View
215
Download
1
Category
Preview:
Citation preview
1
IF YOU WERE HOSTING FOR A EVENT FOR YOUR PARTNER OR FOR A LOVED ONE,
WHICH HALL WOULD YOU PICK?
Project TeamJasleen KaurJemal Rahyab
Brandon Rodriguez Romina Scaturro
Math 110Final Report – December
2011Survey and Analysis for
Banquet Halls
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
3
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’
4
5
The Survey begins with an orientation screen
6
Each respondent evaluates 48 unique combinations of elementsFirst on overall interest
77
Then selects a single emotion
8
What convinces?
What drives feelings?
RESULTS
9
Total Panel – Seg 1=Adult party goers. Seg 2= people who are cost conscious.
asuchec@schools.nyc.com
1) How likely are you to choose a banquet hall for your next event?
<-- Not likely at all Very likely - ->1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+9 winners & <-9 losers
Sorted by
Total Sample
Seg1 of 2
Seg2 of 2
Base Size 57 33 24Constant 6 13 -4
Open 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 our fascinating hall
12 14 8
All rooms are customizable to fit your party size 11 1 27Want an unforgettable prom night... Host it here and it will be a night you will never forget
11 17 3
All 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
Easily accessible by public transportation..for convience of your guests1 -4 8
Only $120 every additional hour 1 -7 11Grab a partner and be ready to bust a move on our fantastic varnished dance floor
0 0 1
Lost 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
2 SEGS
There are two unique segments Different Parties – Different Approach
Messaging for one isn’t necessary going toappeal to the other…and could actually hurt
10
Party Goers
58%Cost Conscious People
42%
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
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
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
13
DEVELOP SURVEY QUESTIONS
Potential Banquet Hall Attendees
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SUY SURVEY
IDENTIFY TARGET MARKET
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
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
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
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
SEGMENTATION WIZARD
10 – 15 minutes
Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey
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
15
The Banquet Hall Segmentation Wizard– Online example
INSERT SEVERAL PAGES OF SCREEN SHOTS
16
17
18
19
20
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
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
23
Recommended