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Food industry How to suck powder, maintain user and marketing three mistaken ideas
Objective】

The catering industry wants to do micro-credit marketing, in the end it is difficult where? Maybe you are not afraid to spend money, but just can't recruit people, the team size limit you to find a person dedicated to micro-letter operation is too extravagant; perhaps, you have tried many methods, but many fans on the platform is not interactive, conversion rate is low ...

Catering O2O The first issue of the guest contract, with a systematic analysis of the perspective, to solve the problem of suction, maintenance users.

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Today the theme of sharing is 3, powder, maintenance users and misunderstanding.

The first part: the development of micro-credit households (suction powder)

General principle: First locate the target population of the account, and then effectively intercept all nodes appearing in the target population.

(i) Offline promotion

Shop

1. Store a prominent position on the two-dimensional code:

including walls, tables, cashier, bar, roll up, etc., but not just put a two-dimensional code so simple, but to tell the user, sweep the two-dimensional code after what they can get, need to give users a reason for concern, even all staff should be verbally reminded users, such as can be:

1 Buy packages that cannot be bought elsewhere

2 Special Offers

3) To send drinks, vegetables or the bottom of the pot

4 or some of the most popular dishes only focus on the public number of users can point, or even through the micro-platform point

5 through micro-letter ordering and payment can enjoy discounts, full discount, send coupons and other concessions

Store promotion, in addition to the use of service differentiation, to attract the attention of users, but also in order to cultivate users to use the micro-credit public number to complete the ordering and consumption habits.

2. Combined with smart hardware:

1 router, WiFi service only if you pay attention to the public number

2 photo printer, only pay attention to the public number to print photos, if afraid of high cost can be set free to print 1-3

Outside the shop

Flyers, the way to push is most traditional, but now the leaflets are basically no one to read, so to use the relevant micro-letter activities, attract users to pay attention to the public number, and participate in the activities, rather than simply introduce a few recipes and promotional activities, your purpose is to attract users, and through micro-letter in-depth understanding of the store.

Can build their own activities venues, whether in the shop or the square of people concentrated, can be online under the combination of activities, games, print photos, as well as eye-catching posters, or even beauty, to attract users attention.

(b) Online promotion

Activities can be combined with third-party platforms, such as the point of the backstage there are red envelopes, all kinds of lottery games, not only can activate the old users, but also let them share the circle of friends to bring some new users.

The aim of group buying on other platforms is to attract target customers from their central platform at low prices, and to keep them, not to sell things, to do the brand, but to prepare for future repeat customers, especially for new stores.

Center recommended platform and the public comments such as the center of the recommended restaurant platform, can be used as a way to attract new users, so that users concerned about the public number after the completion of the "to center" and "flat", completely remove the intermediary, so that users and shops to communicate directly to reduce intermediate costs.

The second part maintains the old user

(i) Establishment of membership system

Membership card All these concessions, require users must be open membership card can be obtained, but also to remind users to open a member after consumption, not only can be discounted, you can also get points.

In addition to the points can be exchanged for vegetables, coupons, you can also play some online games, using the public to gamble on the heart, consumption of their points.

Encourage stored value Most users are actually unwilling to store value, because they are afraid of being bound by the merchants, can through user consumption, directed to invite customers often come to store value, and not just give some concessions, but also the introduction of only stored value members can point of food or other services (such as birthday gift package, positioning can be preferred to choose the package room, etc.) , enjoy the superiority of the stored value members.

(b) Create special activities in the store

Interactive game with a point of the customer platform of the rocking soda, piggy run, so that the guests are involved in the store, you can limit a week to play this, become a store characteristics.

Micro on the wall combined with micro-wall, you can let customers in the shop, through the wall function, so that the interaction between strangers, if someone has a birthday, you can also make a birthday wish for TA.

Micro-mail treat if you want to invite other table people to eat, and they also through the micro-letter order, you can pay, for example, you see the next table there is a beauty/handsome boy, want to ask TA eat dinner, this do not I teach you it ~

All the money is suitable for a friend's dinner, each one pays his own.

All these are required to pay attention to the public number of participants, so not only can maintain the old users, but also as the store inside the drainage mode.

The third part of three misunderstandings in micro-credit marketing

Myth 1: Micro-letter is to do marketing, do a micro-letter is not afraid of anything

The function of micro-letter is mainly to do the old user maintenance (service), rather than to do the expansion of new customers (marketing), although micro-letter can also do marketing, but the contract believes that the most NB marketing is to do a good service.

Micro-letter is only an auxiliary tool, if the main business do not good, such as environmental dirty, food is not good to eat, poor service attitude, micro-letter to do a good job is in vain, this is not your core competitiveness.

Don't listen (not listen less) The trainer's training, and the exchange of food and beverage can be more enlightened. For example, I am in the micro-letter catering group, at the same time in the public number O2ocanyin to launch a different point of view, or really to accumulate fans, do a good job, rather than build a public number does not care about him, it is only the beginning, real to run the public number is the king.

Myth 2: The more fans the better

Micro-credit fans are not the more the better, the important thing is precision, if not accurate users, would rather not such fans.

The peripheral distance of the radiation is limited, it is regionalization.

This is like I pay attention to your neighborhood restaurant, maybe I will not go to eat a lifetime, I for it is not valid fans, it is also ineffective attention to me, it is not as good as the original does not have any relationship.

Let's count the accounts, if your restaurant has 1000 accurate fans, every day from the fan conversion to consumption is estimated to be 3% (mobile internet payment rate is generally this value), then there are 30 people can go to the shop, some people will not only eat their own, if a person can bring 2 people, there are 90 people to the store, Per capita consumption in 50 yuan, that water is 4500 yuan, this is a very considerable number, and this is only micro-letter to bring customers, natural flow of users are not included.

Myth 3: Constantly use promotional activities to attract users

All the promotional activities, whether it is directly in the shop or discount, or other platform group buy, are to import new users, as far as possible to avoid the old users to participate. Because we sacrifice profits for the development of new users, rather than for the old users, but also effective screening for the advantage of the "fake" users to eat. In addition, the preferential force should not be too large, otherwise it will cause no discount when the gap.

If you really want to always use the promotional activities to attract users, you can have a way from the root, such as you are prepared to play 70 percent, that should be in the design menu price, directly with the price of profit divided by 0.7, as the final price on the menu, so as to ensure the healthy operation of restaurants. And can be stipulated that only the micro-letter members, or do not open invoices (if the development of the ticket received 100%, the 30% points of profit on the White earned) to play 70 percent.

"Question Chain"

Q: You just mentioned the online promotional activities, businesses and users have you done analysis, such activities are obvious?

A: Generally this kind of special offers, WiFi activities, the effect is very good, because there is mandatory, and the cost of participation is very low.

These methods can be used selectively, not to say all trial, but also according to the actual situation. If it is a more young restaurant is certainly appropriate, the kind of high-end clubs, or users of the aging of the restaurant, it does not need to do such activities.

Q: New store, no old customer accumulation, how fast and effective suction powder?

A: I said above through the online central flow of group buying, reviews, and offline activities are possible, group buying results faster.

Q: How can we keep our customers focused? What are the usual operations to be aware of?

A: This is to stand on the user's point of view, we usually on the micro-letter display, push the content, is to users useful, interesting, favorable, give them a concern account reason. I do not recommend daily through the push to disturb the user, it is best to use the service number group mass, that is, users need you, it happens, do not need your time, it should "hide" up.

Q: Is there any good way to attract fans besides the benefits?

A: In addition to concessions, there can be some must pay attention to the public number to achieve the function can ah, like WiFi, some dishes can only be through the micro-letter order, these are ok ah.

I have not recommended the use of concessions to attract users, this is not a long-term, only as a way to attract new users and develop user habits of the phased approach.

To let users feel, come to your home consumption, even if pay full price is also worthwhile, this is not only the promotion of things, but to shop and food design, at the outset to consider.

Q: WiFi has a problem, will not be too troublesome, actually to the store after the WiFi, and then prompted to pay attention to public numbers, then can not be networked, but also need to switch to 3G network attention, if you still need micro-letter verification code, and then on WiFi, this experience will not be good?

A: You say this is really troublesome, now many routers realize WiFi without password can be connected, but only on the micro-letter, access to the verification code on other sites or apps, there is no problem you say.

Q: What on the line to attract customers two times? I have a lot of fans on the platform is not interactive, the key is not know what to combine activities.

A: In fact, the core or your dishes, services and environment, really can impress users back to consumption. In addition to this, such as coupons can only be used for the second time this rough method is also possible, and then one will involve accurate mass, timely reminder to consumers to consume, here are the food you want.

Some customers just do not want to interact with the public number, because the public number is a bit cold, if you are running a beautiful woman that is not the same, this involves the personification of the operation, I am ready to leave this part to the Fang teacher ...

Personified, is to make people feel that this is not a public number, but a real person, the cold machine into an ordinary micro-trust friends.

Q: How do you run your own shop's online tools? Need to find a full-time staff?

A: This also depends on the size of your shop, ah, can please come to the best, if not such a person, preferably the boss himself fencing.

If you can have interested employees, do a part-time job, alone to do this, a small shop is not suitable, ta a person in the shop to do micro-letter, he himself also feel embarrassed ...

Q: How do online consumer data translate into usable, valuable data? And these data can achieve the classification of accurate customers, that is, from the operational level to achieve "central"? Don't want to be kidnapped by group buying software.

A: This is really not a small shop can do, if it is a chain, you can consider according to age, sex, consumption amount, often point what kind of food (judging taste and hobby) and other attributes to analyze, this can not call to center, this is fine operation.

In fact, it is to see people say human words, to hell to say, to their hearts.

Q: How do I get the data? Do you make a manual record of each customer who completes the consumption?

Answer: Through technology, technical records, artificial analysis. The most brutal way, can also let the user to fill out, but this is not objective.

Large data, at present in the domestic basic not a company can be achieved, the most successful Amazon is still in the exploration, so domestic generally can only be called data analysis.