FINAL REPORT DECEMBER 2011

BANQUET HALL

Project Team
Jasleen Kaur
Jemal Rahyab
Brandon Rodriguez
Romina Scaturro


Math 110
Brought to life with Addressable Minds
2
IF YOU WERE HOSTING AN EVENT FOR YOUR PARTNER
OR FOR A LOVED ONE, WHICH HALL WOULD YOU
PICK?
2011
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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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 doesnt




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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elements
First on overall interest
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Then selects a single emotion

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What convinces?

What drives feelings?
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Total Panel Seg 1=Adult party goers. Seg 2= people who are cost
conscious.

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 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
our fascinating hall
12 14 8
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
you will never forget
11 17 3
All the information is on our websiteonly 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
Easily accessible by public transportation..for convience of your guests
1 -4 8
Only $120 every additional hour 1 -7 11
Grab 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 3
Available for you at any hour of any day -3 2 -10
Only $150 per person for closed event -9 -16 1
2 SEGS
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There are two unique segments
Different Parties Different Approach












Messaging for one isnt necessary going to
appeal to the otherand could actually hurt




Party Goers
58%
Cost Conscious People
42%
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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
2011
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
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
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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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The Banquet Hall Segmentation Wizard Online
example

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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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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
- DONT WANT HIDDEN FEES

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