Chapter one: Overview of 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.
Effective internal marketing can produce many benign effects: 1. Save the cost of external marketing; 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 method is to clip a piece of paper with a paper clip, which is marked with several kinds of wines or special wines, or selected 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, drink once a week or once 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.
Fourth, employee promotion.
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. All your efforts will be in vain if you pay attention to putting on a show, diligently checking sales and the waiter's appearance is not correct. So bartenders should pay attention to personal hygiene and gfd.
Five, the bottle marketing promotion
For frequent customers, the bar can make a beautiful wine bottle for him, hang a card with his "name" on it, and then display the wine bottle on a conspicuous display shelf. 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 decorations that show the importance of the guests, the greater the reputation of the bar.
Knowledge service of intransitive verbs
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. (It doesn't have to be library-style, you can set up theme rooms, and use the decoration skills to make each compartment as different as possible without changing the big layout. )
Seven, free tasting
The bar introduced a new variety. In order to let customers know about snacks quickly, one of the most effective ways is to give them to customers for free. Customers will not spend money to taste the products, and will be happy to find the advantages of the products. I am also willing to promote your products for free.
Eight, 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.
9. 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.
X. discount gifts
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.
XI。 pamphlet
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, the name of the bar and related identification symbols; 2. Introduction; 3 address; 4. Indicate the traffic route map; 5. Contact information of the person in charge of the bar.
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. However, 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.
Finally, the promotion of the bar mainly depends on word of mouth, so to catch every guest who enters the bar, just scan the code and add WeChat, and send a bottle of wine or a snack. The future is not a one-time consumption. Many people choose bars randomly, so if the information of a bar often appears in their circle of friends, and the boss and waiter leave a good impression on them, they will naturally choose your bar next time.
Chapter two: An overview of bar marketing.
(A) in terms of external publicity
1. Micro-marketing: Use WeChat Weibo platform to implement micro-marketing strategy.
Wechat: (1) Register the public WeChat platform and scan the QR code. All printed materials are printed with two-dimensional code, and the public platform is regarded as a "fish pond", and the measures of "fish farming" are implemented, that is, any customer scans the two-dimensional code and becomes a fish in the fish pond, and any activities and related preferential information in the bar can be published through the WeChat public platform, and any customer can receive the message by scanning the two-dimensional code, which saves a lot of manpower, financial resources and time consumption required by traditional printing.
(2) Everyone in the store registers a female WeChat account, opens "people nearby" 24 hours a day, and does not chat with customers. This will be considered as a wine tray. Just write the bar's discount and activity information in the personal signature column and circle of friends, and upload some photos inside and outside the bar.
Weibo: Registered Sina Weibo and applied for official "V" certification. Fans are mainly Shaanxi Normal University, northwest university of politics and law, Chang 'an University, xi International Studies University and Xi University of Posts and Telecommunications. The fan base of these colleges and universities is constantly adding fans to pay attention to carrying out activities or spreading consumption information.
2. Print 1000 membership card. At the beginning of business, all customers who spend more than 1000 will be given a membership card, and the authority of the membership card will be set at 30%. The purpose of membership card is to bind customers!
3. Print vouchers ranging from 30- 100 yuan, and the amount of vouchers must be accurate. Too small is unattractive, too big is a loss. Therefore, it is suggested to print 30- 100 yuan, and the following operations can be performed! If you spend more than 300, you get 30, and if you spend more than 500, you get 50. The most suitable consumption ratio of vouchers is 1: 10! Send corresponding vouchers according to customers' spending power. But this activity can't be parallel to the membership card, you can only choose one!
4. Establish QQ party groups in bars, publish group numbers on all performance posters, activity display stands and the Internet, timely release information on various activities, and organize group parties.
5. Cooperate with local or foreign second-and third-line artists to perform in bars and sell tickets. Tickets are mainly on-site tickets and reserved tickets. Tickets can be customized according to the popularity of invited artists or bands, generally controlled within 80 yuan, and it is advisable to do it once every two weeks. According to the off-peak season, the number of performances can be increased or decreased. Two weeks before the performance, the news will be released in the above way, and 100 posters will be printed and posted on the information bulletin boards of nearby universities. Based on the recent four universities 15000 students, it is conservatively estimated that there are 50 students in each school, and the number of people who can perform in one of the four universities is at least about 200. At the same time, we can also cooperate with relevant associations in colleges and universities.
6. Make full use of every holiday, do activities, and come up with a fixed marketing plan according to different holidays.
Do different activities to attract customers.
7. Use the current "hot spots" as the gimmick of marketing activities.
(2) As far as the development direction of bars is concerned.
Bar development direction: Xi 'an nightclubs are generally divided into the following categories.
(1) nightclub type: It is characterized by a large venue, mainly composed of slow motion and disco music, supplemented by singers' performing arts, and there are more women in the venue, which mainly attracts men to "chat up" consumption. Most of the young people in this venue are post-80s and post-90s. Because the volume is too loud, it is difficult to chat and talk, so going to this bar is generally not mainly about chatting, but mainly about drinking and picking up girls. There is a dance floor, which is the most concentrated place to talk to women! Sasha's dance floor is low, disco dancing won't make you uncomfortable, hipsters and muses have high dance floors, making people uncomfortable to stand up!
(2) Small bar: This kind of bar mainly appears in the form of bar street, such as Pigeon Lane and Yanta West Road. This bar mainly focuses on pop music and blues, and there will be bands or me performing. The customers here are mainly chatting, socializing and partying.
(3) Rock bar: mainly engaged in rock performances, with performances as the main line, inviting domestic second-and third-line artists and bands to perform to attract customers, such as aperture and moon key.
To sum up: we can give our bar a positioning and see which direction it develops! Static is static, moving is moving! Don't make it look like four things People who like quiet definitely don't like dryness. People who like dryness definitely don't like silence! According to our daily contact with young people, we can formulate the following marketing strategies:
(1) Little Dry+Big Dry: band performances are arranged every night, and the genres are mainly rock, pop and blues. Each band is scheduled for about half an hour. If the performance time is too long, it will easily lead to aesthetic fatigue. Focusing on the performance stage will have a certain impact on the sales of drinks. After the band's performance, you can play slow-motion songs with slow-motion lights, and you can also leave more than 10 square meters of dance floor area (which can be rectified later according to the needs) for customers to dance disco and chat up beautiful women.
Note: 1. Girls can hire part-time students. 2. To develop into a slow roll bar, you need to update the table and visit the hipster club.
(2) Xiaozao+Xiaojing: The band performance time is the same as above. Leave for about 50 minutes after each band performance. It is best to play pop music such as foreign songs or spring music such as Bandari (music is very important and can't be "vulgar"), so that customers can have time to chat and drink after watching the performance. During this period, bar staff can hold interactive programs with customers and buy light industrial commodities and gifts as gifts for customers.
(c) Pay attention to the internal details of the bar.
1. There are too few wine lists to order.
2. Toilet problem: Toilet must be cleaned every 20-40 minutes. Nowadays, consumers pay great attention to hygiene. If you come to the toilet and find that the toilet is dirty, smelly and smelly, it will definitely affect the mood of drinking. To ensure that the toilet must smell during business hours, it can be solved by spraying air freshener.
3. Service staff: Short-term training can be given to bar staff and service staff to enhance service awareness and make customers feel at home, instead of being left out or waiting too long when customers order drinks, resulting in impatient negative emotions.
As for the salary of bar service personnel, it is suggested to implement high salary and strict standards. Compared with the same industry 10%-20%, welfare is distributed irregularly to organize staff gatherings. Let employees communicate with each other and between employees and leaders to enhance their feelings. This will not only enhance employees' awareness of customer service, but also retain employees with higher treatment than their peers.
Put a customer comment card and a sticky water-based pen on each table to keep abreast of customers' needs and suggestions for this bar. Group buying is simple because the operation mode and process are relatively simple, but it is not easy to say, because it is very difficult for a group buying website to attract popularity and increase customers. Do the following eight points, and the website will basically achieve the purpose of popularity and more customers:
The price of 1 must be affordable (genuine), because group buying itself attracts consumers because of discounts, which is the essence of group buying.
The quality must be good and guaranteed. Consumers will buy the goods they need first because of the discount, but the goods they buy must be of good quality, otherwise they will not patronize your group buying website and will not become repeat customers.
3 Online services should be in place, and consumers' inquiries should be answered as detailed and appropriate as possible, and they should be polite and patient, so that consumers will feel very warm, and thus have a good impression and trust on your website. Even if the goods are expensive, they will be very willing to buy them.
If the information of goods is to be true, it is necessary to show the key points and the parts that should be paid attention to to to users first, and not to put them in inconspicuous corners, because many consumers find that the goods are wrong because the merchants do not put the main instructions in the most easy-to-see places.
5 Commodities should be refined. Only products with unique styles can attract consumers' attention best. Don't follow suit.
The website should launch more activities, such as giving coupons when buying goods, or setting that users can get certain points after buying goods, and when they reach certain points, they can exchange goods.
7 offline service is better than online service. Offline service reflects the real guarantee level and service level of group buying websites, so the after-sales service of goods must be done very well.
Group purchase propaganda should be done well, which is the most basic and effective part, including media propaganda, market propaganda and online propaganda.
Chapter three: Summary of 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.
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