How to improve the performance of cinemas in off-season?

What should the studio do in the off-season?

First, the studio's bad measures in the off-season.

1, layoffs-business is not good, profits are not much, only through layoffs to reduce expenses, that is, to maintain costs, you can expect "business is booming" in the peak season. In fact, this is the usual practice of many studio owners in the off-season. From June to July, some studio staff will feel nervous. They are worried that the boss's "layoff" plan will fall on them. Sometimes employees can understand what the boss is doing. After all, in the off-season, business is not good, and they may be unable to make ends meet these months. Layoffs are also a last resort. As a result, in the off-season, the busy reservation halls of some photo studios suddenly became deserted, which made the off-season even lighter.

But the only result of this practice is that the studio can't build an excellent and cohesive team and can't build the trust and loyalty of employees to the studio. Layoffs may ease the pressure on the studio in the off-season, but when the peak season comes, the studio will also face the dilemma of insufficient staff, and it is difficult for temporary employees to be skilled. In the long run, the vicious circle will only come to an end.

2, give employees a holiday-because considering the continuity of work and the reputation of the studio, the boss does not want to lay off employees, but in fact there is not much work to arrange, what should I do? It is better to have a holiday than to watch employees chat together.

Some of my friends run photo studios, so they take this approach in the off-season. Holidays usually last from one month to two months. Some employees are also willing to take a long vacation and have a good rest. They are only slightly dissatisfied with unpaid wages. However, some ambitious employees are unwilling to stay at home, or attend some industry training at their own expense to improve their skills, or go to various markets to learn more about the market: during this period, some employees have "chosen another branch" and will not come back.

The boss who adopts this method is better than "downsizing". Considering the manpower problem in the peak season, the shortage of talents in the peak season is controlled to some extent. However, the photo studio that adopts this method often loses the master and technical backbone of the shop. This brings losses to the studio as much as layoffs.

3. Loose management Some photo studios have reached a certain scale. Considering that the above two methods are likely to shake the morale of the army, it is not feasible to adopt a loose management method. Slack management's methods are mainly lax management, less strict requirements on commuting time, low requirements on employees' work attitude and quality, and the corresponding adjustment of business volume with the changes in the off-season of the market, which will also bring a series of changes in employees' psychology, work and treatment. The whole studio gradually presents a state of Three Lai.

The direct consequence of loose management in the off-season is that people are distracted. The culture of an enterprise includes management system, employees' mental state, work enthusiasm and so on. It needs long-term persistence. The management mode of "fishing for three days and drying the net for two days" will only make employees, even managers, despise the management system of the studio psychologically, thus affecting the management efficiency of the whole studio and even affecting the deviation of corporate culture.

4. Relax service one

Considering the characteristics of the off-season market and the cost of their own services, they relaxed their service quality and requirements for customers in the off-season. The first three points are mainly about the human resources and management inside the studio, and about the service provided by the studio operators to customers. In fact, the off-season of wedding photography follows the off-season of customer consumption. Because there is no "business" or off-season price reduction promotion activities, some studio owners take it for granted that customer service should also be discounted, coupled with the high turnover of personnel during this period, the requirements for service have been relaxed. As a result, the product quality can't meet the requirements of customers, which leads to the negative impression of the brand and the decline of word of mouth.

The relaxation of service awareness in the off-season not only leads to the long-term failure to improve the service level of the studio industry systematically and effectively, but also brings a general bad impression to consumers, and studio customers are also unconsciously lost in the off-season.

Second, what should the studio do in the off-season? In fact, the studio owner has a lot of things to do in the off-season, and he can do better. Only by doing these jobs well can we lay a good foundation for winning more sales performance in the next peak season. In the off-season of the studio, we can start from the following five aspects.

1, intelligence gathering

In the off-season, give the studio more time to collect information, which is convenient for future decision-making. Intelligence can be collected from four aspects: brand, marketing, competitors and consumers.

As far as brands are concerned, we should not only understand the positioning and position of our own brands in the market, but also understand the brand position of prominent brands and competitors in the industry, pay attention to their development trends and market conditions, and determine the brand layout for their next development.

As far as studio marketing is concerned, it is important to know the situation of competitors in the same field, their operations, human resources, market planning and so on. The so-called "know yourself and yourself" is convenient for the next decision. At the same time, we should also understand the operation direction of other photo studios in the region and even the national photo studios, and grasp the industry trends and opportunities.

For consumers, we can start with new and old customers, maintain the feelings of new and old customers, narrow the distance with consumers, and understand the consumption trend of consumers, so as to effectively adjust and innovate products. In addition, we should focus on collecting the market situation of blank areas in order to facilitate the next market expansion.

The photo studio must establish a perfect and constantly updated customer database, carefully study consumer psychology, timely investigate and summarize consumer demand, and evaluate and predict future consumption trends.

Step 3 create a brand

The so-called "prepare for a rainy day". The studio can choose to build a new brand and carry out brand promotion activities in the off-season. Studio without brand innovation ability can also learn about the joining market in the industry in the off-season, choose the most suitable brand, and promote it in the peak season to attract consumers' attention and seek greater market share.

The end of the off-season means the beginning of the peak season. In order to win the brand promotion in the peak season, we must make full preparations in the off-season. First of all, analyze the brand situation in your market, the consumer's reaction to the brand, and whether it is suitable to promote the new brand before the peak season. Secondly, objectively analyze the actual situation of your own studio, according to your existing enterprise structure, market positioning, product quality, price and other basic conditions, carry out innovative planning for new brands, or find a brand suitable for you to join. No matter which way is adopted, we should make careful preparations in the off-season, plan a suitable marketing plan for the brand that will be listed soon, prepare for the promotion of the brand in the peak season and seize the market.

4. Brand promotion and off-season promotion

In the off-season, we can't ignore brand promotion and sales promotion. Studio marketing should grasp the principle of "off-season promotion, upstream, seize the gap and reasonable promotion" and have a clear purpose.

In fact, brand promotion and promotion in the off-season is a gap. Because it is the off-season, many photo studios have given up brand promotion and promotion, because it may be "not worth the loss." From the consumer's point of view, it is just in an information vacuum period. Therefore, if the studio grasps the opportunity of brand promotion at this time, it may have unexpected effects. On the one hand, we should seize the opportunity in market planning and do our own brand promotion well. On the other hand, according to the characteristics of the off-season, the studio should formulate appropriate promotion plans, which can not only stimulate consumers' desire for consumption, but also form a long-term brand image for consumers, thus establishing a higher "brand value".