Now cooking, has passed the era of "wine fragrance is not afraid of deep lanes", pay more attention to marketing strategies. If you want to make your stores like clouds and carry forward, you must learn some marketing skills. So how to do a good job in catering marketing? Let store marketing profit to a new level!

　　发宣传单

　　Issuing leaflets

　　宣传单，一向都是门店为常规的线下宣传手段。于发传单，门店的消费群体不同，高峰时段也有差异。大部分门店发传单的时段集中在营业高峰。商业街在15:00—18:00;高校区在11:30—13:00，15:00—18:00。

　　Publicity leaflets have always been the most routine offline propaganda means in stores. As for handing out leaflets, the consumer groups of stores are different, and the peak time is also different. Most stores distribute leaflets at peak hours. Business Street is from 15:00 to 18:00; College District is from 11:30 to 13:00 and from 15:00 to 18:00.

　　越是低线城市越接受发传单的宣传形式。总之，发传单的效果和人流量与工作人员、宣传信息和宣传形式都大有有关。由于部分地区城管限制，沿街店也会受限。内发传单较少，取而代之的是试饮。

　　The more low-level cities accept the form of leaflet publicity. In a word, the effect and flow of leaflets are closely related to staff, propaganda information and forms of propaganda. Because of the restrictions of urban management in some areas, shops along the street will also be limited. There are fewer leaflets distributed in the shopping mall, and they are replaced by trial drinks.

　　如何做好餐饮营销

　　How to do a good job in catering marketing

　　公众号推广

　　Public Number Promotion

　　在一、二线城市，自媒体公号已经成为众多(门店)的不二之选，主要是面向城市年轻消费群体做吃喝玩乐类的消费推广。网红门店开店大多会选择在城市的生活营销号做推广，比如2017年喜茶进入上海之初，就选择与上海本地的生活娱乐媒体进行推广。为了配合后期效果，有些网红门店会大批量投放区域头部自媒体推广，覆盖足够体量的用户。

　　In the first and second-tier cities, self-Media brand has become the best choice for many brands (stores), mainly for young urban consumers to do food, drink and play consumption promotion. Most of the online Hongmen stores will choose to promote the city's life marketing number. For example, when Xicha entered Shanghai in 2017, they chose to promote it with the local life entertainment media in Shanghai. In order to cooperate with the later effect, some NetRed brand stores will put a large number of regional head self-Media promotion, covering enough volume of users.

　　相对传统宣传方式，自媒体公众号投入的成本还是比较高的。上海、深圳、长沙、南昌、郑州等城市的吃喝玩乐类公众号按照粉丝量有所不同。以长沙某号为例，餐饮类头条推文费用22000元，需要自行准备图片和文案。如需摄影师拍照及图片制作则另加2000元;如需美食主编探店编辑文案则另加3000元;如需采访类专稿则是3000元;如需创意视频拍摄制作则是视频每分钟10000元。

　　Compared with traditional propaganda methods, the cost of self-Media public numbers investment is still relatively high. In Shanghai, Shenzhen, Changsha, Nanchang, Zhengzhou and other cities, the price of public numbers for eating, drinking and playing varies according to the amount of fans. Take Changsha No. 1 as an example, the cost of food and beverage headline tweets is 22,000 yuan, and you need to prepare your own pictures and documents. If you need photographers to take pictures and make pictures, you can add 2000 yuan; if you need food editor-in-chief, you can add 3000 yuan to edit texts; if you need interviews, you can get 3000 yuan; if you need creative video shooting, you can get 10000 yuan per minute.

　　如何做好餐饮营销

　　How to do a good job in catering marketing

　　自有媒体

　　Brand Owned Media

　　自答案茶、coco等在抖音上一鸣惊人之后，很多都发力线上社交平台，希望能够依赖短视频社交平台传递门店的高颜值创意饮品，以增强影响力加快拓店速度。

　　Since the brand of Answer Tea, Coco and so on made an amazing hit on the tremble, many brands have launched online social platforms, hoping to rely on short video social platforms to deliver high-value creative drinks in stores, in order to enhance brand influence and speed up the expansion of stores.

　　但是抖音、快手等社交平台的推广门槛在于“运营”，要在社交平台做好营销需要大量的人力和精力，泛媒体带来的内容同质化和创新力不足，让用户早已视觉疲劳。所以单一门店做短视频推广性价比不高;做的话，进入容易，做得好仍然有难度。【点击了解更多餐饮创业项目，同时有机会获得一份餐饮营销秘籍】

　　However, the promotion threshold of social platforms such as tremolo and fast-hand is "professional operation". To do brand marketing well in social platforms requires a lot of manpower and energy. The content homogeneity and innovation brought by pan-media are insufficient, which makes users visual fatigue. Therefore, the cost-effective rate of short video promotion in a single store is not high; if the brand does, it is easy to enter, and it is still difficult to do well. [Click to learn more about high-quality catering entrepreneurship projects, and get a chance to get a catering marketing secrets]

　　如何做好餐饮营销

　　How to do a good job in catering marketing

　　微信群

　　WeChat group

　　如果短视频平台有门槛，那么微信群则是商家成本容易沉淀用户的渠道。小九有位做甜品的朋友，在只有一家门店的时候，手机微信好友5000人。自己做后，门店沉淀的粉丝是主要的营销力量。近期外卖平台提点增加后，微信沉淀用户的重要性日益明显。

　　If there is a threshold for short video platforms, then Wechat Group is the lowest cost channel for businesses and the easiest way to precipitate users. Xiaojiu has a friend who is a dessert brand. When there is only one shop, there are 5000 friends in Weixin. After making their own brand, the deposited fans in stores are the main marketing force. With the increase of takeaway platform in recent years, the importance of Wechat precipitating users has become increasingly obvious.

　　微信群易上手，但是要玩的妙则需要技巧，玩不好的顾客微信群就成了广告群或者死群。适当的提高微信群的活跃度和用户粘度，微信群作为门店销售的辅助手段还是值得期待的。目前常用的提高活跃度的手段是发红包。

　　Wechat groups are easy to get started, but it takes skill to play well. Customer Wechat groups that can't play well become advertising groups or dead groups. To properly improve the activity and user viscosity of Wechat Group, Wechat Group as a supplementary means of store sales is still worth looking forward to. At present, red envelopes are commonly used to improve activity.

　　如何做好餐饮营销

　　How to do a good job in catering marketing

　　跨界合作

　　cross-border cooperation

　　跨界合作的联合营销，是指不同领域之间的合作。这种合作方式也是非常火热，以喜茶、奈雪为代表的头部给行业做了不错的榜样。

　　The joint marketing of cross-border brand cooperation refers to the cooperation between brands in different fields. This way of cooperation is also very hot, with Xicha, Naixue as the representative of the head brand to the industry has done a good example.

　　喜茶通过与知名跨界合作，不但提升形象，还借助跨界推出周边产品，深度影响消费者。2018年喜茶与冈本、百雀羚、B DUCK小黄鸭等展开跨界合作，合作领域覆盖包括酒店、快消、潮牌等。

　　Through cross-border cooperation with well-known brands, Happy Tea not only improves the brand image, but also promotes the products around the brand by cross-border, which deeply affects consumers. In 2018, Happy Tea started cross-border cooperation with Okamoto, Bailao, B DUCK Yellow Duck and other brands, covering hotels, Quick Dispel, Chaobai and so on.

　　在跨界活动的合作伙伴方面，策划活动前需要确定活动目的。大体上跨界的目的是提升形象，增加营业收入等等，那么的是“用户属性重叠度高”的合作伙伴。当然，为了提升曝光，还可以选择“蹭热度”的方式与具有“话题度”的合作。

　　In terms of partners in cross-border activities, the purpose of the activities needs to be determined before planning the activities. Generally speaking, the purpose of cross-border brand is to enhance brand image, increase business income and so on, so the preferred partner is "high overlap of user attributes". Of course, in order to enhance brand exposure, we can also choose the "hot" way to cooperate with the brand with "topic degree".

　　如何做好餐饮营销

　　How to do a good job in catering marketing

　　此外，在形象提升的跨界合作上，不一定采用商业合作的行为，“公益活动”也是一种不错的跨界方式，具备社会主题意义的公益活动甚引起主流媒体的关注，带动社会的广泛讨论，无疑对整个的认知与提升有着更重要的意义。

　　In addition, in the cross-border cooperation of brand image promotion, commercial cooperation is not necessarily adopted. Public welfare activities are also a good cross-border way. Public welfare activities with social thematic significance even attract the attention of the mainstream media and stimulate extensive discussion in society, which undoubtedly has more important significance for the recognition and promotion of the whole brand.