Issue 1457
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Last November, Coca-Cola established a North American social center to manage the social media marketing practices of all Coca-Cola trademark brands, and during the same period, McDonald's recruited many cross-industry people from Companies such as Amazon and PayPal in order to regain the love of young people.
Some say this is because businesses want to reduce the cost of social media, while others say that when brands enter a social maturity period, the corresponding marketing operations need to change.
Now, there is also a catering company in China, starting from the creation of a catering "newsroom", which has opened a new way of brand marketing operation.
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■ Restaurant owner Neikan Wang Ying sent from Chengdu
In 2014, this restaurant company opened up the domestic aviation system and launched the "first meal home" activity, as long as you go to the Chengdu directly operated store with a ticket within three days, you can enjoy a 22% discount on dishes;
In the same year, after the popular young student Kwon Ji-yong in the Korean BigBang group visited the restaurant, the restaurant immediately launched the "Kwon Ji-yong Set", which temporarily attracted Kwon's fans VIP to spread wildly and go to dinner;
After that, the restaurant launched the "Double Ponytail Challenge" in the Mid-Autumn Festival every year, and in a short period of activity, the topic reading reached 2.543 million times, which spread the brand perfectly on the Internet and young consumers;
Let's go, hotpot! " recording scene
In September 2017, they planned a short video reality show project "Let's Go, Hotpot!" Through the self-directing and self-acting of employees, driving a caravan with hot pot to explore food and beauty, through multi-platform content distribution, it has won a good click rate on Tencent Video, Today's Headlines, B Station, Watermelon Video and other platforms;
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These unique event marketing are from a catering company called Da Long Yi.
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How food and beverage marketing has the characteristics of "professional communication"
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The reason why dalongyi's event marketing is remarkable is inseparable from their professional team and professional methods.
1. "Mediaization" of personnel composition
Zhang Qiqi, general manager of Dalongyi Cultural Communication Company, told Neisanjun that the reason why such a screen-brushing activity can be planned is because most of the employees of Dalongyi Cultural Communication Company (formerly known as Dalongyi Brand Promotion Department) are mostly post-80s and post-90s, and most of them are "cross-border".
▲ Dalongyi's young and energetic "cross-border" team
Among them, the composition of personnel is also dominated by senior media personnel. Some are from traditional media such as West China Metropolis Daily and Sichuan TV, some are from online media such as Sina.com and Fourth City, and there are "copywriters who have been immersed in 4A advertising and public relations companies for a long time", and Zhang Qiqi himself is also from Tencent and has been responsible for marketing and brand work on Tencent Dacheng for seven years.
In this way, it is actually similar to the composition of the Coca-Cola North American social center.
Zhang Qiqi said that this is what professional people do professional things. Because cross-border media people, data analysis personnel, event planners, all have a stronger communication judgment for the industry.
It is this relatively professional, but "off-the-beaten-path content producer" that allows Dalongyi's marketing team to stand out in such a big environment.
2. "Weaken" the superior-subordinate relationship and be responsible only for fun
McDonald's once set up a digital marketing center, describing its job postings like this:
"We're building a team that's trying to change the mindset of The world's most recognizable brand, McDonald's. This new team will be made up of creative, innovative, and professional storytellers who need to be able to tell stories about McDonald's intelligently, concisely, and stably. ”
"Smart, concise, storytelling" is actually the core key point of brand marketing. Therefore, Ren Jun, director of marketing and promotion of Da long yi, said: "No matter what the scale of planning, Da Long Yi always follows two points at the beginning of the planning: One is to start from the needs of the users themselves. The second is unique and fun. ”
▲ Daily marketing work planning site
Even entertainment, gossip, constellations, food, popular online events... These are the contents that Da Long Yi needs to interview at the beginning of building a marketing team. Because in addition to the profession itself, people's "fun" is the key to determining whether content production is unique.
In order to keep this fun, Da Long Yi also broke the "tough" superior-subordinate relationship of traditional catering. Even the chairman will be asked to bring takeaway by the new employee as an ordinary colleague, and the promotion director will argue to deduct the KPI because the subordinate cuts an ugly hairstyle...
▲Dalongyi "828" hot pot pool
These unconventional superior-subordinate relationships and sensitive "fun" principles can actually stimulate more creativity in the team.
3. Establish a popular monitoring mechanism to ensure the timeliness of information
Of course, when planning marketing, the most important thing is the heat of the topic and the timeliness of communication. Ren Jun also said: "In all marketing planning processes, two principles are very important, that is, timeliness and execution. ”
They make sure the team has a relaxed and enjoyable working atmosphere
In order to ensure that the current hot news is not left out, the company has established a group called "Sad Dishes". Every day, colleagues will share funny paragraphs, tweets, and hot events in the group at any time, and then re-graft with the brand according to the themes that can be excavated.
"This is no different from the news media's 'topic selection meeting.'" Ren Jun thinks.
4. During the period of stable brand growth, "penetration" communication becomes the key
Ren Jun told Neisanjun that consumers now have their own screening and judgment on marketing, and they can distinguish what is "true feelings touched" and what is "exaggerated hype", so good ideas and golden ideas are "forced" out.
Moreover, a good marketing case is a combination of "time, place and people" multiple factors, not just relying on the planning itself.
It is necessary to start from the "user demand", stimulate consumer emotions, and cooperate with professional communication means to appear the effect of brushing screens. Seemingly accidental things, in fact, there are long-term consumption insights and demand insights behind the inevitable.
Just like the "rainstorm" event marketing on July 13 this year, the original idea was to give customers who insisted on queuing in the rainstorm a free benefit (the result was a total of 1123 free reception tables, as many as 5,000 customers participated in the free order, nearly 500,000 yuan), and nothing more.
Brand content building is actually to let consumers establish an emotional connection with the brand.
▲ All kinds of activities and planning are closely following the hot spots and triggering dissemination
Through the manufacture of a variety of communicative content (such as the electric car thousand people hot pot banquet made by Dalongyi, cross-border customized products with movies and Coca-Cola, etc.), consumers can understand the brand meaning in the process of playing. It's an immersive experience and an infiltration of brand connotations.
"This coincides with the marketing development of Da Long Yi." Zhang Qiqi explained, "The current Dalongyi Cultural Communication Company not only serves the Dalongyi brand and the entire franchise system, but also takes the deep digging of the 'hot pot lifestyle' as the main communication focus of the brand's gentle rise. ”
Moreover, now Dalongyi Cultural Communication Company has also carried out external brand services, such as Chengdu's roadside spicy hot, sand salad and other brands have been the beneficiaries of marketing services. In the future, Dalongyi Cultural Communication Company will also add influence to more industry brands.
02
Future catering communication
Talent is the real blessing of "screen brushing" marketing
Some industry insiders have said that in the branding stage, McDonald's annual maintenance costs cost 5%. And growing brands can not choose to "make money when calcium supplementation", but also to spend part of the money on brand potential to build.
The catering market from homogenization to differentiation, from price war to value war, the final spelling must be the branding route.
And what can really shape the influence of excellent brands is precisely those professional marketers. This is also why in the past two years, the first-line big-name catering "digging cross-border people" are happy to do so.
Therefore, behind the brilliant marketing, in fact, the fight is the construction of excellent cross-border teams.
In the future, the marketing communication of catering will also be blessed by cross-border professionals, so that communication will have more "media attributes" and "consumer perspective". Only in this way will brand promotion be more in line with the psychological needs of current consumers and establish a closer connection with a new generation of consumers.