Hotel event marketing planning plan

In order to ensure that the event can be held successfully, it is often necessary to prepare an event plan in advance. The event plan is a written plan developed after detailed analysis and research of each step of the specific activities to be carried out. So do you know how to write an activity plan in a standardized way? The following is the hotel event marketing planning plan I compiled for you, I hope it can help you. Hotel event marketing planning plan 1

1. Market environment analysis:

1. Problems existing in the operation of our store

(1) The target customer group is not positioned properly Too accurate, too narrow.

Generally speaking, the operating conditions of the hotel industry in our city are generally not good, as long as the reason is that there are too many hotels, supply exceeds demand, and the business methods are similar, without their own characteristics, or the positioning is too high, which is difficult for consumers to accept , In addition, there are certain problems with the service quality of some hotels, which affects consumers' confidence in spending money in hotels.

There are also some problems in the operation of our store. The operating conditions last year were not good. We should reflect on the positioning of the target market. We should fully tap into our own advantages and expand the market. The target market positioning of my hotel is unreasonable, which is the main reason for poor performance. Jinqiao District, where our store is located, is a district with a low consumption level, and most of the residents are ordinary workers. Our store mainly sells Cantonese cuisine and also sells seafood. The prices are relatively high and the income level of most residents is not acceptable. However, the hardware level and service quality of our hotel are both top-notch in this area. We have always positioned ourselves in the market as a mid- to high-end hotel, targeting mid-to-high-end consumer groups, and are not attractive to the residents of this area.

(2) The news publicity was not strong enough, and it failed to cause a big sensation in the market, and the market visibility was small.

Although our store belongs to Xjie Group (Xjie Group is a well-known enterprise in our city), the public does not know much about our store. Apart from doing a short-term press promotion when our store opened, There is no advertising, which results in my hotel's popularity being very low.

2. Analysis of the surrounding environment

Although the overall consumption level in our district is not high, the location of our store is unique. Our store is located next to National Highway 101. Its location is superior and the transportation is extremely convenient. It is convenient and close to several colleges and universities such as the Business School, Polytechnic Institute, and Mechanical and Electrical College, so there are many passing vehicles, and mobile customers are a potential consumer group. Although college students have no income, they are not a low-consuming group. There are more than 10,000 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, this can be said to be a huge market. .

3. Competitor analysis

There are no hotels of similar quality to ours around our store, there are only a lot of small restaurants, although they do not have the ability to compete with us in terms of business capabilities. Although it is not strong, its low-end dishes are of good quality and low price, attracting a large number of nearby residents and students. Overall, their operating conditions are good. Although our facilities and services are good, due to errors in market positioning, our actual operating conditions are not ideal and we are at a disadvantage compared with hotels of the same level in the market.

4. Analysis of our store’s advantages

(1) Our store is a subsidiary of Xjie Group. Xjie Group is a well-known enterprise in our city and its company is strong. There is no doubt that when planning carefully, we should also make full use of our brand effect and fully explore the huge connotation of its brand, so that consumers will not have doubts about our catering products and fully believe that what we provide is of high quality. Products, we should fully pay attention to this in our planning to attract consumers.

(2) Our store has good hardware facilities, strong funds, and has its own parking lot and a large area of ??available space. This can be used to attract passing drivers and to develop some promotional programs to attract students.

Opportunities: ① The strong strength of the company provides conditions for our development; ② Convenient transportation and a huge potential customer base; ③ Good hardware and existing high-quality staff provide our It provides a vast space for adjustment and development.

2. Target market analysis:

The target market is the most promising consumer group. The clarification of the target market can not only avoid the waste of influence, but also make the advertisement more targeted. Advertising without a target market is tantamount to "a blind man riding a blind horse."

The target market should have the following characteristics: it is a consumer group that is interested in hotel products and has the ability to pay, and it is also a consumer group within the hotel's capabilities. Hotels should identify the target market as clearly as possible and conduct detailed analysis of target customers to better utilize the opportunities represented by this information in order to make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits. Existing customers have predictable consumption behavior, lower service costs, and are not as sensitive to price as new customers. At the same time, they can provide free word-of-mouth publicity. Maintaining customer loyalty prevents competitors from competing for market share while maintaining a stable hotel workforce. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Obtain more customer shares from existing customers. Loyal customers are willing to purchase more hotel products and services. The spending of loyal customers is two to four times that of discretionary consumption. And as the age of loyal customers increases, the economic income increases or the business of the customer unit itself grows, the number of loyal customers increases. growth, its demand will also grow further.

2. Reduce sales costs. Hotels require a lot of expenses to attract new customers, such as various advertising investments, promotion expenses and time costs to understand customers, etc. However, the cost of maintaining long-term relationships with existing customers is decreasing year by year. Although in the early stages of establishing a relationship, customers may have many questions about the products or services provided by the hotel, which requires a certain amount of investment from the hotel, but as the relationship progresses, customers become more and more familiar with the hotel's products or services, and the hotel We also know the special needs of customers very well, and the required relationship maintenance costs become very limited.

3. Win word-of-mouth publicity. For some of the more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they will often consult the hotel's existing customers. The suggestions of old customers with high satisfaction and loyalty often play a decisive role, and their strong recommendations are often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, thus increasing the hotel's profits.

4. Improvement of employee loyalty. This is an indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term and harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further improves customer satisfaction, forming a virtuous circle.

Based on our previous analysis and the current market conditions, we should position our main target customers at the general public, nearby college students, and passing drivers, and then attract some middle- and high-income consumer groups on this basis. They have the following characteristics:

1) Their income level or spending power is average, they pay attention to affordability and cleanliness, and spending in hotels is usually to entertain friends and relatives or to improve their lives during holidays.

2) Do not have high spending power on a regular basis but have an occasional desire to improve their lives.

3) Pay attention to safety and hygiene and require a more comfortable dining environment. Students prefer a stylish and stylish dining environment.

3. General marketing strategy:

1. “People’s high-end hotel” - unique culture is the magic weapon to attract consumers. We position ourselves culturally. Although we Positioning the hotel for low- and middle-income people and nearby college students does not mean lowering the hotel's taste and product quality. We must provide customers with high-quality catering products and services at low prices, and we must never exchange low quality for low quality. Price, this is also a respect for customers

2. Carry out three-dimensional publicity to highlight the characteristics of the hotel so that consumers can have a perceptual understanding of Xjie Hotel. Let consumers realize that what we provide them is a place where they can enjoy life. You can target the hotel's environment and location in newspapers to attract consumers' patronage. Let customers gain a kind of "noble" psychological satisfaction.

3. Use strong advertising, such as newspapers, in order to cause a "sensational effect" as a strong sales, thereby attracting the attention of a large number of consumers and building popularity.

IV. Action plan and execution plan for 20xx

(1) Sales method strategy:

1. Change the cuisine of the business. In the past, we mainly dealt in Cantonese cuisine and seafood. This year, we can "blur" the concept of cuisine. As long as customers like it, we can make popular dishes or make high-end dishes according to needs. On the surface, this means that our hotel does not have special dishes. In fact, Otherwise, popular cuisine is not the same as low-end cuisine. Cantonese cuisine and seafood are generally expensive and not suitable for the tastes of ordinary people, so the consumption potential is not great. When we compile the menu, we can choose the "best" of each cuisine. , select representative dishes and make appropriate adjustments according to market and seasonal changes. With these "essences", we are adding a large number of popular dishes. In this way, we can give customers a lot of choice and adapt to the needs of people with different tastes.

2. Lower vegetable prices to attract customers. Vegetable prices have dropped overall. Some high-end dishes can be priced higher, while most dishes are high-quality and low-priced. Overall, vegetable prices are low, but they also meet the requirements of high-spending customers. Price strategy ① Discounts. ②. Lucky draws and premium gifts.

3. Provide low-priced and high-quality set meals and fast food for ordinary people and students. Packages are divided into different grades, but they are mainly based on the number of people, such as packages for 4 people, packages for 6 people, and packages for 8 people. The more people, the lower the price, which can attract more people to consume. The main purpose is to win with benefits. Fast food is launched for students. The price is slightly higher than that in the student cafeteria, but the quality is higher than the big pot dishes in the cafeteria. The hotel's spare parking lot has been transformed into an entertainment and leisure plaza, using an open-air format and a four-seat dining table (with umbrellas) to facilitate students to chat casually. Free karaoke, TV, and various drinks are provided.

4. Provide drivers with convenient and fast meals and free parking.

5. Provide wedding and birthday banquet services to nearby residents.

6. Carry out promotional activities during the New Year.

(2) Advertising strategy

Hotel advertising is a means of publicity or promotion to target consumers or the public by purchasing time, space or layout of a certain communication medium. The significance of hotel advertising to hotels is reflected in the following aspects: establishing an image for the hotel or hotel group and its products, and stimulating potential consumers' purchasing motives and behaviors. Consumer perception is very powerful in influencing purchasing decisions. When marketing reaches a higher level or products are more homogeneous, marketing is not a product war, but a perception war. This is exactly what happens in the hotel market. But people's perceptions are not necessarily based on reality. Advertising is a useful tool for companies to correct and guide perceptions.

1. Market positioning: a clear concept occupies a specific part in the minds of consumers to influence their consumption intentions. Advertising appeal: Let you become a real God.

2. The performance principles and key points of advertising. A. : Quality comes from the guarantee of strength. B. I’ll give you a surprising price first, otherwise you’ll be heartbroken if you don’t act. C. Create a culture in advertising.

3. Key point of appeal A. Corporate image advertising B. Product impression advertising: C. Promotional advertising.

4. Implementation method: ① Newspaper advertising is the key to the entire advertising > Advertise in influential newspapers in the city ② Posters. ③ Comprehensive poster. ④Company name flag to enhance the company’s image. ⑤Distribute advertising gifts on site. ⑥On-site lottery activities and premium gifts will be held. Hotel event marketing planning plan 2

May 1st - May 13th (xxxx store)

Activity content:

1. Advertising slogan: " Visit Wangfu, eat Sichuan food, and feel refreshed."

During the Golden Week from May 1st to May 7th, guests who come to the restaurant with tickets to visit xxxxxx Garden on the same day will receive a cool and sweet fruit (or a cup of sour plum juice) for each table ).

2. Touch the "May Day" lucky draw event

During the Golden Week from May 1st to May 7th, diners at the xxxxxx restaurant will be seated in units of tables. You can participate in the lottery with your checkout. Anyone who draws a ticket with "May Day" written on it will receive a ticket to xxxxxx Garden; anyone who draws a ticket with "May Day xxxx store" will receive a tricycle Shichahai Hutong tour ticket. .

3. “XXXXXX Hotel Vegetables and Camphor Tea Ducks are on sale at a special price”

During the event period from May 1st to May 13th, the xxxxxx store is limited to 20 xxxxxx restaurant vegetables per day. Camphor tea ducks are on sale at a special price. The original price is 96 yuan/each, and the special price is 60 yuan/each. During the event, there are two special dishes for guests to choose from: Braised Double Abalone in Soup 118 yuan/portion (original price 198 yuan), and Braised Red Ginseng with Scallions 48 yuan/portion (original price 88 yuan).

In addition, in order to reward consumers, during the event from May 1st to May 13th, xxxxxx store specially launched three set meals with "high-quality Sichuan cuisine at ordinary people's prices": parent-child three-person set meal for 188 yuan, Happy The six-person package is 588 yuan, and the family portrait package (for 10 people) is 880 yuan.

4. Book a "Yizhizhai" restaurant and get a free garden tour

During the event period from May 1st to May 13th, all guests who dine at "Yizhizhai" can Free tour of xxxxxx Garden. Let guests fully experience the artistic conception of "Sichuan cuisine in xxxx, classic Sichuan cuisine".

May Day restaurant promotions can be carried out in the following ways:

1. Customer service: confirmation text messages after ordering meals and rooms, text message reminders or address information before coming to the store;

2. Advertising: Use mass advertising to carry out advertising, publish special price information, and increase popularity;

3. Holiday customer birthday care text messages: Use holidays or old customers’ birthdays to provide price discounts to attract customers ;

4. SMS discount coupons, on-site SMS dating;

5. SMS introduction of service-related knowledge, for example, restaurants can introduce new dishes, special dishes, and seasonal dishes to satisfy the needs The majority of diners have an early adopter mentality to avoid losing customers;

6. On-site lottery: Guests who send text messages have the opportunity to receive price discounts or receive special dishes as gifts. It can not only increase the interest of guests, but also obtain a large number of customer mobile phone numbers, which will become the target of future promotional services. Hotel event marketing planning plan 3

The overall guiding ideology of the annual planning work is: focusing on "creating the first catering service brand in xx city", establish, improve and standardize the internal management mechanism of the planning department, and strengthen team culture The construction of the company provides planning ideas for completing various annual work goals set by the company and achieving the company's leap-forward development.

1. Objectives

1. In this year, catering promotion will be carried out through the integration of multiple media forms. We must be innovative and efficient in promotion methods and gradually occupy xx catering. The first brand, in addition to promoting the brand of xx catering, promotes and stabilizes the xx catering brand that has been famous for xx catering for ten years.

2. Annual planning strives to do marketing with the least expansion costs;

3. Prepare powerful sales tools for the company to ensure that the market promotion channels and market promotion image have a strong Strong xx catering characteristics, improve the corporate identity of all employees, and assist each store manager to gradually complete the annual sales tasks for 20xx;

4. According to different seasons and festivals, provide a complete set of targeted products from the beginning to the end of the year Promotion plan, and differentiate the intensity of promotion according to the importance that people in xx city attach to festivals. For details, please see "20xx Holiday Summary" and "Planning Cases for Each Holiday";

2. Promotions corresponding to festivals Recommendation of activity types

1. Important holiday promotions at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Teacher Appreciation Banquet, Double Ninth Festival, and Christmas Festivals, etc., conduct comprehensive promotions, such as Lantern Festival, launch lantern riddle guessing, prize-winning activities, etc. (Actually, it is recommended to selectively launch a series of activities based on the needs of xx catering restaurants).

2. xx anniversary promotion activities: It is recommended to carry out comprehensive publicity and promotion, and the promotion intensity should be relatively large.

All kinds of publicity must be in place, such as using LED electronic screens, banners, text messages, DMs, building video ads, vehicle ads and other comprehensive media publicity methods.

3. Routine promotions: can be temporarily formulated according to the needs of other catering departments, mainly for catering seasonal menu updates, new product launches and other needs. For example, in the off-season, "large-scale lottery activities", "catering and dish tasting activities" and "quarterly point redemption activities" are launched.

4. Competitive promotions are mainly targeted at promotions made by competitors’ restaurants, focusing on launching high-quality services, special offers, and free gifts.

5. The formulation of promotional plans should be innovative, but should not be divorced from the actual situation or sensational. It should be adapted to local conditions and easy to operate. It should be evaluated in the later stage and the specific plan should be made one month in advance.

6. Combine "xx catering VIP members" and "points members" with merchant alliances and group buying websites to carry out promotional activities to continuously attract and recruit new members.

3. Publicity and public welfare activity plan

1. Publicity includes theme publicity activities (such as Spring Festival greetings, Consumer Day, consumer symposium, etc.) and routine publicity (Media advertising from time to time. Such as advertising, image advertising in off-season).

2. Public welfare activities. Including themed public welfare activities (such as the Double Ninth Festival, tree planting, etc.) and routine public welfare activities (such as student aid, poverty alleviation, assistance to the poor, etc.), there is at least one large-scale public welfare activity a year, with a cost of about 10,000 yuan.

3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.

IV. Advertising space rental and Dm internal magazine investment promotion

1. Form an in-store advertising space rental for each branch of xx catering. (Mainly for merchant alliances)

2. Advertise and attract investment in internal DM newspapers every quarter.

5. Strengthen the corporate culture of catering

1. Standardize the content and hanging of various signboards.

2. Add company introduction and various suggestive text promotions.

3. Make text introductions to holiday themed promotions.

4. Each issue of Dm’s internal publication introduces some common sense of life. (Such as common knowledge about car use, vehicle maintenance, seasonal dietary recipes and taboos, fire protection knowledge, recipes, etc.) Hotel event marketing planning plan 4

Product sales are divided into off-peak and peak seasons, and hotel products are no exception. . For different companies, the time allocation in the off-season is naturally different. After experiencing the popularity of the Lunar Spring, our hotel's overall sales have declined. This is also the contradiction between the off-peak and peak seasons that has always existed in the hotel business. In fact, whether it is light or not is only a relative term. When the overall sales volume in the market is declining, as long as you work hard and put in the effort to outrun your competitors, you can still have a large room for improvement in your sales share. In view of the arrival of the off-season, this marketing plan has been specially made.

1. Purpose of the activity

1. Expand the customer source market through cooperation with various travel agencies, tourist attractions and taxi companies.

2. Promote directly or indirectly to potential customers within the hotel or outside the hotel, stimulate secondary consumption, strive for more repeat customers, and encourage customers to eventually become old customers and VIPs of the hotel guests, ultimately increasing hotel sales.

2. Activity time

From x month x, 20xx to x month x, 20xx.

3. Departments involved

Sales department, catering department, front office department, guest room department.

4. Activity theme

Welcome to the warm spring carnival season with courtesy.

5. Activity Plan

(1) Promote in various ways to keep the off-season going

Method 1: Contact local travel agencies in advance and attract tourists in the form of commissions It brings customers to my hotel.

The specific operation is as follows: The person in charge of the travel agency who introduced the group customers to my hotel will pay a commission of 5 yuan per room, and the payment will be settled in cash on the same day.

Method 2: Establish alliances with various tourist attractions for mutual benefit.

The specific operation is as follows: After reaching an agreement with each tourist attraction, any guest holding my hotel voucher can be used as cash when staying in our hotel for consumption. (The vouchers are valid during the event and will be invalid upon expiration. The vouchers cannot be redeemed and can be used to offset the consumption of hotel rooms and meals.) Or you can enjoy tickets and consumption when you use our hotel's vouchers to spend at various alliance tourist attractions. Discounts (depending on the agreement of each attraction).

Method 3: Contact the taxi company and provide long-term cash rebates to taxi drivers who transport customers to my hotel.

The specific operation is as follows: issue the driver with a discount card of our hotel signed with his license plate number. If a guest holds the card when registering to enjoy the discount, the car owner will receive a 10 yuan cash commission, which will be paid at the end of the month. Account or cash out immediately.

(2) Preferred customer, expand reward program

Discount 1: Any out-of-town individual guest who stays 8 consecutive times at the current rack rate in the month can receive a free regular or standard room rate 1 room. Or individual travelers who stay for 3 consecutive nights will receive 2 bottles of mineral water.

Discount 2: When you book a deluxe room or a view room for June and July 20xx 2 months in advance, and confirm and pay the corresponding deposit in time, you can enjoy a crazy 40% discount on the retail price. (The specific operation method is to be determined)

Discount 3: In cooperation with banks, guests holding designated bank credit cards can receive a voucher from the hotel when they swipe their cards at the hotel.

Offer 4: Use one day a week to get a few rooms to make special offers. (Use the pop sign in front of the store for promotion)

6. Advertising

1. Make vouchers and discount cards with hotel introduction and geographical location, and pay for them Notice, highlight the unique corporate culture.

2. Make road sign advertisements at nearby tourist attractions and train stations, targeting business and government personnel who are transiting or visiting.

3. During the event, preferential policies will be broadcast on an electronic screen throughout the day.

4. Spray painting or pop promotion in front of the hotel.

7. Advertising budget

The advertising budget is allocated as follows:

1. The production cost of vouchers is controlled to: x yuan.

2. The production cost of the discount card is controlled to: x yuan.

3. The cost of publicity and advertising in scenic spots is controlled to: x yuan.

4. The cost of inkjet printing in front of the store is controlled to: x yuan.