Marketing activity planning of hotel graduation banquet

Marketing activity planning of hotel graduation banquet 1 theme:

The vast sea allows fish to jump freely, and the vast sky allows birds to fly freely.

Activity time:

From now until September 30th.

Activity content:

Activity 1:

1. If you book a school banquet for five tables in our store, the standard is 599 yuan/table, and each table will be given two bottles of drinks.

2. Give away two bottles of beer.

Activity 2:

1. Book a school banquet at table 10 in our store, with the standard of 599 yuan/seat, and give a gift certificate gift package from 500 yuan.

2. Give a deluxe room.

3. Send students a set of bath gift boxes.

Activity 3:

1. Book a school banquet for 20 tables in our store, the standard is 599 yuan/seat, and send a gift certificate gift package from 800 yuan.

In addition, two deluxe standard rooms will be given away.

3. Give students an advanced password box.

Remarks: In addition to participating in the above preferential activities, customers who hold school banquets in our store also provide the following value-added services free of charge:

1, free emcee.

2, free electronic screen, rolling blessing.

3. Provide free POP stop signs.

4. Provide speaker equipment free of charge

5. Provide a free sign-in desk.

6. Provide cheap drinks for free

Hotel graduation banquet marketing activities planning II. The name of such a resounding nutrition package for the college entrance examination: fish leap into the dragon gate, make great achievements and be the champion.

For the management of restaurants, the "thank you banquet" and "school banquet" after the college entrance examination are also essential. Many restaurants try their best to develop new recipes and launch corresponding packages in many restaurants to meet the market demand.

Before the college entrance examination, students study in a state of high mental tension. After the college entrance examination, it is essential to relax yourself enough. Restaurants should grasp this kind of customer psychology, provide necessary meals in restaurants, and also provide some equipment for candidates to play games, so as to better promote the operation of restaurants.

It brought a small autumn harvest for the off-season of catering, and many hotels and restaurants rushed to attack the "Xie Shi Banquet" market with unlimited potential in various ways. It should be a good business opportunity to do a good job in the marketing of "Xie Shi Banquet".

I. Target market analysis

Teachers and students spent more than 1000 days and nights together, giving them lifelong enlightenment, giving them understanding and tolerance, and educating them to establish the concept that every minute is accurate. In recent years, the "Xie Shi Yan" is very prosperous. According to the survey, the Xie Shi banquet has become the second largest wedding banquet held by ordinary families, second only to the wedding banquet. There are n reasons for the "thank-teacher banquet" and "fire":

Reason 1 (student): Other students are hosting a banquet in the restaurant, so I have to do it, otherwise I will lose face.

Reason 2 (Parents): Other parents hosted a thank-you banquet for their children. If they don't thank their teachers, they can't make up their minds.

Reason 3 (parents): The teacher's thank-you banquet should be held for relatives and friends. I have to do this in order to get some money back by attending the thank-you banquet of other teachers.

Reason 4 (society): It is a great happy event for children to go to school. Dinner with relatives and friends can increase the festive atmosphere and connect feelings.

Reason 5 (Business): Prosperous business and rising income can gather popularity and festive atmosphere, and increase turnover and hotel popularity. Why not do it?

Second, the pricing strategy

1. When making the menu for Teacher Xie's banquet, we should consider linking the menu with the teacher to increase the festive atmosphere, so as to win the favor of students and parents.

2. For high-priced dishes, it is suggested to combine reducing and creating new dishes.

3. The price of banquets in Xie Shi (explained below) should be divided into high, medium and low grades, and the consumption level should be reasonably expanded.

4. The prices of other drinks and other services can be changed flexibly according to the actual situation of the hotel (but according to the net profit of the hotel).

Third, marketing strategy.

1. Make a special thank-you banquet package. According to the actual situation, the "thank-you banquet" can be divided into three categories: one table for "Ten Years' Cold Window Banquet", one table for "Waiting for the Champion" and one table for "Champion Banquet". The name of the dish should be packaged reasonably, reflecting a strong cultural atmosphere.

2, the champion and the banquet, proud of the invitation. The champion of the college entrance examination (arts and sciences 1) is specially invited to gather in the hotel to talk about a bright future; Give each champion exquisite school supplies as a souvenir; Make a number one banquet (please give full play to the leaders' contacts and make an invitation).

3. Business interaction and gift giving. The hotel cooperates with other businesses, schools or suppliers to sign reciprocal terms in the form of "one-on-one" and prepare coupons for students. It is suggested to adopt a "win-win" approach, with the active participation of marketing, finance and the company.

4. There are gifts on the table and surprises on the field.

Students who hold a thank-you banquet in the hotel can get a bottle of 52-degree white wine water aged in Kouzijiao for five years (each bottle is worth xxX yuan), no matter how much they spend.

Anyone who patronizes more than ten tables (including ten tables) will be given a table with the same grade meal label; Spend more than five tables (including five tables) and give souvenirs to students to study, and so on.

5. Free parking space, priority booking, free photography, free doctor's hat, etc.

6. After dinner, send a nice little gift to the teacher who attended the banquet (with the name, telephone number, address and website of the hotel printed on it).

Fourth, advertising strategy.

1. Some outdoor advertisements (brands, banners, ink painting) are placed in front of the hotel.

2. TV, street banners and newspaper advertisements are combined.

Advertising words: "I have never forgotten my teacher's kindness for many years, and a glass of sake shows deep affection!" "At this point, when peaches and plums are fragrant, xx Hotel grandly launched a thank-you banquet (a ten-year cold window banquet, a champion banquet) to express its gratitude to the students.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4. Make a pop-up advertisement or a larger FLASH animation advertisement or banner on some agreement websites. The processing of web animation and pictures must be consistent with the marketing content.

5. Flyer advertisements can also be used to print 10000 activity flyers, but the flyers must be beautifully made and accompanied by food display maps.

Note: You can choose the above advertisements at the same time to promote key communities or schools.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; Service language skills; The speed of serving must be fast; The layout of the main hall does not need to be too luxurious, but it should be beautiful and generous, showing the humanistic culture of respecting teachers and valuing Taoism.

Effect prediction of intransitive verbs

1. Direct effect: If the promotion and related services are in place, 100 tables will be added every month, with an average of 1000 yuan/table, that is, 100000 yuan, which can increase the net profit by about 40,000 yuan; The total income is at least higher than the same period last year, and strive to break through the million mark again.

2. Indirect effect: through word-of-mouth publicity, plus banners, outdoor advertisements, newspapers, online media advertisements, souvenir advertisements, etc., 65,438+0,000 customers are added every month. Moreover, the number of people who know directly is at least 20,000, which improves the brand effect and increases the opportunities for these people to come to the hotel for consumption in the future, and has long-term marketing benefits.

Seven. Other suggestions

1. The reservation department can search the information of some key customers and publicize it among familiar customers first.

2. With the consent of the customer, enter the customer information into the database of the reservation department (the key is the customer's name, position, company and mobile phone number) to serve the future promotion (this content can be refined later).

3. Make the hotel website as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel. Warm colors are the main colors, and the home page should have large FLASH animation. There should also be news release system, on-line marketing, customer message boards, customer forums, employee entertainment and so on. Enhance hotel popularity and increase market share through network marketing (the advantages of network marketing are large audience and low cost).

Eight. budget

1, special (literature, science) champion souvenir: 10000×2=20xx yuan;

2. Memorial gift for teachers:100×15 =1500 yuan;

3. Gift of drinks: 52-degree kouzi cellar aged for five years128×100 =12,800 yuan, and the gift of drinks will end at the end of this month (provided by kouzi cellar suppliers).

4. Flyer: 10000×0. 12= 1200 yuan;

5. Doctor's hat, photography, venue layout expenses 500 yuan;

6. Advertising fee: the total amount of brand (or X-frame), banner, inkjet, newspaper, internet and SMS is 65,438+0,000 yuan;

Total cost: 6200 yuan (excluding drinks)

Marketing planning of hotel graduation banquet 3 I. Purpose of the event':

At a time when many college entrance examination students are facing further studies, the hotel has comprehensively launched the "banquet for students" and "banquet for top students" to create a reputation for catering services, open up the catering banquet market, drive catering, room service, leisure and entertainment consumption, and effectively improve the economic benefits of the hotel.

Second, the activity object:

Famous schools and key schools in the city

Third, the theme of the event:

"Star of Hope"

Fourth, the date of the event:

July 18-September 18

Verb (short for verb) Location:

On the second floor banquet hall

Action plan of intransitive verbs (content);

1. If you book a "school banquet" or a wedding banquet at the hotel, you will be provided with 1 host for free; (Banquet with more than 10 table is required)

2. If the catering banquet costs more than 5,000 yuan (excluding 5,000 yuan), the hotel will give away a single table 1 seat at the same price ("School Banquet" menu) or 1 standard room (valid only on that day) for free;

3. Anyone who holds a "school banquet" in the hotel will be given a personal "famous photo album", the contents of which will be collected and typeset by the hotel (including commemorative photos of various activities and honors they participated in during their school days, photos taken with teachers and classmates of the school, photos taken with their families, etc.), and their personal data will be kept and filed in the hotel. )

4. The hotel issues "Star of Hope Invitation Card" to promote hotel consumption. The object and method of issuing cards: every guest attending the banquet will be distributed to every customer through the "gift money" or "gift package" issued by the banquet host.

Marketing planning of the upcoming banquet in the hotel 4 The annual college entrance examination has arrived, which is a once-in-a-lifetime opportunity for many candidates. This year's college entrance examination will release the first batch of key undergraduate admission notices before July 20 at the latest. Many parents are very concerned about the college entrance examination and attach great importance to it.

In view of this social hotspot, how to seize the "college entrance examination economy" and improve the operating efficiency of the hotel, the business planning department and the catering department jointly launched the planning scheme of graduation banquet.

I. Theme:

Xx gratitude in to beno. 1.

Second, the time:

20 July-30 August

Third, the location:

Xx hotel

Fourth, the object:

Parents of candidates admitted to national or provincial regular colleges (including undergraduate and junior college) live in urban areas and have good economic conditions.

Verb (abbreviation of verb) purpose

1, closely following social hotspots, grasping the "economy of college entrance examination", especially launching school banquet planning to enhance hotel management efficiency;

2. Through the unique planning of the college entrance examination banquet, we can satisfy the pride and glory of parents and candidates, infect friends and relatives at the scene, attract potential customers by enhancing the reputation of the hotel, and bring potential benefits to the subsequent operation of the hotel.

3. Effectively use the combination of "psychological marketing" and "emotional marketing" to meet the psychological and emotional needs of guests by improving the added value of services.

Six, the early publicity "guest" way:

Through marketing representatives to the political and educational offices and post offices of senior high schools (because some students in Leiyang are studying in key senior high schools in Changsha and Hengyang), the data of students and parents admitted by regular colleges (including undergraduate and junior colleges) are collected, and the data of parents who live in urban areas and have better economic conditions are screened out. On behalf of a five-star hotel, the marketing representative first called to congratulate, arranged a time and place to send a particularly warm greeting card to a five-star hotel, invited them to hold a graduation banquet in the hotel, and informed them at the same time.

Seven, the school banquet process planning:

In order to satisfy the pride and vanity of parents and candidates and attract the admiration and envy of all the guests on the spot, this planning scheme will focus on the process of school banquet, aiming at improving the added value of hotel services through a series of novel and unique planning activities, which will be highly endorsed by all the guests on the spot and leave unforgettable memories for candidates and parents. At the same time, use the "marginal benefit communication effect" to attract your classmates and even friends and relatives at the scene to give priority to five hotels when holding various banquets.

1, 9: 30— 10: 30: Candidates come to the hotel to make up.

2.10: 30-11:50: Candidates and their parents stand in the lobby to greet guests with candy and cigarettes. Soft and festive music is played in the lobby, and celebration water signs are placed. Next to the banquet hall on the second floor, the staff of the reception room are in place, and the catering department is responsible for the atmosphere layout around the reception room. Put a sign on the corner of the stairs on the first and second floors.

3.10: 30—11:50: The banquet hall plays festive music and songs for guests to listen to.

4. 1 1: 50: The wedding banquet officially begins, and the candidates (boys wear black and white dresses and girls wear white dresses) are in place next to the reception desk.

5.11:55—12: 05: ceremony to win the honorary throne. The aisle in the middle of the banquet hall is covered with a red carpet, surrounded by camping on both sides, and plastic flower doors are set in front of the red carpet. Candidates stand in front of the arch, with two hostesses in front and two good classmates behind. Each of the four people holds a bouquet of flowers and a greeting card, and these four people will send the candidates to the honorary throne of the rostrum with passionate music. Colorful fireworks will be sprayed during the red carpet ceremony (flowers and greeting cards will be prepared by the candidates themselves and the hotel can help them order).

6.12: 05 ——12:10: Candidates give a speech on the throne of honor and play the background music Applause.

7.12:10-12: 20: Thanksgiving ceremony in flower season. The background music plays "Grateful Heart", and parents of candidates and representatives of two teachers are invited to take the stage. Candidates sent sympathy flowers and gratitude cards to their parents and teachers respectively, and bowed to their parents, parents and guests on the spot three times, thanking their parents for their parenting, thanking their teachers for their parenting, and thanking all relatives and friends on the spot for their care and support during their growth!

8. 12: 20— 12: 30: Candlelight wishing ceremony. The etiquette lady wheeled the cake cart onto the platform, and the candidates made wishes on the cake and candlelight, and shared the cake with relatives and friends present. Play the background music "Tomorrow will be Better".

9. 12: 30- 12: 38: Parents give a hearty speech: invite candidates' parents to give a passionate speech on the stage and play the background music "Tomorrow will be Better".

Lunch starts at 10 and 12: 38.

Eight, additional service planning

Candidates who come to the hotel to hold a graduation banquet will be given a box on the third floor free of charge on the night of the graduation banquet (19: 00-0: 00) for the students' celebration banquet. The size of the box depends on the business reservation on the third floor of the day. The process of the party is planned by the candidates and classmates, and the expenses of drinks and snacks are self-care and cannot be taken out.

Parents who come to the hotel to hold a school banquet will enjoy a minimum discount of 7.5% if they open more than three rooms in the hotel that night, and they will not enjoy the preferential housing policy for three or less rooms (the discount can only be obtained after contacting the Food and Beverage Department at the front desk for details).

IX. Preferential measures for school banquets:

1, Wang Zicheng Long Banquet (388 yuan/seat)

2. Become the first banquet (468 yuan/seat)

3. March Qingyun Banquet (568 yuan/seat)

4. The future is like a gorgeous banquet (668 yuan/seat).

5. Pengcheng Wan Li Banquet (888 yuan/seat)

6. Apprenticeship Banquet (1280 yuan/banquet)

X. Division of labor and cooperation among departments

1, catering department:

1) Atmosphere layout of the banquet hall

2) Stage background layout

3) Prepare background music for the banquet, and play music before the banquet.

4) Provides the menu of the school banquet.

5) Check whether the equipment and facilities are operating normally.

2. Business Planning Department:

1) water brand making

2) Banner production

3) greeting card making

4) On-site camera shooting and photographing

5) Coordinate, communicate and supervise the implementation of the work of each department.

6) Make the menu of the school banquet

7) Promote this activity.

3. Marketing Department:

1) Send marketing representatives to schools and post offices to collect information about candidates and parents and screen out potential customers.

2) Call to congratulate the intended customer, visit in person, and issue an invitation card.

3) Fully communicate the planning scheme of the school banquet with the intended customers, and timely feed back the customers' scheduled intentions to the business planning department, catering department, housing management department and recreation department.

4. Purchasing department:

1) Buy a high-end featured seat (put it on the stage)

2) Buy an attendance book

3) Buy advanced lockbox

4) Buy brand MP4( 128M)

5) Buy Parker pens

6) Purchase other materials related to this activity.

7) Contact the photo studio to sponsor or rent black and white tuxedos and white dresses.

8) Contact the sponsor.

Note: Please contact the supplier in advance. The specific purchase quantity depends on the specific business situation.

5. Recreation Department: Prepare gift reservation and related services for ktv boxes.

6. Housekeeping Department: responsible for giving away guest rooms and discounts at the graduation banquet of students on that day (7. 50% off), please listen to the notice of the marketing department for details.

7. Administration and Personnel Department:

1) All departments shall conduct relevant training for all employees within 3 days after the scheme is issued, and the administrative personnel department shall conduct spot checks on employees of all departments within 3 days after the scheme is issued. If employees can't correctly answer the relevant knowledge of this planning activity, they will evaluate the performance of the heads of various departments;

2) Responsible for organizing teachers' basketball league;

3) Chief Mei Tian is responsible for compiling candidates.

8. Engineering Department: responsible for making the gold medal list (KT board, placed in the lobby).

XI。 Promotion method of this activity

In order to reduce unnecessary cost waste, reduce expenses as much as possible, and increase business income, this activity will adopt targeted and timely publicity and promotion methods, such as: the marketing representative will personally visit the target customers and send invitation cards, and hang banners in the city center for publicity; Inside and outside the store banners, lobby KT display boards, elevator advertisements.

1. Pre-publicity method: contact high school teachers to hold a basketball match, publicize the planning of graduation banquet, and collect information of candidates and parents. The administrative personnel department is responsible for the specific organization.

2. Publicity method during the activity: set up a to beno. 1 list in the lobby to publicize the good news of the candidates who held the graduation banquet in the hotel, and attach their photos and basic information to spread among the candidates and parents.

Candidates who reserve a banquet in the hotel can sign 1 in the lobby from the scheduled date; At the same time, students admitted by four famous universities can sign their names on the gold medal list whether they come to the hotel for a school banquet or not.

Twelve. All-staff marketing commission plan

(The marketing representative does not refer to the commission plan, but directly refers to the performance appraisal plan of the marketing department. )

1. All employees book banquets more than 5 days in advance according to the process of the Food and Beverage Department. After the guests pay the banquet reservation fee, they will be signed by the employees of the Food and Beverage Department and reported to the Finance Department for the record. After the banquet, they can enjoy the cash commission reward of the total consumption of the banquet.

2. All internal employees and relatives can enjoy a 10% discount when they book the school banquet in the hotel.

3. Pay 2% commission in cash at the end of the banquet, and recover the account to pay 1% commission within 10 days (including 10 days), and recover the commission beyond 10 days.

4. If the banquet is booked at full price and the account is settled within the same day, and the cash is recovered within 10 days (including 10 days), 0 can be added. 5% commission.

5. No commission will be calculated if the banquet reservation is less than 10% discount.