How to use hotel channels for marketing?

Hotel is the bridgehead of liquor sales, the place where consumers directly consume and the forefront of liquor brands in the market. At present, hotel marketing has always been the target of public criticism in liquor marketing competition. According to the principle of 2: 8, 80% of the sales of terminal hotels in the regional market come from 20% of customers. So how to do a good job in marketing these 20% of key hotel customers, through the practice of these two years, I personally summarize it as one store, one policy or one store, many policies.

The so-called "one store, one policy" is to determine your key hotels in your regional market, adopt different strategies and conduct personalized marketing according to the work priorities of different stages, different hotels and different goals, so as to realize the key investment in key hotels, make their sales into the top three, become the strong brand of the target hotel, and do a good job in the model image shop of the whole terminal market, do a good job in promotion and drive the whole market. "Policy" can be understood as policy as well as strategy, method and means. The specific operation ideas are as follows:

1. Conquer the people you should conquer.

As we all know, all hotel employees are not your sales targets, but spread product information to consumers through them. Therefore, it is extremely important to convince them, communicate with them and make them the spokesmen of your products. However, due to different living habits and hobbies, the status and relationship in the hotel are different and the methods are different. Hotel staff can be divided into three categories: 1. Manager. 2. Service personnel. 3. Logistics personnel. The principle of 2: 8 can also be used here. 80% of sales come from 20% of employees, and these 20% of employees are the key targets you have to overcome. Only by fully understanding their emotions, personality hobbies, family status, relationship background, etc. Can you be sensible, rational and profitable, and become a propagandist of your products and a brand seeder? Then find your important person among these people and do important things.

2. The grade of the hotel matches the product.

What kind of hotel has what kind of products. Hotels are places where consumers spend money, and the positioning of hotels for consumers is also the positioning of products.

Generally speaking, hotels provide special services according to their specific consumers (mainstream consumption) in the course of operation, so as to meet the needs of consumers in terms of price, taste characteristics, environment and service quality, and the identity, status and hobbies of consumers determine the hotel's business strategy, so the price, packaging and promotion methods of your products must match the needs of consumers and the hotel's business culture. If you can't find * * *. Because your products enter the hotel, they are also the varieties and services operated by the hotel.

3. Fully display the brand atmosphere.

Hotel is not only a place for product sales, but also a position for brand promotion and communication. The information of consumers' contact with products is not transmitted by advertisements. As a specific store, effective brand communication can better face consumers, make good use of word-of-mouth effect and establish a fixed consumer group. Therefore, in the specific environment of the hotel, make rational use of your products, promotional materials, POP, etc. Show your brand charm, no matter in the lobby. Elegant rooms, bars or every corner that consumers can touch are everywhere, which is really vivid, lively and interactive.

4. Use the most suitable promotion means, not everything.

When your products enter the hotel, you are faced with all kinds of promotional expenses, and the cost of a single bottle of your products is so much. If the sales volume of this store does not reach the top three, it is definitely not worth the loss. What promotional policies and methods you adopt cannot be comprehensive. Therefore, if you want to blossom in an all-round way, it is better to concentrate on using local advantages or a little advantage in competition to carry out targeted promotion. The premise is that you must master the product trends and phased work priorities. The emphasis of work in the introduction, cultivation, growth and maturity stages of products into hotels is different, and the promotion policies, strategies and means adopted for different objects are also different. It is crucial to assess the situation.

Hotel marketing is a flexible and immediate creative process, and one store and one policy is also changeable. Do a good job in hotel marketing from multiple angles. As the saying goes, "Be on the right track and win by surprise", you should do routine work, and more importantly, make your personality and uniqueness on this basis. Good marketing methods are all in the hotel, see if you can find them. In addition, the basic marketing work of the hotel is execution and process management. Therefore, the daily management of hotels is the basis of hotel marketing.