profits for a consumption opportunity, rather than a means to maintain the continuous inflow of customers. In particular, new stores that have been vigorously marketed before the running-in period (they are not ready yet) will have a negative impact. When you don't have enough consumption value, there will be no repurchase. It is not uncommon for the public to comment on the closure of the five-star new store.

Myth 4: Ignore cost and rhythm.

Cost and rhythm seem to have no direct relationship, but they are both factors that must be considered in catering marketing.

First of all, marketing has a cost. Spending money on Twitter or delivering drinks in stores has costs, which is why you need to budget according to your own situation before marketing.

With a small budget, resources can be concentrated in and around the store. The budget is generous and can be combined with marketing. But do what you can, and don't do marketing beyond your ability. For example, as a small noodle restaurant, it is extremely unreasonable to spend huge sums of money on promotion, so don't do such marketing.

Secondly, marketing is a continuous behavior and needs a good rhythm. In other words, at different stages and in different time periods, matching schemes and plans are needed.

For example, the marketing methods within three stores are different from those of more than ten stores; Marketing within one week and marketing within one year need to be planned; Distributed marketing or centralized marketing needs comprehensive evaluation, rather than spending a sum of money to "explode" for a while. Therefore, Zege thinks it is very important to grasp the cost and rhythm of marketing.

Different brands need to find their own marketing methods at different stages of development. Based on the brand, make clear the purpose of your own marketing, turn the cost into value, maximize the value as much as possible within the limited resources, and find the internal logic of your own marketing instead of shooting at random.