What kind of marketing plan is more suitable for the coffee shop? thank you all

What kind of marketing plan is more suitable for the coffee shop? Thank you all

Coffee and Western restaurants can use gifts to achieve promotional purposes. It should be noted that the content of gifts and the way of giving gifts should be particular, taking into account the benefits.

1. Form of gifts

(1) Gifts. In order to encourage customers to patronize the coffee and western restaurant, you can give gifts to guests when dining, and you can also give celebratory gifts or commemorative cards to guests and regular patrons on holidays and birthdays.

(2) Promotional materials given away. In order to achieve publicity effect, let more people know about the coffee restaurant and increase the popularity of the coffee restaurant, the operator can choose items that are cheap and can be distributed in large quantities as promotional gifts, but they must print the promotional introduction of the coffee restaurant. .

(3) Incentive gifts. In order to encourage customers to purchase more products and come again, coffee and western restaurants can use this method of giving out gifts. This kind of gift is selective. For example, gifts are given according to the number of times the customer visits the coffee restaurant and the amount of consumption in the coffee restaurant.

2. Requirements for gift promotions

Gift promotions must meet the psychological requirements of recipients of different ages. In order to achieve the best effect of gifts, it is necessary to choose different gifts and giving occasions for different gift items.

(1) Pay attention to the grade of the gift. A high-end coffee and western restaurant must not give low-end gifts. If there is insufficient funds, it would rather not give or send a small high-end souvenir than give a large number of low-end gifts. Gifts are an important channel to communicate the relationship between the coffee restaurant and customers. Coffee restaurant salesmen should pay attention to giving unique gifts that fit the image of the coffee restaurant to attract customers.

(2) Pay attention to the outer packaging of gifts. Beautiful packaging can make customers feel that the gift is high-end. Modern society often uses packaging to embellish products and to promote products. The packaging of gifts must be exquisite, beautiful and unique.

(3) The atmosphere should be warm when giving gifts. In order to achieve the best gifting effect, try to create a warm atmosphere as much as possible when giving. Such gifts can make customers feel lucky. And has the effect of infecting other customers.

Discount promotions refer to a series of discounts adopted by coffee and western restaurants to encourage customers to visit again and spend money during the off-season. Discount promotions include immediate discounts and deferred discounts. The former are various discounts that come into effect automatically with catering purchases, such as on-site prize draws, on-site discounts, gifts, etc.; while the latter are various discounts that consumers can use and enjoy the next time they purchase catering products.

There are mainly the following forms of discount promotions.

(1) Discount

Discount is the most common form of discount promotion. Coffee and Western restaurants can not only determine the level of discounts based on the amount of customer consumption, but can also carry out promotional activities such as half-price discounts and buy-one-get-one-free during the off-season and non-business peak periods of catering sales to attract more guests and thereby increase sales. Forehead.

(2) Low-priced set meals

After carefully designing and combining several types into one set meal, Western restaurants can sell them at a lower price to attract customers and increase overall revenue. . Especially for weekend family consumption and individual customer consumption during holidays, many Western restaurants often launch family packages with different characteristics and grades to meet the needs of different families, such as "Weekend Happy Family Package", "New Year's Eve Reunion Package" and so on.

(3) Issuance of coupons

The use of coupons is extremely common in the catering industry, especially during the off-season. The issuance of coupons is relatively flexible. You can use mass media, mainly newspapers, to issue coupons, such as promoting "20% off with this advertisement" in newspaper ads; you can also give gifts to consumers when they check out, etc. Coupons of equal value can be used to calculate the corresponding currency value for the next sale.

(4) Points reward

Points reward is a preferential promotion method used to reward regular customers of coffee and Western restaurants and improve customer loyalty. The coffee and western restaurant calculates the guest's points according to the amount of the guest's consumption. The points obtained by the guest after each consumption in the western restaurant can be accumulated to form the guest's total points. Then the coffee restaurant formulates and implements different levels of reward plans based on the guests' points, such as giving higher discounts, waiving service fees, free consumption, etc.

(5) Free tasting

When a coffee and western restaurant develops a new catering product, it can send samples to certain guests to taste it to see if they like the product. Guests are welcome to visit again or purchase now. When the new product is recognized by customers, the coffee restaurant will put it on the menu. Some coffee and Western restaurants set up tasting points for certain new products in catering supermarkets, so that consumers can taste them first before buying. This can not only gain the recognition of customers, but also reassure them.

(6) Extra gifts

After the coffee and western restaurant supplies food and beverages to customers at normal prices, they also give away some other small gifts, including after-dinner fruit platters and takeaways. Lighters, children's toys, menu calendars, etc. with the logo of the coffee and Western restaurant. If you meet a customer who has a birthday on the same day, you can give a free cake; some special consumers will be given holiday discounts on special holidays, such as Mother's Day. Discounts, discounts for the elderly during the Double Ninth Festival, and free participation in various recreational activities for children on Children’s Day.

(7) Joint promotion

Joint promotion refers to two or more coffee and Western restaurants or coffee and Western restaurants and other enterprises based on the consideration of their respective interests, in some way. All acceptable forms and action methods are used to carry out market communication and product promotion at the same time. For example, the Coffee Western Restaurant cooperates with red wine producers to hold a "Red Wine Festival". During the promotion period, the coffee and western restaurant not only provides preferential red wine, but also sells products at discounts, thereby providing customers with more benefits. This joint promotion strategy not only gives wine merchants the opportunity to effectively promote products to the target market, but also drives the sales of other related products and services of the coffee restaurant, reducing the promotional expenses that the coffee restaurant has to bear when promoting alone.

One of the biggest problems in the marketing of many coffee and Western restaurants is that they do not distinguish between repeat customers and new customers, and do not distinguish between "loyal customers" and "non-loyal customers". In marketing, there is no formula for repeat customers or new customers. The policy of tilting loyal customers makes it difficult to form a team of repeat customers or loyal customers, resulting in a waste of marketing resources. Coffee and Western restaurants need to favor repeat or loyal customers in their marketing policies. For example, "dividends" to repeat customers, that is, a corresponding proportion of bonuses can be given to a customer based on the number of times he visits the store and the amount of consumption to encourage him. Increase the number of patrons and the amount of consumption; there can also be some form of organizing scattered customers and providing preferential policies to the organization as a whole, such as the promotion of club system, membership system, VIP card and discount card system, etc. This can make long-term strategic sense. Finally, since repeat customers are a resource for coffee and Western restaurants, in addition to organizing them, they also need to be managed, including customer research, customer relationship coordination, and customer file management. Looking for a coffee shop marketing plan...

I think that since it is a coffee bar, it is necessary to do its core business well and refine it before expanding into other areas. First, serve existing customers well, lay a solid foundation, and achieve steady growth in customer traffic. The next step can be to develop other products or high-end products to increase the unit price per customer. In this way, it has both characteristics and customers, which is a virtuous circle.

Let’s talk about the core business – coffee.

Brewing a cup of truly delicious coffee is the key. How to brew a cup of good coffee? Whether it tastes good or not is a matter of taste. The key lies in the word "good". I have customers who reported that the customers in coffee shops are becoming more and more picky. In fact, this is not the case. There should be more and more people who understand coffee, and it is becoming more and more difficult to fool customers. This is true.

Good coffee starts from the source:

Fresh and high-quality coffee beans, with a full range of varieties.

With a good device, just imagine what kind of coffee a high-end coffee bar can produce with only one fully automatic coffee machine.

The right person. If there is no barista at the bar who understands coffee and loves coffee, it will be difficult to make a good cup of coffee.

As for the quality of coffee bar staff, today’s customers cannot be dealt with by just saying Brazilian beans. Surveys show that people who frequent coffee shops generally have better educational backgrounds and higher incomes, and belong to the social class. The elite class has a wide range of knowledge. The quality of the bar staff directly determines the grade of the coffee bar in the eyes of customers. Whether professional or pretentious can be decided in one sentence.

Just talking nonsense, I hope it can be of some help to you. I have never thought of a suitable marketing plan for coffee shops and Chinese and Western restaurants. Please help!

There are too many, almost all coffee shops and Western restaurants will have music playing.

There are also coffee shops such as Shangdao Coffee and Laoshu Coffee where live piano music is played instead of playing music or CDs. There are also Western restaurants where Taipei Steakhouse has live piano playing.

But music is probably still played during the day, and the luthier will only work between about 6:30 and 11 o'clock in the evening. The specific time may be slightly different for each restaurant, but the difference can be up to half an hour. I wish you a happy meal. Cafe marketing skills

The success of a cafe basically requires the effective use and cooperation of the three elements of "port", "coffee" and "service". At the same time, during operation, the collection of relevant intelligence, such as the constant competition situation and changes in consumer demand, should also be kept at hand for management adjustment and improvement. How to make a marketing plan? How to make an Internet marketing plan? Be specific, thank you!

A general marketing plan needs to be pragmatic and practical after at least one event has been successfully planned. With the development of the market economy, marketing continues to expand its suite and extension, and in the new ideas of marketing development, New trends

Urgent~~~~ book marketing plans or cases. Thanks!

Book Marketing Case: Analysis of Korean Writer Choi In-ho’s Cultural Journey to China

From September 18th to 24th, Changjiang Literature and Art Publishing House invited the well-known Korean author Mr. Choi In-ho to conduct a six-year tour in Beijing. China-Korea cultural exchange activities on the same day, and cooperated with the promotion of the book "Firebird" published by the agency in early September. During this period, it received attention from nearly a hundred different media outlets, and sales of the book skyrocketed. Recently, news from the Beijing Open Book Research Institute shows that "Firebird" has been officially on sale for less than a month, and it has already occupied the seventh place in the comprehensive ranking of new books in September (see this monthly market report) .

Invite foreign authors to China for book promotion. Many domestic publishers have ideas and practices. However, there are more difficulties in organizing such activities than inviting domestic authors: First, there is financial pressure, and the cost of tens of thousands of yuan is prohibitive for ordinary people; second, it is difficult to invite, internationally renowned authors have busy work and tight schedules, and organizers have to choose More work needs to be done to issue invitations at marketing opportunities suitable for China; third, it is necessary to overcome language communication and cultural barriers and organize multiple cross-cultural marketing activities at all levels in a short period of time, which is also a major challenge for book marketers challenge. Talking about the Korean writer Choi In-ho’s cultural trip to China, Luo Xin, who is responsible for planning the event from Changjiang Literature and Art Publishing House, said: “This event draws on the marketing concepts of the commercial and industrial industries and positions the event as a cultural journey. Through relatively careful planning, satisfactory results were achieved. ”

Positioning: Cultural Journey

Luo Xin said that the idea of ??inviting the author to China for a marketing event came early. When Yangtze Literature and Art Publishing House was negotiating to introduce copyright, it had already taken initial shape. The marketing and marketing strategy for "Firebird" was initially completed shortly after the contract was signed, with the feature being positioned as a "cultural journey".

Choi In-ho is currently one of the most popular writers in Asia. His books "The Way of Business" and "The Way of Kings" are best-selling in Korea and other parts of Asia, with millions of copies sold. As soon as his works entered China in 2003, they quickly climbed onto the bestseller list.

Choi In-ho released a revised book "Firebird" earlier this year, causing a sensation in South Korea. This novel, which the author calls a "self-portrait", is the author's most famous work in his early years. It has been adapted into movies and TV series four times, including the TV series "Hong Kong Express" filmed in Hong Kong. Therefore, the copyright of this book has attracted the attention of many domestic publishing houses.

Luo Xin, who was in charge of copyright trade as a publishing house at the time, also gained a better understanding of the author Cui Renhao and his works during the copyright negotiation process: The author has been exposed to Chinese history and culture since he was a child. Interest, "Business Dao" shows the author's deep understanding of Chinese history. Cui Renhao has also traveled to almost every city in China, especially Xi'an and Luoyang, which are very famous ancient capitals in history. In addition to traveling to various places in China to collect customs, Cui Renhao also has a certain understanding of contemporary Chinese culture. For example, he particularly admires films such as "Red Sorghum" directed by Zhang Yimou.

"Because Mr. Choi In-ho has unique personal charm and public popularity, he has the function of brand influence and advertising media carrier. Therefore, our company holds this event without sticking to the old signature sales. Instead of writing a book, we make full use of the author's cultural background and the characteristics of Korean humanities such as simplicity, frankness, unique personality, and publicity, and take advantage of society's attention to the 'Korean Wave' to turn the event into an interactive experiential marketing with in-depth cultural connotation. activities, thereby creating wider public attention," Luo Xin said when talking about the planning ideas of this event.

Implementation: Careful Plan

After the two books "The Way of Business" and "The Way of Kings" were published in China, their sales have been good. It is said that the publishers of these two books also intend to invite Cui Inhao. China does book promotion, but because the author is busy with work, it is difficult to have time to participate in activities, and the trip has never been possible. And this time, he agreed to come to China for his first cooperation with Changjiang Literature and Art Publishing House. What was the reason? On the fourth day of the event, when our reporter mentioned this issue to Choi In-ho during an interview, the 61-year-old author said: "Those who are confidant will die."

"Our society has never done this before. We have done such an activity and have very little experience in this area. However, our company leaders fully supported this matter, and we also made careful plans in advance. We once produced a 15-day event plan with more than ten pages, and Korean communication is also very good. This impressed Mr. Cui. "According to reports, the Mid-Autumn Festival is also a major festival in South Korea, with a seven-day break, so Mr. Cui specially used the rest time to come to China to participate in the event. For this event, his daily workload will double after returning, which is very hard. And this, unintentionally, also created a topic for the media: the Mid-Autumn Festival comes to China.

In order to make full use of the precious six days, the publisher’s planners made an itinerary two weeks in advance. During the “cultural trip”, they arranged a lecture and book release meeting at Beijing Foreign Studies University, Sina Celebrity interviews, CCTV international interviews, exclusive interviews with multiple media in Beijing, reader interaction during the prime time period of the Central People's Broadcasting Station for a week, book signings, full tracking and experience of Chinese culture by Tianjin media, and phone interviews with multiple media in South Korea.

This itinerary takes into account several major marketing activities and arranges the author's physical strength reasonably. Among them, other universities were considered for keynote speech activities in universities, but Beijing Foreign Studies University was chosen because there are many foreign exchange activities here and there are many students and teachers who are familiar with Korean language and culture. Sure enough, the atmosphere was very lively, the audience kept asking questions, and Mr. Cui's answers were also very humorous, which was welcomed by the audience.

This event was also relatively successful in mobilizing the media. "When inviting foreign authors to come to China for marketing, the most important thing is how well the readers and media understand the author! Authors like and understand their own media and readers to communicate." After the event date was determined, the media began to be notified in early September, mainly in the form of Email and phone calls. In the materials provided to the media, Changjiang Literature and Art Society introduced in detail the author's resume, main works, writing style, features of the new work and comments from all walks of life, and attached a schedule of events. The media can contact the organizers for interviews according to their needs. Approximately hundreds of media outlets across the country have been notified.

Yangtze River Literature and Art Society*** sent two people to complete the reception work in Beijing. Luo Xin and his colleague Yang Qiankuang mobilized some friendly relations and cooperation for this event, such as obtaining full support from the leaders of Beijing Foreign Studies University and the school, support from friends of Tsinghua University Press, support from well-known planners in the industrial and commercial circles, and support from Beijing Foreign Language School leaders. Several cultural companies provide transportation and more. The cost is mainly borne by the publishing house, which is about 60,000 yuan.

Effect: Directly promote sales

As Korean writer Choi In-ho's cultural tour to China progressed, the "News Center" on the homepage of Sina.com stored news headline links in eye-catching colors for three days. "Beijing Evening News" introduced Mr. Cui and "Firebird" in a color version. Participants will receive a copy of "Firebird" signed by Mr. Cui if they win a prize in a marketing campaign launched by the Central People's Broadcasting Station during the week's prime time. Local media such as Shenyang Evening News, Chongqing Commercial Daily and Chengdu Evening News have serialized the book. At present, there are still many media requests for interviews.

Media publicity boosted the popularity of "Firebird". Cui Renhao signed and sold 140 books at the Zhongguancun Book Building. Even the author said he "didn't expect" such a number. Luo Xin and the others did not expect that one time in front of the History Museum, a Korean traveling nun even asked to take a photo with Mr. Cui. Some media in South Korea are also paying attention to this trip to China. They once interviewed by phone, "As far away as South Korea, I also felt the enthusiasm of Mr. Cui's activities in China through the Korean media."

This activity enhanced the author’s friendly relationship with Changjiang Literature and Art Publishing House, Luo Xin and others. Knowing that the author intended to write a work involving China, Luo Xin specially arranged to spend the Mid-Autumn Festival with Mr. Cui and his wife in a high-rise apartment in Beijing. In a modern room decorated with beautiful Chinese lanterns, Mr. Choi also showed off his rich baritone.

However, Luo Xin also believes that lack of time has also prevented some of his activity ideas from being fully developed, such as communicating with other Chinese writers and going to other cities. What marketing plan does the coffee shop have for the National Day?

The best way is to use the National Day theme, which can arouse the emotions of the people. You can give discounts when spending over 60 yuan, etc. If we are on the sidelines of the 60th anniversary celebration, we don’t miss the theme

As for the Mid-Autumn Festival, we still miss the marketing plan of the Taiwan Entrepreneurship Marketing Competition that we confiscated

The marketing plan of the Entrepreneurship Marketing Competition, mutual Yu Wenlong, a consultant who helps each other to create wealth, thinks you are funny. You can also ask others to help you with the marketing plan of the Entrepreneurship Marketing Competition. You are not afraid of being eliminated directly by the judges if you don’t know what to ask. Besides, no one will be too free to help you with this thing, unless Yes, there is a taste of service. Yu Wenlong, a consultant who helps each other and creates wealth, believes that it is best to check the relevant information yourself. The information obtained online is always fake. If you encounter someone who pretends to understand and responds casually, it is completely fake or deceptive and will directly mislead you and even harm you. Miserable for you. Marketing experts, please come in! About the coffee shop!

I think you can print coupons or offer discounts to regular customers

There are also a variety of coffees The cup should be exquisite ~ use different cups for different coffees ~ each coffee is paired with some matching snacks

Special refreshments are launched during holidays ~ there are weekend coffee packages on weekends

What’s more~ Shopping bags are popular nowadays~ You can make your own shopping bags~ Draw the characteristics of your store on them~ This will expand the scope of publicity~

I’m not sure about the cost of these~ But I hope these opinions are useful to you~

Business is booming! o(∩_∩)o...