If you set up a stall selling grilled sausages, how can you stand out from the crowd?

Nowadays, with the prevalence of the stall economy, more and more people seem to choose light-weight industries such as stalls. Grilled sausage stalls are one of the popular choices recently. How can stalls selling grilled sausages differentiate themselves from others and make consumers choose them unwaveringly? Tiantianwen’s friends have given some suggestions. Let’s take a look~

In the current social context where the employment situation is not optimistic, many people have begun to consider small business economics, using small-scale industries or services to make money, and stall economy is one of the choices for many people. Not only can we see sausage stalls almost everywhere in major snack streets, but we can also see many hot posts on the Internet media about "changing careers to stalls", which makes people laugh and cry, but also makes people think deeply.

If you currently have a sausage grilling machine, and you are now selling sausages at a stall in a busy snack street, and you can see stalls selling sausages like you almost everywhere in this area, then what kind of design should you use to differentiate your sausages, increase sales, and increase memorability so that consumers will choose you?

In this regard, friends of Tiantianwen have put forward relevant suggestions and discussions. Let us study them carefully~

1. Combine surrounding businesses and develop markets and products

1. Market selection

The sausage stall is the same as the ordinary commercial stall. Before setting up the stall, the first thing to consider is the characteristics of the surrounding market. Different marketing designs should be made according to different markets. This way, the marketing will be more focused and targeted, and more competitive in the same market. How to do it specifically? The following are the things we need to consider;

1) First determine the business district, whether it is an office business district, residential business district, block business district, subway business district, or a comprehensive business district, because the consumption capacity, consumption psychology, and price sensitivity of each business district are different.

2) Taking the office-subway business district as an example, most of the people coming and going are young people, and their income level is generally less than 10,000 yuan. Male consumers should focus on quality, price, and discounts. In addition to paying attention to price discounts, female consumers should pay more attention to experience, appearance, emotion, and health.

3) If it is a stall set up in a first-tier city's business district or at a subway entrance for office workers, then the priority for grilling sausages is safety > deliciousness > cheapness. The stall must be clean and hygienic, try to open the package on the spot, do not touch the sausages and shovel with your hands, do not grill too much and pile them up so that people will suspect that they are overnight sausages, etc. The way to answer is to show him that the sausage you chose is a good brand, and say that the sausages that are not sold out are thrown away every day, and the oil is changed every day to ensure cleanliness and hygiene;

The restaurant is located in a crowded alley, so delicious > safe = cheap. The cumin should be fragrant, and the smell should be kept fanning to attract people. When answering, you can blow the ancestral chili powder ratio and so on. I once met an old lady who sold egg cakes. She said that she had studied the egg batter ratio for several years, and she also went to eat the cakes of competitors every month to make sure that other people's cakes were not as fragrant as hers. The on-site effect was very good, you can refer to it.

Selling it to students at the school gate means delicious = safe > cheap, because it is the children who are attracted (delicious) and the parents who pay (safe).

2. Product differentiation

The premise of differentiation is to meet the standards. We must first meet the standardized sausage equipment:

1) Standard sausage roasting machine (produced by Factory A);

2) Standard formula ingredients (standard formula sent by Factory A);

3) The basic price packages (3 yuan for one stick, 5 yuan for two sticks);

4) Roughly the same serving speed (one per minute);

5) The flow of people is not much different;

6) Basically the same stall opening time;

After satisfying the standardization of sausage stalls, if you want to attract more customers, you have to consider the differentiation of the product, that is, the sausage. The differentiation of sausage can be in many aspects, such as price, taste, and some after-sales service. Let's see what innovations can be made in these aspects~

1) Price competition: You can compete with other stalls in terms of price, such as offering lower prices or combination discounts, etc.

2) Seasoning: Balance cost and quality. This balance is difficult, and most of them involve technology and hard work. It’s up to you to choose;

3) Taste: cater to + innovate. There are many flavors on the market: original flavor, black pepper, spicy, vine pepper, etc. If you want to innovate, you can make a fusion, such as stinky tofu flavor, snail noodle flavor, mustard flavor, etc., using the flavors of mainstream snacks to integrate innovation. Of course, rich flavors have advantages and disadvantages, and you have to weigh them together.

4) Adding ingredients: Traditional barbecue sauce and cumin and chili barbecue sauce are the most basic ones, which must be included. Innovation 1 must also be included. Yellow mustard, salad dressing, ketchup, and black pepper sauce have already been made. Some people can also add some ingredients, such as thickening the marinade of stinky tofu and the soup base of snail noodles to make the base sauce, and adding some fried tofu crisps, fried bean curd crisps, and minced snail meat, bamboo shoots, and sour beans as toppings, or salad dressing with bonito flakes to make the flavor of octopus balls, and so on. Adding ingredients can become a feature.

5) Packaging: Make it recognizable through shape, color, and brand logo

6) Package: You can give a separate package of wet wipes to the package. This design that takes into account the needs of users will leave a good experience for users. Consider whether to provide the package based on the cost.

But no matter what the difference choices are, for grilled sausages, the most core differentiation is still taste. The others are just added points under the core, and this is what we need to grasp.

2. Understand the characteristics of grilled sausages and do a good job in marketing and promotion

Choice of marketing method

There are many marketing methods, which can generally be divided into online and offline. As for the marketing methods of grilled sausage stalls, you can combine online and offline marketing, use the advantages of the Internet, and promote your own unique advantages.

Online Marketing

Use social media, WeChat public accounts and other channels for publicity and marketing to attract more attention and consumers. Kuaishou, Douyin, Xiaohongshu, Weibo, etc. can be done by professional teams, which generally have mature routines. If conditions permit, takeaway platforms should also be used. Consider your own characteristics. If you have taste, hype the taste, if you have appearance, hype the appearance, if you have signature moves, hype the signature moves. Live broadcasts and short videos are also within the scope of consideration. If there is a hot spot, then take the initiative to disclose it to reporters.

But no matter which differentiation strategy you choose, you need to ensure that the quality of the products and services provided meets the expectations and needs of consumers.

Offline Marketing

Offline marketing methods are more diverse, and can be carried out from slogans, prices, brand image and other aspects to create differentiation by attracting customer attention.

1) Promotional marketing

You can offer some promotional activities, such as discounts on purchases over a certain amount, buy one get one free, half price for the second stick, special discounts during fixed time periods, etc. These can be appropriately applied in combination with product positioning to attract more customers to try.

2) Slogan creation

According to the product characteristics of the grilled sausage, you can create a unique slogan, such as "Sausages last a long time", "Internet celebrity new style grilled sausage, welcome to take photos and check in", etc.

3) Brand image

The image of the sausage stall should be kept as clean and tidy as possible, and at the same time, it can also create its own unique style through different forms, such as eye-catching signs, lights and other visual designs;

The stall owner's attire can also be used as a design point. Different attire images can be designed according to different audiences, and hot spots for taking photos and checking in can also be provided for promotion.

Product packaging is also an option to create differentiation and create a personalized brand image. You can highlight your brand image by designing your own store sign or making a unique packaging box. You can also provide customers with small gifts or special services, such as priority service.

4) Sausage culture

During the sausage-making process, we can promote the sausage culture and try to attract consumers through the promotion and education of sausage culture. For example, we can introduce the history of sausage, the sausage culture of different regions, the sausage making process, etc. to consumers to increase their purchasing interest and understanding. This is also a feature of our sausage that can be promoted.

In short, to be different, you need to keep innovating, find new sausage flavors, sauces and packaging, etc., create a personalized brand image, and provide special services and promotions, so as to leave a deep impression and attract more customers.

3. Conclusion

Selling grilled sausages at a stall is relatively speaking still a short-term and fast marketing category. Marketing promotion focuses more on service-related aspects. Of course, if you want long-term development, you should consider the brand image of the store.

Regardless of the strategy adopted, the key is to understand the needs and preferences of target consumers and design products and services that meet their tastes and needs. At the same time, a good brand image and reputation should be established to increase consumer loyalty and word-of-mouth effect.

Finally, don’t forget the power of word of mouth. Let consumers leave positive reviews and share them with friends after purchase. This will increase the trust and willingness of more consumers to buy.

Part of the content of this article comes from @要你命3000@凡性提醒@范玉强@9. The wonderful answers of @院长@青橙 and others

Source: Tiantianwen Topics Selection

"Tiantianwen" is a mutual question-and-answer module under the Everyone is a Product Manager community, dedicated to the learning and exchange of knowledge in the fields of products, operations, marketing, etc.

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