Hotel micro-marketing, how to do it?

Micro-marketing is very popular recently, which is a new marketing method based on social applications such as Weibo and WeChat. The catering industry and the hotel industry are very positive about emerging marketing methods and business models such as micro-marketing and O2O. A hotelier once asked what micro-marketing in the hotel industry should do. Today, I will share with you 25 tips for hotels to do micro-marketing.

1. Hotel Weibo is bound to join the "strong operation", and the activity operation only solves the problem of "informing" fans that "I have opened Weibo".

2. Hotels must do their own business in Weibo, only they know their products best.

3. Search Weibo Station for Weibo or fans about your hotel, and that's your target customer.

4. Search for competitors' Weibo, and you can also find the target customers.

5. The biggest advantage of Weibo and WeChat in direct selling is that hotels can directly establish contact with fans (target customers) through Weibo and WeChat.

6. The DNA of Sina Weibo and Tencent Wechat determines their shortcomings in "strong relationship" and "communication". In other words, the two can complement each other in marketing at present; (Weibo and WeChat are also learning from each other, trying to make up for their own advantages and disadvantages).

7. Weibo and WeChat are not the only choices for marketing, but they are necessary choices, because customers are already "playing" with Weibo and WeChat.

8. Hotels should make full use of offline resources in the promotion of Weibo and WeChat: a. For example, room cards should accompany passengers from check-in to check-out; And the carrying exposure rate is high; B, it's an old customer spending money in the store. You should bring new customers with the reputation of old customers.

9. In addition to the necessary process guidance, hotels must also add manual guidance when promoting Weibo and WeChat, provided that the experience of hotel guests is not affected.

10. When hotels promote Weibo and WeChat, they need to establish a communication matrix. Based on two considerations: a, the hotel itself is a labor-intensive industry, and the labor cost is relatively high, so it is impossible to invest too much manpower in a short time. Then let's foster strengths and avoid weaknesses. Let's drive everyone to play Weibo and WeChat. If your hotel currently has 50 employees, then the communication matrix of 50 accounts should not be underestimated. B. Weibo and WeChat are personalized products. In the process of establishing the propagation matrix, you can't set too many rules, just tell them what they can't see and forward, that is, set the topic red line.

1 1. There are two types of hotel micro-marketing communication matrix: a. Hotel internal communication matrix (namely hotel employee Weibo, manager Weibo, brand Weibo, etc.). ); B, the company's external communication matrix (i.e. hotel customer Weibo, viewpoint Weibo, etc.). The establishment of internal and external communication account matrix will show its great role in future promotion and crisis research, so we should plan ahead.

12, communicate regularly. Share your own experience in playing Weibo and WeChat, so as to promote the rapid growth and progress of the whole team.

13. In Weibo with 500 million users, you will never be alone. You should take the initiative to interact with fans, and interaction is communication.

14. In the era of social media, mobile phone number is no longer the only tool to establish communication with customers. They also have Weibo number, micro signal, easy signal and QQ number.

15. Don't be afraid when you encounter complaints from fans in Weibo. This is not a bad thing. Fans who will vomit are loyal fans. Customers are God, and we are the masters of God. Handling complaints in Weibo also applies to interaction.

16. The official Weibo should pay attention to "personalization" when interacting with fans, that is, let fans know that "I am interacting with a person" instead of an information release machine.

17, micro-marketing should not follow suit. WeChat is very hot now, maybe it was Weibo two years ago; Weibo now may be WeChat in two years.

18, Weibo and WeChat are not omnipotent; "What do you want to do" is everything. They are just tools.

19, the hotel operation specialist will become a scarce product; It is recommended that hotels cultivate reserves in advance, with a monthly salary of not less than 5,000 (first-tier cities).

20. In Weibo, you can also solicit customers and wrangle; In the final analysis, micro-marketing is a war of grabbing people (target customers and talent reserve).

2 1, the development trend of micro-marketing: a, industry standardization; B, process standardization; C. service specialization.

22. Micro-marketing will eventually return to the core of the product. The core of hotel products is "service"; The core of selling pancakes is "delicious".

23, micro-operation, first of all, we must clarify our own positioning: Do you know who you are? Where are the target customers? What do you want?

24. For hotel social direct selling: OTA price limit does not affect hotel direct selling; In the later strategy, we can make packaging products for direct sales. In addition to the price, guests will expect the hotel to provide other services, such as: late check-out; Discount gift certificate; Room type upgrade, etc.

25. Practice is the only criterion for testing truth. For a long time, some hotel industry media have been bad-mouthing Weibo or WeChat, and have not commented on the commercial value of hotel micro-marketing with objective and fair professional ethics. It is these industry media and commentators who mislead the hotel. "Hotel people want Qi Xin to work together to know, learn, understand and skillfully use Weibo and WeChat. Finally, the hotel must learn to do micro-operations by itself.

At present, many enterprises have no such awareness, and their attitude towards micro-marketing and O2O seems to be somewhat dismissive and more ignorant. Managers of enterprises should correctly understand new things and learn new things so as not to be eliminated by this era.