01. Insight

Discovering opportunities is more important than learning restaurant marketing. The essence of marketing is speaking, but what you say is not important. What is important is to understand what consumers like to hear. Think of things consumers haven’t thought of, don’t cater to them blindly, don’t force education, explore their true psychological and physiological needs through their behavior, and say what they want to hear most.

For the market, insight into catering market opportunities is more important than any awesome marketing campaign. Only when brands truly care about consumers' unnoticed needs can they find the only way to market the catering industry.

02. Conflict

Only conflict can create demand and only conflict can attract attention. Human needs are limited, but human desires are unlimited. This is an inherent contradiction and conflict in human beings. Any product or service exists to resolve conflicts. Where there is conflict, there is a market. For brands, second-rate brands discover and resolve conflicts. First-class brands create and amplify conflicts, thereby taking advantage of the demands generated by conflicts and implanting brand solutions.

For the brand, it is to create such a conflict and then give consumers a favorite.

03. Appeal

Competition in the catering market is nothing more than competition at two levels:

1. Product competition;

2. Brand competition.

Product competition (performance, packaging, price, etc.) is a competition of material and technology. Brand competition (psychological perception, clear added value, etc.) is a spiritual and psychological competition. If a brand wants to capture the minds of consumers, it needs to highlight its unique appeal. The unique appeal of a product, the unique appeal of a brand, and sometimes even meaningless differentiation for the sake of uniqueness, are meaningful.

04. Be willing to give up

Consumers cannot remember the entire banquet, they can only remember the dish that impressed them the most. In communication, there must be sacrifices in order to gain. Only by giving up can you gain. Abandon the complexity, grasp the most important points, simplify to the extreme, and only pure interests and creativity can cut your hands like a sharp blade.

The product's benefit points should be small and precise, the target market should be small and precise, and the target consumers should also be small and precise. Provide the most effective products and services to the most core group of people. With loyalty comes popularity.

05. Repetition

This is simple, just do the same thing once. Repeat simple interest points over and over again, the first time to arouse awareness, the second time to connect them together, and the third time to remind of the benefits. The stimulation brought by repetition can form a habit through conditioned reflex after twenty-one repetitions.

This is not easy. The brand appeal must be unified horizontally and insisted on vertically, repeated from multiple angles, and the same brand image and appeal must be repeated. Plan the external form and internal content of repetition well, and avoid meaningless or incorrect repetition.

06. Persuasion

The essence of advertising is "persuasion" and "temptation". Brand communication is not about selling steak, it’s about selling the sizzle of steak. Persuasion is pushing, urging the consumer to open his eyes and pay attention to what you are going to show him. Seduction is pulling, making him yearn for what you show him and drool over it. "Persuade" and "induce" are not as flowery as their literal meanings suggest. Instead, they must be quick, accurate and ruthless, extracting the essence of the brand that can most attract consumers and hitting the mark directly with emotional or rational appeals.

07. Products

Products are objects or intangible carriers used to meet people's needs and desires, and are also the foundation of brands. In a commodity environment, the quality of one commodity is measured by another commodity. In an era of product homogeneity, sometimes meaningless differentiation is meaningful. Sometimes, simply innovating the product concept is also a form of product innovation.

Human nature is to like new things and dislike old things. The so-called new is not necessarily good. Innovative products are not necessarily measured by whether they are good or bad, but by whether they exist. Of course, innovation must match consumer demand, otherwise it is meaningless innovation.

08. Price

A high price is not necessarily "outrageous", a low price is not necessarily "affordable", and free is not necessarily "given away for free". Price is the best way to differentiate people and attract attention. Appropriate price, targeting the right people. Products and prices cannot become a burden to consumers, either financially or in terms of image. Free is an entry point that attracts a large amount of attention and users. The "traffic" introduced through this entry point can be converted into actual benefits in various forms.

Only when consumers get “visible benefits” can brands get big benefits.

09. Make enemies

Enemies make people progress. Competition brings excitement, and excitement can expand the market. The fierce competition between Jiaduobao and Wanglaoji will further expand the herbal tea market. One person gathering firewood will not make a big fire, but many people gathering firewood will make a big fire.

The better you know your enemy, the better you understand the market. The perfect competitive strategy is not to be number one in the restaurant market, but to be unique and difficult to copy. Build your own kingdom, make your own rules, and always be on the offensive.

Making enemies requires strategy, and competing with equally powerful opponents requires courage more than wisdom. If you can't beat your opponent, follow him first.

10. Games

Catering marketing is a game. You should be serious when you should be serious, and be a jerk when you should be a jerk. After all, marketing is not just about selling products, but a game between people and teams. Use the rules and routines of the game to gain favorable benefits.

Put consumers in the gaming process, let them buy and consume in the game, spend money and enjoy a pleasant experience. Exceed their expectations, give them gaming rewards, and keep them “playing more often.”

Running a restaurant business is a serious matter. To do a good job in restaurant marketing, you must first know how to have fun.

11. Entertainment

All industries are entertainment industries. This is a superficial age, and a very important feature of this superficial age is entertainment. Therefore, in such an era, brands that are serious, high-end and out of touch with reality have no way out. There is nothing great about a brand. The most important thing is to put yourself in the entertainment of consumers, play games with consumers, and make consumers like the brand.

12. Vulgar

Since ancient times, highbrow music has been appreciated by few, so brands need to become vulgar. The more vulgar they are, the more marketable they will be. Be popular, not vulgar. On the basis of conforming to folk customs, culture, traditions, mainstream culture and mainstream values, we explore brand interest points, determine appeals, continuously improve according to market feedback, and use appropriate popular brands to win the market.

Don’t think about flying into the sky. Just be an honest ordinary person and you will have the chance to fly into the sky.

13. Take advantage of opportunities

Standing on the shoulders of giants does not mean reaping the giants' success, but having their vision and perspective.

When small brands associate with big brands, it is called climbing high branches or taking advantage of the situation. Spreading hot topics is called following the crowd, or taking advantage of the trend.

The key is to maintain your own individuality while taking advantage of the situation, to take advantage of the situation without being different, and to shine while taking advantage of the situation.

In the words of Lei Jun: If you seize the opportunity, even pigs can fly. There are three levels of successful leveraging of momentum: using courage to respond to momentum (passive acceptance), using insight to leverage momentum (active attack), and using creativity to create momentum (leading with wisdom).

14. Asymmetry

Brands cannot be treated equally. They have to favor some over others and focus on certain things. We will use our utmost energy to provide the best care for important markets, important channels, and important consumer groups. The Chinese market is too large to cater to everything. Within a certain scope, do it well first, then expand it.

Hone yourself in the asymmetric market and gradually develop into symmetric.

15. Fragmented Marketing

The broken pieces are not really broken, but the form is scattered but the spirit is not scattered. In the Internet age, in addition to making the pace of life faster and faster, each of our time has become fragmented, especially after the rise of self-media.

The arrival of the fragmented era has made marketing normalized, and marketing through marketing campaigns in the past has become increasingly thankless. Using self-media and other channels to occupy consumers' fragmented time and conduct long-term marketing is gradually becoming the mainstream.

Marketing in the fragmented era requires focusing on small areas and keeping an eye on the big picture. Develop marketing strategies from a macro perspective. Determine long-term brand appeal, maintain a unified brand image, and handle short-term promotions and long-term marketing relationships.

16. Trial and Error

Find success in mistakes. For growing brands, the closest path to success is the curve. Make more mistakes when you are growing up, and make fewer mistakes when you are mature. Market research cannot replace trial and error. When catering market opportunities arise, act quickly, seize the opportunity, and then make continuous adjustments during the process. This is much wiser than waiting until everything is ready before taking action. The market never waits for anyone.

The purpose of trial and error is to correct mistakes and eventually get on the right track.