I recently had a meal with a friend in a restaurant, and the store organized an event. Scan the code to enter their WeChat group, and you could give away a glass of orange juice for free. It is said that there are discount activities in the group every day, so we all scanned the code to join the group. I came down today and found that apart from sending out a few red envelopes before the meal every day to grab the best gift of luck in the group, there seems to be no other movement.

Coincidentally, many catering owners around me are engaged in such activities, and unknowingly, there are already many catering welfare groups on WeChat. However, after observation, it was found that most groups have gone through several stages: crazy add people, crazy pull people-red envelopes and benefits every day on time-red envelopes and benefits every three to five times-gradually reduced to advertising groups. Many restaurant owners have a good starting point when they want to do a good job in community operations, but they find that things are contrary to their wishes. So today I will talk about how to do community marketing in catering.

ONE

Community positioning

Before you start a community, you must first know what the purpose of the community is, and what is the core work done around this purpose. This is the positioning of the community. Common catering community positioning has the following types:

Welfare group: The purpose of the Fulin group is to distribute welfare every day, attract customers into the store through welfare, and bring customers to the store.

Promotion group: For the purpose of publicity and promotion, it needs to interact every day to let people in the group know your store and come to your store for consumption.

Member group: Mainly do member recharge, member after-sales service, and member benefit distribution, and serve as customer precipitation through members.

Ordering group: mainly provide table reservation, takeaway and other services in the group.

Complaint group: Collect customer feedback, opinions and suggestions on in-store products and services.

Most catering communities focus on welfare distribution. In the actual operation process, all of the above tasks can be taken into account at the same time. It is not necessary to establish a separate group to collect customer opinions. The establishment of a separate group is only for ordering meals. The purpose of clarifying the community positioning is to clarify the goals, which will help adjust the operation methods and better achieve the operation goals.

For example, when a new store opens, more people need to know it. At this stage, the community should focus on promotion, and the purpose of news spread can be achieved through the issuance of some coupons and the sharing of discounts. If it is an old store that needs to do customer precipitation, then the purpose of community operation is to establish contact with customers, provide customers with more convenient services, better benefits, and enhance customers' perception of the store. Then the specific activities can be based on member handling, member welfare methods, as well as collecting customer complaints and suggestions, and providing meal and reservation services.

TWO

Group regulations and operating specifications

After the goal is clear, the establishment of the group will begin. The most important task in the establishment of the group is to formulate group operation specifications. At this stage, the following issues should be paid attention to:

① Group name. Under normal circumstances, the setting of the group name can refer to the principle of naming the storefront, and generally use the brand name + group function. For example: Mechuang Planet·Member Welfare Group, Mechuang Planet·Community Marketing Discussion Group. When doing activities, the group name can also be temporarily changed, for example: Mein Create Planet: Marketing at 8 o'clock tonight, so that more group friends can understand the group activities, which can serve as a reminder and emphasis.

②Group announcement. Group announcements are generally divided into three parts: positioning of the group + group rules + group activity announcements. For example: Welcome to join the Meinchuang Planet Catering Exchange Group. This group aims to provide a learning and communication platform for small catering entrepreneurs. The group will regularly share catering management + marketing + technology + store-related information. Advertising is prohibited in the circle, and discussions and discussions are prohibited. Catering is not a topic. Through such an announcement, we can clearly tell the new friends what we do and what our rules are.

③Group chat robot settings. If the size of the community is relatively large and the number of people in the group is relatively large, you can consider using some community operation tools to manage it at this time. With these tools, you can set the content of welcoming newcomers, reply to keywords in the group, and set automatic kicks to automatically send warnings and other functions. If you encounter someone posting advertisements or irrelevant content in the group, you can respond as soon as possible.

THREE

Community promotion and management

After the community is established, we will start adding people to the group. Before external promotion, we must have the first batch of seed users. Seed users are generally store employees, friends around, and some loyal customers in the store. Because these people are relatively familiar, after the group is established, they can be guided to speak in the group, arouse discussion, and enliven the group atmosphere. Generally, the number of seed users does not need to be too much, just 20 or 30 people. Once you have seed users, you will start to promote the community. I have summarized the following methods for the promotion of the community:

① Let employees and friends invite their friends and old customers to join

②Promote the QR code of group administrators in the store

③Promote the QR code of the group administrator under the article of the official account

④Add group administrator QR code on all event posters

⑤Promote the QR code of group administrators in all other groups

⑥ Promotion activities in the store to guide customers into the group

Generally speaking, except for very loyal old customers, or customers who are engaged in micro-business or new media, and enter the group with the purpose of advertising, it is difficult for ordinary people to actively enter the group. At this time, you need to do some activities to guide customers into the group. group. The practice of most stores is the same as the store mentioned at the beginning of my article, using discounts and benefits to attract customers to join the group. There is another way to actively attract, posting posters, desk stickers, etc. in the store to inform customers that there are activities in the group, so that customers can actively scan the code to enter the group.

After the new customers enter the group, the administrator should promptly greet and interact, just like customers who enter the store to greet, they must inform the new customers of the group's purpose and the way of participating in the group. If you don’t do the first interaction, many people who come to receive benefits may quit after eating and leaving, so there is a key step at this time, that is, the administrator should actively add customer WeChat as a customer. After adding WeChat, The customer is not only a WeChat group friend, but also a personal friend. As a result, there is a new promotion channel, which is the circle of friends.

How to add customer WeChat to allow customers to agree and not dislike it? The answer is: send benefits. Add a friend as an administrator, tell him thank you for joining, and give him a membership benefit. In this way, most people will apply through their friends.

FOUR

Community content planning

The core of community operation is content. If there are only a few red envelopes and occasional discount messages in a group, then such a group will gradually be forgotten by customers and eventually become an advertising group step by step. A good content plan should include two parts: one is the content of the daily active group atmosphere. The second is the activity operation content.

Daily interaction in the group, the content of the active atmosphere should be developed around the theme of catering, such as:

① Show the working scene in the shop in the group. For example, a bright kitchen and a stove, such as a scene where a chef is cooking food, such as a scene where employees work hard in a store. Through the display of these scenes, the theme of ingenious cuisine can be displayed, the image of the team can be highlighted, and the goodwill of customers can be improved.

② Expose food in the group. When you are in the restaurant, you can properly expose the food in the group. You can post pictures of good-looking food to arouse the appetite of customers; you can post photos of large quantities of products in a row to highlight the good business; you can post photos of takeaway packaged products to highlight the booming takeaway business. When directly posting food photos, pay attention to the aesthetics. Different dishes should be taken at a suitable angle. When publishing, they can beautify and highlight the effect, but they should not be repaired too much. If it is too distorted, it will reduce the customer’s perception. Spend.

③Show the dining scene in the store in the group. When there are a lot of people in the store, you can also take photos or videos to highlight the hot business on the spot; there are some warm dining scenes in the store, you can also take pictures or post videos in the group, which will help shape the sense of brand value.

④Share health-related life knowledge in the group. In addition to posting content related to the products and scenes in the store, you can also post some content related to food and health based on the age characteristics of customers in your own store. For example, living in a small city, food recipes, recipe videos, some new ways to eat food, etc. Through the release of these contents, everyone will continue to deepen their impressions. It is clear that this is a catering group, and subconsciously let customers understand that this is a company that focuses on deliciousness and health. Shop.

⑤Organize offline activity information. You can also organize some member gatherings, new tasting sessions, festivals, etc. in the store on a regular basis, to attract some old customers to the store to communicate, for example, a store we used to make, at the winter solstice, we launched a winter solstice dumplings in our group. The event attracted many customers to come to the store to party, make dumplings and make new friends.

The core content of catering community operations is group activities. Activities generally focus on in-store product discounts, such as free tasting coupons for some special products, dish coupons, discount coupons for consumption, and new product tasting opportunities. There are many ways to distribute benefits:

① Red envelope game. Red envelopes are issued in the group, and the red envelopes stipulate that designated objects receive corresponding benefits. For example, if you are lucky enough to enter the store, you can get discounts; if you are lucky enough, you can also give away specific dishes, or grab the red envelope ending number, and you can enjoy corresponding discounts when you enter the store. Some snacks and fast food restaurants with relatively small consumption amount , You can also stipulate the end number of the red envelope you grabbed, and you can save a few dollars when you enter the store.

②Compared to large and small activities. There is a rock-paper-scissors function on WeChat. The administrator comes out first, and the customer comes out later. Anyone who is bigger than the administrator can get corresponding rewards. For example, if the administrator produces stones, the first 3 cloths can be rewarded.

③ Shake the sieve. Shake the sieve than the points, the administrator shakes first, and the first one with more points than the administrator wins (the rules can be determined arbitrarily)

④Intercepted figure numbers. Make a moving picture, there are beating letters on the picture, each letter corresponds to the corresponding welfare, the moving picture will become an emoticon package after it is published in the group through WeChat on the computer end. After the group friend opens the emoticon, take a screenshot on the phone and take a screenshot You can get the corresponding benefits from which letter.

⑤Repost the collection of likes. Publish in-store product posters or advertisements in the group, let group friends forward the likes, and then set the prize redemption content according to the accumulated amount.

⑥Red envelope game in the group. Play the red envelope game in the group, 5 red envelopes for 1 yuan, grab the best luck and continue to send.

FIVE

The development and fission of the community

The upper limit of the number of people in a WeChat community is 500, but it is generally recommended not to exceed 140. The number 140 is the Dunbar number, which is a number with scientific basis. If there are too many people in the group, it will be difficult to manage, and the operation effect will deteriorate. Therefore, after a group reaches a certain number of people, community fission must be carried out.

Like the establishment of a new group, the fission of a community also requires seed users. At the beginning of the establishment of a new group, you can invite users who interact frequently and are familiar with the old group to join, or become an administrator. At the beginning of the establishment of a new group, the interaction of old users can mobilize the atmosphere of the group and enhance the viscosity of users in the group.

In the process of community development and fission, it is necessary to formulate certain incentive policies to encourage store employees to learn to establish and operate communities, and integrate community operations and employee work assessments. At the same time, you can also formulate user incentive policies, regularly organize offline activities, invite active group friends in the community to have a meal in the store, and you can also give their members privileges to show encouragement.

Finally, there are some helpful suggestions on how to run your catering community well:

① Group is not about the size, but about the quality. If you find that there are advertisements, or enter the group for other purposes, you must clear the group as soon as possible.

②The main group and each group friend add friends. When there are many groups, avoid the phenomenon that one person enters multiple groups at the same time.

③In the process of operation, look for those truly valuable customers, who can develop into their own potential customers, and customers who can develop into members. Separate them from the large group and establish small group operations (that is, VIP groups). The group slowly settles and grows larger, and it is our most valuable resource.

④Some of your own people should be lurking in the group, play cooperation, and sing double reeds.

⑤The group cannot post too many advertisements and activities at once, and the marketing must be restrained.