Is it easy to open a hotel for marketing?

Hotel is the bridgehead of liquor sales, the place where consumers directly consume, and the forefront of liquor brands in the market. In the competition of liquor marketing at this stage, hotel marketing has been the target of public criticism. According to the principle of 2: 8, 8% of the sales of terminal hotels in regional markets come from 2% of customers, so how to do marketing well among these 2% of key hotel customers, through the practice of these two years, I personally summarize it as one store, one policy or one store, many policies.

the so-called "one store, one policy" is to identify your key hotels in your regional market, adopt different strategies and carry out personalized marketing according to the work priorities at different stages, different hotels and different targets, so as to achieve the key investment of key hotels, make their sales volume enter the top three, become the strong brand of the target hotel, and make a model image shop for the whole terminal market, and promote it well to stimulate the whole market. "Policy" can be understood as policy, but also as strategy, method and means. The specific operational ideas are:

1. Conquer the people you should conquer.

as we all know, all the staff in the hotel are not your sales targets, but through them to spread the information of products to consumers. Therefore, it is extremely important to persuade and communicate with them and make them the spokesmen of your products. However, due to their different living habits and hobbies, their positions and relationships in the hotel are different, and their methods are different. Hotel personnel can be divided into three categories: 1. Managers. 2. Service personnel. 3. Logistics personnel. The principle of 2: 8 can also be used here. 8% of the sales come from 2% of the staff, and these 2% of the staff are the key targets for you to conquer. Only by fully understanding their emotions, personality hobbies, family status, relationship background, etc., can you be emotional, rational, and profitable, and become the propagandist of your products and the brand seeder. Then find your important person among these people and do important things.

2. The grade of the hotel matches the product.

what kind of products are served in what kind of hotel. Hotels are places where consumers consume, and the positioning of hotels for consumers is also the positioning of products.

generally speaking, hotels provide special services according to their specific consumers (mainstream consumption) in the course of operation, and meet the needs of consumers from the aspects of price, taste characteristics, environment and service quality, and the identity, status and hobbies of consumers determine the hotel's business strategy, so the price, packaging and promotion methods of your products must match the needs of consumers and match the hotel's business culture. If you can't find *. Because when your product enters the hotel, it is also a variety and service operated by the hotel.

3. fully display the brand atmosphere.

hotels are not only places for product sales, but also positions for brand promotion and dissemination. The information of consumers' contact with products is not transmitted by advertisements. As a specific store, brand communication and effective brand communication can better face consumers and make good use of word-of-mouth effect to establish a fixed consumer group. Therefore, in the specific environment of the hotel, make reasonable use of your products, promotional materials, POP, etc. to show your brand charm, regardless of the lobby. Elegant rooms, bar or every corner that consumers can touch, are everywhere, truly vivid, vivid and interactive.

4. Use the most suitable promotion means instead of covering everything.

when your products enter the hotel, you are faced with all kinds of promotional expenses, and the cost of a single bottle of your products is so much, and if the sales volume in this store does not reach the top three, it will definitely outweigh the gains, and what promotional policies and methods you adopt can't and can't cover everything. Therefore, if you want to blossom in an all-round way, it is better to concentrate on it and make use of local advantages or a little advantages in the competition to carry out targeted promotions. The premise is that you must master the trend of products and the focus of work in stages. The focus of work in the introduction, cultivation, growth and maturity of products into hotels is different, and the promotion policies, strategies and means adopted are different for different targets. It is fundamental to size up the situation.

Therefore, doing a good job in the daily management of hotels is the basis of hotel marketing.