For so many years, Kotler's "Marketing Management" has been regarded as the bible of marketers. In my opinion, marketers should also have a bible, which is "The Complete Works of Human Weaknesses", because good marketing all captures the weaknesses of human nature, can penetrate human nature, and reach people's hearts.

In the field of catering, humanity marketing has been used to the extreme.

ONE

People are greedy

So be lured

The rise of group-buying websites, the emergence of Bawang Meal, and the crazy subsidies at the beginning of taxi-hailing software are all taking advantage of human greed. As long as there is cheapness, it does not occupy the waste. For the catering people, grasp this point. Can make more attractive marketing activities.

1. Overlord meal

People say that there is no free lunch in the world, but now more and more businesses are launching Bawang meal activities, the purpose is to attract more people to taste, make the popularity, and expand the influence at the same time.

2. Group purchase, vouchers

Group purchases and vouchers should be the most familiar form of catering businesses. Basically, as long as you open a store, you will know the last group purchase and print a voucher to attract customers to repurchase. These are all human greed.

3. Drive fees for free

The most common charging model for Internet products is to drive fees for free, core services are free, and profit from additional services, or to attract people through free additional services, and then I have heard that core services are profitable. Many catering businesses are well aware of this, such as half price for the second cup, or free tea, or free snacks when queuing, free nail art and free shoe shine services.

4. Engage in sweepstakes

In the lottery, customers can participate in the lottery after spending or recharging a certain amount. Make the product more attractive, so that more people will choose to spend more for winning the lottery.

5. Engage in forwarding activities with prizes

Moments of friends accumulating discounts, forwarding discounts, or inviting friends to eat to get vouchers, etc., are all preferable marketing methods.

TWO

People have vanity

So do what you like

No one has me and someone has me superior, low-key pretends to show off high-profile, human nature will have the potential to admire vanity, and like to show his superiority to others.

Many popular Internet celebrity stores have products that are much more expensive than similar stores, and they have to wait in line to buy, but they are still very popular. What is the reason?

The answer is in one word: drying. I waited for a long time to buy a cup of Hey Tea and finally drank a bowl of soy milk from Taoyuan Military District. Most of the first reaction was of course to take photos and post to Moments, enjoying the glory and satisfaction in the envy and praise of others.

1. Membership privileges

Some high-end restaurants can offer some special wines or imported goods, which are only open to members, but not for sale. At the same time, the threshold for registered members is raised, so as to attract more people to register as members to show their superiority.

Ordinary small restaurants can make some special products for members, or some specific dishes only for members, which can also attract more people to apply for membership.

2. Stinky tofu packs a French-style meal

Nowadays, many trendy brands are working hard on packaging, but the facts have proved that this trick is indeed time-tested, and young people like this cool feeling.

If you can pack a portion of stinky tofu into the visual sense of a French meal, naturally some people are willing to pay for your compulsion.

3. Set up photo spots or "slots" in the store

Set photo spots or "slots" to make your store more topical. Carefully set up the lights in the store to facilitate customers to take pictures and do some photo-taking landscapes in the store. Or make some installation works to attract customers to take photos. Because every time a customer takes a photo, it is a free promotion for the store.

THREE

People are lazy

You have to learn to "get used to him"

If the rise of group buying is to satisfy people's greed, then the rise of takeaway is to cater to the lazy habits of most people. The rise of the Internet makes people's laziness escalate. Catering companies must continue to upgrade from products to services in order to better cater to the needs of customers in the new era.

1. Simplify the ordering process

Nowadays, most people will ask about the special features or recommendations when ordering. Because people often get into difficulty in choosing when faced with densely packed menus, making recommended set menus, chef recommendations, store manager recommendations, etc. can effectively alleviate the pressure of new customers ordering, and also shorten the ordering time.

2. The product is subtracted to create a super symbol

Nowadays, many restaurants are doing subtraction on dishes. The most representative one is Yang Jixing's menu revolution, which has been upgraded again and again, and the dishes have been continuously focused. The reduction in quantity has reduced the cost, while the flow rate has been greatly improved.

3. The QR code for ordering and paying is posted on the table

Nowadays, many small street shops put QR codes on the dining table. Customers can pay without getting up. After all, people are getting lazy. In the era of mobile payment, if you still need customers to go to the bar to pay for cash. Times, that will be eliminated sooner or later.

4. Emphasize takeaway services

Haidilao, which has always been known for its service, has contributed to the spoiled customers. Haidilao food delivery is said to be a one-stop service from the beginning. Lazy takeaways allow you to enjoy the full service of Haidilao without leaving your home. .

5. Open the store to customers

Because customers are getting lazier, the radiation range of a restaurant is also shrinking. Many brands have begun to change their strategy of opening stores in the past. Large stores open smaller stores, more layouts, and open stores in the community so that customers don’t need to go. You can eat nearby if you are too far away.

FOUR

People have desires

You have to learn to tease him

1. Create a sense of mystery

The marketing master Diaoye is the one who knows humanity best. In the Diaoye sirloin, there is a five million formula, and the waiter is covered with black gauze. Before the store opened, he began to overwhelming internal testing, playing the mystery to the extreme.

It takes a bit of mystery to make a meal, so as to stimulate the senses and lift the appetite of customers.

2. Engage in hunger marketing

If you want to talk about declining customers' appetite, hunger marketing should be the first choice.

Many time-honored stores often have purchase restrictions or quantitative sales due to limited production capacity. For example, the casserole house, because it is sold in the afternoon every day, it is closed, so "the guise of casserole house will not wait for five years" has been a good news for a while.

Many catering brands combine this capacity problem with marketing to form hunger marketing. On the one hand, it can better guarantee the quality of products and services, and on the other hand, it can also form a larger taste promotion.

3. Beautiful and handsome guys are also a killer

The use of beautiful handsome guys is no longer a new topic. Tofu Xi Tzu should be the originator of marketing using human nature, and Huang Taiji’s former beauty boss drives a luxury car to send pancakes, etc., which are very worthy of reference and learning by catering businesses.

FIVE

People like to follow the crowd

You have to learn to lead him

1. Create a queuing scene

Regarding Internet celebrity shops, various online news about hiring people to line up is always heard, not to mention whether the news is true or not, but from the effect point of view, queuing is indeed a very good marketing tactic.

Imagine that when you are walking down the street and seeing a crowd of people in a shop, you will definitely not be able to help but wonder what exactly is so delicious that attracts so many people to queue.

So, if you use any method, as long as there is a long line in front of your door, then you are not too far away from success.

2. Create explosive products

If you hear people say about a product every day, you can't help but want to experience it. The explosive product is like a tornado, and no one will be moved wherever you go.

Every business wants to make an explosive product, and it spreads all over the city overnight, but not everyone can make an explosive product.

For most people, they can learn from the idea of explosive products and build their own core products, competitive products, as long as they can launch a popular product, then they are not afraid that the business will not be booming.

3. Use social networks to promote

In real life, there will be an opinion leader in every circle, whose opinions can often influence others' judgments and choices of things.

The opinion leaders on the Internet are all kinds of self-media and big v. They will be surrounded by a large group of fans. With the help of their resources for promotion, they can easily influence more people.