Contact point marketing

The breakthrough point in the promotion of each single-store business of Home Inn is to make the relevant details of brand contact points to the extreme, so that consumers can know at a glance and use them immediately, so that consumers can become loyal fans of Home Inn in the process of subtle check-in, laying a solid marketing foundation for the steady increase of single-store occupancy rate.

As far as the hardware of economy hotel is concerned. In terms of site selection, there is little difference between Home Inn and other budget hotels, and it mainly chooses the location with convenient transportation in the business center, but these are the methods that competitors have already adopted. In order to achieve brand differentiation and let consumers clearly distinguish the difference between Home Inn and other budget hotels, Home Inn has adopted the method of painting bright colors on a large area of Home Inn buildings, so that consumers can see themselves from a distance, thus making themselves stand out successfully in a pile of budget hotels. As for the hardware accessories in the room, the location and quantity of sockets in Home Inn have fully considered the convenience of consumers. The small supporting plate attached to the post-it notes makes consumers write more casually. The design of clothes hanger not only saves cost, increases room space, but also facilitates consumers to hang clothes. The small desk lamp on the desk also makes it much more convenient for people who need to work at night ... It can be seen that Home Inns fully considers the needs of consumers in the details of rooms, so that consumers can stay at home. In terms of customer interaction, when other budget hotels are still waiting, Home Inns pioneered the call center and membership marketing methods, actively explored new markets, built a bridge between Home Inns and customers, increased the stickiness between consumers and Home Inns, and tapped a large number of potential consumers. Of course, budget hotels can't just invest, and the cost can't be saved from the comfort of consumers. The cost control of Home Inn comes from some non-brand contact points, such as the reduction of room decoration cost brought by mature standardization, the reduction of cost brought by large-scale raw material procurement and the reduction of management cost brought by refined internal management.

As far as the software of budget hotels is concerned. In the face of homogeneous competition in hardware, the management styles of store managers are different, which directly differentiates the economic benefits between stores. How to give full play to the enthusiasm of store managers is an important work for home inns. In addition to fully delegating power to these store managers, the store manager is still playing the role of manager and super salesman of Home Inn, and is also the disseminator of Home Inn brand. The manager of Home Inn will seize every possible opportunity to develop potential customers and make potential customers become stable customers of Home Inn through agreements. As another important element of budget hotels, service has been paid more and more attention. Service is the most important link in all brand contact points, and it is also the most humanized factor. Home Inn focuses on the fundamental point of consumers, takes the optimization of standards as the starting point, takes the characteristic service as the starting point, pursues "zero complaints", maximizes the service quality, and allows all employees in the whole single store to participate in this brand marketing project. These brand marketing services have produced positive brand influence, and the praise of online users for Home Inn is the best proof. At the same time, it has also produced a positive influence of word-of-mouth communication and brought a huge customer base to Home Inns. Standardization is the key of chain enterprises. Without a mature standardization system, the contact points of local brands cannot form a good linkage communication, which will only lock up the development of chain enterprises.

In order not to take detours in standardization, from early market research to early market exploration, Home Inns has been jogging on the road of constantly improving standardization. When the standardization system was mature, Home Inns quickly made efforts and running all the way quickly occupied the leading position in budget hotels. At the same time, in order to eliminate the stiff feeling brought by standardization to consumers, Home Inn strives to create a "home" atmosphere at the emotional contact point of the brand, making consumers feel as convenient and comfortable as at home, and making management more convenient.

The brand's contact point is not only reflected in the single store, if the brand's utility is to generate1+1>; 2 effect, but also need to do a good job of overall linkage. Home Inn Headquarters combines the offline brand contact point marketing of a single store with the online brand contact point marketing of headquarters by publishing internal publications, promoting entrepreneurs, accepting media communication and participating in social activities, which realizes the hot spread of brands, injects new energy into the development of enterprises and realizes the rapid development of enterprises.