These four misunderstandings must be avoided in catering marketing.

These four misunderstandings must be avoided in catering marketing.

Some catering people are very keen on marketing, and even think that "marketing can cure all diseases, and online celebrities are successful". Zege seldom talks about catering marketing, not because it is unimportant, but because marketing does not exist alone and should be based on the brand itself. It has many tools and channels, and it is difficult to achieve the expected results without clear strategies and plans.

Today, Zege will share some misunderstandings observed in reality, hoping to inspire everyone.

Myth 1: from near to far.

Zege feels that many new brands and single stores have a misunderstanding in marketing, thinking that they are doing business in the whole city, and the coverage of marketing is naturally the wider the better. As a result, various food sizes, KOL columns, and overlord meals took turns to go into battle, and they were widely advertised around their stores but did not do it.

In fact, if it is not very distinctive or scarce, this kind of network laying method has little effect, especially for new stores that are relatively located. From the consumer's point of view, on the one hand, the new brand does not have the basis of trust, and the homogenization situation is serious; On the other hand, the coverage radius of a single store is very limited, and the trial and error cost (time and money) of consumers is too high.

For example, can the newly-opened tea shop or grilled fish shop attract purposeful consumption 10 km away? There are many customers around the store1.5-3km. At the same marketing cost, you need to pay more attention to the effective area you want to cover.

Myth 2: grasp the big and let go of the small.

Brother Shang visited a shopping center in Longhua. In the cupboard where DM flyers were placed in the mall, he found that two restaurants had ordered used and greasy menus together with coupons as promotional materials. This is a typical situation of "grasping the big and letting go of the small". When we put marketing resources purposefully, the details are personal connections, which makes people feel bad about restaurants.

In addition, there are many basic things that we can do well, but no one cares about them-the most common ones are invisible/incomprehensible door design/lack of brand or category information, confusion of indoor/outdoor advertising spaces, incomplete advertising information in subway stations, confusion of product pictures and water labels in front of doors and so on. ......

For brands, each node is the medium of information transmission and the contact point between consumers and brands. If we don't pay attention to it, the information can't be effectively transmitted, which may affect consumers' decision-making. We look at all kinds of mature catering brands, which tend to "take into account the size", do it thoroughly and pay attention to details.

Myth 3: Drainage does not stay.

The purpose of catering marketing is different, mostly "attracting customers", then "retaining customers" and finally reaching repurchase. Therefore, before attracting guests, it is more important to get ready for check-in. That is what we often say-marketing is the action to be taken after the establishment of the whole catering brand system, or the last link of the whole catering business chain.

But what we see is that many new brands have begun to attract customers but are unable to retain them, or only consider attracting customers without considering staying. In the end, while "draining" and "losing traffic", there was neither precipitation nor transformation, and the marketing efforts were repeatedly increased until the store was closed. For example, some online celebrities' new stores pay too much attention to creativity and gimmicks, and the popularity has skyrocketed and plummeted after becoming a punching shop, which is short-lived; There are also some new stores with discounts, no one will get discounts, which will attract more invalid traffic (such as cheap).

We can understand discount as a way to reduce the cost of customer trial and error, and exchange profits for a consumption opportunity, rather than a means to maintain the continuous inflow of customers. In particular, new stores that start marketing vigorously before the running-in period (not ready yet) will have a negative impact. When you don't have enough consumption value, there will be no repurchase, and public comments on the closing of the five-star new store are not uncommon.

Myth 4: Ignore cost and rhythm.

Cost and rhythm seem to have no direct relationship, but they are both factors that must be considered in catering marketing.

First of all, marketing has a cost. Spending money on Twitter or delivering drinks in stores has costs, which is why you need to make a budget according to your own situation before marketing.

With a small budget, resources can be concentrated in and around the store. Rich budget, can combine marketing. But do what you can, and don't do marketing beyond your ability. For example, as a small noodle restaurant, it is extremely unreasonable to spend huge sums of money on promotion. Don't do such marketing.

Secondly, marketing is a continuous behavior and needs a good rhythm. In other words, at different stages and in different time periods, matching schemes and plans are needed.

For example, the marketing methods within three stores are different from those of more than ten stores; Marketing within a week and marketing within a year need to be planned; Distributed marketing or centralized marketing needs comprehensive evaluation, rather than spending a sum of money to "bomb" it for a while. Therefore, Zege thinks it is very important to grasp the cost and rhythm of marketing.

Different brands at different stages of development need to find their own marketing methods. Based on the brand, make clear the purpose of your own marketing, turn the cost into value, maximize the value as much as possible within the limited resources, and find the internal logic of your own marketing instead of shooting at random.