Theme: Enjoy at a great value? Cinema DreamWorks (careful calculation, great value enjoyment)
I. The purpose of the plan:
In view of the situation that the service industry performance declined in September after the summer vacation, in order to increase the turnover in the off-season, it is necessary to make planning and marketing activities suitable for consumers in September to promote and guide consumers to spend again. After analysis, September is the off-season of all service industries, but what needs to be considered during this period is that the off-season does not mean no performance. What we need to do now is how to gather consumers who have been diverted to other markets through some marketing strategies in the off-season, so as to improve performance and increase turnover. This time there are three specific purposes: first, to give consumers more added value; The second is to promote promotional activities to promote consumers to spend again; Third, compete with other cinemas, so that consumers can clearly feel that the soft service of our cinema is different from other places, and show the cost performance of our store.
At the same time, it can also improve the company's performance.
Second, the marketing objectives:
Judging from the current July and August, the peak of the company's main business is divided into two main reception periods: daytime and evening. Obviously, the main guests at the afternoon show are mainly students during the summer vacation, and the evening show is mainly social people. However, after the students returned to school after the summer vacation, the market trend of the company plummeted during the day, and people in the society began to get busy at the same time, which was very unfavorable to the company's current operation. However, 50% of the company's daytime market is dominated by students, and 20% is dominated by people in society. Relatively speaking, 60% of the night market is dominated by the social working class (service industry, production enterprises, etc.). ) and 35% are dominated by young people (small business owners). 5% of the successful people are mainly (upper class), and their age is generally between 18-35 years old. Therefore, these customers are the main consumer groups in the two stages of our operation, and these groups are our main sales targets. Therefore, it is necessary to strategically carry out the follow-up off-season operation and marketing plan for this kind of consumer groups.
Third, thinking analysis: (marketing analysis)
Formation of Consumer Groups and Analysis of Problems
1. Consumers who have never been here? How to publicize and guide?
2. Consumers who will choose to come after coming? How can we attract him to spend again?
3. Consumers who choose to watch movies? What is left to consumers and how to leave a good impression?
4. How can our company do a good job in this aspect of image publicity, and how can we remember it effectively and quickly?
How can customers who have never been to our company feel that spending here is a level of enjoyment?
According to the above five forms, we can finish them at different times and stages.
(1) Maintaining the existing customer base is our primary task, and inducing re-consumption is our ultimate task. As for developing new markets, we should first consider stabilizing the existing markets.
Note: To stabilize the existing foundation, we must improve the quality of internal management (service, service skills, internal coordination, obedience and implementation, etc.). ).
(2) Do a good job in online publicity activities and organize large-scale market advertising activities as a whole.
(3) Do a good job in network cooperation activities and organize large-scale joint cooperation activities to enter the market.
1. How to make customers who have never been in contact with cinemas and have never been to our company for consumption, how to make them come to our company for consumption, how to enter the market in the fastest and effective way, and how to be loved by consumers quickly? At this point, our marketing plan must be completed on the basis of not having enough manpower to please the whole Yiwu market:
Marketing plan:
A. telemarketing (customers hate answering product introduction calls)
B. Internet marketing (customers who don't surf the Internet often)
C. invitation letter
Marketing plan:
A. Enterprise Association Card
(1) The company's marketing personnel aim at more than 600 enterprise-affiliated customers signed by 20 * *-20 * *, integrate resources, and make full use of all contracted enterprise-affiliated customers. In this marketing plan of enterprise alliance, our company has changed the cooperation content of the original enterprise alliance customers, changed the original enterprise alliance number system to the enterprise alliance membership card system, and changed the original number to the distinguished enterprise alliance VIP member user.
(2) At the same time, change the original enterprise association number to enterprise association card, and cooperate with local enterprises in Yiwu to make our enterprise association card a real honor card.
(3) The original enterprise association number is changed to the enterprise association membership system, which is convenient for the company's front desk operation and avoids unnecessary collision with customers in some links. Secondly, changing to the membership system of enterprise association has increased the intangible key customer information of the company by 43.7%, which saves many shortcuts for other operations in the marketing background, but it can also pay a return visit to all enterprise association customers.
(4) issue membership cards of more than 600 enterprise associations. During the issuance period, the marketing staff may not be able to complete the issuance task in a short time, which may cause some troubles to the operation and management. Then the operation department should closely communicate with the marketing department to implement the plan and complete the distribution of enterprise association members within a limited time, so as not to bring unnecessary trouble to the operation.
Note: Conflicts-some have been published, some have not been published, and friends of customers of the original enterprise alliance are also using this agreement number without notice. All these will cause unnecessary trouble at the scene.
(4) Time limit for issuing enterprise association cards: 25 days.
Note: Special reason (unknown)
B. Joint business cooperation
(1) The enterprise association customers signed by our company are not only large-scale production enterprises, but also most enterprises (major department stores, major electrical appliances, major communications, major service industries, etc.). ) can be combined with our long-term development strategy.
(2) The company can cooperate with all cooperative customers in batches and turn all enterprises into a part of the monthly cooperative sales plan, and each cooperative merchant will come up with certain preferential policies, with 30 partners in each period. Customers can use this card to show that all businesses on the card can enjoy the most preferential policies.
(3) At the same time, large service enterprises can cooperate with each other, and our 1 hour free coupons can be linked with cooperative enterprises, such as giving free self-service KTV coupons or vouchers at the Starlight cashier.
(4) In addition, the cooperative merchants have large-scale outdoor interaction or large-scale activities in the store, and the company can also participate, such as free 3-hour coupons, beer coupons, snack coupons, etc.
(5) While cooperating with major merchants, our company also requires all partners to provide corresponding preferential strength to our company for joint cooperation.
C. Company information
(1) With the development of Yiwu, there are more and more large, medium and small enterprises in Yiwu. About 35.9% enterprises have no idea about our company, about 28% enterprises have heard of or passed by, but only about 36. 1% enterprises have visited our company for consumption, but this is far from our ideal.
(2) It is not easy to think that these enterprises can spend money in our company, but it is not easy to contact these enterprises now, just distribute them to the residences of major enterprises and partners by letter. In order to contact major enterprises.
(3) Therefore, as long as we use the form of sending a corporate letter to explore customers who have never spent money, it will not cause customers' resentment.
D. Network cooperation
(1) Cooperate with Tudou for one-hour free coupon, sell two-hour free coupon and the second two-hour coupon. Tudou mainly does online group buying in Yiwu. One-hour free coupons are mainly issued by shop merchants and members.
(2) Cooperate with telecom for one-hour free vouchers, and upload two-hour free vouchers to the telecom network, so that telecom VIP customers can get free vouchers for Starlight cashier. Recharge in a big store or buy a mobile phone card to give our company an one-hour fun coupon.
(3) You can get our one-hour free coupon by cooperating with Mobile, uploading our preferential activities online, or buying mobile phones or cards in all stores.
(4) Publish an article on the forum in Chouzhou, Yiwu, and the customer service will contact all members of the forum to answer questions with prizes. The winner will get a free voucher for Starlight Cashier.
E. live interaction
(1) The floor holds regular activities to distribute balloons and candy.
(2) Hold regular check-in activities. For example:
Sponsored by Grand Prize Silver Bomb Company.
Marketing plan:
A. car stickers
(1) All automobile beauty shops, maintenance shops, car wash shops and other shops in Yiwu have distributed our company's promotional car stickers, totaling more than 600.
(2) Car stickers are provided by our company free of charge.
(3) Customers can get a free car wash or car repair service.
(4) Pre-print 2000 car stickers.
B. Network
(1) Our company cooperates with all websites, and at the same time, we should promote the company image.
(2) At the same time, publicize the preferential strength of our company.
(3) All enterprises that can cooperate with our company will enter our website, and the membership card indicates that they can enjoy certain discounts with our membership card.
2. How to satisfy the selected consumers and leave a good impression? What consumers can satisfy is mainly reflected in our cost performance. What do they need? What do we need? They have given them what they want. Can we satisfy them? We did it. Can consumers accept it? This is the main problem we consider and study.
A, guests choose karaoke, first of all, must have a good environment and equipment.
B, can you provide thoughtful service, can you treat every guest warmly, and what is the quality of service?
C, can bring happiness to the guests, can meet the requirements of the guests.
D, can interact with the guests, bring more added value to the guests, and enliven the atmosphere.
E. Can you get to know new customers in time and know their views after consumption at the first time?
(Activity Plan Analysis)
In view of the analysis of the above problems, we should make matching analysis, formulate planning activities suitable for guests, stimulate every psychological factor, and ensure that every step is under our control.
1, for this kind of consumption of guests.
For the guests who spend this time, we must first ensure that we can play with the best quality hardware and software.
Audio equipment, environment, services and products are the first and most intuitive links. Only when these conditions are met can we basically stabilize the existing guests, but on this basis, we must let the guests feel more added value and interact with them, so as to leave a better impression on the guests and truly feel the "cost performance".
1. Free drinks are distributed on site, and unlimited drinks are supplied (value-added).
B, all customers can participate in the lucky draw (unexpected appreciation).
C, customers who buy for 3 hours can get a gift from the merchant (increase the added value).
2. Attract customers who spend again.
To induce consumers to spend again, we must first ensure that consumers get recognized happiness, otherwise they will not spend again, so it is very related to the last link. In order to satisfy the customer's consumption, we must actively stimulate the consumer's psychology and make them feel that we have something he needs or belongs to him.
A, let the guests have some preferential facilities that can be used next time.
B, continuous consumption can get the consumer gifts (gift temptation) provided by us.
C how much did it cost to send snacks, gifts or wine coupons (to promote consumption)
3. Understand customer psychology
A, we should register all customers who have enjoyed the company's preferential treatment by telephone, make comments to the company, and then pay a return visit to the customer service, and make a record of the return visit.
B, at this time, the company constantly improves, so that all customers who enter the company will have a higher evaluation of the company in the future.
Sales department
Off-season Marketing Plan (2)
The dismal operation of hot pot in summer has become an obstacle to investing in hot pot or hot pot catering. The hot summer has become the jinx of Chongqing hot pot and hot pot catering. How to manage hot pot in summer? Where is the road?
1, free beer
Summer, hot summer. Cold beer, when you think about it, feels like a volcanic eruption and heavy rain. My heart creaked cold. Cold beer in advance, unlimited supply. Some people may think that they will lose money, but it turns out that it is equivalent to a 20% discount for all singles. When I was the general manager of Qilong Hot Pot in Chongqing, including the direct stores in Chongqing, it was such a marketing strategy, which not only earned enough popularity, but also earned a lot of money. If there are facts as the basis, there is no need to doubt.
Finally, Everbright heard that beer is free, which is enough to attract attention. It's you. Aren't you going?
2, adding fuel to the fire extinguishing strategy
Since I think eating hot pot will get angry, it is better to add fuel to the fire. This is also one of the marketing strategies. The actual operation method is "get angry, you get angry even more!" Theme marketing campaign-"Pies fall from the sky, and hot pot is free."
Activity rules:
A. Customers who come to eat every day will get a table for free.
B. If your restaurant has 68 tables, put 68 ping-pong balls in the lottery box. One of the balls is empty.
C. During the peak operation period, such as 8: 00 p.m., when the attendance rate of the guests is the highest, charge the seated guests.
D, go to the table and let the guests touch the prize. If they touch the free table tennis, the store will pay all the expenses before the account is tied. Even if the guest spends 2000 yuan, as long as he is lucky and courageous.
This strategy is to add fuel to the fire and create a beautiful yearning that people all want to add fuel to the fire. The key point is to create this kind of atmosphere and transfer people's other expectations of fire with an interactive atmosphere. At the same time, this marketing strategy is also in line with China people's gambling psychology of buying lottery tickets. If I am free, I am lucky, just like winning the first prize in the lottery; If I don't win, I don't care. I spent it myself anyway.
3. Other marketing strategies
A. free ice cream. B.free herbal tea. C, free mung bean soup.
And others, but small-scale marketing activities are best not to be used alone. Cooperate with other large-scale promotion activities to increase customers' impression of us.
Off-season Marketing Plan (3)
At this time, it is the beginning of the off-season of hot pot catering, so businesses have been thinking about the off-season marketing and promotion methods of hot pot catering, and have made some attempts in their daily operations. The following are some ideas put forward by the insiders on the off-season marketing of hot pot catering.
Hot pot, due to the factors of consumer concept, has always been considered as a food suitable for winter and spring. Therefore, many hot pot restaurants will encounter the problem of how to operate in summer and autumn, and they are also trying their best to attract consumers by means of discounts, coupons, drinks and dishes. Of course, some achievements have been made. In some places, eating hot pot in summer has become a fashion, which really envies hot pot operators in other places.
Any kind of consumption behavior and habit can be guided. Of course, this kind of guidance requires more businesses to cooperate with Qi Xin in product research and development, packaging, publicity and marketing.
In the traditional off-season of hot pot catering, we can adjust the product management strategy around the seasonal characteristics, but we can't ignore the positioning of the restaurant itself while adjusting the product strategy, which will lead to the disorder of customers' management direction of the restaurant, thus affecting the implementation of the overall management strategy:
1. Extend the development around the main products and launch a series of products suitable for summer consumption. For example, the main product is live fish hot pot, and some special dishes based on fish can be introduced as a supplement to the restaurant;
2. Develop hot pot varieties suitable for summer consumption and make selling points. Such as ice cream hot pot, light hot pot and so on. , so that customers have more choices, while new hot pot varieties can also create new selling points and publicity points for restaurants, attracting a wider range of consumer groups to participate in consumption;
3, launch a series of snacks and cold dishes suitable for summer consumption, and sell them at low prices on the premise of ensuring profits and even costs, so that customers feel affordable, thus promoting the rise of popularity;
Summer and autumn are also popular seasons for melons and fruits. We should introduce a series of freshly squeezed juice and fruit bowls, and even consider putting melons and fruits into the pot, so as to change the consumption concept that hot pot is easy to get angry;
The hot summer is also the season for students to have a holiday. In some large and medium-sized cities, the strong consumption desire of this consumer group can not be ignored. Marketing activities are designed around the consumer psychological needs of this consumer group, and time-sharing promotion is carried out in combination with their characteristics.
Hotpot restaurant needs to adjust its business strategy in the off-season.
At the beginning of the off-season of hot pot catering, hot pot restaurants should change their thinking at this time and increase marketing and promotion means to make the off-season not dull. After reporting out of the street, some hot pot restaurant operators introduced their marketing methods in the off-season to reporters with their own practical experience. You hot pot restaurant owners may wish to refer to it.
Hot pot, due to the factors of consumer concept, has always been considered as a food suitable for winter and spring. Therefore, many hot pot restaurants will encounter the problem of how to operate in summer and autumn, and they are also trying to attract consumers by means of discounts, coupons, drinks and dishes, and of course they have achieved certain results. In some places, eating hot pot in summer has become a fashion, which really envies hot pot operators in other places.
The above-mentioned hot pot operators believe that any kind of consumption behavior and habit can be guided by the efforts of merchants in product research and development, packaging, publicity and marketing. He pointed out that in the traditional off-season of hot pot catering, the product management strategy can be adjusted around the seasonal characteristics, but the positioning of the restaurant itself can not be ignored while adjusting the product strategy, otherwise customers will be confused about the restaurant management direction, thus affecting the implementation of the overall management strategy. He also proposed five methods for peer reference:
1. Extend the development around the main products and launch a series of products suitable for summer consumption. For example, the main product is live fish hot pot, and some special dishes based on fish can be introduced as a supplement to the restaurant.
2. Develop hot pot varieties suitable for summer consumption and make selling points. Such as ice cream hot pot, light hot pot and so on. , so that customers have more choices, while new hot pot varieties can also create new selling points and publicity points for restaurants, attracting a wider range of consumer groups to participate in consumption.
3. Introduce a series of snacks and cold dishes suitable for summer consumption, and sell them at low prices on the premise of ensuring profits and even costs, so as to make customers feel affordable, thus promoting the rise of popularity.
Summer and autumn are also popular seasons for melons and fruits. Introduce a series of freshly squeezed juice and fruit bowls, and even consider putting melons and fruits into the pot to change the consumption concept that hot pot is easy to get angry.
The hot summer is also the season for students to have a holiday. In some large and medium-sized cities, the strong consumption power of this consumer group can not be ignored. Marketing activities are designed around the consumer psychological needs of this consumer group, and promotions are carried out in different periods according to their characteristics.