In order to ensure that the activities are carried out in a solid manner, it is often necessary to develop a good activity program in advance, the activity program is a written plan for the specific activities to be carried out. Activity program should be how to develop a good? The following is my restaurant opening activities for you to organize the marketing plan (general 5), I hope to help you.
Hotel opening activities marketing plan 1First, the market background analysis
1, consumers do not understand much of the Korean style, and need time to publicize and guide.
2, as just entered the local market, market brand awareness influence is relatively insufficient.
3, gradually guide consumers to consume, and gradually improve consumer tastes, to provide a good consumer groups for the opening of the store.
Second, strategic thinking
1, strategic analysis
◆ How to take in the opening of the sensational benefits to enhance performance is a crucial point. First, by the product, second by the service, third by the promotional efforts.
◆Use the local store itself advertising resources for a series of opening promotions and brand promotion activities.
◆ Expand publicity channels, the use of leaflets, temporary outdoor advertising, SMS platforms, radio and other media means, in each heartfelt market and the gathering of people to publish information widely, while considering soft publicity.
2, planning principles
◆ Must be in the opening momentum "a shot", reflecting the more rice "Korean" selling point.
◆ Reflect the store clean, neat, tasteful image.
◆ Promotional activities must be different, so that customers have a "sense of freshness", and easy to spread, easy to operate.
◆ Promotional activities should be real so that customers feel "affordable", and ultimately increase the reputation.
3, strategy development
According to the above analysis, the opening of the core: the use of the opening of the market to bring sensation, to attract customers, set up a good after-sales service system and the formation of word-of-mouth benefits, contributing to consumption.
Specific strategies oriented to:
◆ Promotion direction: take the route of the opening special offer, with promotional visual expression, to move consumers. Drawing close to the sense of distance, to produce the effect of cordiality.
◆Promotional efforts: "opening" as the entry point, discounts, coupons and other promotional methods to achieve the goal.
◆Activity: to ensure that the output of activities to get the market customer recognition, price packaging means is still the key.
◆ source grabbing: with quality after-sales service and promotional activities on the market source for effective interception.
◆Integration of channel resources, accurate target customer marketing: First, to seize the market consumer groups; Second, to strengthen the center of the publicity and promotion.
Third, the opening of the promotional theme and time arrangements
1, promotional theme:
Korean feast, bloom.
Three good gifts - the city of purchase - welcome to taste
Advertising copy:
A flavor, simple and fashionable.
A kind of country, from the Korean style.
2. Promotion time:
3. Promotional activities:
1. Consumption of XX yuan, immediate reduction of XX yuan.
2, opening special price, unlimited: XX original price of XX, the current price of XX, save XX.
3, set combination of more favorable.
Fourth, the strategic guidance
We propose to "small sharp, the output of the strongest price claims" to improve the fight, enhance the killing power of competitors and the temptation of consumers. In the specific operation to
point surface combination, to shocking ultra-low price of a single product as the traction, to the core of the cash back, rich product mix, reflecting the "big gift" promotional concept.
1, discounts and cashback: according to the product price to determine the size of the discount or cashback, according to the local consumers like to determine the form of discounts or cashback
Discounts
● uniform discounts across the board, such as specials except for the full 5.8% off;
● different discounts for different categories
● shopping amount of tiered discounts, such as full of 3,000 yuan 7%, full of 5,000 yuan 6.5% off
● split discounts, a way to split the consumer's shopping amount in accordance with a standard amount into several parts to enjoy different discounts in the form of lucky draws, up to a maximum of zero discount. Such as 2000 yuan as a standard, shopping amount of 5000 yuan, then consumers will get two different discount opportunities; another way is according to the product category split into several parts.
Cashback
● Incentive, such as full 2000 back 200, full 4000 back 500;
● Fuzzy, such as full 1,500 back 240, full 4,800 full 320, etc.;
● Straightforward, such as full 4,000 back 2,000.
(The above figures are just as an example, and are not used for any reference)
Discounts and cashback are the main forms of this promotion, and both can be done separately or in combination, the specific ways need to be re-determined according to the Longyan market.
2, ultra-low specials: to make the special products become our promotional killer (the above figures are only as an example, not for any reference)
In short, we can be a special product to carry out certain conditions to limit the output of ultra-low price information to play its role in the traction of customer flow. The development of regular specials, on the other hand, takes into account market sales, combines with promotional programs, and meets the actual needs of consumers. To these three factors to determine the opening of the promotion of special products.
3, the product buy: this is an important part of the content of our promotions, but also well reflected and enriched our consumers "big" gift concept part. The basic principle of buy and send is "buy big send filial buy expensive send cheap, buy the main send second, more buy more send".
Fifth, the promotional activities carried out
1, pre-opening preparations
◆ Pro-expedition personnel, etiquette of the recruitment and training: the recruitment of four etiquette (required to wear a Korean dress), and the pro-expedition personnel and etiquette and other relevant personnel for the relevant products and etiquette training.
◆ store promotional materials: X-racks, POP, table signs, balloon arches, outdoor arches and a series of promotional items placed
◆ leaflets distribution: in front of the store and the surrounding commercial centers for the distribution of publicity leaflets
2, the opening of the activities of the implementation
◆ the opening of the staff division of labor: the main focus of the shopping guide as well as the arrangement of the welcome, the control of the atmosphere of the scene. Arrangements, the scene of the atmosphere of the regulation
◆ 9:00 am Miss Manners, the scene and other preparations are complete.
◆ 10:00 a.m. shopping guide, leaflet distribution staff ready.
◆ 11:00 am formal opening
◆ opening process: opening time, opening promotional activities, the end of the event, the day of the event summary
Six, the specific promotional work layout
1, accelerate the work of the pre-opening: to take all the means of neighborhoods, commercial centers, leaflet distribution, and actively promote promotional and publicity activities, to accelerate the work of grabbing a single in advance of the opening of the customer source to intercept. Guests to intercept, reduce the opening sales pressure.
2, the training and incentives to promote: in the training and incentives to promote the adoption of effective measures to strengthen the management, to play their role in intercepting and guiding customers.
3, the distribution of leaflets: in the arrangement of leaflet distribution pro pro, to strengthen the packaging of pro in both clothing and props.
Grasp a few time nodes: promotional activities to carry out: a week before the opening, the beginning of publicity; three days before the opening, promotional publicity deepened; the full start of the opening of promotional activities.
Hotel opening activities marketing plan 2First, public relations and marketing:
1, invite the Catering Association, the Hotel (Restaurant) Association and other leaders to participate in the ribbon-cutting opening ceremony;
2, the distribution of invitations, the implementation of the customer;
3, to invite friends and family to participate in the opening ceremony to gather popularity;
4, at the same time, to invite family to attend the ceremony, to gather popularity;
4, at the same time, to invite family to attend the ceremony to gather popularity. p>
4, at the same time the marketing department staff can push the card on the day.
5, in the form of banners, spray paintings to publicize the opening of the store during the preferential activities of the project, special dishes and luxury amenities and quality service.
8, you can rent 2 walking air model, wearing ribbons, at the door to meet guests (spare).
9, organized by the Department of Marketing Planning, to the various intersections, to passers-by distributed flyers, and coupons during the opening.
12, where in the Bashu style during the opening: (within 5 days)
(1) Where in the Bashu style during the opening period, to the store to consume the first 100 customers, you can taste the Bashu style designated discounted specialties of a, until the end of the gift.
Every customer who participates in the opening ceremony of Ba Shu Style will be able to feel our special dishes and elegant environment \ quality service, thus allowing consumers to have a deeper understanding of our restaurant to enhance its impression and awareness.
Second, the opening program
a) Drum and Bugle Corps, a host, lion dance 1-2 pi, face changing 1-2 people, Miss Manners 6 people
The restaurant entrance to build a stage, the stage size of XX meters and XX meters, red carpeted floors, the stage above the tables and chairs placed in advance of the VIP table and benches, the main background of the stage for "the" main backdrop, the stage is "the" stage, the stage is "the" stage, the stage is "the" stage. The main background of the stage for the "Bashu style store opening" available spray paint production, the entrance across the XX-meter inflatable rainbow door, a set of audio amplifier equipment (400W), square salute X door (including paintball X hair), square walking air model rent two, wearing ribbons, the personnel can be used by our own staff.
b) Configuration
A VIP boutonniere a number of
B signing table X signing pen 5 (black) signing book 4
C tray X
D red hydrangea X silk cloth X meters
E scissors X
The above is the celebration of the company's own items
three, Opening activities specific workflow program
All exhibition equipment in the opening ceremony, the day before 10:00 pm before all installed in place, and debugging is complete, by the preparations for the person in charge of the inspection.
8:30-8:50 restaurant is responsible for the activities of the site fully cleaned, the scope of the ceremony shall not be any debris. (Responsible person: XX)
8:50-9:00 Arrangements for the reception and sign-in matters by the Miss Manners with. (Responsible person: XX)
9:00-9:20 stage, sound and other equipment debugging for the last time. (Responsible person: XX)
9:20-9:30 to participate in the ceremony staff are all in place, play the venue background music. (Responsible person: XX)
9:30-10:00 stop playing background music, drum band (backstage music) play music for 30 minutes; Miss Manners for the VIPs to wear corsages, and to assist in signing in. (Responsible person: XX)
10:00-10:10 music stops, the host announced the beginning of the celebration, X door salute with the sound, drum band play welcome song with the joy of opening the door. (Alternate: backstage audio playback) (Responsible for: XX)
10:10-10:30 two happy lions to perform. (Responsible person: XX)
10:30-10:40 The host announces the official start of the opening ceremony of Bashu Style and introduces the main leaders and VIPs in place. (Responsible person: XX)
10:40-10:45 The host invites the first guest to make a speech. Play "Applause Song" for 5 seconds at the end. (Responsible person: XX)
10:45-10:50 The host invites the second guest to make a speech. Play "Applause Song" for 5 seconds at the end. (Responsible person: XX)
10:50-10:55 The host invites the third guest to make a speech. Play "Applause Song" for 5 seconds at the end. (Responsible person: XX)
10:55-11:00 The host announces to invite the chairman of the board of directors and X designated VIPs to cut the ribbon together; in the course of the guest's speech, the ceremonial lady in charge of the ribbon cutting holds the ribbon cutting flower to the predetermined position, ready to cut the ribbon; in the course of the ribbon-cutting ceremony, the drum orchestra plays (backstage music playing) cheerful and exciting music, while the salute cannons, paintballs, and cold fireworks are cast. (Responsible person: XX)
11:00-11:10 face changer performance on stage;
11:10-11:25 game activities
(Guessing game) invite X players on stage, by the backstage play music, the players raise their hands to guess the song, 10 songs for the limit, the most people for the win; (couples, family tacit understanding games) Tied to the balloons of two people running, the fastest and the balloon number intact. The fastest and the balloon number of intact number of the most win; (dishes blind guessing) invited players in the specified time blindfolded taste special dishes and successfully say the name of the most win, 3-5 dishes ;
Note: the winning player can get the Bashu style store in the opening of the X yuan vouchers X Zhang ;
11:25-11:35 Community Dance Arts and Crafts Show (can be contacted with the Xichang Local
11:35-11:45 The moderator announced X salute cannons, played X paintballs, drum band (background music), two happy lions at the same time play music and dance to the end of the celebration.
11:45-11:55 Bashu style staff, leading the guests to the table, hosted by the chairman and general manager of the wine appreciation banquet.
The on-site activities of the camera tracking the whole event, record the whole event highlights, and engraved CD-ROM; the opening ceremony ended successfully.
Fourth, the exhibition and marketing activities cost budget program
(a), equipment category:
a) rainbow door a cost:
b) sound a set of microphones, microphones, 4, bracket X cost:
c) stage X meters and X meters including carpet costs:
d) after the Background spray painting a size: X meters and X meters cost:
e) salute X door (including paintballs X rounds) cost:
f) balloon color quantity: X package cost:
g) red embroidered balloon silk cloth a piece of scissors X cost:
h) flower baskets X cost:
(b), the personnel of the performance category:
1, drum band X person X yuan/person
2, dance team X people X yuan/person
3, host 1 person
4, lion dance X pi X yuan/person
5, face-changing people X people X yuan/person
(C), publicity costs:
1, flyers X sheet
restaurant opening activities marketing plan 3First, planning for the opening ceremony
After all the preliminary work is ready, entrepreneurs should proceed to the planning of the opening ceremony, prepare in advance, make a good variety of plans to avoid the opening of the unexpected and unprepared.
1. Do a good job before the opening of the restaurant's public relations campaign
Restaurant public relations campaign to publicize the main external publicity to improve the restaurant's visibility and reputation, to attract customers to dine, organize banquets and other activities for the main purpose. Generally speaking, to be in the restaurant officially opened 1-2 months before, do the following public relations publicity work.
(1) the use of media public relations publicity
In the case of conditions, to design a good publicity content in advance, including the restaurant name, address, business flavor, product features, etc., to prepare a creative unique, simple text, easy to listen to and easy to remember the publicity words or advertising slogan.
(2) the use of restaurant facade advertising
In the restaurant officially opened l ~ 2 months before the completion of the restaurant facade decoration, large billboard production in front of the door, the design and production of large light boxes and lighting treatment in front of the door of the advertisement, so that the enterprise to a unique door environment and lighting, beautification and publicity effects to attract the attention of all sectors of the community and the people who come to the attention of the restaurant to expand the location market and the point market. District market and point market visibility, widely attract customers.
(3) the use of brochures for publicity
5-10 days before the official opening of the restaurant must be based on the menu design and dish test results, the restaurant's beautiful, generous dining environment, famous dishes, such as the introduction of printed into a reasonably well organized, illustrated promotional pamphlets, and then distributed to the district market range of the target customers to go, notify them of the opening time, the opening period and preferential measures and preferential period and so on. The opening time, the opening period of the preferential measures and preferential period, and so on, so as to strive for customers, improve the visibility of the restaurant.
2. Do a good job of preparing for the opening ceremony
The opening ceremony can be said to be the first public opportunity for entrepreneurs to show the restaurant to the public, so make good use of it. Specifically should do the following aspects of the preparatory work.
(1) Book flowers and other decorations for the ceremony a week in advance.
(2) Make a timetable for the opening. People need to know when they are coming and when they are leaving.
(3) Prepare accompanying advertising collateral (brochures, business cards, price lists, or other handouts with the restaurant's name, address, phone number, and slogan). Confirm that the printer knows the delivery deadline. Printed materials should ideally be ready two weeks before opening.
(4) Subsequent events should also be taken care of. For example, a register for guests to sign and leave a contact address can be used as a reference for future mail sales.
3. Invite enough friends and family customers to ensure that the restaurant opening source and attendance
If the restaurant opening day customer source is not enough, cold and quiet, will certainly have a negative impact on the future business. But if you rely on price concessions to attract customers to patronize the day of the opening, after the opening of the customer is easy to form a feeling of price difference, which may result in unstable source of customers. Therefore, the formal opening of the restaurant to focus on the normal business of the main source of customers, customers will be divided into voluntary to come to the self-funded customers and invited to come to the family and friends of the two types of customers.
4. Rendering the restaurant opened before the ribbon-cutting environment to attract customer attention
Generally speaking, the day of the official opening of the restaurant, the following four aspects of the work must be completed.
(1) door banners and colorful flags to publicize the opening of business to form a warm atmosphere. At this time, in front of the door, upstairs the appropriate place to play a number of large banners and slogans, in front of the door and customers in and out of the two sides should be inserted side by side with a variety of colorful flags, in order to strengthen the opening atmosphere.
(2) congratulations on the opening of the flower basket publicity, to contact the relevant units of the district market in advance, after obtaining the consent of these units to congratulate the restaurant on the opening of the long flower baskets neatly placed in front of the restaurant on both sides of the door. Each basket has a congratulatory unit of the red banner and congratulatory message, so as to attract the widespread attention of customers.
(3) restaurant indoor environmental atmosphere publicity. Formal opening, the restaurant should be set up at the entrance to the ceremonial welcome team, wearing cheongsam, wear ribbons, warm, polite to meet customers. Restaurant indoor front hanging banners, welcome customers to come, the formation of a warm atmosphere indoors.
(4) music, firecrackers atmosphere publicity. Formal opening, to play enthusiastic welcome song, banging drums and firecrackers, the formation of a warm opening business atmosphere, causing customers to `widely noticed.
All of these are important ways to strengthen the environment and attract customers' attention, and must be taken seriously.
Second, the restaurant opened the available promotional methods
1. All promotions
All promotions, refers to the logistical staff to the front-line staff should be set up to promote awareness, especially during the opening of the restaurant. The ideological connotation of full promotion is that whenever faced with promotional opportunities, they should actively promote restaurant products and services.
2. Display promotion
Display promotion is an extremely effective form of promotion. It is mainly the use of visual effects to stimulate customers' desire to consume, to attract customers into the restaurant dining, and stimulate customers to add the purpose of the dish.
3. Promotion
Many restaurants in the opening period through price discounts and offers to attract popularity, promote sales, and make the opening ceremony a complete success.
Restaurant promotions in the form of discounts is a common means of opening. Effective use of this form of promotion is very obvious. The use of customers like to prefer the psychological aspects of the promotion of the main ways and techniques:
(1) price promotions
That is, during the opening period, to attract customers with large price discounts, gather popularity.
(2) gift promotion
During the opening period, you can come to the front to support all walks of life of friends and customers to send some printed restaurant information on the small gifts, small gifts, so that you can not only win the customer's goodwill, but also can play a certain role in publicity.
(3) coupon promotion
Coupon is a paper certificate. Operators in the restaurant before the opening of the production and sent to the hands of the target customers, holders of the opening period with it to consume specific dishes can enjoy discounts. p> Chris restaurant opening and "Chris romantic time" launch ceremony
Dining form:
Cold lunch (the kitchen to develop a cold lunch menu)
A specific strategy oriented:
Promotion direction: take the route of opening special offers, with promotional visual expression Special offer route, with promotional visual expression, by means of gathering popularity. To reduce the sense of distance in the minds of consumers, to produce the effect of cordiality.
Promotional efforts: "opening" as the entry point, discounts, coupons and other promotional methods to achieve the goal.
Activity: fully reflect the Russian and Western characteristics, in order to be recognized by the market customers, the price packaging means is the key.
Customer grabbing: with high quality service and promotional activities to effectively intercept the market source.
Integration of channel resources, precise target customer marketing: first, grab the market consumer groups; second, strengthen the center area publicity and promotion.
Second, promotional activities:
1, three days before the opening, each table before the customer ordering a lottery opportunity, the prizes are: two face value of 100 yuan vouchers, a dessert, a drink, or a dish and so on.
2, opening special: consumption of 300 yuan minus 50 yuan, the more you consume, the more discounts (to be determined), but also the use of a voucher.
3, set meal combinations more favorable (kitchen to create set menu).
Third, before the opening of the planning and preparation work:
1, gift bags: containing the restaurant 20XX calendar, the restaurant brochure a, two face value of 100 yuan coupons and so on (to be determined).
Remarks:
A, the restaurant calendar, brochures to Chris's fashion, romantic as the tone, illustrated with the introduction of the restaurant's basic facilities, specialties of food and beverage, range of services and restaurant culture.
B, 2 vouchers, a single consumption can only be used one, and can only be used during the opening period (December 10 - January 20). In this way, it is easy to attract consumers to return to spend again, and further feel the restaurant's food and service.
2, invited guests: to shape the Chris brand, should invite the provincial and municipal leaders, local businessmen and gentry.
3, the launch ceremony: ice sculpture + red wine, ice sculpture engraved "restaurant LOGO + Chris romantic time" words, reserved for multiple red wine injection port, start the guests to red wine filled font. Into the Chris wine culture, romantic and festive.
4, unified theme material preparation: calendars, brochures, leaflets, vouchers and other types of printed materials; outdoor POP banners, balloons, activity theme backboard; guests sign-in ceremony preparation, gift bags, gift bags, etiquette and reception arrangements, restaurant staff system training, the opening of the booking of flowers arranged, the red carpet, the opening of the banner, the celebration of the vertical banners, the lion dance and performance arrangements, and so on (with the etiquette company).
Fourth, pre-opening advertising
1, the surrounding neighborhoods, high-rise residential buildings, the media put publicity directly to the precise consumer groups. Such as: elevator LED video, flyers and so on.
2, newspapers (ads) or clip newspaper: larger, relatively low-cost, with the newspaper clip, select the local circulation of newspapers do with the newspaper attached to the ads, the area of the local store in the district and the surrounding area. And select subscribers, time for the next day before the opening, the opening day and the opening of the next day.
3, the placement of flyers: choose the local flow of large and high quality population areas, such as: the entrance to the large shopping malls, neighborhoods, high-grade facade, office space, government departments in front of the door.
Distribution requirements:
(1) Distribution of time: 11:00-12:30; 17:00-18:00, this time more than the office workers to and from work, and more for the government, the administrative departments of the staff to and from work.
(2) issued by the crowd: the age of 20-50 years old, and dressed to look more economic strength.
(3) Note: Smile publicity, if the other party does not accept the flyer can not be forced into the hands of the other party, and pay attention to the nearby scattered flyers to pick up, so as not to create a bad impression.
4, other publicity channels: television, radio, Internet, magazines, cell phone text messages, cabs and so on. Release the opening and preferential information (to be determined).
Fifth, the opening ceremony process:
Etiquette reception, guests sign in, gift delivery opening show: Russian dance chairman's speech, guest leaders speech wine ice sculpture ceremony, announced the official opening, and start the "Chris Romantic Time" theme of the event after the ceremony, the dining reception began. (Process ceremonial company with)
Miss etiquette - sign-in desk (sign-in book, pen) - wearing a corsage - led to the front door - host announced the list of guests to cut the ribbon - cut the ribbon! -lead back to the restaurant -Chairman's speech - ice-breaking ceremony -cold meal will begin -performance begins (program to be determined)
The whole video, photo, the entire cold meal will be carried out for 1
One, the purpose of the opening activities
Hot pot city is located in the vicinity of the residential area, there are a number of neighborhoods around, the target group to the residents around the main. The purpose of this opening is "the opening of the store a hit", expanding the influence of the hot pot city in the region, to achieve the purpose of publicizing the hot pot city.
Second, the opening of the promotional objectives
During the promotion to attract more consumers to taste the store hot pot.
Third, the opening promotional strategy
(a) low price attract customers strategy:
1, the first day of the opening of the 100 yuan hot pot free gift! (limited to the first three tables, can not participate with the "100 yuan beer free drink" activities).
2, three days before the opening of the hundred dollars of beer free to drink! (Only three tables, activities can not be repeated).
3, three days before the opening, the theme of "today, your family dinner we wrapped" publicity activities. (Limited to one table, need to control within 200 yuan per table, need to distribute a large number of flyers, and set up a consultation point, registration point, the scene for the lucky family extraction).
4, from the fourth day of opening, in order to stimulate consumers to continue to store consumption, in addition to continue to implement the "100 yuan of beer free to drink" activities (three tables per day), and the other with the liquor business to determine the relationship between promotional drinks and the implementation of the promotional relationship (1 yuan for 1 bottle of beer, enough XX bottles to send hot pot), the specific product how to give away can be freely determined!
(B) diners every other day have a gift to send - pulling the attraction of repeat customers strategy:
1, where in the opening period to the store to consume customers, will be able to consume after the second day of the store to get a box of nutritional milk (16 boxes of Yili, Mengniu can be), and play "so-and-so! Hotpot City, concerned about your dinner, more concerned about your breakfast" publicity theme slogan. (The activity is limited to the opening of three days, 8 tables per day, each table is limited to one, control within 28).
2, the establishment of the VIP membership card, and the above lucky customers and customers who get gifts are sent to the hot pot city's VIP membership card. By registering the name of the membership card, the establishment of the customer file, as a later promotional activities.
Fourth, the opening activities of the publicity
1, publicity time: two weeks before the opening.
2, the form of publicity: DM single distribution, WeChat, microblogging publicity.
3, neighborhood bulletin boards posted ads.
4, publicity content: to convey the image of the hot pot restaurant and opening activities and other information.
Fifth, after the opening of the promotional activities of the marketing strategy proposals
1, according to normal circumstances, after the promotional period, the service personnel will inevitably produce a certain amount of tiredness of the psychology of the need to adjust the mentality of the personnel as well as the attitude of work in a timely manner.
2, hot pot city in the business after the normal track, the need to constantly out of some fresh promotional activities to maintain the customer's freshness of the hot pot store.
3, it is recommended to create their own core hot pot products, manufacturing and others with different values of hot pot, but not out of the usual range of hot pot accepted by the public.
4, it is recommended that the price reasonable positioning, carefully analyze the surrounding competitive environment, especially the price situation. Then the price of hot pot city for reasonable positioning.
5, because the hot pot city in the residential area, assuming that the hot pot city's customer positioning for the surrounding residents, the future marketing activities can be more interactive with the residents, it is easier to get the recognition of the residents of the hot pot city.