The document reports on a survey conducted to understand customer preferences for banquet halls. The survey found there are two key segments - party goers, who want fun experiences, and cost-conscious customers, who prioritize affordability. The survey results can help banquet halls tailor their marketing messages and offerings to each segment's priorities such as included services, reasonable rates, and accessibility.

1. Math 110
Brought to life with Addressable Minds
FINAL REPORT – DECEMBER 2011
BANQUET HALL
Project Team
Jasleen Kaur
Jemal Rahyab
Brandon Rodriguez
Romina Scaturro

2. IF YOU WERE HOSTING AN EVENT FOR YOUR PARTNER
OR FOR A LOVED ONE, WHICH HALL WOULD YOU
PICK?
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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
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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’
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5. The Survey begins with an orientation screen
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6. Each respondent evaluates 48 unique combinations of elements
First on overall interest
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7. Then selects a single emotion
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8. What convinces?
What drives feelings?
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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
Sample
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Base Size 57 33 24
Constant 6 13 -4
Open Bar included at no extra cost 16 7 28
Professional photographers upon request 14 11 18
Want to have a fun night out with your friends... Host a theme party at
12 14 8
our fascinating hall
All rooms are customizable to fit your party size 11 1 27
Want an unforgettable prom night... Host it here and it will be a night
11 17 3
you will never forget
All the information is on our website…only a click away 11 18 1
Need a last minute party? We are fast, fun and friendly 11 13 8
Easy to find parking near the hall 9 13 4
Have an unforseen circumstance? We provide refunds 1 -2 6
All fees and taxes included in final price 1 -4 7
1 -4 8
Easily accessible by public transportation..for convience of your guests
Only $120 every additional hour 1 -7 11
Grab a partner and be ready to bust a move on our fantastic varnished
0 0 1
dance floor
Lost your valuables? We keep them safe in our safe -2 -6 3
Available for you at any hour of any day -3 2 -10
Only $150 per person for closed event -9 -16 1
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10. There are two unique segments
Different Parties – Different Approach
Party Goers Cost Conscious People
58% 42%
Messaging for one isn’t necessary going to
appeal to the other…and could actually hurt
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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
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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
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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
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14. The Banquet Hall Segmentation Wizard–
Online example
The 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
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15. The Banquet Hall Segmentation Wizard– Online
example
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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
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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
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