I don't understand the birthday hotel, fairies, help me.

The traditional opening ceremony promotion model has formed a fixed model and gradually flowed into the program. Discount+rebate+gift three sets of promotion methods are difficult to effectively attract target customers. Often merchants invest a lot of manpower, material resources and financial resources, and consumers simply don't buy it, which can't achieve the ideal advertising effect. In order to achieve a lively and popular effect, we must boldly adopt a brand-new catering marketing model and create the latest catering promotion wave in Weihai.

Analysis of the overall promotion strategy: From the current situation of Weihai catering industry, Zhangjialaoyuanzi is a characteristic restaurant with Sichuan cuisine as the main food in the eyes of consumers, and it is unique in the same industry in terms of decoration style and food taste. The profoundness of Sichuan cuisine and the affinity of the name of Zhangjialaoyuanzi restaurant highlight the theme of this promotion-a strong catering culture atmosphere drives a strong catering promotion atmosphere. A series of theme activities run through the whole promotion activities to maximize interaction with target consumers and achieve ideal promotion results.

Promotion strategy one, soft text plus hard work

Since the first anniversary of the opening of the Zhangjia Home for the Aged, the main line of publicity is the business purpose of the whole restaurant, which runs through the restaurant's service commitment to guests, the cultivation of staff's service quality, the requirements for food quality and the customer's feedback to the restaurant as auxiliary publicity, and appears in the media. It kicked off the promotion.

Strategic focus: 1, try to appear in the media in the form of non-advertisement, preferably in the form of this newspaper or newsletter. 2. Try to describe this propaganda content in a third-party tone, so that readers have credibility. Consumer feedback is best based on the experience of real customers. May wish to list the customer's name, work unit, etc.

Promotion strategy 2. Thematic interaction.

1. Activity plan: Choose the favorite restaurant of Weihai people.

Purpose of the activity: Metaphor the characteristics of the old courtyard of Zhangjia, and enhance the restaurant's popularity.

Interactive form: In cooperation with Weihai Catering Association, list famous hotels and restaurants with characteristics in Weihai 10, let consumers participate in voting through SMS and websites, and select the lucky ones to give prizes.

2. Activity plan: collect the names of the specialties of Zhangjia Old Yard.

Purpose of the activity: to create news effect and highlight the characteristics of restaurant dishes.

Interactive form: list the main ingredients, main ingredients and practices of the main specialties of Zhangjia old people's home in the media. Let consumers give appropriate names according to the color, aroma and taste of dishes. And once the restaurant has adopted this dish, it has been using the name of the dish. And set up awards to reward participants, or consumers who win prizes in the future can come to Zhangjia Old Yard to consume this dish for free.

3. Activity plan: collect favorite dishes of Weihai diners.

Purpose of the activity: to create news effect and highlight the importance of Zhangjia Courtyard to consumers.

Interactive mode: collecting Weihai diners' own special dishes or favorite dishes through various media requires originality, certain nutritional balance coefficient and cooking feasibility. Winners can get prizes and make the actual dishes in the old courtyard of Zhangjia. Moreover, the finalists have the right to name or give away the dish for free.

Promotion strategy three. Friendly hospitality

Although traditional promotion methods should be avoided in this promotion, some practical promotion methods can be used.

1. gifts: the restaurant should have special small craft gifts to commemorate the anniversary celebration, so that customers can not only enjoy the advanced atmosphere, but also get amazing gadgets when eating in the Zhangjia old home. It can not only play a propaganda role, but also improve our level. In the distribution, gifts can be matched according to the consumption level, but special people need to be responsible.

2. Establish and collect tourism personnel files, such as birthdays of leaders of municipal committees, company anniversaries, leaders' wedding anniversaries, etc., and then send congratulatory letters in advance to strengthen contact with diners, so as to have a group of stable customers. It can be calculated that if there are 5,000 tourist stalls and there is a dining opportunity once a year, then there are 5,000 times a day = 13.8 times, and the attendance probability is one fifth, so there are 2-3 tables of tourists every day.

3. After-meal service: In addition to gifts and coupons, guests can arrange one or two people to wash their cars for free (with meal coupons or other procedures). Although it is a trivial matter, it can reduce a lot of trouble for the guests, thus increasing the impression of the guests and creating better benefits for the hotel.

Promotion strategy four. Media integration

Advertising strategy is very important to the success of any activity planning. According to the effective arrival rate of advertisements in Weihai, the order is newspaper, outdoor, radio and television. So the advertising density ratio of this activity is: newspaper 50% outdoor 20% broadcast 20% TV 10%.

It is recommended that the media:

Weihai Evening News

Outdoor and bus stop signs

Communications radio literature and art channel

Weihai TV station