1 IF YOU WERE HOSTING FOR A EVENT FOR YOUR PARTNER OR FOR A LOVED ONE, WHICH HALL WOULD YOU PICK?

Project Team Jasleen Kaur Jemal Rahyab Brandon Rodriguez Romina Scaturro Math 110 Final Report – December 2011 Survey 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 elements First on overall interest

77 Then selects a single emotion

8 What convinces? What drives feelings?

9 Total Panel – Seg 1=Adult party goers. Seg 2= people who are cost conscious. Total Panel – Seg 1=Adult party goers. Seg 2= people who are cost conscious.

There are two unique segments Different Parties – Different Approach Messaging for one isn’t necessary going to appeal 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 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

15 The Banquet Hall Segmentation Wizard– Online example INSERT SEVERAL PAGES OF SCREEN SHOTS

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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

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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