How to do a good job in catering marketing?

China Catering Marketing: How many bosses blindly follow suit? We talked about price reduction promotion in the last issue. This is just one of the catering marketing methods, and there are many other marketing activities, such as full reduction, group fight, spike and so on.

Although it sounds attractive, many people are uncomfortable to use it. Mainly reflected in two aspects: the effect of attracting customers is poor, and making money at a loss.

Why is this?

For example, in the past Tanabata, I asked many bosses why they did activities.

The bosses' answer is to rob customers and increase turnover.

In fact, this is only a superficial reason. Most bosses didn't dig deep into the reasons for doing marketing activities at that time. Think carefully about "why do you want to do this activity", and many people will feel that "everyone is doing it, and I can't fall behind".

So in most cases, when we want to do a marketing activity, we are just subconsciously imitating others.

Let's take a look at what we mentioned before. Marketing activities include price reduction, full reduction and group cooperation. With so many marketing methods, which one do you want to imitate? Can you imitate it? Can the activities you imitate solve the current problems?

You're not sure which one to use and what the effect will be. So many people just feel good about themselves. Are customers fools if they don't take advantage?

At present, there are many strategies for catering marketing activities, but they are all technical things and do not tell us how to make a choice in the face of many strategies.

Today we focus on the ability to learn from countless marketing methods: anti-imitation ability, which is more important than imitation without a clue. When most people are still imitating unconsciously, you can still keep a clear judgment.

First, the ability to identify the effective premise of the activity

20 16 after kissing at a discount in Xibei for fire fighting, many restaurants follow suit on Valentine's Day every year. The status quo of this novel marketing is that it takes a lot of energy and time to do it, and the effect is not bad just because you see others doing it.

They didn't ask these questions: What is the effective premise of doing this activity? Does the current restaurant situation meet these premises?

Take Siebel for analysis. What are the prerequisites for the success of Siebel marketing?

Compared with small restaurants, the most important premise is geographical advantage and brand effect.

First of all, Xibei restaurants are mainly distributed in first-tier or provincial capital cities, with more audiences than second-and third-tier cities.

Secondly, the brand effect and the scale of Xibei chain have formed a huge battle group. All restaurants held activities together, and the publicity was obvious.

This is not available in small catering enterprises. This means that we don't use a certain marketing method strategically to achieve a certain marketing purpose, but simply imitate other people's marketing methods.

In addition, why do we refer to many strategies, learn many theories and become dogmatic?

Because we haven't thought about the premise of an effective activity at all. This is the reason why "subconscious imitation" and "theory on paper" exist.

The premise identification and judgment of effective marketing activities at least include the following two aspects.

The purpose of marketing activities.

"I did an activity recently, and the repurchase rate of old customers in restaurants came up", but how do you know that the most important purpose at present is to improve the repurchase rate?

I have seen a restaurant before, giving full coupons to its member customers. I asked my boss how to remember to issue full coupons. The boss said that business has been bad recently and there are fewer customers. He wants to attract some old customers to support the venue.

The question is, why is business bad? Is the old customer not coming, or can't attract new customers?

We all know that the steps for customers to place an order are eating-looking for a restaurant-comparing-entering the store. For old customers, the second half is the decisive factor, because customers already know this restaurant, just compare it with other restaurants and spend it in the store.

However, this restaurant is surrounded by office areas, unlike community restaurants, which have a large loss of customers, so the main purpose at present is not to improve the repurchase rate, but to transform new customers.

Catering activities have their own purposes, such as attracting new customers, increasing repurchase rate and improving brand awareness. This requires us to ask ourselves according to our current situation: what is my current business focus?

2. Marketing activities

There are many forms of activities now, and not every one is suitable for us.

For example, Xiaomi's hunger marketing attracts a large number of customers to snap up through low-volume mobile phones, thus enhancing the brand effect. After this model became popular, even cake shops followed suit.

However, it is found that when the product lacks substitutes, it has a good effect on improving brand awareness. If customers feel that there are obvious substitutes, they will reduce their goodwill towards the brand.

For example, a noodle restaurant on the roadside is doing hunger marketing. Are customers willing to line up? If it's Haidilao, it's different.

Therefore, there are so many marketing activities at present, such as team battle, spike, full reduction and so on. You should ask yourself: Is this marketing activity suitable for you?

In short, under the current environment of "subconscious imitation" in the catering industry, we pay more attention to cultivating our "anti-imitation ability". Keep asking yourself: What is the premise of effective and established current marketing activities?

Second, reduce the tendency of self-proof.

In addition to not knowing the premise of effective marketing activities, another reason for "subconscious imitation" is blind self-proof.

For example, as we mentioned in the last issue, the noodle shop owner downstairs of the company made a price reduction promotion. As soon as the activity stopped, there were no customers. The boss was very upset and asked him why he kept doing this. His answer is "everyone is doing it, and the effect is good."

In fact, we all do this, blindly follow the trend of marketing activities, and start to act before self-testing is effective. What is the reason?

Because we saw others succeed, or read other people's theories and strategies, we didn't use these theories to test ourselves, or were too lazy to test them, and directly used them to prove that our marketing activities were right and effective.

Therefore, the purpose of mastering a skill theory is not to prove ourselves, but to standardize our marketing activities and inspire us to think.

Third, the ability to use data for indirect inference.

Some people may ask, why is it indirect inference?

Let's just say that if you see that the sales of Lamian Noodles in the store are very low, only single digits. I'm afraid your conclusion is that customers don't like this kind of Lamian Noodles.

What I want to say is the reasonable conclusion you gave, not the real reason. Because we didn't make a micro analysis of the conclusion, we just took the macro data directly to make the result.

For example, in the past, after giving birth to a child in a hospital, women often got a "puerperal fever" disease with a very high mortality rate. According to the survey, all midwives in this hospital are interns. So the rule given by the hospital is that interns are not allowed to deliver babies.

There's a problem. It's all people. Why do interns get puerperal fever easily when they are in charge of delivery? A doctor found that the real reason was that interns didn't wash their hands when they were in charge of delivery.

Back to the last question, what are the specific reasons for the low sales volume in Lamian Noodles? Maybe it's just because there are hemp peppers in it.

Fourth, the final summary

At present, there are many catering marketing activities that follow the trend, one after another. We consulted many skills and strategies, but no one taught us when to use them and whether they were effective.

This paper mainly talks about keeping a clear judgment ability when doing marketing activities, that is, "anti-imitation ability". It mainly includes three parts: the ability to identify the effective premise of the activity, the ability to reduce the tendency of self-certification, and the ability to judge the data indirectly.

Pay attention to An 'an and learn more dry food and beverage operations together!

I'm Nan.

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