3 thoughts on “What are the marketing strategies of the catering industry?”
Julian
Marketing is not just a single sales model. It involves a wide range of aspects, including marketing surveys, design, development and pricing of hotel products, product sales, product circulation, and other aspects.
The hotel marketing is related to the development and prospects of the hotel, so how can we make hotel marketing better? This should be considered in the operation of the entire restaurant. As far as my opinion, to do a good job of marketing, we must first formulate the best marketing orientation, choose a better target market, and actively use and develop various marketing strategies to achieve high -quality marketing Final goal.
Organizing marketing
The marketing must achieve the following:
1. Disable the sales area and scope. The manager of the marketing department cooperates with the sales staff to designate the area and scope of sales, and actively guide the sales staff to expand the sales surface in a dry way. The distribution of the sales area and scope shall be allocated according to the sales potential of regular customers.
. Sales indicators. The marketing manager formulates sales indicators based on the sales goals and policies of the hotel. Sales indicators are divided into quantitative indicators and quality indicators. The quantity indicators include: (1) the number of sales, such as the number of days for guest rooms, the sales of catering, the average house price, the sales revenue, etc. (2) Sales, the number of sales visits per day or monthly. (3) Index and control of sales expenses, sales costs involved in monthly sales personnel, such as transportation and hospitality costs.
If the potential potential in charge of the customer in charge of each sales personnel, while stipulating that the sales staff reaches the sales quantity, it is necessary to determine the quality standards of the sales, the quality standards include the product and sales knowledge of the sales staff, and the sales access. Effects, sales staff's work attitude, work ability, and relationship with customers.
3. Evaluation of the performance of sales staff. Sales managers should adopt appropriate channels to understand and obtain the performance information of sales staff work, formulate sales staff to report the "sales report" rules monthly, understand the sales situation, and timely feedback sales information.
4. Arranged reasonable organization. According to comprehensive consideration of the geographical location and category of hotel customers, the marketing department organizes sales personnel to sell in accordance with the geographical division of labor, reduce the journey time and improve work efficiency. According to the current development of the hotel, hotel marketing should actively tap the potential of hotel products, increase the attractiveness of the product, attract guests to consume, and attract business.
Cope product portfolio
The hotel marketing can develop a combination product welcomed by guests according to the company's sales requirements, which can develop various guests, attract customers, and can be set up. Product methods are:
(1) Products of official guests. For special services for official guests, provide discounts for official guests: such as providing a basket of fruits in the guest room for free, providing free drinks for free, free use of the facilities and equipment of the recreational center, free to participate in the bar, singing and dancing entertainment activities.
(2) Conference combination product. The conference combination products include the use of the conference hall, the meeting rest time to supply snack coffee, working meals during the meeting, and provided according to one package price per person.
(3) Family accommodation combination products. Forms such as a two -person room for the whole family to stay. Children and their parents live with them with free beds to provide services to take care of children. Children use recreational facilities for free, and restaurants provide children's menu.
(4) Honeymoon vacation products. Honeymoon vacation products are only provided to the newlyweds. Generally, beautiful and quiet rooms and some special services are required, such as a beautiful cave house, free breakfast in front of beds, free champagne, flowers and fruit baskets in the guest rooms.
(5) Wedding combination product. This type of product is mainly aimed at the local resident market, combined with the form of wedding consumption, adapts to the psychology of consumption, emphasizes the atmosphere of festiveness, and attracts consumption: the content of this product has a luxury Beijing -style or Cantonese banquet. One exquisite wedding cake, with flowers and double happy banners, arranged the wedding halls solemnly, manufacture the atmosphere of the wedding banquet according to specific requirements, and play the wedding for songs.
(6) Weekend combination product. Weekend combination products can attract guests to rest and entertain after a week of work. Therefore, we need to plan some entertainment sports activities: such as weekend party, weekend acrobatics performances, etc. Capital products with cheap prices.
(7) Fresh season holiday products. During the off -season of the business, it is provided to the guests with accommodation and diet for one week or ten days. At the same time, in order to attract guests, we also plan to organize guests to enjoy entertainment for free.
(8) Special activity combination products. The development of such combination products requires marketing personnel with creativity and factual thinking, and designed products that are both novel and feasible in economy and sales. Improve the reputation and image of the hotel.
This planning
If in addition to the development of new products and new activities, marketing must also launch unique publicity methods to attract customers. Do more articles.
(1) Select TV, radio, newspapers and other media, and regularly report the new special dishes, guest room environment, and activity projects launched by hotels to increase guests' sensory impression of the hotel.
(2) Use industry magazines, newspapers, travel line booklets, guidelines, advertising leaflets, direct letters and other methods to promote hotel products.
(3) Small the momentum to invite well -known performances, enhance the impact, and create hotspots of hotel consumption, such as inviting provincial and municipal model contests, fashion shows; large -scale song and dance musical performances and other promotional methods.
(4) Design and launch beer festivals.
The hotel marketing should not be limited to a stage, sticking to a model, indulging in a state. The best business model for business development has made hotel operations more perfect, advanced and unique, and will not be defeated in the fierce hotel industry competition.
The hotel marketing five taboos
On avoiding subjective determination of the credibility of the consumer unit
At the regular meeting of the department manager, the sales manager reported that there was a home Foreign companies come to store consumption to consume. The president asked the manager: Is it state -owned or private? The answer is private; how much is the investment amount? The answer said nearly ten million; so the boss warned that this small -scale private enterprise was inconvenient to hang up. In this sentence, the convenience door of the company's hope is blocked, and at the same time, the hotel has lost one of the most loyal customers without knowing it.
At present, all consumer groups in the hotel, especially some mainland hotels, account for a considerable proportion. When measuring the consumer documents of the accounting unit, the hotel will naturally determine whether the unit can hang up according to the strength and credibility of the unit, so as not to occur to avoid the phenomenon of lidar, bad debts, and dead ledger. After a long time, old customers in the region and more well -known companies are easy to master, and for similar consumer customers, it cannot be determined by the attributes and existing strength of the newly added consumer customers. "Private", heavy "big" light and "small".
My associated with customers, the positive and secure approach is to meet each other on the one hand, and on the one hand, it uses strong and powerful regulatory measures to prevent hotel interests from being damaged. As the boss's request from the beginning of this article can adopt measures to establish detailed contracts, shorten checkout time, arrange special personnel supervision, etc. to open the door for convenience to achieve the purpose of adding a new customer source.
The bogey bogerass is rarely visited
A hotel boss to visit customers in a timely manner is an effective means to enhance understanding, strengthen friendship, and consolidate customers. , But it is far from the specific implementation. Some either have no time and forget to go; some do not intend to go at all, letting their men walk away; some even rarely go on the marketing director and manager to close the door to build a car. There may be several reasons in it: Fortunately, those who are at the same level as you are to visit the customer's face lower than your face; you will be caught in the hotel's miscellaneous work all day long, and you will be overwhelmed. Take care of; the sense of responsibility is not strong or the work is not allowed; the managers who have these reasons only care about their feelings and truths, and ignore the thoughts of the customers who live.
three taboos are visited
Is when developing the quantitative indicator of the salesperson, do not use the number of visits to measure the performance of a salesperson. This depends on this depends on The scientific practical practice will have a negative impact. The relationship between salespersons and customers is only a work relationship. It is often not welcomed by the customer because of work to meet and disturbing. After many times, the salesperson also realizes the client's disgusting emotions, and hopes that there are often good news such as discounts, discounts, gifts, free, etc. to bring customers, active atmosphere, add conversation content, and increase their own weights, but this is very limited of. In addition to the unique visits plan due to guests, the purpose of multi -channel and multi -means to achieve the purpose is the first to consider.
Four taboos planning is just a matter of marketing
Mo well -known hotel has a good tradition. Before the festival comes, the boss will lead the backbone of the entire store leader. The Zhuge Liang meeting was held, please come up with something to find a way. This is a good approach worthy of advocating. No matter how professional the people in the marketing department, the number is limited; no matter how many ideas are, it is also weak; the three stinky skins and a Zhuge Liang, the participation of many people will help the successful success. They also set up part -time marketers among the heads of various departments to fill in the lack of sales staff in collecting and communicating with customer information. Basically, they have formed a three -dimensional network of foreign marketing, which is very practical.
The five -avoiding promotion for each other
has heard a joke, saying that a boss received more than a dozen New Year cards from the same hotel during the Spring Festival. There are managers, supervisors, and even employees. Generally, it means: I hope to continue to take care of it in the coming year. The reaction of the boss when receiving the greeting card is: Is there necessary? This shows that each of them is promoting to waste manpower and material resources. At present, many hotels have quantified management of the income of various business departments, which effectively improves their enthusiasm. Managers and employees have their own efforts to increase their income to increase their income. The starting point is understandable, but it often breeds some negative effects. The hotel has the style and taste of the hotel, and it cannot be destroyed by some low -level vulgar methods. This requires the hotel management to take effective measures to avoid this promotional phenomenon of their respective politics to maintain the overallness of the hotel's foreign marketing.
n00:00 / 00: 5670% shortcut keys to describe space: Play / suspend ESC: exit full screen ↑: increase volume 10% ↓: reduced volume decrease by 10% →: single fast forward 5 seconds studio Here you can drag no longer appear in the player settings to reopen the small window shortcut key description
Pay content for time limit to check for freenAnswer strategy 1: two -way communication, provide value -added services to pay attention to the two -way information communication with customers, and provide value -added services. Make full use of various experience marketing methods to spread brand communication on the Internet. Not only can it be a wide range of experiences that consumers of catering consumers can be widely spread, attract target consumers, and achieve the purpose of product sales. The experience is to establish a special emotional link and communication channel with catering consumers. Strategy 2: Blog, MSN marketing, clearing the inventory is the most effective establishment of a super link point on the Internet. That is, linking with other popular websites through interconnection knots and network environment, linking with related websites, establishing partnership with content sharing, and displaying food in front of more network users, thereby increasing popularity. MSN marketing, the effect of "clearing inventory" is particularly obvious. For example, when the restaurant manager finds that there are seats and waiter's manpower that day, as long as you call online marketers, please change the content of limited -time and limited edition special cases to a new MSN nickname. Netizens. Strategy 3: Zero -cost network marketing reflects direct reflection, service is close to demand to use the network platform to serve guests, the biggest benefit is that it is relatively zero than traditional marketing, but because the reflection of netizens is very direct, the quality of activity must be good, so that it is possible to get it. Their favors. Observing the behavior of netizens through online marketers, we can find that netizens can at any time to stop asking to express that they are not interested in the event, so they are very close to their needs in order to create good performance. Strategy 4: Establish a restaurant customer group, and timely feedback the opinions of netizens directly to show the restaurant welcoming netizens in front of netizens to make opinions and want to pursue the quality of high -quality service quality. Due to the direct report of netizens, online salesperson can organize the opinions of netizens on the service of the restaurant every week and report to various restaurant managers, chefs and chairman and general manager. Relevant departments have improved the project. The work collected from the Internet can even extend to the relationship between various catering.
Marketing is not just a single sales model. It involves a wide range of aspects, including marketing surveys, design, development and pricing of hotel products, product sales, product circulation, and other aspects.
The hotel marketing is related to the development and prospects of the hotel, so how can we make hotel marketing better? This should be considered in the operation of the entire restaurant. As far as my opinion, to do a good job of marketing, we must first formulate the best marketing orientation, choose a better target market, and actively use and develop various marketing strategies to achieve high -quality marketing Final goal.
Organizing marketing
The marketing must achieve the following:
1. Disable the sales area and scope. The manager of the marketing department cooperates with the sales staff to designate the area and scope of sales, and actively guide the sales staff to expand the sales surface in a dry way. The distribution of the sales area and scope shall be allocated according to the sales potential of regular customers.
. Sales indicators. The marketing manager formulates sales indicators based on the sales goals and policies of the hotel. Sales indicators are divided into quantitative indicators and quality indicators. The quantity indicators include: (1) the number of sales, such as the number of days for guest rooms, the sales of catering, the average house price, the sales revenue, etc. (2) Sales, the number of sales visits per day or monthly. (3) Index and control of sales expenses, sales costs involved in monthly sales personnel, such as transportation and hospitality costs.
If the potential potential in charge of the customer in charge of each sales personnel, while stipulating that the sales staff reaches the sales quantity, it is necessary to determine the quality standards of the sales, the quality standards include the product and sales knowledge of the sales staff, and the sales access. Effects, sales staff's work attitude, work ability, and relationship with customers.
3. Evaluation of the performance of sales staff. Sales managers should adopt appropriate channels to understand and obtain the performance information of sales staff work, formulate sales staff to report the "sales report" rules monthly, understand the sales situation, and timely feedback sales information.
4. Arranged reasonable organization. According to comprehensive consideration of the geographical location and category of hotel customers, the marketing department organizes sales personnel to sell in accordance with the geographical division of labor, reduce the journey time and improve work efficiency. According to the current development of the hotel, hotel marketing should actively tap the potential of hotel products, increase the attractiveness of the product, attract guests to consume, and attract business.
Cope product portfolio
The hotel marketing can develop a combination product welcomed by guests according to the company's sales requirements, which can develop various guests, attract customers, and can be set up. Product methods are:
(1) Products of official guests. For special services for official guests, provide discounts for official guests: such as providing a basket of fruits in the guest room for free, providing free drinks for free, free use of the facilities and equipment of the recreational center, free to participate in the bar, singing and dancing entertainment activities.
(2) Conference combination product. The conference combination products include the use of the conference hall, the meeting rest time to supply snack coffee, working meals during the meeting, and provided according to one package price per person.
(3) Family accommodation combination products. Forms such as a two -person room for the whole family to stay. Children and their parents live with them with free beds to provide services to take care of children. Children use recreational facilities for free, and restaurants provide children's menu.
(4) Honeymoon vacation products. Honeymoon vacation products are only provided to the newlyweds. Generally, beautiful and quiet rooms and some special services are required, such as a beautiful cave house, free breakfast in front of beds, free champagne, flowers and fruit baskets in the guest rooms.
(5) Wedding combination product. This type of product is mainly aimed at the local resident market, combined with the form of wedding consumption, adapts to the psychology of consumption, emphasizes the atmosphere of festiveness, and attracts consumption: the content of this product has a luxury Beijing -style or Cantonese banquet. One exquisite wedding cake, with flowers and double happy banners, arranged the wedding halls solemnly, manufacture the atmosphere of the wedding banquet according to specific requirements, and play the wedding for songs.
(6) Weekend combination product. Weekend combination products can attract guests to rest and entertain after a week of work. Therefore, we need to plan some entertainment sports activities: such as weekend party, weekend acrobatics performances, etc. Capital products with cheap prices.
(7) Fresh season holiday products. During the off -season of the business, it is provided to the guests with accommodation and diet for one week or ten days. At the same time, in order to attract guests, we also plan to organize guests to enjoy entertainment for free.
(8) Special activity combination products. The development of such combination products requires marketing personnel with creativity and factual thinking, and designed products that are both novel and feasible in economy and sales. Improve the reputation and image of the hotel.
This planning
If in addition to the development of new products and new activities, marketing must also launch unique publicity methods to attract customers. Do more articles.
(1) Select TV, radio, newspapers and other media, and regularly report the new special dishes, guest room environment, and activity projects launched by hotels to increase guests' sensory impression of the hotel.
(2) Use industry magazines, newspapers, travel line booklets, guidelines, advertising leaflets, direct letters and other methods to promote hotel products.
(3) Small the momentum to invite well -known performances, enhance the impact, and create hotspots of hotel consumption, such as inviting provincial and municipal model contests, fashion shows; large -scale song and dance musical performances and other promotional methods.
(4) Design and launch beer festivals.
The hotel marketing should not be limited to a stage, sticking to a model, indulging in a state. The best business model for business development has made hotel operations more perfect, advanced and unique, and will not be defeated in the fierce hotel industry competition.
The hotel marketing five taboos
On avoiding subjective determination of the credibility of the consumer unit
At the regular meeting of the department manager, the sales manager reported that there was a home Foreign companies come to store consumption to consume. The president asked the manager: Is it state -owned or private? The answer is private; how much is the investment amount? The answer said nearly ten million; so the boss warned that this small -scale private enterprise was inconvenient to hang up. In this sentence, the convenience door of the company's hope is blocked, and at the same time, the hotel has lost one of the most loyal customers without knowing it.
At present, all consumer groups in the hotel, especially some mainland hotels, account for a considerable proportion. When measuring the consumer documents of the accounting unit, the hotel will naturally determine whether the unit can hang up according to the strength and credibility of the unit, so as not to occur to avoid the phenomenon of lidar, bad debts, and dead ledger. After a long time, old customers in the region and more well -known companies are easy to master, and for similar consumer customers, it cannot be determined by the attributes and existing strength of the newly added consumer customers. "Private", heavy "big" light and "small".
My associated with customers, the positive and secure approach is to meet each other on the one hand, and on the one hand, it uses strong and powerful regulatory measures to prevent hotel interests from being damaged. As the boss's request from the beginning of this article can adopt measures to establish detailed contracts, shorten checkout time, arrange special personnel supervision, etc. to open the door for convenience to achieve the purpose of adding a new customer source.
The bogey bogerass is rarely visited
A hotel boss to visit customers in a timely manner is an effective means to enhance understanding, strengthen friendship, and consolidate customers. , But it is far from the specific implementation. Some either have no time and forget to go; some do not intend to go at all, letting their men walk away; some even rarely go on the marketing director and manager to close the door to build a car. There may be several reasons in it: Fortunately, those who are at the same level as you are to visit the customer's face lower than your face; you will be caught in the hotel's miscellaneous work all day long, and you will be overwhelmed. Take care of; the sense of responsibility is not strong or the work is not allowed; the managers who have these reasons only care about their feelings and truths, and ignore the thoughts of the customers who live.
three taboos are visited
Is when developing the quantitative indicator of the salesperson, do not use the number of visits to measure the performance of a salesperson. This depends on this depends on The scientific practical practice will have a negative impact. The relationship between salespersons and customers is only a work relationship. It is often not welcomed by the customer because of work to meet and disturbing. After many times, the salesperson also realizes the client's disgusting emotions, and hopes that there are often good news such as discounts, discounts, gifts, free, etc. to bring customers, active atmosphere, add conversation content, and increase their own weights, but this is very limited of. In addition to the unique visits plan due to guests, the purpose of multi -channel and multi -means to achieve the purpose is the first to consider.
Four taboos planning is just a matter of marketing
Mo well -known hotel has a good tradition. Before the festival comes, the boss will lead the backbone of the entire store leader. The Zhuge Liang meeting was held, please come up with something to find a way. This is a good approach worthy of advocating. No matter how professional the people in the marketing department, the number is limited; no matter how many ideas are, it is also weak; the three stinky skins and a Zhuge Liang, the participation of many people will help the successful success. They also set up part -time marketers among the heads of various departments to fill in the lack of sales staff in collecting and communicating with customer information. Basically, they have formed a three -dimensional network of foreign marketing, which is very practical.
The five -avoiding promotion for each other
has heard a joke, saying that a boss received more than a dozen New Year cards from the same hotel during the Spring Festival. There are managers, supervisors, and even employees. Generally, it means: I hope to continue to take care of it in the coming year. The reaction of the boss when receiving the greeting card is: Is there necessary? This shows that each of them is promoting to waste manpower and material resources. At present, many hotels have quantified management of the income of various business departments, which effectively improves their enthusiasm. Managers and employees have their own efforts to increase their income to increase their income. The starting point is understandable, but it often breeds some negative effects. The hotel has the style and taste of the hotel, and it cannot be destroyed by some low -level vulgar methods. This requires the hotel management to take effective measures to avoid this promotional phenomenon of their respective politics to maintain the overallness of the hotel's foreign marketing.
n00:00 / 00: 5670% shortcut keys to describe space: Play / suspend ESC: exit full screen ↑: increase volume 10% ↓: reduced volume decrease by 10% →: single fast forward 5 seconds studio Here you can drag no longer appear in the player settings to reopen the small window shortcut key description
Pay content for time limit to check for freenAnswer strategy 1: two -way communication, provide value -added services to pay attention to the two -way information communication with customers, and provide value -added services. Make full use of various experience marketing methods to spread brand communication on the Internet. Not only can it be a wide range of experiences that consumers of catering consumers can be widely spread, attract target consumers, and achieve the purpose of product sales. The experience is to establish a special emotional link and communication channel with catering consumers. Strategy 2: Blog, MSN marketing, clearing the inventory is the most effective establishment of a super link point on the Internet. That is, linking with other popular websites through interconnection knots and network environment, linking with related websites, establishing partnership with content sharing, and displaying food in front of more network users, thereby increasing popularity. MSN marketing, the effect of "clearing inventory" is particularly obvious. For example, when the restaurant manager finds that there are seats and waiter's manpower that day, as long as you call online marketers, please change the content of limited -time and limited edition special cases to a new MSN nickname. Netizens. Strategy 3: Zero -cost network marketing reflects direct reflection, service is close to demand to use the network platform to serve guests, the biggest benefit is that it is relatively zero than traditional marketing, but because the reflection of netizens is very direct, the quality of activity must be good, so that it is possible to get it. Their favors. Observing the behavior of netizens through online marketers, we can find that netizens can at any time to stop asking to express that they are not interested in the event, so they are very close to their needs in order to create good performance. Strategy 4: Establish a restaurant customer group, and timely feedback the opinions of netizens directly to show the restaurant welcoming netizens in front of netizens to make opinions and want to pursue the quality of high -quality service quality. Due to the direct report of netizens, online salesperson can organize the opinions of netizens on the service of the restaurant every week and report to various restaurant managers, chefs and chairman and general manager. Relevant departments have improved the project. The work collected from the Internet can even extend to the relationship between various catering.