If free is a piece of "pie" that falls from the sky, then the "inverted post" situation should be that the sky not only dropped the pie, but also dropped a "red envelope". Users can not only eat for free, but also use red envelopes to buy other things. thing.

It can be seen that "inverted posting" is very attractive to users. But at the same time, "inverted posting" means higher costs than free. Merchants have to carefully weigh the value and feasibility of their marketing, especially the large-scale inverted marketing of capital. If there is no continuous funding to support, it is easy to let The fact that the enterprise is in desperate situation and OFO has fallen to the verge of bankruptcy after the subsidy war fully illustrates this point.

"Inverted posting" is like a "hook" full of bait, which can quickly attract users' attention. It is a common marketing model used by Internet platform companies. It is mostly used in the pre-education market to popularize APP downloads and daily activity rates. Obviously, this type of large-scale capital-driven model is not suitable for most catering companies. The "barb hook" described in this section not only refers to this type of large-scale user subsidies, but also refers to all targeted "barb" behaviors. Whenever the restaurant gives users a free dining experience, there are additional Welfare gifts are all called "inverted stickers".

So, how should the restaurant carry out inverted posting will be more valuable? What are the main objects of conventional inverted stickers? Let's learn about them one by one through case studies.

ONE

Not to be ignored: opinion leaders

Opinion leader is not a new term. It was first proposed by the communication scholar Lazarsfield in the 1940s. In the "Dictionary of Management Studies" edited by Lu Xiongwen, opinion leaders are the minority who constitute an important source of information and influence in the team and can influence the attitudes of the majority. Although not necessarily the official leader of the group, they are often well-informed and proficient in current affairs; or resourceful and have outstanding abilities in a certain area; or have certain interpersonal skills and are recognized by everyone to become the opinion leader of the masses or the public. In consumer behavior, it specifically refers to people who filter, explain, or provide information for others. Such people have more knowledge and experience of a certain type of product or service because of a high degree of continuous attention. Family members, friends or well-informed authority figures in the media or virtual communities often act as opinion leaders.

In the catering industry, such opinion leaders can be embodied into three types: 1) the vast majority of traditional media, including newspapers, TV stations, and magazines; 2) new media for food and beverage, including Weibo, WeChat, Today’s Toutiao, Douyin, Xiaohong Self-media KOL on self-media platforms such as books; 3) Industry associations in the field of catering and food, similar to Shenzhen Culinary Industry Association, Shenzhen Food and Beverage Chamber of Commerce, etc.

These three types of opinion leaders either have authoritative credibility, or have a certain amount of fan users based on the self-media, or have a certain amount of voice in the industry field, which has important value for the sustainable development of a catering company. Therefore, when a restaurant company conducts "inverted posting" marketing, the first objects that need to be considered are these three types of opinion leaders.

On August 25, 2019, Four Seasons Coconut Forest planned a brand upgrade conference and the opening ceremony of the first Coconut Festival in Jiufang Shopping Center, Futian District, Shenzhen. The conference invited leaders of Wenchang City, Hainan Province, the birthplace of coconut chicken, as well as commercial and catering Many heavyweight guests from all walks of life, including business associations and the media, participated, and the founders and related representatives delivered speeches. In the evening of the event, Four Seasons Coconut Grove hosted a banquet for all the guests attending the event at the Jiufang Shopping Center. At the same time, they presented each person with a "Mid-Autumn Festival Gift", which included moon cakes, souvenirs, and cash coupons.

On September 25, 2016, Shenzhen Gantang Mingshan’s "Sajiao" brand held a brand launch event in Shenzhen Yijing Central City. The launch event invited Cai Lan, the God of Cookery, relevant leaders of the Shenzhen Catering Industry Association, and industry media in the catering industry. witness. At the event, the founder of Sajiao revealed his true feelings, told the story of Sajiao's brand, and told his own image of Sajiao; the great chef, Mr. Cai Lan, introduced the past and present of Jianghu cuisine, expressing his own attitude towards Sajiao Jianghu. The recognition of Cai and the admiration of the founder of Aegyo.

At noon on the day of the event, Sa Jiao also hosted a banquet for all the guests at the Yijing Central City Store and presented a commemorative gift. The founder and God of Cookery, Cai Lan, also accepted a separate media interview.

For the above two activities, the author participated in the witness as a representative of the new media of "Catering World". On the day of the event, not only did the event-related news be released on media platforms such as Moments, Weibo, Toutiao, and the official website, but also on relevant event occasions. Shared the case. Similarly, we have also observed that other peer media have reported on the event, which is of great significance to the promotion of restaurant brand awareness.

Therefore, we believe that opinion leaders are the most "reversed" objects worthy of attention by restaurant companies. They are of decisive value for brand communication, value building, and reputation building. At the same time, this is also a means of maintaining media "public relations", the so-called "cannibalism", in case a restaurant encounters some crisis public relations one day, it will not lack a basis for media relations. For this kind of user's inverted post, as long as it is within the budget of the restaurant, you can boldly try it.

TWO

The most valuable inverted target: group meal customers

Group meals usually include professional group meal companies that provide group meal services, dinners and restaurants with group meal banquet functions. The former takes group meal customers as the core customer group, and the latter treats business banquet enterprises and institutions as major customers. maintain. Both attach great importance to large group meal customers and should regard them as the most valuable "post-posting" objects.

For example, Restaurant A in Longhua District, Shenzhen has an operating area of more than 2,000 square meters and has a large banquet hall with a capacity of 20 tables. On the occasion of its third anniversary, the restaurant not only invited street offices, industry associations, catering and gourmet media, but also invited more than 100 customer representatives from nearly 100 surrounding companies. According to statistics, the restaurant has invited nearly 200 people, a total of 18 guests, according to the restaurant's lowest banquet meal standard of 2,000 yuan / table, a total of 36,000. At the same time, the restaurant also prepared a 1,000 yuan "cash voucher red envelope" and a tea gift for each person, with a cumulative investment value of nearly 300,000.

On the surface, this is an inverted budget with a lot of investment, but after careful calculation, it is a very cost-effective banquet. Most of the nearly 100 corporate clients are business owners or office directors, and they are not only soft-hearted. , And the usual banquet demand is very large. In addition, half of the 1,000 cash coupons in hand can be directly consumed in cash, and half are "full discount coupons", which can bundle these customers several consumptions. More importantly, these companies have annual meeting demand every year. Even if the conversion rate of 100 companies is 20%, the value that this brings far exceeds the investment.

Therefore, as long as there is a group meal service, the value of "inverted stickers" should not be underestimated. Through inverted marketing, the new store can quickly expand its popularity and cultivate the most original seed customers; the old store can also deepen the deep link between the restaurant and the surrounding major customers, improve satisfaction, and increase customers through cash coupons, tasting coupons, etc. The repurchase rate. Of course, the inverted posting of this type of channel should be selected according to the specific business model of the restaurant. For example, it is just a small noodle restaurant and there is no group meal business. This type of inverted posting of group meals is not necessary.

THREE

Resource Promotional Inverted Posting: Bundled Customers

Usually inverted stickers, with restaurant dishes or corresponding coupons/red envelopes as inverted stickers, but there is another special situation, which is to replace the restaurant's resources with non-catering food or coupons, and use this to subsidize customers, which not only achieves The effect of subsidies, and maximize the value of resources, save the cost of subsidies.

For example, there is a noodle restaurant in Shaanxi. During its opening period, it held the "free noodles" and "recharge 100 to get 1000" inverted marketing. In order to promote the event, the boss wrote an event soft article "The boss is crazy! The opening of the opening invites the whole city to eat noodles for free. Users only need to forward Moments to the store to participate. In just 3 hours, a WeChat tweet with zero fan base has read more than 5,000. The grand event at noon that day was to queue for 2 hours and received more than 1,000 guests that day.

The brilliance of this marketing campaign is that in order to attract customers to the store, the restaurant not only eats noodles for free, but also consumes some snacks. It also uses necessities such as "TVs, electric cars, and soymilk machines" as prizes to attract everyone to consume for a lottery. At the same time, the “recharge 100 to get 800” greatly impacted the user’s desire to recharge, of which 100 yuan is the stored value, and the other 700 yuan is a 200 yuan hair dyeing card, a 100 yuan tea voucher, Tickets for children’s amusement parks worth 100 yuan, a car wash card worth 200 yuan, and a head physiotherapy experience card worth 100 yuan. These vouchers did not cost a penny to the restaurant, but they were exchanged with the same voucher in the restaurant and the advertising location at the entrance of the store. To put it directly, it is a cross-industry exchange.

Facts have proved that the "inverted post" has an excellent effect. It is said that the restaurant has absorbed nearly 10,000 members and collected nearly 1 million in one month. For this type of "resource promotion type" inverted postings are applicable to most restaurants, the replacement resources should be selected as far as possible to cooperate with different businesses within a range of 2-3 kilometers in complementary formats.

FOUR

Capital-driven inverted post war: competing for the first

As mentioned at the beginning, capital-driven inverted postings are more suitable for Internet platform-based enterprises, not for purely catering enterprises. However, as the trend of catering capitalization and new retailing becomes more and more obvious, we have found that there are many "hybrid" catering companies around us. They have broken away from pure catering attributes, and are equipped with the Internet, new retail, and information technology. Genes, and driven by capital, have also begun the "post-posting war".

Luckin Coffee is a typical representative. Under the overwhelming advertising investment and "touching porcelain" marketing events, Luckin has made full use of the "inverted posting" method in order to increase APP downloads and daily repurchase. For example, for all new users who download the APP, not only the first cup is free to drink, but also vouchers are madly sent to the user's APP account after a while. Taking a 1.8 discount coupon as an example, the original price of 27 yuan coffee can be bought for only 4.8 yuan, compared with the price of 30 yuan or more for a cup of Starbucks next door, Luckin Coffee is not only free, but also keeps posting.

The results of such a large-scale brand promotion and large-scale inversion are not unexpected. The prospectus of Ruixing shows that the company's net income in 2018 was 840 million yuan, and the net loss was 1.62 billion yuan; the net income of the first quarter of 2019 as of March 31 It was 480 million yuan, with a net loss of 550 million yuan. When people who don’t understand Ruixing talked about how long Ruixing’s "burning money" could last, Ruixing went public on May 17, 2019, and created the world’s fastest IPO company. It took 17 months. Similar to the capital-driven inverted postings such as Ruixing, there are also O2O platforms such as "Meituan Dianping, Hungry?" in catering-related fields. They all have one thing in common. At the beginning of their establishment, in order to compete for users and seize the first position in the market share, they did not hesitate to carry out a large-scale "reverse post war", from both the C-end consumers and the B-end merchants, and through the reverse post Attraction, let it taste the short-term sweetness, and gradually form a habit and dependence. Obviously, this type of inverted post is not applicable to general restaurants. Even large chain restaurant brands should comprehensively examine their own business models and capital strengths when trying.