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做餐饮不要为了营销而做营销

来源:饱多客 发布时间:2020-11-18 浏览量:

1 在生意不好时才想起用营销活动做救兵
When business is bad, I think of using marketing activities to save soldiers
现在很多餐厅的营销活动,都颇有临时搬救兵的意思。生意好的时候,连人手都不够,更别提去做营销活动了,反正我生意好的时候又不缺顾客,而生意不好的时候,才有时间做营销,这是大多数做营销活动的餐饮企业的心理。
At present, many restaurant marketing activities are quite temporary move to save soldiers. When the business is good, there are not enough people, let alone to do marketing activities. Anyway, I have no shortage of customers when my business is good, but I have time to do marketing when the business is bad. This is the psychology of most catering enterprises that do marketing activities.
可是,你有想过吗?营销活动从来都是一件锦上添花的事情,一旦你的餐厅生意好,其内在的潜台词就是菜品、服务、装修都该可以,而一个生意不好的餐厅背后写着的潜台词一定是菜品、服务、运营一定某个环节出现了问题。
However, have you ever thought about it? Marketing activities are always the icing on the cake. Once your restaurant has a good business, the underlying line is that the dishes, service and decoration should be OK. But the subtext behind a restaurant with bad business must be the dishes, service and operation. There must be some problems in some links.
答案显而易见,肯定是生意越好的时候越要做营销活动,生意好的时候做营销活动会取得事半功倍的效果,此时接收人数最多,传播人数最多,效果也最好,而且服务、产品、体验也很好容易形成口碑效应。
The answer is obvious. The better the business is, the more marketing activities are needed. When the business is good, the marketing activities will achieve twice the result with half the effort. At this time, the number of receivers is the largest, the number of disseminators is the largest, and the effect is the best. Moreover, the service, product and experience are also very good, and it is easy to form word-of-mouth effect.
当然不是,再生意不好的餐厅也都是一个相对论,比如说你是做写字楼餐饮,那很可能就是中午一餐生意好,晚上生意不好,那你就中午做营销活动,因为中午来店的人数最多,氛围最好,而不应该在晚上,你是有时间和精力好好布置了,可是参与的顾客少了,传播力度也低,所以做好营销,生意不好时才应该做营销是第一个误区。
Of course not. Restaurants with bad idea of regeneration are also a theory of relativity. For example, if you are engaged in office catering, it is likely that the business is good at noon and the business is not good in the evening. Then you should do marketing activities at noon, because the number of people coming to the store at noon is the most, and the atmosphere is the best. You have time and energy to decorate well, but there are fewer customers involved The broadcasting power is also low, so it is the first mistake to do marketing well when the business is not good.
饱多客包子铺
2 假日营销为少部分人服务,而没勾起大群体的感受
Holiday marketing serves a small number of people without arousing the feelings of large groups
中国人节日多,围绕着各个节日餐饮企业都会做一些活动。
There are many festivals in China, and catering enterprises will do some activities around each festival.
比如在儿童节一些餐厅都会想着法的哄宝宝开心,在教师节教师去了就会打折,在母亲节一些当了妈妈的人去餐厅里吃饭,享有吃特定的煮面,得到鲜花的权利。
For example, on children's day, some restaurants will try to coax the baby to be happy. On teacher's day, teachers will discount the price. On Mother's day, some mothers will go to the restaurant to eat, enjoy the right to eat specific boiled noodles and get flowers.
你说这样的活动好不好?感人不感人?
Do you think this kind of activity is good? Touching or not?
肯定是很好,也很感人,可是回过头来思考,似乎又哪里不对了。
It must be very good and touching, but looking back, it seems that there is something wrong.
拿儿童节来说,无论当天你的做的有多好,但有多少个儿童能进店消费呢?也许有10%就不错了,只为这10%过一次节吗?不用说教师节、建军节、护士节的受众群体那就更少之又少了。
Take children's day as an example. No matter how well you do on that day, how many children can go into the store to spend? Maybe 10% is good. Do you want to celebrate this 10% only once? Needless to say, the audience of teacher's day, army building day and nurse's Day is even less.
那么,母亲节,该算大节了吧?为了做好母亲节活动甚至我们的店里都准备了洗脚水,可是你给这些带了妈妈的人洗脚
So, mother's day, should it be a big festival? In order to do a good job in mother's Day activities, even our shops have prepared foot washing water, but you wash the feet of these people with mothers
如果你的餐厅只想着给过节的受众群体举办活动,很可能就进入了第二个营销的误区当中,因为受众目标是很小的一部分,所以做假日营销别考虑小受众群体的感受,要考虑大多数受众的感受,这样才能玩转假日营销,小情感不如大情怀。
If your restaurant only wants to hold activities for the audience during the festival, it is likely to enter the second Marketing misunderstanding. Because the audience target is a small part, do holiday marketing without considering the feelings of small audience groups, but consider the feelings of the majority of the audience. Only in this way can we play holiday marketing. Small emotions are better than big feelings.
比如说,儿童节,与其说给不到10%的进店率的儿童过,到不如说致敬所有人的童心。
For example, on children's day, it's better to pay homage to the childlike innocence of all people rather than to give children less than 10% of the stores.
3 不提前做活动设计,临时起意做活动
3. Do not design activities in advance and start activities temporarily
通常,餐饮企业做活动大多数也是临时起意,通常是在一个节日来的前三天才决定要不我们做个活动吧,然后买物料,结果一场活动下来钱也花了,却做的不痛不痒的。
Usually, most of the activities of catering enterprises are temporary. They usually decide that we should not do an activity three days before a festival, and then buy materials. As a result, money is spent on an activity, but it is not painful.
因为你没有去进行活动设计,一场活动好不好取决于活动设计。
Because you didn't design an activity, whether an activity is good or not depends on the activity design.
在做活动之前一定要问自己我做活动的最终目的是什么?一定要让顾客和我们之间产生交互,也要通过一场活动让我们的员工更快乐,这才是做活动设计和做一场活动的最终目的。
Before doing the activity, we must ask ourselves what is the ultimate purpose of the activity? We must make the interaction between customers and us, and make our employees more happy through an activity. This is the ultimate goal of activity design and activity.
所以,做营销活动切忌临时起意,要提前做活动设计,并在企业内部预先演练,了解做活动的目的,才能让钱不白花。
Therefore, we should not start marketing activities temporarily. We should design the activities in advance and drill in advance within the enterprise to understand the purpose of the activities, so that the money can not be wasted.
4 活动过后不再跟进,节后海报比节前更能触动人心
4. No follow-up after the event. Posters after the festival can touch people more than before
很多餐饮企业在做活动当天,来了不少的人,当天效果也十分的好,可是活动过去了好像也就过去了,并没有留下什么,也没有总结什么。
Many catering enterprises in the day of the activity, to a lot of people, the day's effect is very good, but the event is over, it seems that the past, there is nothing left, no summary.
要知道做活动的目的不仅是给当下的顾客看,让当下在店里吃饭的顾客有感觉,而是要给没参与进来的顾客看,让他们产生出一种没有参加今天这个活动简直太遗憾啦,之后就会持续对你的门店进行关注,因为他不想下一次再错过这么好的活动。
You should know that the purpose of the activity is not only to show the current customers, let the customers who eat in the restaurant feel, but also to show the customers who have not participated in the activity, so that they can produce a kind of regret that they did not participate in today's activity. After that, they will continue to pay attention to your store, because they don't want to miss such a good activity next time.
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