Off-season marketing scheme of Ktv

In recent years, due to the improvement of productivity and social development, people's living standards have also improved accordingly, and various ways and places for people to play have emerged. These leisure ways and places of entertainment not only enrich people's leisure time and entertainment life, but also meet people's growing spiritual needs. As the main way of urban leisure and entertainment in the new era, KTV attracts a large number of consumers in life. Then I will learn about the off-season marketing plan of ktv with readers.

Ktv Off-season Marketing Scheme 1

In view of the fact that KTV entered a recession after the Spring Festival peak season in March, the company's performance plummeted. In order to increase the turnover in the off-season, we must make planning activities suitable for consumers in March and April to promote and guide consumers to spend again. After investigation and analysis, March and April are the off-season of all KTV, but what needs to be considered during this period is that the off-season does not mean that there is no performance. What needs to be done now is how to attract consumers who are diverted to other KTV through some marketing strategies in the off-season, so as to improve performance and increase turnover. This time there are three specific purposes: first, to give consumers more added value; Second, promote consumers to spend again; Third, we should compete with other KTV, so that consumers can clearly feel that we are different from other KTV and show their obvious cost performance.

Active object:

At present, the main business hours of this KTV are divided into two main periods: afternoon show and evening show. Obviously, during the winter vacation, most of the guests in the afternoon show are students, but after the winter vacation, the afternoon show is still dominated by students, while the evening show is relatively dominated by working-class and young people, generally aged between 25 and 40. So these are the two main consumer groups of our activities, and these groups are our main promotion goals.

Thinking analysis:

Overall analysis of marketing (analysis of consumer groups and problems)

1. How to publicize and guide consumers who have never spent in the store?

2. What have we left for the consumers who choose to go to the store, and how can we keep a good impression?

3. The consumer who will choose to come again after coming, why will he come again, and how can he be attracted to spend again?

According to the above three forms, we can do it at different times and stages. There are two or three problems to be solved at present. Maintaining the existing customer base is our primary task, and inducing re-consumption is our ultimate task. As for developing the market, we can consider it on the basis of stabilizing the existing market.

How to satisfy consumers who have chosen to shop and leave a good impression?

What consumers can satisfy is mainly reflected in our cost performance. What do they need? What do we need? What do they want? Can we satisfy them? We did it. Can consumers accept it? This is the main problem we consider and study:

1. Guests must first have a good environment and equipment to choose K songs;

2. Can you provide thoughtful service, treat every guest warmly and provide quality service?

3. Can you bring happiness to the guests and meet their requirements?

4. Can you interact with the guests to bring more added value to the guests and the atmosphere of the scene?

How to stimulate consumers and control them to choose shopping again the next time they choose K songs? What kind of impression do consumers leave when they go to the store to spend money, and they are willing to return it? Or get lost and come back? In the current competitive incentive situation, besides good equipment environment and excellent service, what other strategies can we have to motivate guests to think of karaoke in our store for the first time? These are the questions we need to study:

1. Have we brought everything to the highest level, including equipment, environment, services and products?

2. Everything we offer, how does the guest feel, and how will the guest evaluate his consumption?

3. What did we give our guests, did we get unexpected added value, and how to induce the next consumption?

Will he come again next time? Is there anything worth coming? What can he enjoy next time?

Activity scheme analysis

In view of the analysis of the above problems, we should carry out matching analysis, formulate planning activities suitable for guests, stimulate every psychological factor, and ensure that every step is under our control:

For this kind of consumption of guests.

For the guests who spend this time, we must first ensure that we can play with the best quality hardware and software.

Audio equipment, environment, services and products are the first and most intuitive links. Only when these conditions are met can we basically stabilize the existing guests, but on this basis, we must let the guests feel more added value and interact with them, so as to leave a better impression on the guests and really feel it? Cost performance?

On-site distribution of popcorn, unlimited supply of popcorn (added value)

All spending guests can participate in the lucky draw (unexpected appreciation)

Attract customers who spend again.

To induce consumers to spend again, we must first ensure that consumers get recognized happiness, otherwise they will not spend again, so it is very related to the last link. In order to satisfy the customer's consumption this time, we must actively stimulate the consumer's psychology and make them feel that we have something he needs or belongs to him.

A, let the guests have some coupons and gifts that can be used next time (no need to ask for them)

B, continuous consumption can get our accumulated gifts (gift temptation).

C how much did it cost to send snacks, gifts or wine coupons (to promote consumption)

Fourth, the theme of the event (happy karaoke, * * * surprises constantly)

Sweet popcorn, unlimited supply from now on? You can take part in the lucky draw out of the box, with a winning rate of 95%? When 88 yuan's shopping in the supermarket is full? Beer party, how much is it? Free singing, free drinks and snacks, box discounts, and gifts are always in your hands?

Verb (abbreviation of verb) activity content

1. unlimited supply of popcorn?

Anyone who opens the box can get unlimited popcorn. After opening the box, a waiter will send it directly to the box and tell the guests that our company is currently engaged in activities and there is an unlimited supply of popcorn. If you need it after eating, we can continue to supply it for you! (Detailed Budget Statement 1)

2. Lottery activities

After unpacking, guests will have a chance to draw a lottery. After opening the room, the front desk staff will prompt the guests to draw a lottery and inform them that there is a lottery in our company at present. You can try your luck. The winning rate is 95%. After winning the prize, guests can redeem the prize at the redemption office (see Table 2 for the specific budget).

3, supermarket shopping in 88 yuan to send.

In order to promote supermarket consumption, gifts can be given selectively at different times and supermarket packages can be implemented. For example, when the supermarket is full of 88 yuan, two bottles of beer will be given, when the consumption is full of 188 yuan, a bottle of red wine will be given, and when the consumption is over 288 yuan, a set of precious red wine will be given. Due to the cost estimation, this activity needs further calculation (see Table 3 for the specific budget).

Give as much beer as you buy.

In order to improve the occupancy rate of our KTV, we can create the most cost-effective concept for consumers to spend in our KTV. After 12 am, the profit in beer sales will be reduced, and the quantity will be paid attention to, and how much to buy will be implemented on the basis of the original price 10 yuan to stimulate consumers' desire to buy. Supermarket personnel will deliver the goods according to the sales receipt (see Table 4 for the specific budget).

Duration of intransitive verb I-word

1. Delicious popcorn, unlimited supply from now on.

At any time, as long as the guests who open the box can enjoy unlimited supply, unlimited quantity.

2. You can participate in the lucky draw out of the box, and the winning rate is 95%.

8: 00 pm-12am, open a box and you will be eligible to participate in the lucky draw.

3. When 88 yuan is full of shopping in the supermarket?

As long as the supermarket is full of shopping in 88 yuan, you can get different gifts at any time.

4. Beer party, sell as much as you want.

12 am, subject to the time received by the computer.

Seven, the way of advertising collocation.

1. In-store poster promotion

X-display booths and posters are posted in obvious places in the store to highlight gimmicks and stimulate guests to learn more.

2. Box flyer promotion

Print leaflets, so that all guests entering the box can easily understand the specific activities.

3. Promotion of TV subtitles

Scroll the theme of the activity to remind consumers that the activity is in progress.

4. Corner advertisement

It is mainly a stunt, which can be exaggerated appropriately and combined with patterns and words to publicize the cost performance of the activity.

5. waiter publicity

All staff should master all activities and processes and be able to answer questions patiently and in detail.

Eight, preliminary preparation

1. Personnel arrangement

All aspects of all activities should be supervised by special personnel in order to adjust the deficiencies in time.

2. Material preparation

All materials needed for activities should be stocked in advance, so that the items needed for activities can be distributed normally.

3. Site layout

The site layout must have a certain atmosphere, and all obvious places should highlight the theme of the event.

4. Experimental scheme

First of all, we can conduct a test experiment to understand the promotion of the event and the response of the guests, so as to make deficiencies and adjustments in time.

Nine, medium-term operation and observation

1. Activity fluency

The execution of the activity is very important. Every counterattack should be in place according to the plan and requirements, so that the whole activity can flow and all links can be connected to ensure that all problems can be solved.

2. The guest's reaction and feelings

During the implementation of the activity, especially at the beginning, we should collect more information about the guests' reaction, so as to find out the causes of the problems, meet some needs of the guests and leave a good impression.

3. Weaknesses in field operations

All managers on site must understand the operation process of the whole activity, and once the disadvantages and loopholes of the activity are found, they need to be adjusted in time in order to control the cost and all links reasonably.

X. postoperative and follow-up

1. for analysis and statistics

After the activity begins, a report level should be made every day, reflecting all the information needed for the activity, such as distribution, gift, number of boxes, reaction opinions, etc. See the annex for the specific report.

2. The data reflects the success or failure of the activity.

Analyze the success or failure of the activity according to the report, so as to make timely adjustment or better improvement.

3. Whether to continue and improve.

According to the analysis of this activity, consider whether to continue to implement, adapt or change the strategy in the next stage.

XI。 cost budgeting

See the attached table for the budget of each activity.

Twelve. Effect estimation and evaluation

1. The overall fluency of activities;

2. Supply of active materials;

3. Feedback time of activity effect;

4. Evaluate and screen all activities, and make an overall summary.

Ktv Off-season Marketing Scheme II

First, long-term planning, one step ahead.

At present, there are still many KTV habits to sharpen their knives. When business is good, all the staff are busy with the scene. When business is weak, they will remember that it is time to pay attention to marketing. In fact, marketing is a continuous business activity that runs through the whole enterprise. Marketing has no time to take a nap, whether it is off-season or peak season. Especially with the gradual retreat of the Spring Festival peak season, if you haven't made a marketing plan for the whole year, do it now! Of course, the plan does not mean that it is static, and it can be adjusted in a timely manner with the constant changes of the market and ideas.

A perfect marketing plan includes: market situation analysis, store situation analysis, competition situation analysis, sales situation analysis, macro-environmental situation analysis, opportunity and risk analysis, financial target formulation, marketing target formulation, marketing strategy formulation, specific activity plan, marketing budget, marketing control and so on.

The experience of market competition tells us that if we want to get rid of the entanglement of competitors, greatly surpass them and even become the first in the industry, we must do better than our competitors, and if we want to do better than our competitors, we must be one step ahead of them. The marketing plan made by a visionary KTV operator is generally divided into short-term plan (1 year), medium-term plan (1-5 years) and long-term plan (more than 5 years).

Second, change the ideology in the off-season and seek market breakthroughs.

The ideology in off-season can be divided into subjective and non-subjective. Subjective off-season, that is, objective consumption power is not enough, and consumers' purchasing power is problematic. This subjective consciousness is mainly concentrated in the third-and fourth-tier markets and some low-end consumers. Because of their limited income, these consumers will control their own consumption, and most of them only spend when necessary. Just like many years ago, we only ate jiaozi and meat at festivals. In fact, the off-season of the market is more caused by subjective factors. Shops just can't find or don't know how to lure consumers to shop. Creating consumption opportunities and stimulating consumer demand is one of the means to change the off-season of the market.

To this end, we need to make ideological differences according to different markets and reduce the low state of bringing customers in the off-season through market planning. Most people's consciousness can be changed according to the guidance of operators, and the breakthrough of off-season sales can be found through such changes. For example, we can put the celebration in the off-season, and launch karaoke contests and singer members' parties in the off-season. If possible, we can also hold some singer meetings, book signing parties, birthday parties and so on. Or create some anniversaries and so on. And artificially create some attractive gimmicks and interactive activities to attract consumers' attention and participation, so that our store has activities and innovations every day for 365 days. In fact, the pursuit of various festivals by merchants over the years is the application of such a strategy. Double 1 1 shopping festival? It is a very successful artificial festival, and similar methods and means are worth learning from KTV friends.

Third, by? Traditional marketing? Turn to details? Targeted marketing?

After the Spring Festival consumption peak season has passed, it is suggested that the store manager adjust the marketing strategy in time according to different consumer groups to make the peak season face the public? Traditional marketing? Where to? Targeted marketing? Conversion. Targeted marketing is to lock in a certain level of consumer groups, or lock in a certain type of demand and industry groups, and tailor the activity plan for the target customers according to the consumption psychology of different time nodes and different customer groups, so that the success coefficient will be greatly improved.

Here, I will give you several targeted marketing activities.

Case 1, for singing lovers, launched in the store? Learning singing training class? VIP members in the store are free, and ordinary members are 50% off. Students in the training class will be given a song practice card, and they can enjoy certain discounts or sing for free at designated time.

Case 2, for the elderly, launched in the store? Special activities for the elderly? The store provides free singing for elderly customers (holding ID cards or senior citizens' cards) every Monday afternoon, and discounted singing from Tuesday to Monday. On the one hand, this kind of activity can improve the reputation and influence of the store, and on the other hand, it can properly cultivate elderly customers in their spare time. In recent years, the trend of discounting KTV by old customers is increasing. My mother-in-law often works with her gang? Little buddy? The children went to the discount store to sing the afternoon performance.

Other targeted marketing also includes targeted members? Member's day? Activities; For female consumers? Beautiful 100%? ; For the student group? Student card? ; Birthday for guests? I am the oldest on my birthday? ; For the flying dream of college entrance examination students? Wait a minute. As for the details of the activity, there are many operating methods, so you can think more.

Fourth, sort out the customer base and maintain it in depth.

Research shows that 80% of the company's profits come from 20% loyal customers, while the other 80% only create 20% of the profits. Customer loyalty can not only bring huge profits, but also reduce marketing costs. The cost of winning a new customer is 20 times that of maintaining an old one.

Therefore, in our business, we should attach importance to customer loyalty. Through the development and joining of members, the analysis of their consumption, the full use of members' resources, and the continuous stimulation of members by various means, they will eventually have a loyal customer base of their own. With this resource, due to the word-of-mouth and exemplary role of these old customers, it will also help attract new customers, and the market share will continue to expand, eventually creating more value for us.

Customer maintenance is a long-term job, but it is particularly important in the off-season. Due to the increase in consumer prices in peak season, the cancellation of preferential discounts, and even the decline in service quality caused by the surge in passenger flow, we need to repair the dissatisfaction generated by customers during this period. At the same time, the peak season is also the fastest time for members to develop, but most of them are completed by filling out a membership form, and other related work often fails to keep up. Therefore, in the off-season, stores should focus on member services, such as inputting member information into computers in time, statistically analyzing the consumption habits and psychology of members and customers, and drawing scientific conclusions to guide our work. Pay a return visit, give back to customers, take the initiative to contact in emergencies, solicit customers' opinions and suggestions on the store, and give customers some preferential feedback, which can not only increase customers' goodwill towards KTV, but also grasp customers' first-hand information in order to improve their work, and also bring certain passenger flow to the store. It is one of the good methods of off-season marketing.

Fifth, go out and promote yourself and enhance brand awareness.

Many KTV will feel understaffed because of the surge in passenger flow in the peak season, but then in the off-season, people begin to feel that there is nothing to do and the workload of employees is insufficient. Business is not good and there is no source of profit. Some operators have to reduce their expenses by reducing their salaries or even laying off employees. And such an approach can only lead to one result: there will often be some excellent employees losing, even key personnel? Choose another tall branch? In fact, enterprises can't build an excellent and cohesive team, and actually lose more.

So how to make effective use of manpower to add color to KTV marketing? Then suggest that KTV organize employees to go out in the off-season. There are many forms of going out, that is, direct publicity and promotion, such as arranging employees to distribute leaflets, selling membership cards and stored-value cards in small shops in office buildings, and finding members of relevant industry development alliances. You can also do some activities to expand corporate visibility and improve brand influence, such as organizing employees or in-store members to participate in public welfare activities and community activities. Although these activities can't bring immediate results to the sales in the store, they are still very helpful to the brand promotion of KTV enterprises.

In addition, appropriate advertising investment can be considered in the off-season. This period is no better than the peak season, and advertisements are everywhere. At this stage, as long as the investment is small, it can play a role in strengthening publicity. This paper introduces several low-cost advertising logos: forum marketing, Weibo WeChat marketing, members' SMS or telephone feedback, organizing public welfare activities, issuing DM sheets, printing some practical gadgets or one-sentence advertisements with their own shops, etc.