How do you sell your wine in the hotel?

What is promotion? For enterprises, promotion is a process of promoting sales performance through certain means or activities within a certain period of time, and for consumers, it is to promote their purchase. A more comprehensive statement is: on the basis of fully considering the cost and effect, use a series of means to transfer the added value other than goods or services to, so as to achieve a sales goal or market goal.

Middle and high-end beer and liquor brands are more flexible and diverse in the management mode of hotel terminals because of their large business space. How to expand the first taste rate of products in the hotel terminal and how to get the support of the hotel as a channel member when the drinks have been put on the counter for normal sales. Faced with the increasingly fierce competition for hotel access, manufacturers have tried their best to promote sales in various ways. We came to power when you stepped down. It was very lively, with many classic works and many nasty actions. Promotion is only an effective means. Frequent promotion regardless of investment and effect dilutes the gold content of the brand, which is quite different from the original intention of the manufacturer. How to effectively promote sales, three analysis steps should be taken when designing the promotion plan, namely: what to promote? To whom? How to promote sales? Successful promotion activities are to stimulate the desire to buy immediately at the right time and in the right market with the right temptation, or to impress the right target with goods or services. Here is a brief summary of the commonly used promotion methods. Because the use time is different, the operation difficulty is also different, and each has its own advantages and disadvantages. Before using these tools, we should weigh them in many ways.

1, personnel promotion:

Personnel promotion is the most commonly used promotion method for middle and high-grade beer and liquor brands in hotels, and it is also a kind of promotion method with large investment, and this method is getting worse and worse. The quality of sales promotion personnel is uneven, with strong mobility and low loyalty, which brings great difficulty to management. Many manufacturers pay more and more attention to the management of promoters, and dynamically evaluate the performance of promoters before and after their posts. While evaluating the sales of promoters, we also attach importance to qualitative evaluation (workload rather than sales, focusing on the quality of brand communication and the establishment of brand image).

2. Free drinks: basically, shortly after the launch of new products, with the aim of expanding the first taste rate of products. The quality of this kind of products is better than that of mainstream products, and the packaging is different. I hope to win through taste and form a certain word-of-mouth communication.

There are two ways to give away drinks: one is to let consumers taste a bottle of white wine or a bottle of beer for free, and then to induce consumers to buy again. This way reduces the normal operating income of the hotel, so it is necessary to provide some material compensation to the hotel in this kind of activity. Secondly, small packages of liquor or a certain amount of beer donated by consumers who consume the brand products in hotels are generally collected by bars when they check out, and the donated products are not consumed in hotels.

. It is an additional gift to the target consumers of this product.

3. Gift distribution:

First, for consumers, giving consumers related gifts corresponding to the actual consumption of brand products, gifts generally have advertisements to promote brands. Some products, such as umbrellas, napkins, lighters, exquisite cups, smoking sets, ashtrays and other product-related souvenirs, are similar to the piggy bank of Budweiser canned beer packaging. The difference and original performance of gifts arouse consumers' desire to consume, and even consumers consume the products of this brand in order to get gifts. Basic design principles of gifts: consumers are interested in products, which are different from competing products. Should be value for money, not easy to buy, memorable, complete sets of gifts are more attractive to consumers. The second is the gift promotion for hotel waiters, which is similar to the promotion for consumers, but rewards are given according to the sales of waiters, such as changing things-storing gifts such as bottle caps and pull rings, as well as promotional items such as telephone cards, shopping vouchers and daily necessities. Although the promotion of waiters is an act of bribery through channels, the law is not strict and manufacturers are secretive. This method is an open secret in the industry. What's more, the bottle is stuffed with RMB, US dollars or Euros to stimulate the sales enthusiasm of waiters. How did you know it was for the waiter? Because there is no obvious content on the outer packaging to inform consumers, and when consumers know, the product has become popular.

4. Refund discount:

Give discounts to consumers who consume the brand products in hotels, and generally print different refund amounts on the product packaging. Similar to a scratch card.

5. Interaction with the hotel:

Compared with gift promotion, hotels are more willing to accept this way of interaction with hotels. For example, giving special dishes means giving special dishes at the corresponding price to consumers who consume the product according to the consumption quantity. This kind of high-grade liquor is used a lot. Activities like Victory Beer's "lust, victory pays for you" are all aimed at hotel consumption promotion activities.

6. Joint promotion:

When middle and high-grade beer and liquor are combined with other products, such as milk and beverage products, the jointly promoted brands share the expenses arising from the promotion, and the intensity is correspondingly greater. The two partners have similar channels and appreciate each other.

7. sweepstakes:

Basically, the way of on-site lottery is mainly adopted, which is more likely to arouse the interest and participation consciousness of catering consumers. Computer, TV and bicycle gifts are placed in the hotel lobby to create the overall consumption atmosphere of the hotel and achieve the purpose of expanding product consumption. This way is more direct and effective than reply, and it is more acceptable to consumers.

8. Membership marketing:

One is aimed at consumers, who can join the brand consumption club after consuming the brand in the hotel and enjoy the services provided by the club, such as victory beer club. The second is the waiter's gold medal waiter activity when operating Kouzi cellar in An, and the waiter's "Restaurant Star" fraternity activity in Nanchang. These activities are held regularly every month, which greatly maintains the customer relationship with excellent waiters and makes them more inclined to Kouzijiao brand in the hotel promotion of products, thus gaining the priority of hotel recommendation.

9. Competitive activities:

Consumers participate in the competitive drinking activities of the brand in the designated hotel where competitive activities are held, or consumers hold coupons for sports activities sponsored by the brand. For example, Jinling Beer's fast beer drinking competition, Budweiser's "Drinking Budweiser, Bowling and Giving Love" activity, and Jiangkouchun's fishing competition.

10, tourism activities:

One is a promotional activity with the theme of hotel owner's tourism, that is, the hotel sales volume is completed within the specified time, and the hotel owner can send a corresponding number of personnel to participate in the tourism activities organized by the brand. The second is tourism activities aimed at consumers, such as the "Huangshan Tour" of Kouzijiao aimed at the hotel target consumers in Nanjing. Of course, tourism activities are not limited to hotel promotions.

1 1. Public relations sponsorship activities:

For hotel anniversaries and festivals that manufacturers can't avoid, such as Spring Festival, Mid-Autumn Festival, Christmas, etc., manufacturers need to make preparations in advance, give corresponding sponsorship to different hotels, and link them with their product sales. For example, hotels require manufacturers to pay part or all of the publicity and sponsorship fees for newspapers and television.

12. Vivid exhibitions and promotions in hotel stores:

Try to use all kinds of vivid tools to promote the brand, such as helping the hotel to make shop signs and making hotel publicity light boxes. Of course, through these measures, we can get the corresponding support from the hotel, such as the right of co-donation or exclusive promotion of beer and liquor in a certain period of time, and the increase of the number of promoters.