As the number of children continues to rise, with the increasing attention of young parents to early childhood education, the children's project industry, which is dominated by children's paradise, continues to flourish. The indoor children's paradise has also moved from the initial north to the east. Third-tier cities and even towns and villages. It is true that some parks are bustling and some are left out, so why is the situation of the operators so different? Maybe your paradise has gone wrong, but you haven't noticed it. Maybe the propaganda work at the beginning of your children's paradise has not been done well. It has been open for a long time, but few people know the existence of your children's paradise. ·····
So, when we are running a children's playground, how can we better promote our children's paradise? When formulating a brand marketing plan, you must do what you can according to your own strength.
First of all, the shaping of the brand is inseparable from the support of funds, but if we only want to shape the brand and not pay attention to the balance of income and expenditure, it will only lead to the demise of the company. In order to open a children's playground, we must first establish a good brand image, and then it is a reasonable publicity:
1. Kindergarten is the most concentrated place for children's paradise. It is very necessary to take part of the expenses to cooperate with kindergartens and training centers. For example, provide free school supplies for children in kindergartens, and then print our children on these school supplies. The logo of the park will enhance the visibility of the children's park in a short period of time and increase your affinity.
2. If there is a famous toy store or maternal and child store nearby, you can cooperate with it to help you make an old customer feedback activity, and you will get unexpected results.
3. Realize resource optimization, let old customers drive new customers, give some old customers some appropriate rewards and offers; Jinbei Silver Cup is not as good as the people's reputation.
4. In the case of relatively low costs, in order to rapidly expand the market in a short period of time, you can also find media and networks to report on children's parks, so that children's parks will soon have a high reputation, in the media and online reports. You can take the form of soft advertising, such as opening a column in your local children's park in a local newspaper, posting activities in a children's paradise, interesting things, etc., which is more effective than placing a formal advertisement.
5. In the case of relatively low cost, in order to rapidly expand the market in a short period of time, you can find media to report on your own park, which will soon have a high reputation. In media reports, you can take a soft and wide-ranging approach, such as opening a column in your newspaper for your indoor children's paradise, posting activities in the playground, fun things, etc. This way is more effective than publishing a formal advertisement. .
In addition, children's park propaganda must master the three principles:
1. Pre-advocacy should be precise
Instead of attracting a large number of temporary customers with low prices, it is better to attract consumers who may become long-lasting customers. In the pre-event propaganda, the park operators should think about which type of consumers are mainly for this activity, whether it is for preschool children or all children aged 0-12, whether to maintain old customers or develop new customers. the Lord?
Once you have identified the target, you can promote it before the holiday promotion. If you want to attract more new customers, you can choose the most special items in the park to make discounts, fun games or events, and let new customers. Unforgettable and ultimately transformed into old customers; if the park is to maintain old customers, it can pick out special items that are only open to members, and inform members of the customers by SMS to highlight the importance that the park attaches to the old customers.
2, activities should be attracted, income must be guaranteed
Any activity that does not aim at making money is a rogue. If the operator attracts a large number of customers to spend at the event through ultra-low prices, the surface seems to be very popular, but the benefits that can actually be earned are very limited. And if there are too many customers to reduce the good consumer experience, it is possible to lose some of the potential member customers.
Therefore, before the event, the park operators should estimate the maximum passenger flow they can afford, select the activities suitable for their own parks in the program, and provide certain temporary staff to make the activities go smoothly and make customers happy. Have a holiday in the park. In terms of preferential strength, you can use a popular project to match a popular project. The less popular items are more favorable, and the higher popularity is less. The average discount is enough to attract enough. .
3, the event is a moment, the heart is a lifetime
Although the activities of the holidays are quite a lot in the year, any promotion or activity can only attract the flow of passengers in a short period of time. The park party wants to let customers spend in their own parks for a long time, so it is good to summarize and analyze. For example, is the activity of the parent-child activity more popular with customers, or is it interesting to participate in the fun competition? How satisfied the customer is with the event, what is not doing well, and so on.
Analyze and understand the advantages and disadvantages of the activity process, you can prepare before the next activity, can develop strengths and avoid weaknesses, so that the next activity can directly hit the customer's heart, let them think of their children first in the holidays and daily entertainment. paradise.
In order to successfully manage a children's paradise, let the children's paradise truly become a paradise for children to play, not only need to be done in terms of propaganda, but also need to understand the possible misunderstandings of your current children's paradise. Only when you jump out of the misunderstanding can you change. Otherwise, it has been deeply mired in misunderstanding, and doing more effort will not help. Next, let's see what are the misunderstandings in your children's playground?
I. Negligence on the maintenance of old members
Through event promotion, attract customers to do card, once they enter the basic information of the customer, become a member, they will no longer give care and greetings, but will transfer their energy to the development of new members, lack of maintenance services for old members, unable to activate The secondary consumption of old members, in the absence of good word-of-mouth, has caused the loss of old members and made the development of new members more difficult.
Second, employees have more than enough sales, professional shortages
The staff of the children's park must clearly grasp their own job requirements, and do not blindly sell them. When asked about the professional knowledge of equipment and baby-care, they will only say a word, "unclear." To know that "consultant sales" can get the trust of customers, is a tool to establish a long-term stable relationship with customers.
Third, blind compression costs
Outdoor paradise is more and more indoors. In addition to being unaffected by the influence of climate, there is a big factor that is safety. This is always the top priority. The "Quality Law" stipulates that all products produced and sold in China should be marked with the name of the factory, the site and the certificate of conformity, and should have clearly defined Chinese characters. Do not blindly compress the cost and cause safety hazards. Choose safe and environmentally friendly amusement equipment. The wise move of the person.
Fourth, too much pursuit of performance
The calculation of the playground for children's paradise can bring us a lot of important information. For example, which sections of the park are more popular, but this is not the same as the choice of the playing area, the better the fire, the more equipment is placed, the better, the operator needs scientific and reasonable planning. If the operating amusements are too similar, it will cause unnecessary competition and allow customers to have more choices; if they just want to add equipment and not reserve channel space, they will bring chaos to the customers. Affect the play experience.
Five development trends in the future operation of children's amusement parks
First, the theme and IP resources combined, emphasizing unique personality
At present, there are many brands co-operating, through the fan base accumulated in the early stage of IP, combined with a strong interactive experience, a win-win effect.
Second, tailored multi-theme stores according to commercial positioning
According to the specific venue space and commercial positioning, tailor-made amusement projects for developers can not only enable developers to fill rent concessions through investment income, but also avoid homogenization.
Third, the scope of the customer group gradually extended to adults
In the theme park's operating mode, more and more children's play projects are no longer limited to the traditional mode of parental viewing and children's play, but the parents are introduced into the children's entertainment to achieve parent-child interaction.
Fourth, trying to open the entire industrial chain
Some brands tried to open up the entire industry chain, increase potential income projects, and lay the foundation for the brand's sustainable development. This kind of theme derivation not only reflects a certain theme on the amusement equipment, but also sets up children's theme restaurants, theme derivative sales shops, etc., to maximize the benefits of operating area.
Five, the theme of the segmentation of multiple emerging elements
The theme is personalized, with unique product areas such as big children, middle children, and young children. At the same time, the theme is subdivided into an emerging element of animation, ocean, sports, fairy tales, magic, technology, ice and snow.
The prospect of the children's paradise is beautiful. When we run the children's paradise, we must really take the right medicine according to our actual situation, do all the preparation work, meet the bigger challenges, and strive to usher in a hot year of business in 2019!