A brief discussion on how to strengthen publicity work in service areas

At present, the majority of service area managers are thinking about the same question: How to seek breakthroughs in existing achievements and bring the operation and management of the service area to a higher level? The author believes that publicity work also plays a vital role. Next, the author will talk about my personal understanding on how to strengthen the publicity work in the service area. The status and role of publicity work in the operation and management of service areas. As the saying goes: good wine is afraid of deep alleys. Publicity work can play a huge role in enhancing core competitiveness, expanding visibility, increasing influence, and enhancing brand image. In our daily work in the service area, we brainstorm and take multiple measures, and the quality and grade of business services are improved with each passing day. However, most of our achievements are limited to the inside of the service area and the industry. For the hurried traffic and passenger flow, If they don't experience it personally through consumption, how can they understand our reforms and innovations in business services? How do you know the profound connotation and gratifying changes in the service area? We sit and wait for customers to come to our door. When will they come again if they return home satisfied? What a long process it would be to let them spread a good name to the service area? Therefore, we cannot rely on repeat customers and general customers to promote our service areas. We must take the initiative, strengthen our publicity campaign, and expand our audience scope. At present, the main forms and shortcomings of publicity work in provincial service areas. At present, the publicity work in provincial service areas mainly takes the following forms: inside the area, it is promotional windows, banners and slogans, posters and albums; outside the area, it is the business service section of the website of the Senior Management Bureau. and introductions to service area management published in newspapers and magazines. This publicity enables some people to understand the service concept, development changes and special operations of the service area, and then choose to stay and consume in the service area, which serves the purpose of establishing an image and guiding consumption. However, publicity in the area is not enough to arouse the interest of drivers and passengers, and very few people stop to appreciate and appreciate it; the audience for online newspapers and periodicals is generally limited to those within the industry, and only those who are truly interested in this and carefully interpret the changes in the service area not much. For a service area, the most practical thing is how to use effective publicity to enable drivers and passengers to understand the characteristics of the service area in a short distance and time, and attract them to become interested and interested in staying, consuming, and exploring the service area. Impulsively, through personal experience, I realized that the service area really deserves its reputation. Several suggestions for strengthening the publicity work in service areas. In view of the shortcomings of weak publicity awareness, weak publicity power, and single publicity methods in service areas, in order to maximize the publicity of the business service characteristics of service areas, in addition to the inherent publicity methods, I think there are also You can try it from the following channels. 1. Use toll stations to issue promotional cards to vehicles. The service area can cooperate with the toll station to issue promotional cards of the service area to vehicles entering the station. The cards should state the characteristics of the service area in terms of civilized service, standardized management, and characteristics of catering and shopping. The card is the size of an ordinary business card and costs about six cents each. After the driver gets the card, you can imagine that he usually won't throw it away, but will look at it more or less, or look at it briefly or carefully. Now that they have seen it, there may be something that catches their attention. Some people may think: Oh, the catering in xx service area has xx characteristics, go in and try it (or other aspects). 2. Take advantage of the service management center to manage advertising along the province’s highways. Looking at the province's highways, it seems that there is not a single advertising tower used to promote service areas. I think that one or two advertising towers can be put out near each service area to promote the nearby service area. This is not only a symbol of strength but also plays a role in attracting customers. Some service areas put advertisements on the mountains, which are very eye-catching and worth learning from. 3. Set up publicity and guidance signs next to the high-speed guardrail that is about to enter the service area. Now that we are about to reach the service area, we see general safety tips or slow down signs. I think we can set up one or two more signs to promote the service area. The number of words should be small and concise. Some contracting service areas have put advertisements on the walls of buildings along the lines dozens of kilometers away, which is worth thinking about. 4. Use highway traffic information to publish information boards. Contact the expressway management department and publish some publicity and introduction to the service area when releasing highway information (currently, there is basically no content about the service area). 5. Make full use of the broadcast system in the service area. Each service area has a PA system, which now simply plays music.

The approach of Xinji Service Area is to: create a broadcast script, briefly insert the service area from management to service, from development to change into the music, play it in a loop, focus on catering features and food safety at noon and evening, and focus on the rest of the time Introduce shopping and civilized services, standardized management, etc. The purpose of this approach is: it doesn’t matter whether you consume or not, first create an atmosphere. Maybe, there is always some sentence that will inadvertently attract and impress the driver. 6. Specialty products and special catering in the area should be promoted in a multi-pronged manner. Features and brands are the vitality and inexhaustible driving force for the rapid development of operation and management, and we have been working hard to build brands and features. However, the features were introduced and the brand project was established, but the promotion and introduction were greatly compromised. To give a simple example, in some service areas, when a driver enters a supermarket, there is no one to guide or introduce him. Only when the driver is interested and asks, he will introduce a few words. How can such good promotional features lead to transactions? Therefore, the first is to enable employees to establish the awareness of actively guiding consumption through training. Let customers see what they don’t see, let them see what they see, let them deeply understand the characteristics of what they are looking at, and find the highlights to tempt them if they are not interested in buying. Buy, etc., and so on. The second is to make up for the shortcomings of insufficient personnel and incomplete guidance, and make promotional signs with characteristics and brands. Tips can be made on supermarket shelves, vertical billboards can be made next to the shelves, and special catering introduction signs can be made in restaurants, etc. , through pictures, text and physical objects, let customers understand what is unique about products and services and what culture they contain, thereby creating a consumer mentality that they cannot miss it and buy it as soon as possible. 7. Instead of sitting around and waiting, take the initiative to go out. An important way of publicity is to go out, actively coordinate and contact, and actively seek changes in the direction of business benefits. For example, visit travel agencies, passenger and freight companies and some long-distance passenger buses, distribute brochures and business contact numbers, and collect and understand their service needs and opinions. Some contracted service areas have done very well in this regard due to their flexible business strategies and are worth learning from. All of the above, coupled with the original publicity measures, will form a comprehensive and powerful publicity network and atmosphere from far to near, from top to bottom, and from inside to outside.