As the saying goes, everything is difficult at the beginning. Although the prospects of the baking market are promising, operators must work hard at the time of opening if they want to get a piece of the big cake. So how should a bakery store carry out opening marketing activities, attract popularity, and promote the brand? Let me take you to learn more about it. Marketing methods for the opening of a bakery

1. Promotional baffle

Use a wooden board that is the same size as the facade, use inkjet printing to make a promotional poster of the same size, and paste it on the board. It not only maintains the street environment, but also promotes it.

About 20 days before opening the shop, during the renovation of your bakery, stand on the facade. Print the slogan: ?Warm congratulations on the grand opening of the ** branch of ** Bakery? Or? The grand opening of the ** branch of ** Bakery on ** day? etc.

Function: Publicity To warm up, make the fonts on the posters as large as possible, use the bakery’s own VI, and make the colors as obvious as possible.

2. Distribute opening coupons

Distribute them in front of the store about a week in advance. One ticket per person, and you can receive a free small gift (such as a small cake, etc.) with the coupon.

Points to note:

1. Each person is limited to one small gift.

2. The small gift distribution area cannot be at the cashier. A special gift exchange desk can be set up at the entrance of the store.

3. Small gifts should be packaged on-site, and the action should not be too fast. The main purpose is to create a lively scene of queuing.

Function: to promote consumers in advance before the opening; Be popular and attract consumers

3. Give door-to-door tastings

Send shop assistants to wear work clothes and bring bread or cakes with product leaflets from 6 to 9 p.m. , go to consumers' homes, knock on consumers' doors, and present a piece of bread or cake to each consumer, accompanied by a product leaflet.

After knocking on the door, the words are: Hello, we are the **bakery downstairs that will open soon. This is the **bread we produce, for you to taste, we will *month* Open for business, welcome to visit us. ?

Points to note:

1. Applicable to residential community business districts, each consumer can only give one as a gift. Repeat gifts are not allowed

2. Strengthen the management of personnel to ensure that gifts can be delivered to households, and the service attitude and service language must be well trained.

3. The leaflet can be equipped with coupons

4. Each clerk can give gifts to 100 consumers every night. Try to arrange for 3 clerks to come to the door 15 days before the opening. Gifts, a total of 4,500 consumers can be given as gifts.

Function: There is no better publicity than the product itself. 15 days before the opening, let the 4,500 consumers around us hear, see and taste our products, which will have a positive impact on the future of the store. The operation has laid a solid foundation and the cost is about 10,000 yuan.

4. Publicity and momentum on the opening day

Balloons are the best decoration for the festive atmosphere. Tie up hydrogen balloons (or natural gas) and continue to release them into the sky to attract attention. This method is commonly used in cake shops such as Holly and Paris Baguette.

Flowers, lights, or your innovative actions make this day a festival.

Music + performances, singing and dancing, lion dance, etc., create a lively atmosphere

Function: Make the bakery’s opening sparkle, attract consumers, and become an instant success.

5. Opening Promotion

Special promotion, original price ** yuan, opening discount special price ** yuan.

Gift promotion, buy one get one free, buy two get one free. Get ** when you purchase ** yuan, or get ** when you buy **, or give each child a ** candy.

Combination promotion, combine bread and drinks to sell at a more favorable price

Points to note:

1. Be sure to indicate the promotion expiration date.

2. Promotional efforts should be strong enough to achieve sufficient publicity effect, and should not be tepid.

6. Special costumes

Highlight the festive and bright features to attract consumers, or you can dress up as the mascot of the bakery.

In each program, you can dress up according to the characteristics of the program. For example, during the Dragon Boat Festival, employees can wear rice dumpling-shaped hats

Function: attract consumers’ attention and take advantage of their curiosity , so that consumers can remember.

7. Give away souvenirs for the opening ceremony

Such as shopping bags, balloons, cartoon pens and other gifts.

The plastic restriction order prohibits the free provision of plastic bags. You can make shopping bags with the words "**Bake Shop **Branch Opening Ceremony" printed on them and give them to consumers.

Function: Attract consumers. Nowadays, shopping bags require money to buy anywhere, taking advantage of consumers’ greed for petty gains. And shopping bags have the function of long-term advertising.

Other branches can also provide consumers with this kind of shopping bags for a fee to promote the scale and strength of their bakeries

8. Special activities

Stores are required There is a certain venue in front of the door, and generally a host with strong language skills is needed to conduct special activities to allow consumers to participate.

For example: Children’s cake DIY competition, let children participate, mark the flowers on the small cakes, and then compete and judge the prizes for each group.

There will be prize-winning quizzes on bread nutrition knowledge. The host will read the nutrition knowledge first, and then ask the audience to answer and give out prizes.

Target flying, shooting and other competitive activities, and then give prizes to the winners.

Key points to note: The key to the success of this event lies in the host’s ability to create an atmosphere and call on consumers to participate.

Function: Let consumers participate, attract more consumers to watch, and gain popularity for the store.

9. Lucky Draw

During the opening period, customers who shop in the store can win a lucky draw, and a lucky draw box will be set up on site.

The consumer took out a shopping coupon from the lottery box, with the amount being 1 yuan, 2 yuan, 10 yuan, or 20 yuan. Four types, which can be used instead of cash for in-store purchases.

Consumers can draw one for every item they buy worth 30 yuan, and the more they buy, the more they will draw.

Important points to note: Detailed instructions for use must be provided on the shopping voucher, and the expiry date must be clearly printed. Maintain good order and keep good records

These nine points are just an introduction. There are many ways to build momentum for opening a store. I believe you must have more and better ideas in your mind at this time. How to do good marketing management in a bakery shop

Many people will say that baking marketing management is to manage the market and customers, which is nothing more than some funds, data, sales reports, etc., but I say, managing these data, Reports, etc. are only the most basic management. If this is the case, there is no need for bakery shops to recruit marketing managers with great fanfare. They are thirsty for talents every day and headhunters are everywhere. For the above work, one or two clerks can be recruited to perform system management, just like the current situation in Pearl River Delta. There are many triangles? Three to make up? Like OEM companies, as long as there are a few marketing clerks, there is no need for market development or after-sales service; the author has been engaged in marketing for many years and has also dealt with many baking bosses. After the explanation, every time when it comes to marketing and marketing management, the bosses are confused, confused, and often sigh and feel sad.

Marketing is a systematic project, and marketing management is also cumbersome and complex. Marketing data, reports, etc. are only basic work. The author believes that bakery store marketing management must manage the following key issues :

Key issue one: Marketing management is responsible for the implementation and change adjustment of market strategies, policies, plans, product sales processes, and future market development.

For bakery salespeople, marketing is sales, selling products. However, from the perspective of bakery stores or marketing managers, marketing is all the performance of products in the current and future stage markets. Baking What salespeople focus on is whether sales are growing, but bakery shops should see how long the product life cycle is, how long the sales momentum is, and, in the current market, the bakery products and marketing of bakery shops Whether the policy adapts to market trends; for large enterprises and well-known brands, the most taboo is to pursue short-term interests while ignoring the source of long-term development and the expansion value of the brand. Therefore, marketing management should pay attention to the market hidden behind product marketing. Development and change also govern this concept of crisis, competition and development.

Key question two: Marketing management is about the mentality of sales staff and their ability to control the market.

Most bakeries have received marketing training, but I dare to say that very few bakeries have received marketing management training. Those who have occasionally participated in marketing management training have basically just scratched the surface. What’s even more ridiculous is that many people have never done marketing at all and have no professional resume, but they talk about marketing to a large group of sales staff who have been on the front line of the market. It is really dumb; I once experienced something A similar thing happened. It is said that a large training company in Shenzhen has many branches in China. Its branch in Shantou provided marketing training to more than a dozen regional managers of a company. The teacher was younger than all the regional managers of the company. It was purely He became a monk halfway, and he was the kind of young man who did training just for the sake of training. As you can imagine, the training failed, because for the sake of face, all the regional managers of the company listened very patiently, but as soon as they left the house, they sighed and said, What kind of training is this? It’s completely deceiving!

Marketing managers, or middle- and senior-level personnel who manage marketing, are themselves practitioners and pioneers of marketing. They have the ability to fight alone, and Able to work in a team, he is a model of individual combat and a core leader in team management. In various specific market activities, not only can you manage the market well and teach sales staff to manage the market well, you should also be able to manage the sales staff's mentality well and be good at mobilizing and stimulating the potential of sales staff to ensure the smooth development of marketing work.

Key question three: Marketing management is the core of enterprise management and also the first of enterprise management.

There are two situations here. One is a sales-oriented enterprise, such as Adidas. This kind of enterprise has no factory and is an asset-light enterprise. It has no production links and no production management at all. Therefore, this type of enterprise They are in charge of sales and marketing, as well as brand and market value. For them, marketing management is more important than marketing management, which is also the core of enterprise management. The other is an enterprise that integrates R&D, production and sales. Many domestic enterprises, especially in the Pearl River Delta, Yangtze River Delta, Southwest and other regions, face complex management procedures and links. For example, Foxconn’s factory in Shenzhen has recently In a production base with 300,000 people, even the general workers have 5 or 6 levels. When it comes to the management level, there are actually 14 levels. What a huge management team and links, but what is the purpose of so many levels of management? What is the purpose? It is to ensure that there are no mistakes in OEM orders, for the sake of Foxconn's brand image and reputation. Otherwise, all marketing efforts will be in vain. Let's look at Foxconn's marketing management, from product application research, market research, rigorous product testing, to User trials, market test sales, and final quality evaluation feedback are all interlocking and rigorous to the extreme. All work has been quantified to "seconds", just like what Terry Gou said: Improve teaching power and establish a flawless reputation. International image, create sustainable value!

Therefore, no matter what type of enterprise it is, all management serves marketing. From marketing, you have to go back to marketing.

Key question four: Marketing management is responsible for future market and brand development.

The author found that most baking managers generally equate products with brands, thinking that as soon as the product enters the market, the brand will be there. This is definitely a "fairy tale fantasy", like a dream, a trance. The vivid memories are actually just passing smoke and clouds, and the epiphyllum reappears.

In the marketing management of bakery shops, brand management is the top priority. However, in the early stages of market integration, there is no such thing as brand.

As we all know, a brand has many connotations, both tangible and intangible. It requires accumulation, evolution, and packaging. Of course, it also requires excellent quality and continued growth in sales data. However, all of this takes time. and market certification. This process of baptism and certification is the process of management. The management work can be seen and needs to be persevered. However, the process is intangible. When talking about marketing management, bakery store managers should see these things. The work behind and the development of the brand.