How restaurants can do a good job of marketing in the dining off-season

One,? Do a good job in the peak season and off-season marketing conversion

Don't look at the Spring Festival season every day customers are full of complacency, may be the New Year you sing every day after the empty city. Due to traditional Chinese customs, a near the Spring Festival, the consumer power of the whole society in a short period of time there is a spurt of market, large and small restaurants almost full, and it is difficult to say that because of your marketing work to do how good. The real test of the effectiveness of marketing, but also to the off-season is not a drop, a year is not sustainable, stable business, in the customer is not enjoy a high degree of satisfaction and reputation, in the peer enterprises is not belong to the square.

Successful catering marketing goals are very clear, the strategy is very clear, and are according to the plan step by step to promote the implementation. One thing is very critical, that is, how to do a good job of peak season and off-season marketing strategy conversion.

"Peak season to take advantage of the off-season to take advantage of the situation", which should be the core idea of catering marketing. Taking advantage, is to capture greater sales, get more revenue; take the momentum, is to get the high ground, for valuable things, including business popularity, customer word of mouth, brand awareness, and so on, so as to establish a long-term strategic advantage.

This "potential" and "profit" relationship is completely inseparable, there is no off-season "potential" as a cushion, it is difficult to get the peak season of the "Profit"; and no peak season "profit", but also can not support the catering in the off-season to obtain the required "potential". Often off-season marketing work done well in the catering, to the peak season without having to invest too much in marketing costs can also be very profitable, this is the water to the canal.

In the off-season, the focus of the marketing work can be summarized in three areas: 1, the maintenance of old customers; 2, the development of new sources; 3, brand image shaping. To do a good job in these three areas of work, moderate marketing costs are essential, rather than just strategically low operating costs. This stage should be relatively light on yield, but more attention to attendance and customer satisfaction, and ultimately realize the peak season to take profit as well as the annual revenue target.

Two, prepare for a rainy day, off-season marketing pull from the beginning of the peak season

Marketing activities is a systematic, planned, consistent business behavior, marketing should try to do before the market changes, especially in the case of market changes in the trend is very clear. Chinese food catering should be in the Spring Festival season before the start of the post-holiday off-season marketing program, and then take full advantage of the good popularity of the Spring Festival period, in advance of the off-season marketing to promote the work. Specific methods vary, and its effect is often twice the result with half the effort. If to slip into the off-season, the popularity of the time to carry out marketing promotion, the cost of marketing will be a little higher, the difficulty is also greater.

Three? Recognize the market changes, respond calmly

This needs to be based on the catering market positioning, from the source of the composition, consumer motivation, as well as post-holiday catering market adjustment trends and other aspects of the correct judgment and analysis, and then put the limited marketing resources into an effective target market.

For medium and high-grade catering, the Spring Festival season when the main customer groups are official (including the government and the military), business and other social groups of the group consumption, during this period of time many catering to the general retail customers have no time to take care of, there is a slowdown. But after the Spring Festival for a period of time, the customer source structure of the catering market will change. As a result of the pre-holiday concentrated surprise consumption, the enthusiasm of the group consumption after the festival will be reduced, the frequency of consumption is also significantly lower. Correspondingly, the share of family consumption and casual consumption has risen.

In response to these market changes, catering should be adjusted according to their own positioning of the means of marketing, to achieve targeted, simple and effective. For example, mid-range catering can be launched more affordable family packages, white-collar lunches to attract families and white-collar workers to spend; the launch of the "special limited activities" to reduce the cost of consumption of guests, and effectively attract more customers to consume; planning a more detailed, thoughtful dating, party, birthday party marketing plan. The more favorable gift items to attract booking consumption, and so on.

Of course, for the medium and high-end catering group consumption is still the mainstream, that part of the clientele should also have the corresponding marketing initiatives, must not lose sight of the other.

Four, the depth of the maintenance of VIP customers

There is a famous 2:8 law of marketing theory, that is, 80% of sales are often brought by 20% of the important customers. There is no doubt that these 20% of the customers are the important food and clothing parents of the restaurant. Catering should be the past year's customers to sort out, to find out what these 20% of customers are, to develop a special VIP customer maintenance program, by a well-trained team of professionals to implement these programs without compromise. Customer maintenance is of course a long-term job, but in the off-season is even more important.

Five, innovation and change, to give customers more novelty and surprise

After a busy season, food and beverage can not be a temporary respite, because in the competitive environment of the market, business operations are also like a boat against the current, not to advance is to retreat. After the festival should be based on the festival, consumption, and changes in marketing themes, timely products, promotional items, store atmosphere to make adjustments. Many restaurants like to keep the festive layout of the Spring Festival until these decorations are old and worn out before they are willing to dismantle, which is the lack of systematic marketing of the significant features.

A focus on brand image, full of vitality of the catering, in the marketing of the theme and specific forms of expression, will certainly continue to push the new, and constantly create a sense of freshness to customers, which is more conducive to the cultivation of long-term loyal customers. After the Spring Festival, some new products should be replenished one after another, and new meals suitable for the summer season should be developed as soon as possible and presented to customers in time for the market to pick up in April. In the lack of festivals in the off-season, food and beverage should try to create momentum through the festival, both eye-catching and to attract customers, enhance the popularity of the purpose.

For example: to carry out spring thanksgiving activities, to members or old customers to take the initiative to send out invitations to them to give special consumer discounts, and to carry out a series of interactive game activities to give back to the old customers; invited major travel agencies related to the person in charge, focusing on a unique fellowship activities, make friends, while recommending food and beverage on the travel team's service initiatives; joint with the food and beverage positioning matched the Department stores, specialty stores, high-end automobile 4S stores, bars and other industries to carry out joint promotions, their sources to provide special offers to broaden the source of customers, expanding the influence; and so on.

Of course, the off-season is not suitable to invest too much money to do a lot of promotions, that instead of losing, moderation is good.

Sixth, grasp the off-season in the small high tide

In the dining off-season after the Spring Festival, there are some small consumer hotspots, such as 3.8 Women's Day, many units will be organized to celebrate the female employees get together to celebrate, many female consumers will meet with friends to enjoy the food. There will also be some different exhibitions around the business opportunities, such as March 2016, the 44th China (Guangzhou) International Beauty Expo will be held in Guangzhou, hundreds of thousands of businessmen from all over the country and even abroad gathered in Guangzhou, and will certainly arrange a lot of welcome to and from the reception of the banquet, the short term will set off a catering consumption boom. Catering should be early to develop marketing plans, methodical marketing to promote the work, and strive to have a good harvest in these off-season in the small high tide.

Seven, with the off-season marketing activities, to maintain a moderate advertising

Peak season, your advertising is often drowned in a sea of advertising. And in the off-season, moderate marketing activities and then with moderate advertising, will make your catering in the whole industry to appear more eye-catching, branding will be better, the effect of marketing activities will be better.

Eight, united with other catering to carry out joint marketing

This seems to be a little difficult, because as the saying goes, peers are enemies. But there is no lack of peer is a friend of the example of red apricot and big Rong and two Chengdu famous restaurant enterprises is not a better example? There is a good analogy: a chopstick is gently broken, ten chopsticks bundled together, that will not be able to help it.

If the catering can put aside the suspicion between, *** seek market, that the market cake is likely to be made bigger and more fragrant. If a catering marketing activities, taking into account the relationship between inputs and outputs, the momentum is certainly not too big, but if it is ten, twenty catering joint marketing activities, the power of all together, the momentum is certainly much bigger, the activities of the natural results is also much better.

So, the peak season when each busy, off-season, catering bosses should be more walking, more contact, may be able to touch what sparks, the formation of a temporary alliance partnership.

Nine, chopping wood to sharpen the knife both

Off-season marketing work should be grasped with both hands, one hand to grasp the market, the so-called "chopping wood"; the other hand to practice their internal skills, that is, the so-called "sharpening the knife". The previous is mainly to grasp some of the market strategy, about practicing, I have the following suggestions:

1, summarize the peak season marketing gains and losses, and constantly improve the marketing ideas and methods;

2, has been formulated to follow up on the marketing plan to re-examine, amend and improve;

3, high-quality products and services is better marketing, so the business in the off-season is not the business of the so-called "chopping wood"; the other hand, the so-called "sharpening the knife". So the off-season in the operation of the business is not very busy, to carry out systematic training in service and production skills, and constantly improve the quality of service;

4, eliminating unqualified marketing staff, recruiting new marketing staff, and a comprehensive training to strengthen;

5, review of catering in the past in the brand show the shortcomings of the brand to enrich the brand connotation, and strive to build a high-quality brand image.

Expanded Information:

Marketing is not the same as promotion

This seems to be a very superficial and childish question, but in the restaurant operators, there are individual or unconscious often make this low-level mistake. They tend to bury their heads in the good business time to count the tickets, business is poor only when the marketing a little.

The catering marketing work is a continuous business behavior throughout the enterprise, and will never be a breakpoint, whether you admit it or not, accept it or not, marketing is always accompanied by the operation of your business and existence, just from the situation on the active marketing and passive marketing points, from the results of the successful marketing and failure of the marketing of the difference. Therefore, the marketing work no snooze time, whether in the off-season or peak season.