How to do a good job in bar marketing?

The internal marketing of the bar mainly includes internal marking and printing of important notices, wine lists, and introduction of promotional varieties; employees’ personal promotion and oral promotion; decoration and lighting; the mood of the service staff and the atmosphere of the bar; drinks and Color, aroma, taste, etc. of food. Internal marketing work starts as soon as the customer comes in. It is very important to make the customer stay and take the initiative to consume. The beautiful appearance, lovely smiles, friendly and enthusiastic service of the service staff are crucial to retaining guests. At the same time, the environment and atmosphere of the bar also affect the stay and stay of guests. After the guests sit down, effective marketing methods and directional language promotion are the key to how much the guests spend. When the guest leaves his seat, the waiter presents the guest with a miniature wine list or a small handkerchief, a lighter, and a box of matches. Of course, the address and phone number of the bar are printed on them. Please take the guest as a souvenir and welcome him. visit or forward it to his friends.

In addition, display is also a means of internal marketing. Displays can be placed in the display cabinet of the bar, or in the glass display window facing the street, or on the table at the entrance of the bar or restaurant, or in various decorative corners of the room. The existence of display art is undoubtedly a silent temptation to guests, and it also plays a very good promotional role.

Another aspect of internal marketing that cannot be ignored is the design and decoration of the bar. That is, does the bar make people stop in appearance? Does the environment and atmosphere inside make people feel comfortable and friendly? Generally speaking, dizzying and dazzling lights will not leave a good impression on people, and weird combinations and strongly contrasting colors may not bring good effects. Therefore, when designing and decorating a bar, you must hire professionals and experts, and never destroy the overall situation just to save small expenses.

Effective internal marketing can produce a variety of benign effects:

1. Save the cost of external marketing and publicity;

2. Obtain higher revenue from the same number of guests;

3. Increase profit margins;

4. Increase sales of related products and services;

5. Have more satisfied, productive employees.

Successful internal marketing can double your business. A shrewd manager said this: "It is almost sinful not to promote it to existing guests." Therefore, we must not miss this opportunity. This opportunity can create three opportunities for us at the same time: First, let the guests Maximize consumption during the stay at the bar; second, invite them to come again; third, ask them to promote our drinks and service interface

First, use the menu to assist the sales of wine

Designing a menu is a big deal, but no matter what the format of the menu is, you can always add some information about the wine sales to it. Because the menu is actually an advertisement for the kitchen. Everyone who comes into the restaurant has to look at it, but not everyone wants to look at the wine list.

The simplest way is to attach a small box to the menu with the names and prices of several wines, and add an invitation: "Would you like to take a look at our wine list?" "The best position is in the center of the page, preferably in front of the main course list.

Another method is to put a piece of paper in a clip and mark several wines or wine specials, such as red and white wines of the week, or fine wines priced by the glass. Choose good wine.

These two methods are effective for restaurants where wine is the main beverage. Promotions in this way can only emphasize one or two wines, and the content must include the following three aspects: (1) what wine it is, (2) why customers like it, and (3) its price.

The menus in luxury restaurants are more particular. The main dishes are often given special names, along with a simple description. There is usually a line of suggestions at the bottom of the description to recommend a certain wine to the customer. to pair with this dish to simplify your wine ordering process.

2. Wine list promotion

(1) The wines on the wine list should be classified to facilitate customers to check and choose

If most customers are not familiar with wine If you are familiar with it, include a description before each category or subcategory to help customers choose the wine they need.

(2) Prepare several different wine lists

Restaurants with a variety of wine stocks usually have two different wine lists, one is a general wine list, One is the "VIP wine list".

The former is placed on every table and usually remains there throughout the meal. The latter is only displayed when the customer requests it or when he cannot find the wine he wants to drink on the general wine list.

(3) Pay attention to spelling errors

Be careful not to misspell the wine name and winery name, and do not mistake the classification of the wine. Proofread carefully before printing to avoid future questions from customers. .

Strive to attract customers’ attention to several special wines to stimulate consumption. The most common method is to select a few wines from the existing wine list to enhance promotion. However, improving customers’ awareness of wine is the long-term solution.

3. Good wine is priced by the glass

Providing two to six different price ranges of wine for sale by the glass has become a popular sales method. It can entice customers to try new wines and also adapt to current demands for drinking moderation.

Thursday Drink of the Week or Drink of the Month

An increasing number of bars offer daily or weekly drink specials. These wine specials, like wines priced by the glass, can entice customers to try new wines on the wine list, and can also promote some good wines that have not sold well before.

Five staff sales

Every employee is a salesman, and their appearance, service and work attitude are all invisible sales of the bar's products.

The good atmosphere of the bar is also conducive to the promotion of drinks. If you pay attention to pretense and diligently check the drinks, but the bartender is not well-groomed, all efforts will be in vain. Therefore, bartenders must pay attention to personal hygiene and appearance.

6. Wine bottle promotion

The bar can hang a sign with his "surname and name" on the wine bottle that the guest has tasted or left over. , and then display the wine bottles in the wine cabinet. Noble and famous wines complement the identity of the guests. When guests come back again, they are likely to come with friends to "revisit the old place" and "drink from the old bottle again." This is one of the best ways to make full use of guests' show-off mentality to achieve sales. The more displays of various famous wines, the more famous the bar will be.

7. Knowledge-based services

Prepare newspapers, magazines, books, etc. in the bar for guests to read, or play foreign language news, English conversation and other programs, or arrange the bar to A bar that looks like a library.

8. Free tasting

When a bar launches a new variety, in order to let customers know it quickly, one of the most effective ways is to give it to customers for free tasting. By tasting the product without spending any money, they will be happy to find its merits. We are also happy to promote your products for free.

9. Sales with prizes

Use rewards to promote bar sales. On the one hand, HKU can hope for good luck; on the other hand, even if you don't win, it can be regarded as a way of entertainment.

10. Giving small gifts:

Some bars give small gifts to every customer to connect with each other. A napkin, a stir stick, a ballpoint pen, a matchbox with the bar's address and phone number printed on it, a lighter, a small handkerchief, etc. can all be given to customers as small gifts, which can play a good role.

11. Discounts and Gifts

The bar gives discount cards to customers, and customers can enjoy preferential prices with the cards. This is essentially a way of giving away profits.

Take the initiative to find a reason for appropriate discounts and give customers face. If the customer's small profit can be satisfied by you, he is likely to come again, but it is the bar that makes the big money.

Twelve brochures

The main purpose of designing and producing brochures is to provide customers with information about bar facilities and alcohol service.

The promotional brochure should generally include the following content:

lThe name of the hotel bar and related identification symbols;

2Introduction;

3 address;

4 Indicate the transportation route map,

5 Telephone number,

6 If the customer needs more information, which department or person should be contacted.

There are many means and methods of marketing. In addition to daily external marketing and internal marketing, during holidays and every special day, we should also seize the opportunity to make some special promotions in a planned and appropriate manner. . For example: You can hold a "Summer Ice Cream Festival" event in August. During this period, children and students are half-priced, and each child can bring one adult. Likewise, preferential policies are implemented.

Also, it’s important to point out that special promotions don’t always have to be deals or gifts, just something different.

In short, don’t miss obvious opportunities when selling. During various statutory holidays, people come down from their busy and busy workplaces and look forward to complete relaxation and rest of body and mind. This is our opportunity. If you do a good job in special promotions during holidays, sometimes the turnover in a day will exceed the turnover in a week in normal times.

Now. Some bars and leisure venues compete to launch "happy hour" promotions in order to provide certain products and services at special prices during slow business hours, thereby increasing service revenue, raising awareness, and promoting greater popularity. For example: between 3 pm and 5 pm, implement the buy one, get one free strategy. No matter which product you buy, you will get several of the same products as gifts at the same time. There are many examples of such sales methods, but there is one principle that must not be forgotten: never make any losing sales.

One point that should also be emphasized is: effective promotion cannot be intermittent, but must be carried out regularly, down-to-earth, and continuously. Only in this way can a snowball-like effect be achieved