How to do restaurant marketing planning

Compared with the usual routine marketing activities, the hotel's holiday marketing has the effect of getting twice the result with half the effort. It is a comprehensive behavior in a strategic and tactical sense. Among them, improving hotel brand recognition has macro-strategic significance, while increasing the hotel's short-term financial sales has micro-tactical significance. Therefore, the hotel's holiday marketing is an organic combination of strategic deployment and tactical implementation. 1. The connotation of hotel holiday marketing ● The period of hotel holiday marketing From an economic point of view, holidays are a special event, so hotel holiday marketing can be understood as one of the branches of event marketing. Currently, there are narrow and broad understandings of holidays. Holidays in the narrow sense are only positioned at long holidays in my country. Corresponding to this understanding, holiday tourism is mainly concentrated in the three periods of Golden Week-May 1st Labor Day, National Day and Spring Festival; in the broad sense, holidays are other than , also includes all Chinese and foreign festivals, such as the Chinese traditional festival Mid-Autumn Festival, the Western Valentine's Day, etc. The author believes that the understanding of holidays must be flexibly expanded in thinking to seek more breakthroughs and creative cornerstones for hotel holiday marketing. ●Behavioral characteristics of hotel holiday marketing At present, the consumer market's impression of hotel holiday marketing still remains in the few days before the holiday. Hotels carry out surprise sales through publicity, various preferential activities or other creative activities. However, the number and duration of holidays are limited after all. This kind of surprise behavior, which lacks preliminary preparation and later continuation, gives consumers the feeling that it comes and goes in a hurry. At most, it can only form short-term tactical effects and lacks a solid basic guarantee. Therefore, from a strategic perspective, a hotel's holiday marketing cannot just stop at holiday promotions. It should be based on the hotel's overall marketing concept, integrate internal and external resources, and make it a non-holiday marketing activity in a specific area. The strengthening and continuation of the period. ●Intrinsic motivation for the development of hotel holiday marketing When looking at the hotel's holiday marketing, we must analyze two pairs of contradictions: the contradiction between holidays and non-holidays; and the contradiction between price and quality. The two pairs of contradictions are interrelated and restrict each other. The contradiction between holidays and non-holidays is mainly reflected in the contradiction between hardware facilities and software services, shortage of supply during holidays and oversupply after holidays. High-load operation of hotels may lead to price increases and quality decline, making the contradiction between quality and price particularly prominent in holiday marketing. Balancing and resolving the contradiction between holiday and non-holiday, price and quality is undoubtedly the biggest challenge to the success of holiday marketing. 2. Four major strategies for hotel holiday marketing The arrival of many holidays has stimulated potential tourists’ travel motivations. Facing the attractive holiday market, many hotels use their own strengths and intend to occupy a larger market. For hotels, it is very important to formulate scientific plans to cope with changes in the holiday market: conduct adequate market research and forecasts and other preliminary preparation work; to facilitate scientific planning and budgeting in terms of organization, finance, personnel, etc.; to reasonably formulate the distribution ratio of customer sources, formulate careful activity plans and response measures to deal with emergencies. When many hotels implement holiday marketing plans, it is easy to fall into the marketing cycle of "loving the new and hating the old". Seizing "new territory" and impacting "inherent territory". Therefore, in holiday marketing, we cannot ignore the needs of original customers, especially loyal customers, and make appropriate reservations for them to ensure the satisfaction of this part of customers. Paying attention to the other role of existing customers will help make new customers repeat customers. Zhejiang International Hotel provides us with a better reference idea in this regard. During the May Day and National Day holidays last year, the hotel innovatively formulated a plan to maintain the holiday market. It placed holiday greetings letters to guests and VIP card application forms in the guest rooms of the executive building, and issued a total of 600 VIP cards. Multiple pictures. According to incomplete statistics, more than 300 VIP cards have been used repeatedly so far. Through this method, the hotel locked in more than 300 repeat customers. The hotel not only opened up a new holiday market, but also successfully maintained the stability of holiday customer sources.