How to do a good job in bar marketing?

The internal marketing of bars mainly includes internal marking and printing important notices, wine lists and promotional varieties; Personal promotion and oral publicity of employees; Decoration and lighting; The mood of the service staff and the atmosphere of the bar; Color, fragrance, taste, etc. Drinks and food. As soon as the guests enter the door, they start internal marketing. It's very important for guests to stay and take the initiative to spend. The beautiful appearance, lovely smile, cordial waiting and active and enthusiastic service of the service staff are very important to retain the guests. At the same time, the environment and atmosphere of the bar also affect the guests' stay. After the guests sit down, effective marketing means and instructive language propaganda are the key to how much the guests spend. When the guest leaves his seat, the waiter gives the guest a sample wine list or a small handkerchief, a lighter and a box of matches. Of course, the address and phone number of this bar are printed on it. Please make a souvenir to welcome him to visit next time or pass it on to his friends.

In addition, display is also a means of internal marketing. Exhibits can be placed in the display cabinets of bars, in the glass windows facing the street, on the tables in front of bars and restaurants, and in all decorative corners of rooms. The existence of exhibition art is undoubtedly a silent temptation to guests and also plays a very good role in promoting sales.

Another thing that can't be ignored in internal marketing is the design and decoration of the bar, that is, can the bar stop people from the outside? Does the environment and atmosphere inside make people feel comfortable and kind? Generally speaking, dazzling lighting will not leave a good impression on people, and weird collocation and strong color contrast may not bring much good effect. Therefore, when designing and decorating bars, professionals and experts must be invited, and the overall situation must not be undermined in order to save small expenses.

Effective internal marketing can produce a variety of benign effects:

1. Save the cost of external marketing and publicity;

2. Get higher income from the same number of guests;

3. Improve the profit rate;

4. Increase the sales of related products and services;

5. Employees are more satisfied and more efficient.

The success of internal marketing can double your business. A shrewd manager put it this way: "It is almost a crime not to publicize the existing guests." So we must not miss this opportunity, it can create three opportunities for us at the same time: first, maximize the consumption of guests during their stay in the bar; Second, invite them to come again; Third, ask them to promote our drinks and services on their behalf.

First of all, the menu can help sell wine.

Designing a menu is a big deal, but no matter what form the menu is, you can attach some information about selling wine to it. Because the menu is actually an advertisement in the kitchen, everyone who enters the restaurant should read it, but not everyone necessarily wants to see the wine list.

The easiest way is to attach a small box to the menu, which lists the names and prices of several wines and adds an invitation: "Would you like to see our wine list?" The best position is in the middle of a page, preferably in front of the main menu.

Another way is to clip a piece of paper with a paper clip and label it with several kinds of wines or special wines, such as red wine and white wine once a week, or selected good wines priced by the cup.

These two methods are very effective for those restaurants whose main drink is wine. In this way, only one or two wines can be emphasized, and the contents must include the following three aspects: (1) what kind of wine is this, (2) why customers like it, and (3) its price.

In luxurious restaurants, the menu is very particular, and the main course often has some special names with simple explanations. At the bottom of the description, there is usually a line of advice to recommend some wine to customers to accompany this dish, so as to simplify the procedure of ordering wine.

Second, wine list promotion

(1) The wines on the wine list should be classified for customers' reference and choice.

If most customers are unfamiliar with wine, attaching instructions before each category or sketch can help customers choose the wine they need.

(2) Prepare several different wine lists.

Restaurants with various wine stocks usually have two different wine lists, one is the ordinary wine list, and the other is the "VIP wine list". The former is placed on every table, and the cooking time is usually left there. The latter is only displayed when the customer requests it, or the wine he wants can't be found on the general wine list.

(3) Pay attention to spelling mistakes

Be careful not to misspell the name of the wine and the name of the winery, and don't make a mistake in the classification of the wine. Before printing, you should proofread carefully to avoid future customers' questions.

Try to attract customers' attention to several special wines to stimulate consumption. The most commonly used method is to select several wines from the existing wine list to strengthen publicity. However, improving customers' awareness of wine is a long-term solution.

Third, good wine is priced by the cup.

It has become a popular way to sell wine with two to six different prices in cups. It can not only attract customers to try new wine, but also adapt to the current demand for moderate drinking.

Drink four cups a week or a month.

More and more bars offer daily or weekly specials. These special wines, like those priced by the glass, can attract customers to try new wines on the wine list, and can also promote some good wines that don't sell well.

Five employees to promote sales

Every employee is a salesman, and their appearance, service and working attitude are intangible sales promotion of bar products.

The good atmosphere of the bar is also conducive to the promotion of drinks. If you pay attention to putting on a show, be diligent in checking customs and the bartender doesn't dress up properly, all your efforts will be in vain. So bartenders should pay attention to personal hygiene and gfd.

Six, the bottle marketing promotion

For visiting guests, the bar can hang a sign with "your name" on the bottles he has tasted or left, and then display the bottles in the wine cabinet. Noble wine and the identity of the guests set each other off. When guests come again, they are likely to bring friends to "revisit the old place" and "drink old bottles again". This is one of the best ways to make full use of the show-off psychology of guests to achieve sales promotion. The more famous wines are displayed, the more famous the bar is.

Seven. Knowledge-based service

There are newspapers, magazines, books and so on. In the bar for guests to read, or broadcast foreign language news, English conversation and other programs, or decorate the bar as a library-like bar.

Eight, free tasting

One of the most effective ways for bars to introduce new varieties is to give them to customers for free. Customers will be happy to find the advantages of the product without spending money to taste it. I am also willing to promote your products for free.

Nine, sales with prizes

Use incentives to promote bar sales. On the one hand, Guest University can hope for luck, on the other hand, it is a form of entertainment even if it doesn't win the prize.

10. Give a small gift:

Some bars give small gifts to each customer to connect feelings. A napkin, a stirring stick, a ballpoint pen, a matchbox with the address and telephone number of the bar, a lighter and a small handkerchief can all be given to customers as small gifts, which can play a very good role.

XI。 Discount gift

Bars give customers discount cards, and customers can enjoy preferential prices with the cards. This is essentially a way to make profits.

Take the initiative to find a suitable reason for the discount and give the customer a face. The customer's small profits can satisfy you, and he will probably come again, but it is the bar that makes big money.

12. brochure

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

A brochure should generally include the following contents:

L hotel bar name and related identification symbols;

2 introduction;

3 address;

Mark the traffic route map,

5 phone number,

Which department or who should the customer contact if he needs more information?

There are many means and methods of marketing. In addition to daily external marketing and internal marketing, we should seize the opportunity to carry out some special promotional activities in a planned and timely manner on holidays and every special day. For example, a "Summer Ice Cream Festival" can be held in August. During this period, children and students are half price, and each child can bring an adult, similar; Implement preferential policies. In addition, it should be pointed out that the special promotion is not necessarily a discount or a gift, as long as it is something different.

In short, don't miss the obvious promotion opportunities. Every legal holiday, people come down from their busy work and expect a thorough relaxation and rest. This is our opportunity. Special promotions on holidays are well done, and sometimes the turnover of one day will exceed the usual week.

Now, some bars and leisure places are competing to launch "Happy Hour" promotion activities, in order to provide some products and services at special prices during the slack business period, thus increasing service income, enhancing popularity and promoting popularity. For example, between 3 pm and 5 pm, the strategy of buy one get one free is implemented, no matter which product you buy, you can give away several identical products at the same time. There are many examples of this kind of promotion, but one principle must not be forgotten: never make any loss-making promotion.

It should also be emphasized that effective promotion cannot be intermittent, but must be regular, solid and continuous repetition. Only in this way can we achieve the effect of snowballing.