3. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
3
INTRODUCTION
The 5th
Lantern Festival 2013 will take place from Friday July 19th
through Sunday July 21st
, 2013 at
Hoover High School. This festival, presented by the Little Saigon Foundation is a one-of-a-kind event in
the San Diego area, bringing together neighbors, businesses, students and community groups for a
cultural experience. With this ability to be unique in the area (LSF is the only one to feature a lantern
festival), it is readily apparent that the Lantern Festival benefits from a huge asset: having no direct
competitors.
However, being unique is not sufficient to attract customers. We also have to seduce them. In this way,
trying to understand the social, demographical and cultural characteristics that define the customers’
behaviors and motivations in the San Diego area, results to be the key point of our market analysis.
Indeed, we need to apprehend the needs and wants of each individual, so we can use them in our
communication strategy to make the people relate to the event.
4. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
4
I- SEGMENTATION OF THE MARKET
In order to build a coherent segmentation process in the San Diego market, the total market had to be
divided into smaller and homogeneous groups. This segmentation will permit to apply a specific
strategy to the chosen segments.
1) San Diego Area Residents: THE PERSONICX®
CLUSTERS PERSPECTIVE
The segmentation approach chosen is the PersonicX.
PersonicX is a household-level consumer segmentation and visualization suite, powered by Acxiom’s
exclusive InfoBase-X® household data, the recognized gold standard for the industry. PersonicX
Classic is a household-level segmentation system that clusters U.S. households into one of 70 segments
within 21 life stage groups based on specific consumer behavior and demographic characteristics. These
70 clusters are grouped by similar demographics and insurance tendencies for the Insurance Groups and
by similar demographics and financial tendencies for the Financial Services Groups.
2) Tourists
5. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
5
II- TARGETING
Before the implementation of our marketing mix strategy, we have to identify, evaluate and select our
target market. Our ideal target market corresponds to specific segments of consumers in San Diego most
likely to come to the Lantern Festival. In order to choose our target markets, we have to work on several
segment evaluations. Inputs in this stage of the process will commonly include:
• The corporate mission and objectives, which will determine which markets are of interest,
• External data such as market research
• Internal data that flows from ongoing operations.
The process involves four major sub-processes shown in the following figure:
1) Evaluation of the segments attractiveness
First of all we have to evaluate the segments attractiveness. We have to cross criterion with all the
segments in order to calculate a weighted score. We are going to use those four criterions: the size, the
growth, the profitability and finally the competition. In order to do so, we are going to use the 70
PersonicX Classic Clusters Organized by Life Stage Group. The score for each criteria/segment crossed
cannot be higher than 5. The scale corresponds to: [0: not at all; 5: very important].
6. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
6
• The size means the number of people from the cluster in the San Diego Area.
• The growth means the potential growth of our service in the cluster (depends on the number of
people from the cluster already attending)
• The profitability means the amount of money likely to be spent by the people from the cluster
(depends on the income)
• The reachability means that the segment is easily accessed
Our main goals are to attract as many customers as possible and to generate profit. These are the size
and profitability criteria. The designated weight for both criteria is hence 5.
To attract more customers, not only must you focus on the biggest clusters, but you also have to take
into consideration whether you are already present in the clusters and to what extent? Is the cluster
saturated? The designated weight for Growth is hence 4.
Since the Lantern Festival is unique in San Diego, it has no direct competitors. The relevance of the
Competition criterion is hence least. Its designated weight is 2.
13. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
13
Group 19M – Golden Years
GOLDEN YEARS SEGMENT ATTRACTIVENESS ANALYSIS
Criteria Weight 05 08 09
Size 5 1 3 4
Growth 4
Profitability 4 5 5 4
Reachability 2 3 4 3
Weighted Score 31 43 42
Group 20S – Active Elders
ACTIVE ELDERS SEGMENT ATTRACTIVENESS ANALYSIS
Criteria Weight 25 28 36
Size 5 2 2 2
Growth 4
Profitability 4 4 4 3
Reachability 2 1 3 2
Weighted Score 28 32 25
Group 21S – Leisure Buffs
LEISURE BUFFS ATTRACTIVENESS ANALYSIS
Criteria Weight 49 51 64 65 66
Size 5 1 1 1 1 1
Growth 4
Profitability 4 2 2 1 1 1
Reachability 2 2 2 1 1 1
Weighted Score 17 17 11 11 11
14. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
14
2) Analysis of the competitive advantages per segment.
Now, we have to analyze the competitive advantages per segment by crossing success factors with the
expectancies of each segment in order to calculate a weighted score. The success factors of the Lantern
Festival can be defined as: service diversity, price, novelty, and philanthropy. The weighted score is
calculated thanks to the “pondered performance”. This “pondered performance” is based on the
company performance compared to stronger competitors. (Scales: -3 = much worse, 0 = equal, 3 =
much better)
3 competitors in the San Diego area stand out:
• The San Diego County Fair from June 8 to July 4 (22nd District Agricultural Association)
• The Taste of Mira Mesa on March 27th
(Mira Mesa High School Foundation)
• The Latin American Festival and Mata Ortiz Pottery Market
Here are the characteristics of each one of them regarding our success factors:
San Diego County
Fair
Taste of Mira Mesa
Latin
American
Festival
Lantern Festival
Service
Diversity
Big Bite Bacon Fest
Games Food
Mexican Food
Mexican Music
Asian Food
Asian Music
Health
Games
Parades
Price $24 $30 Free $5
Novelty Traditional Fair Taste of the food
Latin Culture
Food, Music,
Pottery
Asian Culture
Food, Music, Art
Philanthropy
Don Diego Scholarship
foundation
Environmental advocacy
Financial Support to
Mira Mesa High School
Students, Faculties and
Staff
Revitalization of the
Little Saigon District
SD County Fair Taste of MM L-A Festival
Lantern Festival
Pondered
Performance
Service Diversity 2 3 1 2
Price 2 3 -2 1
Novelty 3 2 0 2
Philanthropy 1 2 3 2
21. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
21
Group 19M – Golden Years
GOLDEN YEARS SEGMENT ANALYSIS
Criteria Weight 05 08 09
Service Diversity 2 4 5 5
Price 1 1 1 1
Novelty 2 3 2 5
Philanthropy 2 5 5 5
Weighted Score 25 25 31
Group 20S – Active Elders
ACTIVE ELDERS SEGMENT ANALYSIS
Criteria Weight 25 28 36
Service Diversity 2 3 4 3
Price 1 3 2 3
Novelty 2 2 3 1
Philanthropy 2 4 5 1
Weighted Score 21 26 13
Group 21S – Leisure Buffs
LEISURE BUFFS ANALYSIS
Criteria Weight 49 51 64 65 66
Service
Diversity
2 2 2 2 2 2
Price 1 4 4 5 5 5
Novelty 2 1 1 1 1 1
Philanthropy 2 2 1 1 1 2
Weighted Score 14 12 13 13 15
22. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
22
3) Strengths and Attractiveness analysis
In order to create a representative map, we have to cross our strengths/attractiveness with all the
segments. In this optic, it is important to establish a list of our strengths and another list of the
attractiveness of the market.
STRENGTHS ATTRACTIVENESS
Diversity of activities: Food, music, parades… Size
Low price Growth
Evasiveness: Discovery of the Asian Culture Profitability
Philanthropy: Revitalization of the LS District Reachability
Thanks to these elements, we now can build a map where the different segments are positioned.
The segments located in the upper right quarter are the ones to be targeted, they are the most interested
to target because they represent the highest attractiveness and are the most sensitive to our strengths.
23. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
23
4) Target market
We hence have to target the following segments: 1, 2, 3, 4, 5, 8, 9, 10, 18, 20, 26, 27, 28, 29, 35 and 61.
SEGMENT 1 SEGMENT 2 SEGMENT 3
CHARACTERISTICS
Wealthy people
Mid 30s to mid 50s
Twice the average number of
Asians
Cultural activities, sport,
travels
Financial, home, sports media
Gourmet food, wine
aficionados
Wealthy People
45 and above
Interest in travel
Public and volunteer service
Active in community and
arts
Golf, tennis, yoga, dining out
Wealthy People
Executive careers
Travelers
Frequently dine-out
Active in civic clubs activities
Art enjoyers
NEEDS
Leisure Time
Entertainment
Cultural Knowledge
Luxury
Ethnicity
Travel
Philanthropy
Travel
Luxury
Entertainment
Philanthropy
Activity
Art
Travel
Entertainment
Fun
Art
Philanthropy
WANTS
Spend time with kids
Cultural activities
Keep up with ethnic origins
Discover new cultures
Enjoying Food
Do something meaningful
Discover new cultures
Enjoying Food
Do something meaningful
Activities to do with friends
Artistic activities
Discover new cultures
Artistic activities
Enjoying Food
Do something meaningful
24. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
24
SEGMENT 4 SEGMENT 5 SEGMENT 8
CHARACTERISTICS
Wealthy families
Kids: teenagers
Leisure dedicated to teens
Museum, zoo, beach
Shop for clothes and furniture
Wealthy people
Around 55
Food and wine
Travels
Communities and charities
activists
High income
Around 56
Theatre, music
Communities and charities
involvement
Concerned with health
NEEDS
Luxury
Cultural knowledge
Entertainment
Leisure Time
Philanthropy
Travel
Leisure time
Cultural knowledge
Philanthropy
Fun
Cultural knowledge
WANTS
Spending Time with kids
Cultural activities
Do something meaningful
Discover new cultures
Enjoying food
Cultural activities
Do something meaningful
Discover new cultures
Artistic activities
Cultural activities
SEGMENT 9 SEGMENT 10 SEGMENT 18
CHARACTERISTICS
Upper middle class
66+
Donations to worthy causes
Travels
Dedicated grandparents
Public activities and charity
High income
30s to mid 40s
Travels
Keeping fit
Sport and Fitness
Over average number of
Asians
Upper middle class
No children
Outdoor activities
Travels
Cooking
NEEDS
Philanthropy
Travel
Entertainment
Entertainment
Health and sport
Ethnicity
Entertainment
Fun
Travels
WANTS
Do something meaningful
Spend time with
grandchildren
Discover new cultures
Outdoors activities
Fitness and healthy food
Keep up with ethnic origins
Discover new cultures
Outdoor activities
Food
Party
Discover new cultures
25. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
25
SEGMENT 20 SEGMENT 26 SEGMENT 27
CHARACTERISTICS
Upper middle class
No children
Around 40
Reliance to internet and
catalog shopping for books,
clothes and hardware
Rock concerts and college
sport
Upper middle class
Around 37
Foreign and domestic travels
Sporting events
Indoor and outdoor sports
Outdoors activities
Party in bars and nightclubs
Upper middle class
Shop for supplies to keep up
their homes
Leisure time dedicated to
children: zoo, games, theme
parks, family movies
Disposable income mainly
dedicated to children: toys,
clothes
Computer-centered
NEEDS
Leisure Time
Entertainment
Fun
Spend Money
Fun
Entertainment
Travels
Keeping fit
Fun
Entertainment
Education
Cultural Knowledge
WANTS
Outdoor activities
Music performance
Outdoors activities
Music
Discover new cultures
Fitness and sport
Spending time with kids
Outdoor activities
Cultural knowledge
activities
SEGMENT 28 SEGMENT 29 SEGMENT 35
CHARACTERISTICS
Upper Middle class
Retired people around 83
Charities
Public and religious clubs
Foreign travels
TV shows enjoyers
Classic music and opera
Upper middle class
Around 41
Childless and single
Asians, African-American,
Hispanics
Cultural activities:
museums, travels, arts
Party in nightclubs and bars
Middle class
36-45
Childless and single
Outdoor activities
Domestic travels
Health and fitness
Computer savvy
Chat rooms
NEEDS
Entertainment
Travels
Art
Philanthropy
Fun and Entertainment
Cultural knowledge
Art
Ethnicity
Fun and Entertainment
Music
Travels
Keeping fit
WANTS
Do something meaningful
Discover new cultures
Artistic performance
Artistic activities
Cultural activities
Keep up with origins
Discover new cultures
Party in nightclubs
Dancing
Music performance
Outdoor activities
26. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
26
SEGMENT 61
CHARACTERISTICS
Low middle class, below average incomes
Young people and students
Single and childless
High concentration of Asians, Hispanics, and African-Americans
Socialize at bars and nightclubs
Exercise
Movie theaters enjoyers
Travels
Foreign travels to family abroad
NEEDS
Fun
Entertainment
Ethnicity
Keeping fit
WANTS
Party
Low prices
Keep up with origins
Meet people
Music entertainment
5) Positioning strategy
• Step 1: Identify a set of possible competitive advantages
ASSETS COMPONENTS OF THE ASSETS
ASIAN CULTURE Asian Music Asian Food Asian Dance
PERFORMANCE Asian Music Asian Dance Dragon Ride
ENTERTAINMENT Performance Fair
PRICE Low Price Health Booth
PHILANTHROPY Little Saigon
recognition
Help the Vietnamese
community
Little Saigon
Revitalization
FAMILY Fair (kids) Lantern Design
27. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
27
• Step 2: Selecting the right competitive advantage
SEGMENT 1
• Ethnicity Need: Asian Culture asset
It is an important criterion that we should enhance in that segment. Indeed it contains twice the average
number of Asians. The communication plan is hence to be built around Asian Culture in all its aspects
reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the lanterns.
In our communication plan, we have to emphasize the sense of belonging.
• Philanthropy Need: Philanthropy asset
Segment 1 is philanthropist. We have to emphasize the fact that people are doing something
meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little
Saigon Foundation and its goals of revitalization before actually advertising the event. The
individuals in that segment need to know what the Lantern festival implies, so that they can be more
willing to attend it.
• Entertainment and fun.
Family asset: Kids. Most of the families in it have kids and want to spend time with them; this is why
we need to accent the fact that the children are going to love the event. Families want to spend time with
their kids (Picture of a fair background, and a child smiling on the foreground. And add: your children
are gonna love it!)
Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use
Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get
a new vendor and add a link to the company website)
Asian Culture Asset: Cultural Knowledge. For non-Asian people, advertising Asian culture! And it is
good for the cultural knowledge of kids. It is very important to settle a communication that relies on
Asian Culture from Asian Performance to Asian History and Asian food Put a little of history on our
flyers, on a specific lantern, or on the rides. Learn and have fun concept?
SEGMENT 2
• Philanthropy Need: Philanthropy Asset
Segment 2 is philanthropist. They often provide volunteer service. We have to emphasize the fact that
people are doing something meaningful by coming to the Lantern Festival. That is why we need to
highly advertise the Little Saigon Foundation and its goals of revitalization before actually
advertising the event. The individuals in that segment need to know what the Lantern festival implies, so
that they can be more willing to attend it.
28. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
28
• Entertainment Need
Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use
Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get
a new vendor and add a link to the company website)
Friendship: The individuals of segment 2 want to have fun with their friends. We have to make sure
that we have got a tool in our communication plan that will put them within a context of socializing with
friends.
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 2 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
• Art Need: Performance Asset
Segment 2 loves art. We hence have to communicate about Lanterns, Asian Dance, and Asian Music
and maybe get some Asian Art booths.
SEGMENT 3
• Philanthropy Need: Philanthropy asset
Segment 3 is philanthropist. They are active in civic club activities. We have to emphasize the fact that
people are doing something meaningful by coming to the Lantern Festival. That is why we need to
highly advertise the Little Saigon Foundation and its goals of revitalization before actually
advertising the event. The individuals in that segment need to know what the Lantern festival implies, so
that they can be more willing to attend it.
• Entertainment and Fun Needs
Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use
Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get
a new vendor and add a link to the company website)
• Art Need: Performance Asset
Segment 3 loves art. We hence have to communicate about Lanterns, Asian Dance, and Asian Music
and maybe get some Asian Art booths
29. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
29
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 3 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
SEGMENT 4
• Entertainment Need
Family asset: Kids. Most of the families in it have kids and want to spend time with them; this is why
we need to accent the fact that the children are going to love the event. Families want to spend time
with their kids (Picture of a fair background, and a child smiling on the foreground. And add: your
children are gonna love it!)
Asian Culture asset: Cultural knowledge. Advertising Asian culture! It is very important to settle a
communication that relies on Asian Culture from Asian Performance to Asian History and Asian food.
And it is good for the cultural knowledge of kids! Put a little of history on our flyers, on a specific
lantern, or on the rides. Learn and have fun concept?
SEGMENT 5
• Philanthropy Need: Philanthropy asset
Segment 5 is philanthropist. They are communities and charities activists. We have to emphasize the
fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need
to highly advertise the Little Saigon Foundation and its goals of revitalization before actually
advertising the event. The individuals in that segment need to know what the Lantern festival implies, so
that they can be more willing to attend it.
• Entertainment Need
Asian Culture asset: Cultural Knowledge. Segment 5 always wants to know more about anything.
That is why it is very important to settle a communication that relies on Asian Culture from Asian
Performance to Asian History and Asian food. (Put a little of history on our flyers, on a specific lantern,
or on the rides.)
Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use
Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get
a new vendor and add a link to the company website)
30. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
30
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 5 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
SEGMENT 8
• Philanthropy Need: Philanthropy asset
Segment 8 is philanthropist. They are communities and charities activists. We have to emphasize the
fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need
to highly advertise the Little Saigon Foundation and its goals of revitalization before actually
advertising the event. The individuals in that segment need to know what the Lantern festival implies, so
that they can be more willing to attend it
• Entertainment Need
Performance Asset: Asian Music and Dance. The individuals in segment 8 are found of theatres,
music and artistic performances. We hence have to highlight the live performances in the event.
Asian Culture Asset: Cultural knowledge. The individuals in that segment are keen on discovering
new cultures and Advertising Asian culture! It is very important to settle a communication that relies on
Asian Culture from Asian Performance to Asian History and Asian food Put a little of history on our
flyers, on a specific lantern, or on the rides.
SEGMENT 9
• Philanthropy Need: Philanthropy asset
Segment 8 is philanthropist. They donate a lot to worthy causes and are really involved in public
activities and charities. We have to emphasize the fact that people are doing something meaningful by
coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation
and its goals of revitalization before actually advertising the event. The individuals in that segment
need to know what the Lantern festival implies, so that they can be more willing to attend it.
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 9 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
31. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
31
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
• Entertainment Need
Family asset: Kids. Segment 9 is composed of dedicated grandparents who want to spend time with
their grandchildren; this is why we need to accent the fact that the children are going to love the event.
Families want to spend time with their kids (Picture of a fair background, and a child smiling on the
foreground. And add: your children are gonna love it!)
SEGMENT 10
• Ethnicity Need: Asian Culture Asset
There is over average number of Asians in segment 10. It is hence an important criterion that we should
enhance in that segment. The communication plan is hence to be built around Asian Culture in all its
aspects reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the
lanterns. In our communication plan, we have to emphasize the sense of belonging.
• Entertainment Need
Fairs. Segment 10 is keen on outdoor activities, this is why we have to highlight the fact that the fair is
part of the Lantern festival and emphasize the outdoor dimension in our lantern exhibition.
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 10 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
SEGMENT 18
• Entertainment Need
Fairs. Segment 18 is keen on outdoor activities, this is why we have to highlight the fact that the fair is
part of the Lantern festival and emphasize the outdoor dimension in our lantern exhibition.
Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use
Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get
a new vendor and add a link to the company website
32. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
32
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 18 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
SEGMENT 20
• Entertainment Need
Performance Asset: Music Performance. People in segment 20 are really interested in outdoor music
performance. That is why we have to highlight the outdoor dimension and our live performances.
SEGMENT 26
• Entertainment Need
Fairs. Segment 26 is keen on outdoor activities, this is why we have to highlight the fact that the fair is
part of the Lantern festival and emphasize the outdoor dimension in our lantern exhibition.
Performance Asset: Asian Music. The individuals in segment 26 really enjoy outdoor music
performance. We hence have to highlight the live performances in the event.
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 26 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
SEGMENT 27
• Entertainment Need
Family asset: Kids. Most of the families in the segment have kids and want to spend time with them;
this is why we need to accent the fact that the children are going to love the event. Families want to
spend time with their kids (Picture of a fair background, and a child smiling on the foreground. And
add: your children are gonna love it!)
Asian Culture asset: Cultural knowledge. Advertising Asian culture! It is very important to settle a
communication that relies on Asian Culture from Asian Performance to Asian History and Asian food.
33. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
33
And it is good for the cultural knowledge of kids! Put a little of history on our flyers, on a specific
lantern, or on the rides. Learn and have fun concept?
Fairs. Segment 27 is keen on outdoor activities, this is why we have to highlight the fact that the fair is
part of the Lantern festival and emphasize the outdoor dimension in our lantern exhibition.
SEGMENT 28
• Philanthropy Need: Philanthropy asset
Segment 28 is philanthropist. The individuals in it are very active in charities and religious clubs. We
have to emphasize the fact that people are doing something meaningful by coming to the Lantern
Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of
revitalization before actually advertising the event. The individuals in that segment need to know what
the Lantern festival implies, so that they can be more willing to attend it.
• Travel Need: Asian Culture asset
Advertising Asian culture! Segment 28 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
• Art Need: Performance Asset
Segment 28 loves art. We hence have to communicate about Lanterns, Asian Dance, and Asian
Music and maybe get some Asian Art booths
• Entertainment Need
Asian Culture asset: Cultural knowledge. Advertising Asian culture! It is very important to settle a
communication that relies on Asian Culture from Asian Performance to Asian History and Asian food.
And it is good for the cultural knowledge of kids! Put a little of history on our flyers, on a specific
lantern, or on the rides. Learn and have fun concept?
Performance Asset: Asian Music and Dance. The individuals in segment 28 really enjoy outdoor
music and dance performance. We hence have to highlight the live performances in the event.
SEGMENT 29
• Ethnicity Need: Asian Culture asset
It is an important criterion that we should enhance in that segment. Indeed it contains over the average
number of Asians. The communication plan is hence to be built around Asian Culture in all its aspects
34. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
34
reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the lanterns.
In our communication plan, we have to emphasize the sense of belonging.
• Entertainment Need
Asian Culture Asset: Cultural Knowledge. The individuals in that segment enjoy museums. For non-
Asian people, advertising Asian culture! It is very important to settle a communication that relies on
Asian Culture from Asian Performance to Asian History and Asian food Put a little of history on our
flyers, on a specific lantern, or on the rides. Learn and have fun concept?
Performance Asset: Asian Music and Dance. The individuals in segment 29 really enjoy outdoor
music and dance performance. We hence have to highlight the live performances in the event.
• Art Need: Performance Asset
Segment 29 loves art. We hence have to communicate about Lanterns, Asian Dance, and Asian
Music and maybe get some Asian Art booths
• Travel Need
Advertising Asian culture! Segment 29 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
SEGMENT 35
• Travel Need
Advertising Asian culture! Segment 29 loves to travel. Let’s offer them a trip to Asia in the blink of an
eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance
to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the
rides.)
• Entertainment Need
Performance Asset: Asian Music and Dance. Segment 35 enjoys live music performances that occur
outdoor. They also love partying.
Fairs. Segment 35 is keen on outdoor activities, this is why we have to highlight the fact that the fair is
part of the Lantern festival and emphasize the outdoor dimension in our lantern exhibition.
35. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
35
SEGMENT 61
• Ethnicity Need: Asian Culture asset
It is an important criterion that we should enhance in that segment. Indeed the segment contains a high
concentration of Asians. The communication plan is hence to be built around Asian Culture in all its
aspects reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the
lanterns. In our communication plan, we have to emphasize the sense of belonging.
• Entertainment Need
Asian Culture asset: Cultural Knowledge. Segment 61 always wants to know more about anything.
That is why it is very important to settle a communication that relies on Asian Culture from Asian
Performance to Asian History and Asian food. (Put a little of history on our flyers, on a specific lantern,
or on the rides.)
Performance Asset: Asian Music and Dance. Segment 61 enjoys live music performances that occur
outdoor. They also love partying.
Price Asset: Segment 61 is among the lowest class of the San Diego area. It is very important to highly
communicate about our low price policy. It is also important to emphasize the fact that Health Booth
will be featured during the festival for free check-ups.
Step 3: Effectively communicate and deliver the chosen position to the market
1 2 3 4 5 8 9 10 18 20 26 27 28 29 35 61
ENTERTAINMENT
Family,
friendship
X X X X X
AC: food X X X X X
AC:
knowledge
X X X X X X X X
Performance X X X X X X
Fairs X X X X X
Price X
PHILANTHROPY X X X X X X X
ETHNICITY X X X X
TRAVEL X X X X X X X X X X
ART X X X
36. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
36
III- MARKETING MIX
In order to implement an operational marketing action plan, it is essential to formulate and
evaluate our marketing mix. Our Lantern Festival Event concerns the field of event marketing. The
event marketing mix is a little different from the traditional one (product marketing mix). In fact the
event marketing mix includes six points (the 6 P’s of event marketing): Product, Price, Place, Public
relations, Press releases, Positioning. The main objective of The Little Saigon Foundation is to
describe and evaluate all this six elements.
1) Product
a- What is the history of the event?
The greatest part of event marketing is the opportunity to create history, by attracting people into a
synergistic that can define the organization and its goals. The celebration of history is a fabulous
promotional asset in whatever way the event marketer wishes to interpret it for the audience.
The Lantern Festival does have the historical dimension; it has been running each year since 2009. This
year the 5th
Annual Lantern Festival will take place from July 19th
to 21st
. On our communication
materials, it is hence really important to note the whole name of the festival down: it will increase the
attendance by selling the celebrating essence of the event. What is more, it will attract the former
attendees who already enjoyed the event the previous years and create a dynamic of loyalty.
b- What is the value of the product?
Marketing an event requires that the message emphasize the manner in which the participant will
benefit. As far as the Lantern Festival is concerned, the promise of having a great time can be a
legitimate benefit that can persuade a person to attend. We hence have to design the event with that
research in hand and describe how it will fulfill those needs.
“Asia in the blink of an eye”
The SD Annual Lantern Festival is a perfect mix of great food, vendors, over 12 thrilling carnival rides
and games. The 2013 Lantern Festival will feature a fantastic line up of cultural entertainment, lion
dances, street performers, and a breath-taking display of (6,000) lanterns in the evening.
37. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
37
c- What makes the product unique?
Why should one choose to invest time and money in the Lantern Festival, as opposed to the competition
that surrounds it? In order to successfully market the event, it is necessary to research into the event
market and into the clients’ objectives. Only then can the uniqueness of the event be identified and
described in all the marketing media utilized.
First of all, the SD Annual Lantern Festival is the only in the San Diego area to actually feature lanterns.
It has hence no direct competitors. Nevertheless, the festivals in San Diego are numerous, that is why it
is important to identify the competitive advantages of our event and to efficiently communicate on them.
The results of this research are shown in the table of the step 3 of the positioning strategy seen before.
The competitive advantages that match the client’s expectations are the following:
• The SD Lantern Festival (LF) is a great event to spend time with friends or family. Indeed, one
can find attractions for all ages. Fairs, rides, shows, Elder, Adults and kids will have a great
time with us.
• The LF features authentic Asian food as well as thrilling Asian performances (Music, Dance,
Rides). It is the best way to combine entertainment and increase your cultural knowledge.
Learning while having fun, an asset that will seduce plenty of parents! What is more, the event is
for the Asians to keep up with their origins and to satisfy their nostalgia, while it embodies a
change of scenery for non-Asian people. A trip to Asia without leaving San Diego.
• In comparison to other festivals occurring during the summer, the SD Lantern Festival tickets are
really cheap. The price is low so that we can attract as many people as possible and especially
people who are part of the lowest classes. Affordable price will permit the whole family (parents
+ all the kids) to come.
• By coming to the Lantern Festival, one can actually help the Little Saigon Foundation to
revitalize the district of Little Saigon on El Cajon Blvd.
2) Price
The fares are the following: $5 per adult, $4 per kid.
a- Has the event been priced to match the visitor perception of good value?
Will the projected income cover all fixed and variable overheads, depreciation, future capital investment
and all marketing costs to yield a profit?
On the strength of the analysis of the balances of the former Lantern Festivals, the projected income has
not allowed a return on investment so far. In 2012, the loss was $.....
However, since our main goal is to attract as many customers as possible and even the lowest classes,
we do not consider rising the prices. In order to reach a breakeven, we count on the number of people
attending.
b- What is the corporate financial philosophy?
The Lantern Festival is positioned as a “loss leader”, expected to lose money in a effort to gain greater
assets elsewhere, such as membership development and community goodwill.
38. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
38
3) Place
The Lantern Festival will take place at Hoover High School, 4474 El Cajon Blvd, San Diego, CA
92115.
Place should be marketed with a number of important elements in mind:
• Proximity of the potential attendees and ease of travels
• Availability of public transportation
• Availability of parking for a commuter audience
• Degree to which the location fits the character of the event
• Safety, security of event attendees
• Availability of overflow space (sleeping rooms)
a- Proximity of the potential attendees and ease of travel
The Lantern Festival is an event that aims at targeting the population in the San Diego Area and tourists.
Although all these people will be in San Diego during the event, one can find different degrees of
proximity:
• Little Saigon District: The people living in the Little Saigon District are located at a walking
distance from Hoover High School.
• Zone 2: Fast and easy access thanks to the Interstate 8.
• Zone 3: The population living in zone 3 benefit from easier access to Hoover High School, since
the zone is a surrounding area of the Little Saigon District. The driving distance does not exceed
20 minutes.
• Zone 4: The population in zone 4 can access the Little Saigon District with the highway 94
39. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
39
• Zone 6: The population in Zone 6 can access the Little Saigon District with the state highway
163 and the interstate 8.
• Zone 7: Easy Access through the interstate 8.
• Zone 8: Access through the state highway 94 and the Interstate 8.
b- Availability of Public Transportation
The transit system in San Diego is well developed with transportation available until midnight. The
people living in the zone 3 can easily stay until 10pm. However, the people living in the other zones and
especially the ones not showed on the map (Oceanside, Chula Vista, Mission Bay, etc.) might have to
leave the festival earlier, since they have to switch buses in order to reach their destination.
Buses Route 1 and Route 15 serve the Hoover Bus station. Route 1 reaches Hillcrest as a westbound and
Grossmont Trolley as an eastbound, making connection with the green line trolley. Bus 15 reaches
downtown as a westbound and SDSU as an eastbound.
c- Availability of a parking for a commuter audience
Hoover High School has parking in which the commuters can park. What is more, some parking lot are
available along the road on El Cajon Boulevard.
d- Degree to which the location fits the character of the event
Hoover High School is located in the Little Saigon District. Therefore, it is the perfect location to host
the Lantern Festival organized by the Little Saigon Foundation. Indeed, the non-profit aims at
revitalizing the district of Little Saigon and obtain recognition from the city of San Diego. What is more,
the Festival gives pride of place to the Asian Culture, there is no place better than the Little Saigon
District, heart of the Vietnamese community in San Diego.
e- Safety, security of event attendees
Security agents will be patrolling during the festival. What is more, smoking, alcohol, drugs and
weapons will not be allowed on the festival ground.
40. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
40
f- Availability of overflow space
In order to attract commuters and tourists, it is highly necessary to have overflow space for them to
sleep. There are a few hotels on El Cajon Boulevard, but Hotel Circle is easily accessible through the
interstate 8 and the driving distance from Hoover High School is about 15 minutes. For the people using
transportation, Hillcrest offers plenty of places to stay at, and so does SDSU Area.
HILLCREST
3 Stars
Sommerset Suites Hotel. http://www.sommersetsuites.com/
Inn at the park - http://www.shellhospitality.com/en/inn-at-thepark?chebs=googlelocal_iap_listing2013/
EL CAJON BOULEVARD
2 Stars
Navajo Lodge – http://www.sdnavajolodge.com/
Howard Johnson SDSU area - http://www.hojosandiego.com/
Best Western Lamplighter Inn & Suites SDSU - http://www.lamplighter-inn.com/
Harvey’s motel SDSU - http://harveysmotel.com/
Days Inn & Suites SDSU - http://www.daysinn.com/hotels/california/la-mesa/days-inn-and-suites-san-
diego-sdsu/hotel-overview
3 Stars
Lafayette Hotel - http://www.lafayettehotelsd.com/
HOTEL CIRCLE
http://hotels.hotelcircle.net/home/?refid=4057
DOWNTOWN
It is really important to try to negotiate prices with the hotels.
41. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
41
4) Public Relations
Good public relations are essential for any small business. It’s an inexpensive way to get noticed,
create an impression and be remembered by consumers. It’s one of the best tools for making a positive
impression and projecting your image. While large corporations may employ specialists in public
relations to enhance their corporate image, small firms take a more do it yourself approach with a few
basic guidelines.
a- Who is your public?
In order to plan an effective public relations program, it is very important to know who our actual and
potential customers are in terms of location, demographics, and interests. We must know the right media
to use and the proper appeals to make in order to convey a message.
b- Working with the local chamber of commerce
In order to promote the Lantern Festival and bring more people, it is really recommended to advertise
the Little Saigon Foundation first. That is why it is highly necessary to work closely with the local
chamber of commerce and any relevant local business, trade or civic group. The Little Saigon
Foundation is already involved in this process, which is good, but we have to keep on working on it.
c- Community Events
We already are an active participant in the community but we need to try to animate its life harder. Part
of being well respected takes into account being someone who gives back to the local community. The
word to mouth is an asset for us, but we cannot only rely on it or the population attending the event will
most be the people from the Little Saigon district. In order to advertise the Little Saigon Foundation in a
way that everybody in the San Diego understands our goals, it is necessary to keep them updated of
what is going on all year long. Within this optic, the business section of the local newspapers offers
many opportunities for exposure. We need to report news of personnel changes such as appointments in
the board members and to announce office expansions or relocation. During special events, we need to
encourage media coverage!
42. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
42
d- What is your goal?
When the communication plan is enforced, we will need to control the results of it, so that we can
understand which communication stream works better and hence adjust our communication strategy.
Feedback is highly important, so that we do not waste time, energy and money in something that is
hardly working. Controlling the results will allow us to estimate to what extent our goals are reached.
Our goals need to be specific, measurable, attainable, realistic and time-bounded. In order to measure
the success of our communication strategy we can use different tools such as the number of people
joining our Facebook page, the number of people following us on twitter, the number of comments on
our posts, and at last the number of Festival tickets sold.
For such items, the goals become pretty obvious:
• Having 1000 people joining our Facebook page each month
• Having 1000 people following us on twitter each month
• Having 50% of our page likers commenting each of our posts
• Sell 15000 tickets by the beginning of the festival
Objective 1 and 2 need a massive advertising in the streets of San Diego, using posters, flyers,
billboards and making sure to put the links of our Facebook page and Twitter account. We also need to
link all our social media accounts so we just need to post articles once. Indeed, we need to post as often
as possible: the more we post, the more people get a chance to comment and share contents, the more
visibility we get in the stories feeds and the more people we can have joining our page.
Objective 3 is about getting people involved. Social media is not about monologues; we need to make
people interact by asking questions, we need to construct a dialogue. We should never forget that there
is a recipient, let’s keep in mind that we have to make him talk. Not only will he be involved, but by
commenting, he will also increase our visibility since we would then appear in his and his friends’ feeds.
Objective 4 is our ultimate goal and will be attained by a combination of the previous objectives.
5) Promotion
To promote the Lantern Festival we need complimentary assets, other than pure advertising: special
operations. Those special operations do not lead to a cash flow since no money is spent and although
it generates a cost of opportunity, it will be way under the benefits that we will gain from it.
43. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
43
• Lantern design by pupils: each kid who helps decorate the lanterns earns a free entrance to
the festival. The aim is to make the parents come to the event.
• Coupons: Let’s get the people coming the Little Saigon Area. Buy a lunch in one of the
restaurants of the area; get a coupon usable during the Festival.
• Social media contests: the aim is to increase number of people in our page. These contests
need to be advertised in the city. Ex: Earn free entrance to the Lantern festival. Follow us on
Facebook!
COMMUNICATION PLAN
After having segmented the market and developed the marketing mix, we now have all the assets and
tools to build an efficient communication plan. This communication plan is about how to highlight our
know-how and how to be heard in the aim of finding new attendees of the Lantern Festival.
1) Diagnostic: How is the communication of The Little Saigon Foundation so far?
a- Observation and analysis of the communication in the event sector: What do our
competitors do?
Event
Website
Company
Website
Facebook Twitter Instagram YouTube Yelp Sponsorship Press releases
SD
County
Fair
X X X X X X X
Taste of
Mira
Mesa
X X X X
Latin
American
Festival
X X X X
44. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
44
SAN DIEGO COUNTY FAIR
• Event website: http://www.sdfair.com/
o All the social media referenced on the home page
o Mailing List
o Logos of the sponsors
• Company website: http://www.delmarfairgrounds.com/
• Facebook pages:
https://www.facebook.com/sdfair, https://www.facebook.com/delmarfairgrounds?fref=ts
o All the social media referenced on the wall
o Facebook contests to win concert tickets for the event
o Posts describing the events featured
o Corporate advertising with articles about achievements of the company
o Job offers
o Pictures of the previous SD county fair
o Event calendar for event during the fair
o Announcement of tickets availability
o Get people involved by asking them to contact their favorites artists via their Facebook
pages and ask them to be candidates to run a concert in the event
o Repetition of the messages
• Twitter Page: https://twitter.com/SDFair
o Get discount codes by eating in certain restaurants (the restaurants are given the code)
o Special events
• YouTube: https://www.youtube.com/user/SanDiegoCountyFair?feature=watch
o Presentation videos
• Promotion
o Street marketing: spinning wheel in the street
o Street banners
TASTE OF MIRA MESA
• Company website: http://www.miramesahighschoolfoundation.org/
o An article referencing the vendors during the Taste of Mira Mesa
• Facebook page: https://www.facebook.com/TasteOfMiraMesa?fref=ts
o Sponsors articles
o Progress of the event
o Deadlines for tickets
o Vendors updates
• Promotion:
o Ask help from schools in Mira Mesa to get donors
LATIN AMERICAN FESTIVAL
• Company website: http://www.bazaardelmundo.com/
• Facebook page: https://www.facebook.com/bazaardelmundo
45. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
45
o Posts about special items featured in the stores of bazaardelmundo
o Ask people to vote for them
• Twitter: https://twitter.com/BazaardelMundo1
o Tweets advertising the stores and restaurants in bazaardelmundo
o Tweet reminding people to vote
• Promotion:
o Event referenced on the sandiego.org website
b- What have we done so far?
Company website: http://littlesaigonsandiego.org (crashed?)
Event website: http://sdlanternfestival.com/
• List of sponsors
• Social media linked to the website: Facebook, Twitter, Google+, YouTube (not enough visible)
• Description of the attractions, foods, contests…
Facebook: https://www.facebook.com/littlesaigonfoundationsandiego?fref=ts
• Job offers
• Updates
• Posts about meetings
Twitter
2) Objectives: What do we expect from communication?
a- Why build a communication plan?
Thanks to communication, we expect to increase the attendance to the Lantern Festival and to generate
enough money to break even. In order to reach this ultimate goal we need to focus on two
communication strategies.
Indeed, in order to generate more money, we need to appeal the richest people and town and get more
sponsors. To meet these objectives, the communication that we have to adopt is corporate-oriented: we
need to advertise The Little Saigon Foundation and its philanthropist ambitions.
However, in order to increase attendance to the Lantern Festival, the communication needs to be more
mass market-oriented: it is hence the festival itself to be advertised.
46. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
46
Nevertheless, both are mutually reinforcing. Getting more people to know about the Little Saigon
Foundation will increase the number of people knowing about the Lantern Festival and vice versa. What
is more, each segment that we want to target is not subject to a unique need but to several ones. It would
be hence inaccurate to restrict rich people to the need of philanthropy, since for instance they also want
to have fun. By the same reasoning, poorer people want to have fun, but they also might be sensitive to
The Little Saigon Foundation and the values it vehicles.
b- What are the results expected?
The ultimate goals expected are an increase of the attendance to the Lantern Festival and a breakeven.
But before being able to fulfill them we need to focus on several objectives:
• Increase the number of people liking our Facebook page
• Increase the number of people following us on twitter and Instagram
• Getting an average of 10% people getting involved on our social media (tweets, comments, etc.)
• Getting more big sponsors
3) Targets and messages: Whom do we want to talk to and about what?
a- Who is our target market?
Our target market is the whole population living in the San Diego area as well as tourists in the area.
However, thanks to the previous targeting approach, we have been able to identify a core market in
which the potential of opportunities is the biggest, and on which we are going to concentrate our
communication efforts. This core market comprises 16 segments: 1, 2, 3, 4, 5, 8, 9, 10, 18, 20, 26, 27,
28, 29, 35 and 61.
b- Message: What do we want our targets to do?
We want our targets:
• To come to the Lantern Festival
• To follow us on twitter, Facebook, Instagram, YouTube
• Special BtoB: To sponsor the event
47. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
47
c- What do we want our targets to remember about the Lantern Festival?
We want the people to remember that the Lantern Festival is a great time to spend, with really beautiful
lanterns exhibition, thrilling dance performances, fairs, rides, contests, good food, and the promise of a
trip to Asia without leaving San Diego: a complete change in scenery!
4) Communication tools
a- Sponsorship (B2B)
In order to attract more people, we need to get more good sponsors, and above all we have to be
sponsored by companies well known by the public. Indeed, sponsorship enables to create trust in the
event. In order to get more sponsors, it is really important that the companies we are trying to approach
have an idea of what the Little Saigon Foundation and the Lantern Festival are.
That is why, in order to increase their knowledge and to make them more willing to invest, we need to
advertise the Little Saigon Foundation first.
b- Mass Marketing
Local Press
We need to announce the Lantern Festival in the San Diego Press. This announcement aims at letting
people know that the Lantern Festival will take place from July 19th
to 21st
at Hoover High School. We
don’t need to focus on a specific aspect of the festival since we do not want to focus on a specific
segment here. Although, in order to reach as many people as possible, we will need to make he
announcement in American newspapers of course, but also in Latino and Vietnamese newspapers.
Indeed, the Vietnamese community and the Latino community are the biggest in San Diego; that is why
it is really important that the message reaches them. What is more, even if most of them speak and
understand English and might see the message in English, having it translated in their languages will
enable them to relate more to the Lantern Festival and to understand that it does promote the Asian
Culture but it is not only made for Asian community.
Examples of Newspaper in the San Diego Area:
American:
• San Diego Reader http://www.sandiegoreader.com/ (event calendar + Feeds on arts and music
performances)
48. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
48
• 10News http://www.10news.com/news/local
• NBC San Diego http://www.nbcsandiego.com/
• UT San Diego http://www.utsandiego.com/
Spanish:
• Hispanidos unidos http://www.hispanosnews.com/HUNews/
• La prensa San Diego http://laprensa-sandiego.org/
• El Latino San Diego http://ellatinoonline.com/
• Vida Latina San Diego http://vidalatinasd.com/
Vietnamese:
• Nguöi Viêt http://nguoi-viet.com/
• Thuong Mai Magazine
Billboards
With few billboards at our disposal, we cannot convey different messages according to the segments
targeted. By doing so, we would lose a huge potential of attendees, since the billboards aim at reaching
the largest population as possible. The specialization of messages would be possible if we had a hundred
of billboards throughout the area of San Diego. (Trip to Asia: $5, visit sdlanternfestival.com?)
The mission of the billboard is hence about communicating on the event: What is the event? When will
it take place? Where? Who is organizing it? Do not forget to put the lantern festival website on it.
Flyers
With flyers, conveying different messages is easier. We can design several flyers with different
messages according to the segments targeted.
However, it is also very important to design a flyer that conveys the general message aiming at the mass
market and having the same purpose as the billboards: giving information on the event. What is the
event? When will it take place? Where? Who is organizing it? Do not forget to put the lantern festival
website on it.
Our core target mostly lives downtown, in the city and surrounding areas, and in the suburbs and town.
Flyer Locations:
• Downtown: Asian restaurants, posters in the crowded streets
49. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
49
• Touristic and family areas: Balboa Zoo, Sea World, Seaport Village, Balboa Museums
• Suburbs: Asian restaurants, Wal-Mart, Ralphs, Trader Joes, Albertsons
• Special events and festivals: dealing flyers, our core target will be attending these events; the
outdoor festivals and fairs are a unique asset for us to advertise the Lantern festival.
• Hotels: we need to put flyers in our future partner hotels
• Buses and trolleys: Let’s ask the MTS to advertise the Lantern Festival
Lantern Festival Website
Having a website for our event is great, but it is above all a means of giving information and to let
people know what is the event, when it will take place and where. But, a website is not the most
efficient way to advertise an event. Should we advertise the Lantern Festival on the Internet, let’s fully
use social media. And let people know that we are present on Facebook, Twitter, YouTube, Instagram
and Google +. Social media is the most important part of the web advertising.
Although there is a widget for social media on the Lantern Festival website, it is too small and we can
hardly find it except if you look for it on purpose. The social media links should be on the home page,
at the top of it. This is the first thing that one should be able to see when entering the website.
c- Multi-segment Marketing
1 2 3 4 5 8 9 10 18 20 26 27 28 29 35 61
ENTERTAINMENT
Family,
friendship
X X X X X
AC: food X X X X X
AC:
knowledge
X X X X X X X X
Performance X X X X X X
Fairs X X X X X
Price X
PHILANTHROPY X X X X X X X
ETHNICITY X X X X
TRAVEL X X X X X X X X X X
ART X X X
Table of the Different Needs per Segment
50. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
50
Social Media
The main asset of social media is that we do not have money constraints; which means that the
possibilities of advertising are infinite. We can target as many segments as we want, and post specific
messages to each one of them. But we have to keep in mind, that we want our followers to get involved.
Social media is about dialogue!
• Family posts:
o Emphasize the fact that the Lantern Festival enables you to have fun with all your family,
with all your kids. Let’s post a message that would say: Your kids are gonna love it!
With may be a child smiling on the foreground, the fair in the background
o The kids can learn a new culture while having fun
• Food posts:
o Update the food vendors. Each time we get a new food vendor let’s advertise him!
o Make announcement regarding promotional codes that you can obtain by having lunch at
a specific restaurant (one of our vendors or a restaurant in Little Saigon to attract more
customers)
o Post the best recipes from our food vendors (ingredients to be found in the Vietnamese
supermarkets in Little Saigon)
• Knowledge of Asian Culture: put some posts regarding history.
o History of the creation of Little Saigon in San Diego (massive arrival after the Vietnam
War, etc.)
o History about the Lanterns
• Music and Dance Performance/ Art
o Put some videos of the artists who are going to come
o Put links toward their twitter and Facebook pages
• Price Post
o Put post regarding the price of tickets, and always emphasize that it is cheap
• Philanthropy posts
o Put links towards the Little Saigon Foundation website and posts regarding the main
actions of LSF
o Put LSF events such as fundraising diners, street cleaning, etc.
• Ethnicity and Travel
o Emphasize the change of scenery
o Advertise the Little Saigon District
52. Lantern
Festival
Marketing
Report
The
Little
Saigon
Foundation
52
Bibliography
Market Segmentation: How to do it, how to profit from it, Malcolm McDonald and Ian Dunbar, Editions
Broché
L’Essentiel du Marketing, Eric Vernette, Editions Broché
Events Management: A Developmental and Managerial Approach, Dimitri Tassiopoulos, Editions Juta,
Limited, 2010.
Marketing, Marc Vandercammen, Editions de boeck
La communication événementielle: de la stratégie à la pratique avec l’éco-conception, le digital,
Mathias Lucien Rapeaud, Editions Vuibert
