How to sell liquor to hotels

The hotel is the ultimate place for liquor consumption. Drinks of any level, grade, or specification are inseparable from the hotel. After liquor manufacturers noticed the importance of hotel terminals, hotels have developed into the main battlefield where major liquor (not only liquor, but also various beer, red wine, milk, beverages and other hotel consumer goods) manufacturers are chasing and competing. At the same time, hotel entry fees, corkage fees and other unreasonable and vicious competition methods are being used by liquor manufacturers in the hotel field, while "hotel terminal marketing" and "hotel terminal marketing" and "hotel terminal marketing" have also emerged in liquor marketing. "Plate within plate" theory and other terms and theories that match hotel channel marketing. However, with the development and changes of the liquor industry, today, when the theory of "post-terminal marketing" is advocated, we will temporarily ignore the rights and wrongs of this marketing model focusing on hotel channels, but simply explain the new situation and new marketing of hotel terminal channels. Changes in the role of context.

1. The role of hotel channels in traditional marketing methods

1. Platform for new product launches

In traditional marketing models, hotels are definitely the platform for new liquor products to be launched. At the first stop, most liquor manufacturers will distribute their products in hotel channels in the first stage of product launch. Ultra-high market availability is also a basic requirement for liquor marketing operations.

2. Liquor volume and sales channels

In-hotel staff promotion, promotion, corkage fee incentives and other means will also increase the volume of certain products within a certain period of time.

3. Window for image display

As a basic component of the hotel, the bar has now become a battlefield for major liquor manufacturers to compete for their products. To get a good display location, major liquor manufacturers will spend a lot of money to create a good image for their products in the form of "display fees" or "display awards".

4. Media for brand promotion

Each liquor brand uses the hotel as an excellent platform for brand promotion to directly promote its products and brands to consumers.

2. The evolution of the role of liquor channels in the new situation

After several years, the liquor marketing landscape has undergone certain changes, which has made liquor marketing especially The marketing ideas for mid-to-high-end liquor have undergone considerable changes. At present, some liquor companies have begun to gradually shift the focus of their marketing efforts from hotel terminal marketing to "post-terminal marketing" (group purchase marketing). The so-called "post-terminal marketing" means that in addition to the basic work of terminal marketing under the new situation, what we want to do when the post-terminal era arrives can also be called group purchase marketing. The position, status and role of hotel terminals in the liquor landscape and marketing ideas have changed accordingly.

The group purchasing channel is currently the most important channel among the liquor channels and is the top priority of all marketing efforts. Its importance will not be reiterated. The hotel channel has also become an important factor and an indispensable component in group purchase marketing. In addition to the traditional role of hotel terminal channels, the operation of hotel channels has its own deeper meaning and role:

1. Hotels are an important place to develop new customers and tap customer sources.

The hotel is the final place for liquor consumption, and the work of finding customer information in the hotel may be easier than other methods. The following are methods for finding customer resources for hotels.

①Through the foremen, lobby managers, and marketing managers of large hotels

Generally, high-end hotels will have the position of lobby manager, and the general lobby manager will have a large number of customers. resources; at the same time, the same applies to the hotel's marketing manager.

②Bar counter

There will be an order book at the bar counter. Whether it is a business order, a wedding banquet, or a meeting, training, annual meeting, etc. held by the company in the hotel, it will be in the order book. By showing this in advance, we can "wait for the opportunity" to obtain the customer's name, phone number and other information. Obtaining this information is difficult, and requires high quality for our salesmen and promoters. If there are promoters in the store, you can further gain their trust by building a good relationship with the bar counter to achieve your goals.

③Part-time group buying of promoters

Generally speaking, a promoter can do many things in a hotel. An excellent promoter is also a service staff, marketing staff, information staff, and publicity staff. personnel and coordinators. But now, promoters should also serve as group purchasing personnel for a liquor brand. Because what they (they) face every day is not only hotel staff but also guests spending money in the hotel. No matter whether the customers you face every day choose your own products, you must try your best to keep the customer's information, because this information is the basis of group purchase marketing.

2. New idea: Use the hotel to do a good job in maintaining customer sentiment among old customers or brand loyal consumer groups.

The maintenance of customer relations for old customers mentioned here is not the usual treat of old customers and giving gifts, because these are very routine tasks and will not be described in detail here. What I am discussing here is a new customer relationship maintenance method for old customers and brand loyal consumer groups?——

①A brand’s old customers, if they consume during their usual entertainment and banquets, For my brand of liquor, we will "pay" a fraction of the customer's meal consumption. If the consumption amount is exactly an integer, we can give the customer a fruit plate or a dish or just a simple meal. gift.

② If the consuming customers are not old customers of the company, but are just loyal consumer groups of the brand, we can also maintain the customers through promotional personnel, and win over the customers by giving small gifts and other methods.

③The above operation mode can be piloted first in promoter hotels, and can be gradually promoted to other hotels in the future.

3. The assessment of hotel terminal business personnel should be upgraded

The work of regular hotel business personnel is mainly to run the store, check inventory, reconcile accounts, check out, redeem corkage fees, and develop new stores , customer relationship maintenance, vivid display, etc., and the assessment of sales staff's work performance is mainly focused on sales and payment collection. At the end of the month, as long as the sales staff's sales and payment collection tasks are completed, all tasks are completed. Under the development of new situations and new marketing models, the assessment of salespeople should also undergo certain reforms and refinements.

① Sales and reimbursement each account for 15% of the total assessment coefficient

Because hotels are not a volume channel after all, it is ridiculous to rely solely on hotel sales to drive overall development. It is also in vain. Therefore, in the assessment of hotel salesmen, the sales and payment collection indicators should be weakened accordingly.

②Vivid display in the store accounts for 20% of the total assessment coefficient

The hotel is the ultimate platform for product and brand promotion. The vivid display in the store not only includes the simple display of products, but also The most important thing is the prominence of the product brand in the overall atmosphere of the hotel. This requires the salesperson to work hard to do this.

③ Timely feedback on market information and competing products accounts for 20% of the total assessment coefficient

Market dynamics change every day, and hotels are a very good platform for observing market dynamics. Through all aspects of the hotel, it is easy to have your own problems and threats to yourself from competing products.

④ Providing in-store consumer information accounts for 20% of the total assessment coefficient

While weakening the sales and payment collection of salesmen, this should also be listed as a key assessment item . This also applies to the assessment of promoters.

⑤Others account for 10% of the total assessment coefficient