Since the idea of private domain traffic has gained attention, many restaurant owners have wanted to create their own private domain traffic. Among them, community is one kind. However, the communities in most restaurants are either unpopular or rely on red envelopes to enliven the atmosphere. Most groups have gone through these stages: crazy add people, crazy pull people-red envelopes and benefits every day on time-red envelopes and benefits every three to five times-gradually reduced to advertising groups. What exactly should catering community marketing do?
1. Determine community positioning and increase user stickiness
1. Common catering community positioning has the following types:
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Welfare group: The purpose of the welfare group is to distribute welfare every day, attract customers into the store through the welfare, and bring customers to the store.
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Promotion group: For the purpose of publicity and promotion, you need to interact every day, so that people in the group know your store and come to your store for consumption
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Member group: Mainly do member recharge, member after-sales service, and member benefit distribution, and serve as customer precipitation through members
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Order group: Mainly provide table reservation, takeaway and other services in the group
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Complaint group: Collect customer feedback, opinions and suggestions on in-store products and services
2. Increasing user stickiness is actually a process of brushing presence among fans, and also a process of improving the status of the restaurant in the hearts of fans.
2. Community drainage of catering stores
Before external promotion, there must be the first batch of seed users. Seed users are generally store employees, friends around, and some loyal customers in the store. Because these people are relatively familiar, after the group is established, they can be guided to speak in the group, arouse discussion, and enliven the group atmosphere. Generally, the number of seed users does not need to be too much, just 20 or 30 people.
After you have seed users, you will start to promote the community. The method of community promotion, grilled skewers, summarizes the following:
1. Let employees and friends invite their friends and old customers to join
2. Promote the QR code of the group manager in the store
3. Promote the QR code of the group administrator under the article of the official account
4. Add the QR code of the group administrator to all event posters
5. Promote the QR code of group administrators in all other groups
6. Conduct promotion activities in the store to guide customers into the group
Generally speaking, except for very loyal old customers, or customers who are engaged in micro-business or new media, and enter the group with the purpose of advertising, it is difficult for ordinary people to actively enter the group. At this time, you need to do some activities to guide customers into the group. group. The practice of most stores is to use discounts and benefits to attract customers to add groups.
3. The catering store community is active
1. Organize fans to try offline for free
For the restaurant brand community, fans in the community are basically the same as restaurant members, and they are consumer fans. For such fans, organizing a "free tasting" event is undoubtedly a good way to interact. Usually this kind of "free pie" method can quickly activate the diving fans in the community.
Although simple and rude, it can attract users in the community from online to offline, and then from offline experience to online information diffusion, because most users who enjoy free tasting are usually happy to use WeChat and WeChat We-media such as blogs help restaurants to spread freely, thus forming a complete closed loop of community interaction, which can not only activate the community to spread the brand, but also attract traffic to the restaurant.
2. Online welfare activities are held regularly
"Overlord Meal" cannot often be had, because too high frequency will weaken fans, but online benefits such as coupons, single product coupons, package coupons, full discount coupons, and red envelope cash coupons can often be available. For example, when new products are launched in restaurants, single product coupons can be issued in a targeted manner, which can increase the frequency of consumption; regular meals coupons for fans' consumption habits can be issued to increase the repurchase rate. In short, the core purpose of online welfare activities is to attract more online users to shop for consumption.
In addition, another form of online welfare is to issue red envelopes. When a new store opens, sales performance exceeds the standard, anniversaries, and the restaurant has won a certain honor, you can directly carry out online "red envelope" welfare activities to community members. On the one hand, it can increase the activity of users in the group, on the other hand, it is also the promotion of restaurant business information and brand value.
3. Collect all kinds of materials from fans
Nowadays, more and more young consumers are in love with behaviors such as "showing happiness, showing affection, and showing off their sense of presence". In this regard, the restaurant can initiate collection activities for community fans such as "posting photos of dining with relatives and lovers", "taking instant food moments", "telling small stories related to food" and other solicitation activities, and photos and stories can be Restaurant, food,
It can also be a bit of a user's daily life, and then set certain prizes to encourage users to actively participate, and through voting, likes, rankings, etc., the participating users are willing to launch friends to follow the activities together.
4. The solicitation of brand "image spokesperson"
A higher level of social interaction than soliciting materials is to solicit "brand spokespersons" from the community. Based on the basis that fans fully recognize the value of the community, this will be better than the "wide cast net" type of soliciting spokesperson participation. higher. From the early warm-up promotion to the official solicitation order, from regular activities to the promotion of votes, a complete selection of "image spokespersons" is enough to raise the activity of the community to a new height.
The whole process is like a brand performance show. The publicity lineup composed of contestants, relatives and friends of contestants, and fans participating in voting is of inestimable value to restaurant brand promotion.
4. Community content planning of catering stores
The core of community operation is content. If there are only a few red envelopes and occasional discount messages in a group, then such a group will gradually be forgotten by customers and eventually become an advertising group step by step. A good content plan should include two parts: one is the content of the daily active group atmosphere. The second is the activity operation content.
1. Show the work scene in the shop in the group
For example, a bright kitchen and a stove, such as a scene where a chef is cooking food, such as a scene where employees work hard in a store. Through the display of these scenes, the theme of ingenious cuisine can be displayed, the image of the team can be highlighted, and the goodwill of customers can be improved.
2. Savor food in the group
When you are in the restaurant, you can properly expose the food in the group. You can post pictures of good-looking food to arouse the appetite of customers; you can post photos of large quantities of products in a row to highlight the good business; you can post photos of takeaway packaged products to highlight the booming takeaway business. When directly posting food photos, pay attention to the aesthetics. Different dishes should be taken at a suitable angle. When publishing, they can beautify and highlight the effect, but they should not be repaired too much. If it is too distorted, it will reduce the customer’s perception. degree.
3. Show the dining scene in the store in the group
When there are a lot of people in the store, you can also take photos or videos to highlight the hot business on the spot; there are some warm dining scenes in the store, you can also take pictures or post videos in the group, which will help shape the sense of brand value.
4. Share health-related life knowledge in the group
In addition to posting content related to the products and scenes in the store, you can also post some content related to food and health based on the age characteristics of customers in your own store. For example, living in a small city, food recipes, recipe videos, some new ways to eat food, etc., through the release of these contents, everyone will continue to deepen their impressions. It is clear that this is a restaurant group, and subconsciously let customers understand that this is a company that focuses on deliciousness and health. Shop.
4. Organize offline event information
It is also possible to organize some member gatherings, new tasting sessions, festive events, etc. in the store regularly to attract some old customers to the store to communicate. For example, a store we used to make, during the winter solstice, we launched a winter solstice dumplings in our group. The event attracted many customers to come to the store to party, make dumplings and make new friends.
The core content of catering community operations is group activities. Activities generally focus on in-store product discounts, such as free tasting coupons for some special products, dish coupons, discount coupons for consumption, and new product tasting opportunities.
Five, summary
1. The group is not about the size, but about the quality. If you find that there are advertisements, or enter the group for other purposes, you must clear the group as soon as possible.
2. In the process of operation, look for those truly valuable customers, who can develop into their own potential customers, and customers who can develop into members, separate them from the large group, and establish small group operations (that is, VIP groups). Xiaoqun slowly settles and grows, and it is our most valuable resource.
3. There must be some people lurking in the group, playing cooperation and singing double reeds.