"Twenty-five and a half dollars" is a takeaway shop in Beijing, which specializes in fitness meals. It is not only its alternative pricing strategy (all dishes are priced at 25.5 yuan), but also the "emotional culture" established by its brand.

It can be said that every word is over the heart.

These sentences are very cleverly designed, reflecting the psychological state of young people in metropolis at present.

Because most white-collar workers who work hard in big cities still accept and admire this culture of "mourning" and "self-mockery", it is easy to get along with users through this idea of "feeling" with users. At this time, users actually convey their "mourning" attitude by forwarding your products. For merchants, it only takes a little cost to achieve the promotion effect.

2 surprise effect, let users shine.

Appearance surprise

In fact, it is a clever way to work hard on packaging, and good results can be achieved at a small price. However, it is very unwise for many business friends to spend a lot of money on full reduction without paying attention to packaging.

Never think that take-away packaging is unnecessary waste, because take-away packaging is the only way for users to get to know you. Through take-away packaging, users can know the cultural attributes of your store? Do you know what you are advocating? This kind of information cannot be accurately conveyed through online stores (because users order food online for only a few tens of seconds, which is very hasty).

Take-away, take-away packaging is equivalent to decoration and facade. What kind of information do we want to convey to users through decoration and facade design? This information has to be conveyed to users through take-away packaging in the take-away era.

The most cost-effective method:

We can "decorate" our take-away food through low-cost ways such as lunch box waist sealing and self-adhesive stickers.

This is not just a matter of spending a few extra cents, the most important thing is to let users feel your intentions.

Gift surprise:

For example, Kao Store attached a lottery ticket to each lunch box through cross-industry cooperation, and promoted the name "Eat my rice and give you 5 million", which achieved a very good topic effect and surprise effect. Of course, the choice of gifts is very important. By choosing some topical gifts, users can be stimulated to spread and repurchase.

Some low-priced but unique gifts include: Zhou Ka of iQiyi/Youku, movie tickets/performance tickets obtained through channels (which can be distributed randomly in conjunction with activities or won by users in a lottery), nostalgic childhood toys, lottery tickets, etc. During the activity, the expenses can be controlled around 2-3 yuan, but it can play a very good role.

Product surprise:

Who says takeout won't be set? Of course, in such an impetuous take-away industry, few people really do this, but it is because you do something that everyone doesn't pay attention to, which will give users a bright feeling.

In addition, in the delivery process, it is actually very difficult to surprise users. Unless you are really outrageous (10-20 minutes), users will not buy it. Moreover, most merchants use platforms to deliver goods, and the delivery speed is beyond our control.

3 curiosity, to attract the attention of young people

From the earliest luxury car delivery, beauty delivery, durex's valentine's day delivery and so on. Novelty marketing is constantly changing. The basis of novelty marketing is to find out the user's psychology and achieve the marketing purpose through "strong stimulation".

Three points should be paid attention to in novelty hunting marketing

We don't play if others don't play well,

Hunting marketing needs to keep up with the trend of fashion and communication, and always pay attention to the current hot spots. You can't continue to use the bad routines that others have played, which wastes costs and fails to achieve the expected results. For example, the move to drive a luxury car to deliver food two years ago was very new, so a large wave of take-away merchants followed suit, and the results became worse and worse (especially in first-tier cities), and later even caused resentment among some users.

Don't hunt for curiosity.

But don't deliberately pursue the effect of "curiosity", because once you fall into the strange circle of "curiosity for curiosity's sake", you will forget the essence of our catering-products, products are not good, and all efforts are in vain.

"Vulgar" is ok, but not vulgar.

We should understand that "bad customs" can only attract a small number of users, and most users don't like "bad customs" marketing.

If a restaurant focuses on novelty hunting with "vulgar" values, it will not only have no publicity effect, but also have a negative effect on the brand.

4 member marketing, so that users feel "superior"

Similarly, membership marketing is also a marketing method to increase the sense of value, mainly using the user's show-off psychology. But it is only suitable for mid-to-high-end restaurants (high customer price)-imagine that users spend so much money on your things, and if they still can't find a reason to bask in their circle of friends, it is really our business's fault.

Good alliance marketing can not only promote users' self-communication, but also improve the repurchase rate of old users.

Several classic routines:

Birthday courtesy

Users fill in their birthdays in your member system (which can be an official WeChat account or a small program).

You will receive a mysterious gift certificate or a free birthday meal (no more than XX yuan) seven days before your birthday.

Overall system:

Set up a reasonable (cost-effective) points system in the membership system.

If the score reaches XX, it will be exchanged for special meals, and if the score reaches XX, it will be exchanged for free.

This point system similar to experience value effectively improves the repurchase rate, which is a tried-and-true trick for catering/retail players.

Membership+holiday mystery gift

Mysterious gifts are a killer for users to spread themselves, because you give users enough reasons to forward them (surprise effect+show off psychology)

We just summed up so much in one sentence:

Giving value to brands, giving value to dishes, and passing this sense of value "just right" to users, this kind of self-communication will naturally happen.