How do you do event marketing as a catering takeaway? What are the marketing models to learn from?

With the intensification of competition in the catering industry, both traditional catering and Internet catering enterprises are paying more attention to the value of marketing. Some Internet catering crossover brands, with the help of novel marketing methods, quickly hit the brand and win millions of fans, but also bring a lot of inspiration to the catering market. In the marketing activities of takeaway, establishing brand effect is the focus. After entering the second half of the takeaway, the core demand of consumers for takeaway has turned to quality and safety, and brand takeaway, as a representative of quality takeaway, is a guarantee of quality and reputation. Entering the ranks of branded takeaways will naturally lead to more traffic and attention. If takeaway merchants want to get the advantage of brand competition, event marketing is the way to go. Event marketing revolves around activities that will bring traffic and exposure to the takeaway brand, allowing merchants to get a brand boost and increase sales. What are some of the ways to market a takeaway event? The first kind: in the opening, pre-opening, can quickly get traffic, visibility of the ground push. The second kind: with the festive atmosphere, the main emotional card, in order to get profit, brand reputation win-win, heartfelt, appetizing holiday marketing. The third kind: special scene marketing for specific seasons and minority groups. Next, I will combine some excellent marketing cases to make a specific introduction. Ground push is oriented to brand promotion, which is more suitable for the marketing of takeaway brands in the opening and pre-opening period. Geo-push is directly oriented to user promotion, which has the advantages of more accurate geography and crowd, and more real users. The four major aspects of geo-promotion: pre-market research, determining the content of promotional materials, geo-promotion implementation, program adjustment and optimization. 1. Pre-survey directly affects the effect of geo-push, it can be said that there is no survey, there is no conversion rate. In the first part of the ground push, the first to determine the area of the ground push, for the core users, what are the interests and concerns of these users. Takeaway new store in doing promotion, should focus on selecting takeaway three kilometers within the distribution range, the main densely populated areas, targeting the main office workers around to do promotion. For example, merchants in Wangjing can prioritize the "code-sweeping street" in Wangjing SOHO, and Zhongguancun can choose Venture Street. Wangjing SOHO's code sweeping street collects hot topics in recent stages and combines them appropriately, which will make the brand's geo-promotion more popular. 2. The design of the content of the promotional materials. The content of promotional materials is generally presented in the form of easy-open treasure and DM sheets. Content and layout that meets the core user's point of interest, such as good-looking pictures of dishes, etc., can attract their attention. The content and layout should have several characteristics: highlighting the key content, simple and generous layout, both novelty and fun, in line with the brand tone. the design of the DM sheet can be inspired by various industries. Innovative and interesting leaflets are more easily accepted by office workers. It is better to have one or two highlights to attract users to promote the product spontaneously. Such as KFC's new Hokkaido ice cream on sale in Hangzhou, specially come to taste the food, prepared with brand exposure, cute "selfie props", attracting a lot of people to take a selfie to send a friend circle. 3. the implementation of the ground push. Ground push the implementation of the process of the three main factors: people, materials, words and techniques. In the selection of ground push personnel, prioritize the selection of internal personnel, the implementation of better results. Selection of external personnel, must be carefully screened to ensure that the appearance, quality will not damage the company's image. Dress code, at least to ensure a uniform style. If the use of role-playing, the effect will be better. You can use the company's mascot, etc., or select the recent popular cartoon images, such as Kumamoto Bear and so on. Ground push in the Kumamoto Bear image materials mainly include easy pull-up, DM sheets, tables, gifts, etc. DM sheets should be issued in a planned manner, according to the number of days to allocate the amount of each day. Gifts should be set to consider the preferences of the white-collar crowd. Many catering brands are taking the way of giving away snacks and drinks when doing promotion, but this is not attractive enough for white-collar users, and it is difficult for users to place orders for this drive. If the giveaway is changed to electronic products with practical functions, it is more seductive. Such as the gift of U disk, data line, or the use of lottery, the giveaway is set to less than one thousand yuan kindle e-books, PSP consoles, etc. PSP consoles should be as concise as possible, in the limited time to inform the user of the core requirements. 4. program adjustments to achieve the best. In the process of geo-promotion, it is necessary to compare and track the promotion effect of different locations in stages. By constantly adjusting the time, location and tactics of geo-promotion, we can ensure that the effect of geo-promotion is optimized. Festive marketing main playing the emotional card of festive marketing, in the festive scene under the auspices of the festival, so that it is easy to produce emotional substitution. Its advantage is that it can achieve a win-win situation in terms of profitability and brand reputation. Holiday marketing is mainly online, can be appropriate with offline activities. The four key words of holiday marketing: advance warm-up, emotional appeal, material benefits, continuity. 1. Holiday marketing must grasp the time nodes, start too early, the user is easy to forget, start too late, the user sees the activity has passed the participation time. Ideally, through the public number, microblogging and other platforms, a few days in advance to inform the user of the event information, so that the user early preparation, to maintain psychological expectations. 2. emotional appeal. Festivals give people an outlet to express their emotions. For specific festivals, give your takeaway product design an "emotional" point, can be moisturizing and nourishing "Goddess Day" package, can also be a romantic and luxurious Valentine's Day French package, the ultimate goal is to allow users to find **** Ming in your products, thus promoting sales. The ultimate goal is to let users find **** in your product, thus promoting sales. Valentine's Day French package 3. material benefits. Holiday marketing, inseparable from discounts, promotions, gift packages. For example, Christmas fruit with meals, Valentine's Day chocolates and so on. From the feedback of the reviews on the takeaway platform after the event, the user's favorability towards the brand will increase.4. Continuity. After each holiday marketing, it is necessary to do a review of the activities for the subsequent activities for reference. Holiday marketing is also a long-term process, takeaway brands can not rely on a holiday marketing has been to maintain a high level of brand satisfaction, you should take the holiday as a brand marketing node, through the planned holiday marketing activities, to bring the brand closer to the distance between the user. What is the relationship between ground push and festival marketing? Ground push to solve the incremental, holiday marketing (mainly online promotion) revitalize the stock. As probably mentioned before, geo-push activities are mainly applied to the opening of the business and the initial period of opening a store, which is conducive to obtaining real fans and creating awareness. On the basis of incremental users, we try to revitalize the stock of users and activate the sleeping users. Utilizing festivals to periodically do soft copy push, provide users with preferential activities, etc., to reduce user resistance, enhance user communication, improve user stickiness, and expand the service reputation. Scene-specific marketingScene-specific marketing for specific seasons and minority groups is a way of marketing and promotion for takeaway brands targeting the unmet real needs of the takeaway market. It has the advantage of being unique and targeted and faces less competition. Knockout Lang Hot Pot came out of nowhere by discovering a specific dining scene: office workers at home after work, wanting to have an exquisite dinner. According to this demand, they invented a takeaway hotpot suitable for one or two people to eat, and made the product into a small hotpot fast food "on demand" within 60 minutes. From the popular hot pot category to stand out, cut into the hot pot takeaway market segment. Out of Lang small hot pot takeaway takeaway brand in the business process, you can also dig similar special scenes, to provide exclusive services. The above three marketing models, in the implementation process should also avoid these misunderstandings: 1. Festival marketing should focus on, avoid doing activities every festival. When choosing festivals, you can mainly refer to the emotional tone of the festival, the user's participation, and the combination of products to choose. Halloween, Christmas and Valentine's Day are very suitable for campaigns because of their entertaining nature and wide participation of users. Sweetheart Rock Salad has formed a CP for the ingredients in the Valentine's Day copy.Sweetheart Rock Salad Valentine's Day Copy 2. Avoid getting high on yourself, start from the user's point of view, and give more consideration to the user's feelings. The whole process of activity planning should start from the user's point of view, consider the feelings and experience of the participants, and make sure that the copy is easy to be understood and the form of activity participation is simple enough. Check several times, polish and modify the unreasonable parts to ensure that the whole process of user participation is smooth and unhindered.3. Avoid over-budget marketing behavior, within the budget, spend less and do more. The activity budget includes the salary of ground promotion personnel, the cost of printed materials, the cost of gifts, transportation costs and so on. The cost should be apportioned to each project and each day according to the budget, and leave some space to ensure that the budget will not be seriously exceeded when accidents occur in the intermediate links.4. Avoid uncouth and unrestrained marketing, and grasp the scale. Some brands, in order to get eyeball effect, do not hesitate to play the legal ball, and even disseminate vulgar content such as eroticism. Such marketing will seriously hurt the brand image and fans' feelings, and should be avoided as much as possible in the marketing process. All takeaway marketing activities are inseparable from these three marketing modes. Preliminary ground push for the brand to quickly accumulate popularity; planned holiday marketing, which can promote sales and further improve brand reputation; through special scene marketing, the takeaway brand can have a differentiated advantage and be one step ahead of its rivals. In the overall marketing process of the brand, the reasonable combination of these three modes, the use of marketing is bound to achieve the desired results. (Article