There is a kind of shop, called other people's online celebrity shop!

Others played Douyin and gained millions of fans, played at home for half a year, and gained a few "likes from relatives and friends"; other people’s live broadcast "breaks the circle" and became an Internet celebrity, and their own live broadcast has gained a "loneliness" "; Others invite Internet celebrities to advertise, there are long queues in the store, and their own Internet celebrities are invited, and the money is spent, I didn’t wait for the slightest noise...

What went wrong?

ONE

The platform is wide area traffic

More restaurants want "consumption in store"

The popularity of the restaurant is hardly "accidental", behind it is a long-awaited plan!

We saw a restaurant on Douyin that suddenly became popular. "Overnight" fans rose to hundreds of thousands. The average queue time in the store was two hours. When we envy its "accidental" explosion, we often ignore the deep logic of the popularity of these restaurants-the team operation of Douyin.

Therefore, most of the Internet celebrity restaurants are chain restaurants, and they have sufficient resources to operate marketing channels as a team, and most of their marketing content is aimed at brand promotion. From marketing content to store consumption, most of them also need to go through a long path-marketing creativity → online communication → brand awareness promotion → shop consumption. Their stores are spread all over the country in the form of chains, and users can choose to spend nearby after seeing the marketing content.

However, single stores are still an important part of China's catering industry. According to the data in the "China Catering Report 2019", the chain rate of catering in China is only 5%. Different from the marketing purpose of chain restaurants, the marketing purpose of a single store is very direct, which is to attract store consumption. This has caused a serious disconnect between the output of marketing content and the conversion of traffic value.

Single-store marketing faces two major problems: One is the super traffic pools such as Douyin and Xiaohongshu, which are extremely rich in content, and it is difficult for a single-store to grab the extremely distracted attention of users. The marketing creativity of a single store is limited, and the potential to support continuous marketing is also limited, which determines the weakness of the single store in terms of platform marketing.

Second, the platform is facing wide-area traffic, and the single restaurant is doing business within a radius of three to five kilometers, which is inherently contradictory. Therefore, many single stores are very puzzled. They spend tens of thousands or even hundreds of thousands of dollars to invite Internet celebrities to promote them, and they have received millions or tens of millions of readings online. Why can't they wait for business. Because a large part of these readings come from three to five kilometers away. After all, in the current situation where food is everywhere, it is difficult for restaurants to attract long-distance users to shop for consumption.

So, in most cases, the "circle" of a single store is actually within three to five kilometers. The restaurant first completes the business within five kilometers, and then considers "breaking the circle". When thinking about "breaking the circle", it is actually when restaurants are considering branding operations.

TWO

Some people have turned the single store into a queuing storefront

Why can't I?

Is a single store not suitable for promotion on super popular platforms such as Douyin and Xiaohongshu? Not absolute! However, it is more difficult for a single store to seize traffic on a wide-area platform compared to chain brands who delegate marketing to a professional team. In the winners, we still see the feasibility. The success of these single-store marketing may bring us some inspiration.

1. Make vertical and fresh content

"Hello everyone, I am Huazhu Impression Jianyao", this is the opening remark of Luo Jianhua, the owner of Huazhu Impression culture theme restaurant in Douyin content.Huazhu Impression is a restaurant specializing in Ningxiang Huazhu specialties. It opened in 2016. Due to the booming business, Luo Jianhua opened a branch in Changsha. However, when the African swine fever and the new crown pneumonia followed one after another, Huazhu Impression’s business suffered a fatal blow. What Luo Jianhua did not expect was that the turning point occurred on the short video platform. A short video of beer duck received more than 2.4 million views. The impression of Huazhu increased by 30,000+ fans, which directly drove store consumption and brought the store back to life. Today's Huazhu Impression Douyin has 70,000 fans, some of which have been converted into store members.

The impression of Huazhu, which seems to have become popular by chance, actually has the inevitability of its success:

·In line with the characteristics of the store, the vertical content entrance is the production of local specialties, and the users with similar interests are accurately targeted

· Although the video production is rough, the advantages are that the content is fresh, grounded, and the audience is wide.

In the final analysis, it is to raise target fans through vertical content. The content has its own style and even forms a label. This is simple to say, but not much has been achieved. Open the Douyin account of many restaurants, and most of them have made the content very scattered, sharing a dish today, dancing a dance tomorrow, and taking a "same style" the day after tomorrow. In this case, it is very likely that a fan will not stay. Live. Whether it is short video content or text content, marketing content also requires precise positioning. This positioning is best complemented by the characteristics of the restaurant, and then content creation based on positioning, attracting the attention of a limited group of people, will be much easier than attracting the attention of a wide group of people.

2. Make continuous and stable output

A small shop has gained more than 1.3 million fans, and Taozai Pickled Cabbage Fish has done it.

In the eyes of many people, the Douyin number of Taozi Pickled Cabbage Fish is more like a carrier to record the daily operation of a restaurant. Most of them are videos of dish production. Among them, pickled cabbage fish has the highest rate of appearance, and it has been "not bothered". Make a short video. In fact, this is what Taozai pickled cabbage fish makes short videos worth learning: continuous and stable content output.

In addition to short videos, Taozi Pickled Cabbage Fish also conducts live online live broadcasts every day. After the live broadcast content, the cooking and cooking methods of pickled cabbage fish will be shared mainly. The live broadcast not only attracted a large number of netizens who like food for Taozai pickled cabbage fish, but also opened Taozai's back kitchen to the public, becoming an "alternative" publicity outlet, presenting a safe and assured production process to the majority of diners.

On the way to content marketing, too many people give up because they can't see the effect in the early stage. However, the content account that really attracts fans and realizes value conversion must have experienced a long time of accumulation and grown under the care (holding) of the blogger (continued) (losing) protection (out). If you can't achieve continuous and stable content output, even if a piece of content receives a lot of traffic, it will quickly lose.

THREE

The store might as well prepare the "vertical" platform first

Douyin, Kuaishou, Xiaohongshu, Station B, etc., these are the most popular platforms at the moment, and they are also important positions for many restaurants to harvest traffic. These platforms push content to users based on interest tags. Users are equivalent to "passively" receiving restaurant information, with high traffic, but low consumption conversion rates. However, review sites are different. This is based on user search and push content, users are actively looking for information, and its consumption conversion rate is relatively high.

Review websites are an important scene for the integration of offline and offline restaurants, and the accumulated data also has important reference significance for restaurant operations. As a more "vertical" platform with a higher traffic value conversion rate, the review site should be ready for restaurants.

1. Optimize the quality of reviews

The same is praised, but the drainage effect is very different. Both the quantity and quality of positive reviews will directly affect the platform's "star rating" of merchants. The accumulation of high-quality reviews by merchants can also improve the intelligent ranking of store search.

More "lazy" users generally default to praise, or comment on the last sentence that the dish is delicious and the environment is good. Such general comments cannot show the restaurant's characteristics and advantages. There are also some comments that describe why it is delicious and where the service is good. Such comments are more valuable for attracting traffic. For example, the comment of the same soup product, "the soup is rich and fragrant" will drive consumption more than "good taste".

Therefore, guiding and accumulating interesting, positive, and comprehensive reviews will be of great help in guiding consumption.

2. Highlight review keywords

When you open the page of the review website, keywords such as "taste", "environment", "service", and "food" are eye-catching. The "keyword implantation" of reviews will also affect the intelligent ranking of store search. For example, when "good environment" appears frequently in reviews, and when netizens search for "good environment restaurant", the platform will give priority to recommendation. At the same time, the keywords in the reviews can also help businesses attract more targeted consumption.

3. Promote popularity exposure

Pageviews, visitors, collections, etc., to a certain extent, represent the popularity and exposure of businesses. While promoting popularity exposure through high-quality content and page design, businesses should also pay attention to popularity exposure and store conversion rate. If the exposure is large and the click-through rate is high, but the store conversion rate is not high, it needs to be set in the event and comment. Work harder on content optimization and so on.

This is an era in which the aroma of wine is also afraid of deep alleys, and marketing has become a standard feature of restaurant operations.

In all new marketing channels, nothing is done badly, only not done. For single stores and small stores, the biggest difficulty in marketing is not in choosing a suitable platform, or even in creativity. But because there is no energy to insist on continuous content output, marketing has become a "why whim" thing. Then, for small and medium-sized restaurants, it is more important to determine the marketing mechanism first than to determine the marketing creativity. For example, determine the candidate to maintain the community, determine the communication method of the community; determine the content theme, output frequency, and content maintenance staff. There is a mechanism first, then marketing, to avoid letting marketing behavior become useless.