In April this year, McDonald’s launched a half price barrel discount. Due to the unprecedented preferential strength, a large number of consumers flocked to McDonald’s, causing crowds to gather, and McDonald’s was criticized for being on hot search. Scold return to scold, but can’t stop the consumer to scold while queuing up to buy. < p > < p > in July this year, McDonald’s launched a free “spicy chicken leg Castle” activity, which also led to a large number of consumers to go, with an average waiting time of more than half an hour. They were once again criticized for their consumption experience. < / P > < p > for fast food kings like McDonald’s and KFC, such scenes have been common, and their promotional activities often lead to the scene that consumers rush to buy and stores are full. < p > < p > every time McDonald’s offers trigger a rush to buy, the topic of “McDonald’s app crashes” will be on the hot search. It can be seen that consumers have no resistance to McDonald’s discount. < / P > < p > such coupons are generally distributed on the street, and the goods are several yuan cheaper than those purchased directly in the store. Consumers who get the coupons always have a mentality of “losing money if they don’t buy it”. Therefore, coupons will greatly promote their consumption in the store.
has come to the mobile Internet era. Physical coupons are not so common. But McDonald’s and KFC often distribute coupons through official account, small program and APP. In fact, they are the same as issuing physical coupons. < / P > < p > McDonald’s coupon marketing method is to issue coupons through online advertising to guide offline purchase. This kind of advertisement form belongs to effect advertisement in essence. < / P > < p > usually, the effect advertisement will give a limited time or limited discount, which will promote consumers’ consumption. In addition, in the Internet age, consumers need to submit their own relevant information if they want to get these discounts. At this time, brands get a clue about consumers. < / P > < p > is different from brand advertising in that it repeats all the year round, occupies the minds of consumers and guides consumers to consume slowly. The effect advertisement usually has the characteristic of promoting transformation quickly. When consumers see the limited time / limited discount, they often lead to impulse consumption. It usually takes a short time for consumers to complete the reservation or consumption from seeing the advertisement. Compared with the difficulty to measure the effect of brand advertising, the effect advertising is often easier to measure. For example, McDonald’s coupons, the number of issued, how much recycled, a cycle down to calculate the effect of this advertising input-output ratio. McDonald’s and KFC are the top brands of catering, and their advertising effect is representative. What will happen when the catering industry comes to the era of Internet short video? Tiktok has been released recently.
has identified three advertisements from the following aspects: demand matching, transformation efficiency and creative performance. The conversion efficiency represents the promotion of advertising to transformation, that is, the ability to push users to complete deep conversion and stimulate users to achieve download, registration and other behaviors. According to the report, < / P > < p > in terms of the total score of the creative effect index, the catering industry ranks first in the effect advertising index. At the same time, from the perspective of the year-on-year growth rate of creative effect index, the growth rate of effect advertising in the catering industry is still ranked first. < / P > < p > a good food and beverage advertisement must first attract you. Only when the content is well done can it attract you to watch. The catering content such as store exploration, strategy, eating and broadcasting naturally has a strong attraction. At the same time, it can promote the transformation more quickly through the attractive characteristics of food. The first point is to do a good job in crowd matching. Who are your target consumers? How far are these consumers from you? What are their interests and hobbies? These are the basic requirements for doing a good job in precision advertising, and they are also the routine operations of advertising in the era of big data. The second point is to do a good job of transformation stimulation. What kind of ways should be considered to promote consumers to act quickly, complete the reservation or order, and improve the conversion rate of advertising? For the catering industry, coupons have always been a very effective way. The third point, of course, is to do a good job in advertising. Just like the food and beverage effect advertisement mentioned above, the content of the advertisement itself is very important, which is also an important factor in determining the transformation effect. Therefore, I will focus on this point here. < / P > < p > the cases of the following contents are not completely effect advertisements, but on the premise of crowd matching and transformation stimulation, content is the only decisive factor of effect. Therefore, we still look from the perspective of how to do good quality content to create user attraction. < / P > < p > delicious food with all kinds of colors, flavors and flavors is always attractive. No matter whether it is or not, the cooking process makes people can’t help drooling. < / P > < p > there are many ways to create temptation, such as the process of cooking, the voice when cooking, the expression of customers when eating, and so on. In short, the principle is to let people drool when they see it. < / P > < p > the following video of McDonald’s roast double egg burger series uses a combination of attractive pictures and sound, which makes people want to buy one immediately after watching it. < / P > < p > for example, in many post-80s’ memories, cooking is integrated into the protagonist’s emotion and story in each episode, and cooking is used to promote the trend of the story. For example, Zhou Xingchi’s, stir fry a bowl of egg fried rice with emotion and Kung Fu. You must want to have a bowl after watching it. Tiktok delicacy has an account on
, called the little food industry. Before its appearance, the tiktok account is almost the Red Sea. There are many contents in the store, cooking and eating. But the creative idea of the small food industry is to set up a miniature world. All the tableware and food materials are pocket sized. The hero appears in the form of clay animation, cooking, which makes people feel full of creativity. < / P > < p > for example, the video of stewed prawns has reached more than 2 million. If a restaurant first makes such a video and makes good guidance and transformation, I believe it will not be hard to sell. < / P > < p > What wool can Haidilao collect for free? What are the hidden benefits of Haidilao? Changsha food strategy, Xierqi food strategy. Tiktok is always popular in such a way, because they provide real benefits. < / P > < p > I still remember that a few years ago, in order to promote a certain ice cream, 100 kinds of eating methods were launched. Many of them were very interesting to eat, such as ice cream with Laoganma. < / P > < p > for Chinese, almost every kind of food can be eaten in countless ways. Those alternative and interesting meals will always attract a large number of consumers to imitate. KFC and McDonald’s have a lot of fairy food, such as French fries dipped in ice cream, cone tarts, coke and chicken wings, and so on. After watching them, they always want to go to a restaurant and try them.
a stinky tofu video was very hot. It was special at a table of stinking tiktok, smelly tofu, natto and herring canned food. Such videos naturally attract attention. < / P > < p > of course, there are many ways to play about the contents of catering. The above are just some references. The core is to make your content attractive, and then promote transformation in the next step. < / P > < p > from McDonald’s entity coupons to short video platform effect advertising, the catering industry is better than other industries because its content is close to life, attracts users’ attention, and is attractive and easy to transform. Basically speaking, the overall content quality, creative methods and user attraction of the catering industry are higher than the average level of the whole industry. In this regard, other industries may learn from the catering industry. < / P > < p > the above practical creative suggestions come from a large number of engines. In the report, we observed the excellent ideas of seven key industries, including retail, automobile, education and training, games, FMCG, tools and software, and media content, and gave practical suggestions on how to do a good job in advertising creativity with short-term effect. < / P > < p > for example, for the automotive industry, the most effective way to create ideas is to create attractive good words, use the interactive logic of the platform to create new ways to play, or to record the driving experience. < / P > < p > for example, for the education and training industry, the effective way of creativity is to make short videos into audition classes, create reliable images, and create creative ideas based on users’ real life, which will have more resonance. Huawei mate40 concept machine exposed, Kirin 1020 + curved surface full-scale screen, beauty hanging on iPhone 12