Traditional Culture Encyclopedia - Traditional festivals - What are the marketing strategies in the restaurant industry?
What are the marketing strategies in the restaurant industry?
Hotel marketing is related to the hotel's development and prospects, so how can we make the hotel marketing to play a better advantage? This is in the whole hotel operation should be considered at times, as far as I see, good marketing, first of all, we must develop the best marketing orientation, choose a better target market, and actively use and develop a variety of marketing strategies, in order to achieve the ultimate goal of quality marketing.
Organization of marketing
Marketing in the organization to carry out the following items:
1, delineate the sales area and scope. Marketing manager with the sales staff to delineate the area and scope of sales, in the form of packages, and actively guide the sales staff to expand the sales surface, sales area and scope of the allocation should be based on the sales potential of regular customers, the customer's geographic location and category to be allocated.
2, the sales target. Marketing manager according to the hotel's sales goals and policies to develop sales targets. Sales targets are divided into quantitative and qualitative indicators. Quantitative indicators are: (1) the number of sales, such as the number of days of room sales, food and beverage sales, average room rates, sales revenue. (2) The number of sales, the number of sales visits that should be made per day or per month. (3) Indicators and control of sales expenses, monthly sales expenses involved in sales staff, such as transportation and hospitality costs.
Because of the different customer demand potentials of each salesperson's sub-division, it is important to determine the quality standards of sales while stipulating the number of sales to be achieved by the salesperson. The quality standards are the salesperson's knowledge of the product and sales, the effectiveness of the sales visits, the salesperson's work attitude, work ability, and the relationship with the customer.
3. Evaluation of sales personnel's performance. Sales managers should take the appropriate way to understand and access to sales staff work performance information, the development of sales staff reported monthly "sales report" rules, to understand the sales situation, timely feedback sales information.
4, the arrangement of a reasonable organization. Marketing Department according to the hotel customer's geographical location and category of comprehensive consideration, the organization of the sales staff according to the geographic location of the division of sales, reduce travel time, improve work efficiency. According to the current development of the hotel, hotel marketing to actively explore the potential of hotel products, increase the attractiveness of the product to attract guests to consume, recruit business.
Product mix
Hotel marketing can be based on the sales requirements of the enterprise, for the different needs of guests to develop a variety of popular combination of products to attract guests, the combination of products can be opened in the following ways:
(1) combination of products for official guests. Special services for official guests, to provide concessions for official guests: such as free supply of a basket of fruit in the guest room, free welcome drinks, free use of recreation center facilities and equipment, free to participate in the bar, singing and dancing entertainment activities.
(2) Meeting combination products. The conference combination products include the use of the conference hall, the supply of snacks and coffee during the breaks of the conference, and the working meals during the conference, which are provided at a discounted price of one package per person.
(3) family accommodation combination products. Forms such as double rooms for the whole family to stay, children and parents stay with free extra beds, provide child care services, free use of recreational facilities for children, the restaurant provides children's menus.
(4) Honeymoon vacation products. Honeymoon vacation products are only available to newlyweds, and generally require beautiful and peaceful rooms and some special services, such as a beautifully decorated cave, free American breakfast in bed, free champagne, flowers and fruit baskets in the room.
(5) Wedding combination products. These products are mainly for the local residents market, combined with the form of wedding consumption, to adapt to the consumer's psychology, emphasizing the festive atmosphere, to attract consumption: the content of the product mix of deluxe level of Beijing-style or Cantonese-style banquet, the free provision of soft drinks throughout the room, the four-layer exquisite wedding cake a wedding cake to flowers and double happiness banners grandly decorated wedding hall, according to the specific requirements of the creation of the wedding atmosphere, play the wedding march, the wedding room, the candlelight night! Free bridal suite, flowers, fruits and champagne, free American breakfast to the guest room.
(6) Weekend combination products. Weekend combination of products can attract guests in the week after work, to rest and entertainment, and therefore need to plan and organize some entertainment and sports activities: such as the holding of weekend parties, weekend acrobatic performances, etc., will be recreational activities coupled with the hotel room and board services into a combination of inexpensive packaged products.
(7) off-season vacation products. In the business off-season to a week, ten days of accommodation plus meals at a package price to guests. At the same time, in order to attract guests, but also planning and organizing guests to enjoy free entertainment.
(8) special event combination products. The development of this type of combination of products requires marketers to have creative and factual thinking, design both novel and economically and sales viable products, can use existing facilities and services to organize, such as table tennis, tennis, bowling tournaments and other activities to improve the hotel's reputation and image.
Planning publicity
Marketing in addition to the development of new products, new activities and projects, but also to introduce a unique way of publicity to attract customers, which should be in the advertisement planning and promotion to do more.
(1) you can choose the television, radio, newspapers and other media, regular reports on the hotel's newly launched special dishes, room environment, activities, etc., to improve the guests' sensory impression of the hotel.
(2) Use industry magazines, newspapers, travel itinerary brochures, guides, advertising flyers, direct letters and other ways to publicize the hotel's products.
(3) Invite well-known performances to make a big impact, enhance the impact of the surface, to create the hotel's consumer hotspots, such as inviting the organization of provincial and municipal modeling contests, fashion shows; large-scale song, dance and instrumental music and other promotional methods.
(4) Designed to launch a beer festival, cuisine appreciation of the way to improve hotel consumption, increase efficiency.
Hotel marketing should not be limited to a stage, stuck in a mode, addicted to a state, it must be the most keen, the most advanced, the most unique sense of smell to create and design the best business model suitable for the development of hotel operations, so that the hotel business is more perfect, advanced and unique, so that the hotel industry is not in the fierce competition in the hospitality industry to lose.
Hotel marketing five taboos
One taboos subjective determination of the degree of credibility of the consumer units
In a regular meeting of the department manager, the sales manager reported that there is a foreign enterprise to store consumption hope to hang the account. The boss then asked the manager: is state-owned or private? Answer is private; and asked how much investment? Answer said nearly ten million; so the boss cautioned that such small-scale private enterprises are inconvenient to hang accounts. Just this sentence, the enterprise hopes that the door of convenience is blocked, and at the same time, the hotel in the unknowingly lost a may also be the most loyal customers.
At present, among all consumer groups in hotels, especially some mainland hotels, the consumption of pending accounts accounts for a considerable proportion. Hotels in measuring the consumption credentials of the pending unit, naturally, according to the strength of the unit, the degree of credibility to determine whether the pending account to avoid the phenomenon of bad debts, bad debts, dead accounts. Over time, the region's old customers and more well-known enterprises easy to grasp, and for similar new consumer customers can not only rely on business attributes and the existing strength to determine the degree of his credibility, not to thick "public" book "private", heavy The "big" light "small".
In the interaction of customers, the positive and prudent practice is on the one hand to welcome with a smile, on the one hand, with strong regulatory measures to not let the hotel interests damaged. Such as the beginning of this article, the boss of the requirements can be taken to enter into a detailed contract, shorten the checkout time, arrange for special monitoring measures to open the door to achieve the purpose of new sources of customers, and then cancel the qualification of the account once the problem is found to be the first signs of it is not too late.
Two taboo boss rarely visit
Hotel bosses visit customers at the right time is to enhance understanding, strengthen friendship, consolidate the source of effective means, which has been recognized by the majority of counterparts, but in the concrete implementation of a far cry. Some either do not have time, forget to go; some simply do not intend to go, let the men walk; some even marketing director, manager rarely go down, shut the door to build a car. There may be several reasons: with their own at the same level, okay, go to visit customers lower than their own face; day and night trapped in the hotel's chores, things must be, take charge of, the results of the exhaustion of no way to take into account; responsibility is not strong or the work shall not be essentials; where there are these reasons for the managers, only care about their own feelings and the truth, while ignoring the idea of customers who rely on the survival of the customer.
Three taboos like visiting
Sales managers in the development of quantitative indicators of salesmen, it is important not to visit the number of times to measure the performance of a salesman, which seems to be scientific is contrary to the common sense of the practice will have a negative impact. Salesman and customer relations are only working relationships, often because of work to meet, disturbing the customer is obviously not welcome, so there are clearly in the office office and lied in the meeting said. More often than not, the salesman also realized that the customer's antipathy, hope that there are often offers, discounts, gifts, free and other good news to bring to the customer, to liven up the atmosphere, add content to the conversation, but also to increase their own weight, but it is very limited. Marketing Department, in addition to the development of visit plans for customers, multi-channel, multi-means to achieve the purpose is the first to consider.
Four taboo planning is only the marketing department
A well-known hotel has a very good tradition, every holiday before the arrival of the boss will take the lead in organizing the whole store foreman above the backbone of the Zhuge Liang will be held, please come up with ideas to think of ways. This is a good practice worth promoting. The marketing department is more professional, but also a limited number; more ideas, but also a single force; three ignorant cobblers and into a Zhu Geliang, the participation of many people will help the activities of a complete success. They also set up part-time marketers in each department in charge, in the customer information collection, relationship communication to fill the lack of sales staff, basically formed a three-dimensional network of external marketing, very practical.
Five taboos of their own promotions
Have heard a joke that a boss received during the Spring Festival from the same hotel more than ten New Year's cards, there are hotels, there are managers of various departments, there are supervisors, and even employees. All of them had the same meaning: they hoped that they would continue to give care in the coming year. The boss's reaction when he received the card was: is this necessary? This means that each of them to engage in promotional waste of manpower and resources, not to mention that, but also can not get the approval of the guests. Now many hotels to quantitative management of the income of each business sector, effectively improve their enthusiasm, managers and employees to make every effort to increase revenue. The starting point is not wrong, but often breed some negative impact. The hotel has a hotel style and taste, can not be some low vulgarity will be destroyed. This requires the hotel management to take effective measures to avoid this kind of promotion phenomenon, in order to maintain the hotel's external marketing as a whole.
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