How does the owner of the small city hotpot shop play the internet?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Guide: The boss is famous in the city where I live, he is the owner of a local cafeteria and a number of hot pot shops, as well as a high-end business hotel. Although the chef, living in a small city, but is good at using Internet Tools, closely follow the trend, in his trendy play, to help the restaurant business climbing, to do the local restaurant industry before. Who says the traditional boss does not understand the Internet!!

The following is the owner of the Readme, by I black Horse Finishing:

Why do the catering industry do the Internet?

First of all, the traditional marketing model with natural flow and word-of-mouth mainly, and this has been unable to adapt to the new form. In recent years, the overall growth of China's catering industry is weak, and the market competition is more and more fierce, simple to buy on the discount these tools have not much effect, the bouquet is now afraid of the alley deep.

Second, online integration is a big trend: from the evolutionary history of Taobao can be seen, consumers are increasingly accustomed to using the Internet to help decision-making and consumption.

Third, mobile end products, especially Somolo will play an important role in the future catering industry, the rise of smartphones, making it possible for users to consume through mobile end.

Four, offline marketing costs are climbing, and the traditional marketing model is uniform, difficult to have innovation and breakthrough. Need a new tool and social media to help promote and boost word-of-mouth.

Finally, the Internet marketing costs relative to the movement of tens of thousands of advertising costs, is still a relatively inexpensive and efficient catering enterprises to promote the way.

Think clearly the above several problems, the catering industry is not do not do the Internet problem, but how to do the problem, for this problem, in fact, a lot of restaurant owners are not clear, and I also in the groping summed up some experience.

Integrated marketing is the core of key data analysis.

Core: Borrowing power. I do not do it by myself, but all services rely on Internet service providers. Currently specialized in catering business marketing enterprises are divided into the following types:

Tool Type: specifically financial management software, customer management software.

Coupon Promotion type: Including group buying, Tintin, and the public comment on these.

Network media:

。 This category is mainly to put online advertising. Tencent and BBS direct hard wide promotion of advertising position type four: booking type, is to book seats. To the food and meal set the small secretary for the representative.

I carefully studied the above several tools, analysis of the current situation of their own market.

Geographically, I am located in the three or four-line city, so for users, booking is not a strong demand, after all, the city has so few catering, business is not good enough to need to book seats. As for advertising, the cost of a media launch I think I do not want to accept, and network media in the end how much conversion rate I really do not know. Tools that I find useful in value, but only limited to maintaining their existing customers, help manage. So I thought about it and decided to try to do group buying and coupons.

How to do the group purchase offer?

Before I started to do group buying, I thought of two possible drawbacks, while the purchase might hit my price system. On the other hand, group purchase may make my service reception ability can not meet. For these two points, I believe most of the catering enterprises will encounter.

In any case group buying is there, is a new means, can not be wasted, but also can not be overly dependent on, how to use good group buying, I have four points of experience:

Experience one, do not sell too much, sell too much will directly impact on my service system, I do not have time to receive, so I only talk with group buying business 300 single, but the corresponding discount will give greater. Experience two, every time I will do a buy will be more than the next price increase some, so that the price to the point after the gradual rise. Experience three, I do buy every time the user will be very detailed record down, and then do targeted marketing after classification. Experience four, I will not treat my group buying users, and other Shawa business than, I hope to give them better service, so that they precipitate down.

This is only the first step, after the first coupons have been consumed, I have made it clear that only this time of year, I want to change the rhythm, I digest the last batch of users after the first group, very carefully put the data of these customers down, while their data for detailed collation, I would like to see how many repeat customers.

Because I eat here every time I will detail the members of the data, so, the second consumption, I found that group buying users and I do member users have a lot of overlap. Through this data, I think two things clearly. The first one, rather than blindly develop new customers, but also let customers significantly increase consumption and consumption of the customer price. Second, a modest amount of new customer development, because a large-scale development of new customers, you can't stay.

Think clearly of these two points I know how to do group buying.

Running your own social platform

Micro-blogging and micro-mail--I made two of the hottest things in the present. The choice is micro because, first of all, Weibo is really hot. Second, I think of Twitter as the best service tool.

A microblogging operation is good, key data is active rate, interactive rate, I walked the following several ideas:

First, Twitter focuses on content. Because I'm a hotpot shop. I will continue to explain the whole industry in the hot pot meal, practice, what with hot pot related interesting content.

Secondly, I put the microblogging of the public comment network. Every time I launch a new dish, I will be free to use micro-blog to send this new dish to the mass, and then look at the user's evaluation of what kind of

Third, Weibo has become a user vent dissatisfied with the export. I will encourage users to give me advice on micro-blogs, I will look at the comments below each tweet, and then all the good suggestions and comments I will make clear, so micro Bo became my best customer service platform.

And for the micro-letter play is another one of my play. Weibo itself is the property of the media more, and the micro-letter is more suitable for customer management and maintenance, my micro-letter mainly made two points function:

First, I combine my takeaway business with micro-letters. Micro-letter has a very good feature is suitable for voice calls, and now I encourage users to order through the micro-mail, order takeout, booking seats.

Second, all through the micro-trust channel to reserve seats or meals, I will have a corresponding discount, so that the function of the discount and micro-letter platform is a good combination, and then encourage users to develop the advance booking habits, so I actually pay the reservation fee to the booking site directly to the user, and long-term continuous to promote.

What kind of 020 do businesses need

Now we are talking about O2O, but what kind of products and services do our small businesses need?

One, whether real excavation of the real needs of local businesses. My demand is sales, is to maintain new customers.

Second, to be easy to use, if too troublesome, inconvenient operation, I will not like.

Three, do not deceive us, is really want to let us good.

Four, in the early days of our start-up, the need to start to pull new customers can give us a good integrated marketing advice.

Five, not too expensive, too expensive, we certainly can not accept, but also do not free, free things will eventually pay a more expensive price.

In a word, for the internet we are constantly groping, and constantly moving forward to find the right path.

Source: I black Horse finishing: Wang Jingjing