Math 110     Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011        BANQUET HALL               Project ...
IF YOU WERE HOSTING AN EVENT FOR YOUR PARTNER   OR FOR A LOVED ONE, WHICH HALL WOULD YOU                     PICK?        ...
SURVEY OVERVIEW                               (1 of 2)• An Addressable Minds Survey is a survey of key ideas  for Banquet ...
SURVEY OVERVIEW                                (2 of 2)• 57 Individuals responded• Assess two major aspects of messages   ...
The Survey begins with an orientation screen                   © 2011                      5                              ...
Each respondent evaluates 48 unique combinations of elements                   First on overall interest                  ...
Then selects a single emotion            © 2011              7                                7
What convinces?What drives feelings?         © 2011         8
Total Panel – Seg 1=Adult party goers. Seg 2= people who are cost                                   conscious.            ...
There are two unique segments       Different Parties – Different ApproachParty Goers                       Cost Conscious...
Party Goers               -Want all the information on the               website               -Want to have a fun nights ...
Cost Conscious  People      -Open   Bar at no      extra cost      -Most      affordable rates      per hour      -Profess...
The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the se...
The Banquet Hall Segmentation Wizard–              Online exampleThe Segmentation Wizard is a short survey with the questi...
The Banquet Hall Segmentation Wizard– Online                   example                    © 2011                 15
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We have learned the following from this survey:    -   Most people who wish to go to a        banquet hall are expecting s...
What we recommend to Banquet Hall owners  - Include some free services, people are    spending a lot of money on the halls...
© 2011   23
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Banquet Hall

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Banquet Hall

  1. 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 BANQUET HALL Project Team Jasleen Kaur Jemal Rahyab Brandon Rodriguez Romina Scaturro
  2. 2. IF YOU WERE HOSTING AN EVENT FOR YOUR PARTNER OR FOR A LOVED ONE, WHICH HALL WOULD YOU PICK? © 2011 2
  3. 3. SURVEY OVERVIEW (1 of 2)• An Addressable Minds Survey is a survey of key ideas for Banquet halls• Survey conducted on November 6, 2011 : – Population Ages 18 and over of Males/Females across the US• The team created key marketing and advertising messaging with the intent to entice the survey taker to host or attend an event at a Banquet Hall © 2011 3
  4. 4. SURVEY OVERVIEW (2 of 2)• 57 Individuals responded• Assess two major aspects of messages – Does it convince customer to go to a banquet hall? – How does it make the customer feel?• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 4
  5. 5. The Survey begins with an orientation screen © 2011 5 5
  6. 6. Each respondent evaluates 48 unique combinations of elements First on overall interest © 2011 6 6
  7. 7. Then selects a single emotion © 2011 7 7
  8. 8. What convinces?What drives feelings? © 2011 8
  9. 9. Total Panel – Seg 1=Adult party goers. Seg 2= people who are cost conscious. 2 SEGS 1) How likely are you to choose a banquet hall for your next Sorted event? by Seg1 of Seg2 of <-- Not likely at all Very likely - -> Total 2 2 1 2 3 4 5 6 7 8 9 SampleSorted by Total Sample : Highlighted >+9 winners & <-9 losers Base Size 57 33 24 Constant 6 13 -4Open Bar included at no extra cost 16 7 28Professional photographers upon request 14 11 18Want to have a fun night out with your friends... Host a theme party at 12 14 8our fascinating hallAll rooms are customizable to fit your party size 11 1 27Want an unforgettable prom night... Host it here and it will be a night 11 17 3you will never forgetAll the information is on our website…only a click away 11 18 1Need a last minute party? We are fast, fun and friendly 11 13 8Easy to find parking near the hall 9 13 4Have an unforseen circumstance? We provide refunds 1 -2 6All fees and taxes included in final price 1 -4 7 1 -4 8Easily accessible by public transportation..for convience of your guestsOnly $120 every additional hour 1 -7 11Grab a partner and be ready to bust a move on our fantastic varnished 0 0 1dance floorLost your valuables? We keep them safe in our safe -2 -6 3Available for you at any hour of any day -3 2 -10Only $150 per person for closed event -9 -16 1 © 2011 9
  10. 10. There are two unique segments Different Parties – Different ApproachParty Goers Cost Conscious People 58% 42% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 10
  11. 11. Party Goers -Want all the information on the website -Want to have a fun nights out with friends -Want to host theme parties -Having the night of their lives © 2011 11
  12. 12. Cost Conscious People -Open Bar at no extra cost -Most affordable rates per hour -Professional photographers upon request at no extra cost -keeping more in their wallets © 2011 12
  13. 13. The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SUY SURVEY IdeaMap™ Potential Banquet Hall Attendees ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail Securely manage your account by PDA, Internet of automated telephone identified in the in-depth 10 – 15 minute survey Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it © 2011 13
  14. 14. The Banquet Hall Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Banquet/index.htm © 2011 14
  15. 15. The Banquet Hall Segmentation Wizard– Online example © 2011 15
  16. 16. © 2011 16
  17. 17. © 2011 17
  18. 18. © 2011 18
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  21. 21. We have learned the following from this survey: - Most people who wish to go to a banquet hall are expecting some type of party - Everyone wants to have free included options at no extra cost - Most women wish to plan an event at a banquet hall - Price is the #1 factor when it comes to deciding a banquet hall - Most customers research between 1-5 banquet halls before deciding one © 2011 21
  22. 22. What we recommend to Banquet Hall owners - Include some free services, people are spending a lot of money on the halls - People want to have memorable nights at affordable rates per hour - People want it to be easily located - Want the interior to bedazzle them - Want friendly service and want people to be there for them when they need it - DON’T WANT HIDDEN FEES © 2011 22
  23. 23. © 2011 23
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