How do hotels sell moon cakes?

however, if you are just doing what everyone else is doing, how can you sell more than others?

push wechat articles and let employees send friends. It is really limited to rely on these flows.

but there is a trick, as long as the hotel learns, selling 1 boxes of moon cakes is not a problem at all. Which trick? It's

sold to in-house guests

You may find it ridiculous. My hotel only has 3 guests a day. How many boxes of moon cakes can I buy?

and I know I'm going to sell it to the guests. Can't you see that I have set up a display stand in the lobby?

don't worry, listen to me slowly.

first, define a concept: volume = flow x conversion rate. Then we analyze it accurately.

Traffic

It is true that the hotel has about 3 guests a day, but we can sell moon cakes in advance, 5 days in advance for fast hotels and 3 days in advance for slow hotels. We take an average of 4 days.

offline traffic is 4 days x 3 people/day = 12, people.

12, people offline, equivalent to 1,2, visits online. What do you mean?

can you see the beautiful moon cakes with your own eyes through the online traffic? No, they can only see cold pictures, while offline guests can personally see moon cakes and taste them, which is very different.

Is the online traffic a hotel guest? No, they just browsed an advertisement. For them, this advertisement is no different from more than 1 other advertisements they saw that day.

Offline guests are different. During their stay in the hotel, they paid the hotel, so they have strong trust in the hotel.

one is just browsing, and the other is a tangible customer, with a difference of more than 1 times.

how many tweets does WeChat official account have to send, and how many friends circle does the hotel staff have to send to get 1.2 million views?

Therefore, the hotel naturally has offline traffic, but it just didn't catch it before, that is, the conversion rate is not high.

Conversion rate

The so-called conversion rate is the ratio of transaction volume to traffic. For example, if there are 1 visits to a graphic and one person makes a deal, then the conversion rate = 1/1 = 1%. At present, the transaction conversion rate of online e-commerce is about .1%~1%.

it is estimated that if one of your pictures and texts has 3 traffic, there will be 3 transactions.

The micro-signal of the hotel is generally the service number, which can be sent four times a month, which means that your micro-signal WeChat official account can help you sell about 12 boxes of moon cakes.

but the offline conversion rate is different. Guests have a strong trust in the hotel. If you can provide good offline channels to the guests, it is not impossible for the conversion rate to reach 1%.

how do hotels do it now?

There is a moon cake booth in a prominent position in the hotel lobby, but it is difficult to touch the guests. The guests have seen too many of the same things, and his brain has blocked these booths! !

so what can we do to get our marketing information into his head? Let him realize that he needs to buy moon cakes in our hotel. That's

the channel of innovation

Imagine a channel, not a booth in the lobby, not an advertising bill in the guest room, but a way that the guest has never seen before, then he will be curious, what is this?

Then he saw the graphic introduction of moon cakes carefully prepared by us, and our marketing information successfully penetrated into his brain.

next, he will think, "should I buy a moon cake?"

At this time, we immediately send him a coupon with a total of 188 minus 1, so he has a great chance to buy it.

so, what is this innovative channel? How to ensure that you can touch the guests?

The Internet says that the wool is on the pig: you can use 36 security assistant for free forever, but he will recommend games to you. When someone plays games to recharge, 36 will make money.

Similarly, if it is applied to hotels, it is not feasible to push mooncakes directly if guests want to see the channels for buying mooncakes.

But all the guests need to use the hotel services and information during their stay in the hotel: connecting wifi, using room items, making phone calls, checking useful information and so on.