Dotting media: The advertising business on the table

A young man with Jason as an idol has done the advertising of the niche model to the table of the chain restaurant. Article | There will be a pad of paper between the tray and the food in the Liu Chen chain, which says no direct contact with food. The 24-year-old Cheng from this pad of paper, replaced it with an environmentally safe PC mat, transplanted online ads and two-dimensional code, then quickly developed a desk sticker that turned the restaurant tray and desktop into an offline entry. The restaurant is the best offline entrance Cheng said his idol is Jiangnan Spring, he hopes to do a similar way to do the restaurant's desktop ads. Because he thinks the arrival rate of the advertisement when eating is the highest, can be as high as 97%. Cheng is a Taiwanese, 24 years old this year. He moved to Shanghai with his family at the age of 14 and has now lived on the mainland for 10 years. His father founded a business in Shanghai for nearly 20 years. Influenced by his father, Cheng Junior began to start a business with his classmates. After graduating from the University of Communications, Cheng set up the dotting media. After learning that his son started his business, his father became his angel and gave him the first money to start. Dotting the media by Cheng called the new media on the table ", it is catering chain brand table desktop for advertising carrier, make full use of the customer's time to spread the meal." In the past in fast food restaurants, food and tray will have a pad of paper, but the regular snack bar will advise customers not to let pad paper and food direct contact, because the pattern on the pad is usually printed on the front, very unsanitary. Dotting after a long period of repeated tests, made a matte surface, high-temperature heat-resistant meal mat, through the back of the printing technology printed on the electricity quotient, online website promotional ads or to promote two-dimensional code, to avoid printing ink and food direct contact. These technologies have now been patented. In Cheng's view, the restaurant is a very good entrance. Two-dimensional codes are now visible on a variety of occasions, but he said: playing two-dimensional yards in a chain restaurant is actually more practical than in subways and bus stations. When you are on the road to see two-dimensional code, rarely have the mood to take out the phone scan code, so those places just play the role of publicity, but can not really become a good entrance. "The room was very comfortable and the breakfast was very good." 35 friends sit together, through scanning code, chatting, can also reach two times the effect of transmission. Restaurant this carrier can effectively help online companies to get good publicity results, the accumulation of new users. "Cheng said. Customers can easily sweep the ads when they are eating, a push that is almost half-compulsive. Cheng through the media University of Shige to find a Le bee network for its promotion. Usually the electric dealer wants to add a new user, the Android system cost is about 7 yuan money, the Apple system needs 8 yuan money. Dotting for the Lok Bee network in Beijing more than 100 restaurants spread advertising, new users to increase the effect is more ideal, the cost is much lower. Subsequently, they put 200 restaurants for every guest's advertisement, also brought a considerable amount of passenger flow. The dotting only contracted "out of these dining-room desktops. Although some customers want to put the ads on the wall of the restaurant, but Cheng that the wall advertising effectOn the contrary, the first is the high rate of advertising replacement, the second is hanging on the wall may not be noticed by the guests, but the desktop is different, as long as the desktop, the head of the people will see. It is based on this, the point of the eye after making a meal mat, and soon launched the use of special sticky adhesive table stickers, in the dining table four corner of the two-dimensional code, torn off will not cause damage to the table. This way, a meal down, a table of four diners have a great chance to sweep two-dimensional code. What can the restaurant get? The first edition of the eye pads developed after the initial use of fast food brands and Hegu test. Cheng in and Hegu's Beijing Xin Jie kou shop Wash One months bowl, come to two major discoveries: first, the bowl is hot, plastic meal mat will expand, also easy to have scratches; second, the smooth meal mat causes the bowl to slide easily, the meal plate is not good end. After the meal mat was improved to frosted surface and PC material, he washed the bowl at the Fuchengmen store for one months, this time with Hegu wanted to test the performance of the mat. Eventually, and Hegu became the first restaurant partner of the dotting. Now, the dotting has entered and hegu, Malan ramen noodles, porridge noodles story more than 20 brands of more than 800 chain stores, its table stickers contracted the restaurant's desktop. Recently, they have also worked with McDonald's to provide them with desk stickers. Cheng said McDonald's has given recognition to the innovations in the material of their table-sticker products. The dotting also put the Internet Enterprise advertisement into the restaurant. According to the needs of enterprises, such as in the Chaoyang District, the large scale of the international trade, the eye will match for it in the region for the consumption of suitable restaurants. In charge mode, the dotting on the online Internet enterprise charges, the online restaurant free. In fact, it also borrowed the restaurant platform for online companies to promote. But Cheng that this is just as good for the restaurant. First, the restaurant itself needs advertising promotion, itself needs to print on the mat on the ads, the eye-eye for its cut off the cost. Second, the restaurant can and online enterprises through the eye-eye joint activities. For example, when a restaurant needs to do promotional activities, we can match it to the right online business. "Cheng said. For example, a restaurant can work with an electric dealer to do activities, such as ordering a meal full of 50 yuan to send a piece of cosmetics to provide the mask, but also with the Internet business offline activities to promote, in a restaurant consumption of 30 yuan to send an event tickets. This is much better than having a napkin bag on the street. In the store through two degrees of cooperation to distribute, demand consumers will direct consumption, you can immediately see the effect. "Cheng said. Almost all the restaurants in Beijing now are Cheng with a home sweeping the street. But Cheng know their team too little, and no push advantage, can't go out sweeping street every day. He locked the target in negotiations with the headquarters of the chain catering brand to bring the branch to Headquarters. When I talked to Hegu, they were only 80, and now there are more than 100. "Restaurant open branch will also help the point of expansion points." After tasting the sweetness, the eye-focus in a considerable period of time are focused on the chain of fast food. Fast food restaurants have a unique spread advantage. I need a clear view of the amount and the amount of user submitted to my advertisers, fast food restaurants soldHow many packages, how many people come to eat, they will directly present to you data. I can also use the data from the restaurant to get the data I need. "For example, an ad in a brand of 150 chain stores, if a store average daily traffic of 2000 people, can calculate a daily 300,000 of the advertising volume-because the ads are on the table, diners will certainly see." Cheng hopes the dotting mode will be replicated to other parts of the country after its success in Beijing, and that the next stop is Shanghai-where his home is, it would be much easier to find a restaurant. Aiming at the city female white-collar focus has done research, 18~35岁 age, urban white-collar majority, women accounted for 60%, and the internet to use the crowd matching is very high, the point of service customers such as Lok Bee Network, where the user is this kind of people, the promotion effect is very good. If the restaurant for the dissemination of the platform, advertising groups are very rich, because the restaurant to the point of view is very small, the requirement is nothing more than two points, the first is not to spread the same competitors, the second is not to do the impact of appetite ads, in addition, the point of view has a higher degree Cheng is consciously expanding the chain restaurant, he believes that 15~30 yuan fast food, the main consumer is the Internet promotion of the best young group. For example, le bee net audience are girls, small white-collar, noon downstairs to eat to see ads, direct scan code or direct download; now 80% of the restaurants have Wi-Fi, download is also very convenient. So my crowd position is very clear. Another feature is that the turnover rate of this consumer class is also very high. Dotting plan next to conquer Food Plaza, looking for bustling areas such as Xidan, Dongzhimen, Xizhimen and other places of the food square. The volume of people in these places is also very large, thousands of at noon, the arrival rate is very high. "In addition, the café is one of the goals of the dotting. Although the turnover rate is not high, but the time to watch ads, a cup of coffee to sit on average 30 minutes to an hour, this part of the crowd promotion is also very effective. Cheng also said that the focus in the future will not only be limited to fast food restaurants, but also to expand the market to other Chinese food market, increase the spread of the platform category and the number of chain brands.