Walnut alley is a rich nightlife form that combines music, food, wine and performance, and has a more cultural atmosphere than bars and provides high-cost drinks and food.
From entering the store to the end of consumption and visiting Wanda, I saw a lot of marketing applications, such as super symbols, scene building and super doorways, and sorted out one or two, hoping to give catering friends some inspiration for decoration and making doorways and posters. ?
First, super music notation, long-distance identification
From Wanda parking lot to Jinjie, all kinds of shots were taken all the way. My girlfriend hated iron and had to find out where the walnut was. I am still lamenting that the door of Xianhezhuang is super big and super bright. My best friend pointed to music notation in front, and said categorically, Tell me, it's not far ahead.
Sure enough, a closer look shows the music bar in Walnut. Music notation, made of several large strips of light, stands out at the door.
Although my best friend doesn't know what the super symbol is, she can tell at a glance that this is the Walnut Music Bar we are looking for through the symbol of music.
What is a super symbol? Teacher Hua Shan 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 to act. For example, when crossing the road, we listen to the instructions of traffic lights. Even if the landline disappears and the green telephone symbol appears on our mobile phone, we know that it means answering the phone. ?
So what is a super symbol? Mr. Hua Shan said that super symbols have the clearest reference, the most concentrated information and the strongest influence on people's behavior.
Then, in a dimly lit neighborhood, the store that can't show the side photos, music notation, is the best super symbol. Can let customers identify and spread at a glance.
Second, the scene is built to let customers take the initiative to punch in.
Walking into the walnut, there is projection lamp at the door, as well as the wasted photo wall and glass room. Every scene is invincible and beautiful to take photos. Unfortunately, my best friend and I belong to an old aunt in our thirties, and we have no feeling about taking photos. Only I, a catering advertiser, pat these various photos.
My best friend is worried that the staff in Walnut will be thrown out when they see me shooting so crazily. Of course not. They want us to spread it. Every time you send a circle of friends, it is a spread of the brand in Walnut.
The construction of all scenes is not only to create an atmosphere, let customers consume more drinks, but also to provide customers with a lot of beautiful scenery. Taking pictures and making hair circles is the smart way of catering management. You don't advertise yourself and let customers spread it on your own initiative.
Third, marketing activities to guide and seize the visual contact.
From the projection at the entrance, to the keys when going up the stairs+those beautiful love sentences, every design is exciting. I have to say, I really understand young people. ?
The design of member's stored-value activities is also just right. The paper on the dining table and the poster posted at the bar will have corresponding stored-value reminders.
The brilliant marketing department of Walnut Music Bar is not about storing value, but accurately captures the hearts of boys and girls. Beautiful scenes, emotional songs and cool lights reveal youthful hormones. Under the lights and songs, you can't help but consume more drinks.
Our evening meal coupons were bought unintentionally from the circle of friends sent by Zhou Bianyou customer service. 98 yuan is very affordable, and the key is that the atmosphere is particularly good this time. We don't have stored value, and we may not come often in the future, not because the scene doesn't like it, but because of different age groups. As young people in their twenties who love to play, this place can definitely become a must-punch place.
Did the joint activity with Zhou Bianyou lose money? Really not. The brand management, popularity and beautiful construction of the scene in Walnut can make people who come in for consumption willing to spread it on their own initiative. For example, I wrote an article specially. I talked a lot about my experience and feelings tonight with the teacher who cooks food and beverage. These are all invisible spread to walnuts. Maybe my readers and friends will read this article and punch in the local walnuts the next night.
I forgot to mention that their family's community 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 Walnut is very lively every day, and there is little advertising. Almost all of them are experiences in walnuts, and some activities and games.
Fourth, the super door head VS hide-and-seek door head
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 I also saw the door that I didn't know what to say, deliberately pretending to be elegant and hiding.
Needless to say, the door in Walnut Lane is unified throughout the country, and the contents are: catering brand name: Walnut Lane, and brand name: Music Bar. Unified content, unified design, and unified lighting decoration have all formed the assets of this brand in Walnut.
Super doorhead is an effective and reasonable use of every area of the doorhead, 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 door of Xianhezhuang. In the article, we simply mention the marketing details of the restaurant in place, and don't 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-layer 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.
Walking forward is Wu's three fat diguo chicken, and 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 oversized, which is much larger than the usual electronic screen. The most important thing is that the luminous characters on the door head are colorful and flashing, and there are huge posters above the characters.
I think the catering boss who read my article should be envious of the door of Wu's three fat diguo chicken house. In big first-and second-tier cities, the supervision of the door is very strict, and their door and the ultimate publicity are too rare.
And the master next to me won't blow up the door of the string-fried shop. When I got home for a hundred degrees, I realized that this was originally a string-fried shop. My girlfriend and I read it at the same time, and the master won't blow up (the fourth sound). This store is also a brand chain store. Will it be stressful to open it next to such a restaurant that will create a super door?
The key point is that I look at chain stores in other places online, and there will be big posters at the door telling customers what store they are, and the door of Jinjie is really easy to be ignored.
Passing by the tea shop with burning grass, the whole shop is very bright, and the design is very throbbing, with a feeling of a girl's first crush. I have to say that designers are good at grasping the customer's psychology in color and collocation. ?
Catering business is becoming more and more difficult. You can feel that many restaurant businesses are normal when you walk inside the Golden Street. Because my customers who have cooperated for three years have opened stores nearby, they often come to pay a return visit and update their signboards. You can also see restaurants with different owners nearby. ?
It is even more difficult to open a restaurant in this market where the rent is not cheap. Therefore, catering bosses should think more about the door, menu 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 restaurants.