Lantern Festival LSF Market Analysis

MARKET ANALYSIS

San Diego Lantern Festival 2013

The Little Saigon Foundation

Lantern Festival Marketing Report The Little Saigon Foundation

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INTRODUCTION

The 5th Lantern Festival 2013 will take place from Friday July 19th through Sunday July 21st, 2013 at

Hoover High School. This festival, presented by the Little Saigon Foundation is a one-of-a-kind event in

the San Diego area, bringing together neighbors, businesses, students and community groups for a

cultural experience. With this ability to be unique in the area (LSF is the only one to feature a lantern

festival), it is readily apparent that the Lantern Festival benefits from a huge asset: having no direct

competitors.

However, being unique is not sufficient to attract customers. We also have to seduce them. In this way,

trying to understand the social, demographical and cultural characteristics that define the customers’

behaviors and motivations in the San Diego area, results to be the key point of our market analysis.

Indeed, we need to apprehend the needs and wants of each individual, so we can use them in our

communication strategy to make the people relate to the event.


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I- SEGMENTATION OF THE MARKET

In order to build a coherent segmentation process in the San Diego market, the total market had to be divided into smaller and homogeneous groups. This segmentation will permit to apply a specific strategy to the chosen segments.

1) San Diego Area Residents: THE PERSONICX® CLUSTERS PERSPECTIVE

The segmentation approach chosen is the PersonicX.

PersonicX is a household-level consumer segmentation and visualization suite, powered by Acxiom’s exclusive InfoBase-X® household data, the recognized gold standard for the industry. PersonicX Classic is a household-level segmentation system that clusters U.S. households into one of 70 segments within 21 life stage groups based on specific consumer behavior and demographic characteristics. These 70 clusters are grouped by similar demographics and insurance tendencies for the Insurance Groups and by similar demographics and financial tendencies for the Financial Services Groups.

2) Tourists


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II- TARGETING Before the implementation of our marketing mix strategy, we have to identify, evaluate and select our

target market. Our ideal target market corresponds to specific segments of consumers in San Diego most

likely to come to the Lantern Festival. In order to choose our target markets, we have to work on several

segment evaluations. Inputs in this stage of the process will commonly include:

• The corporate mission and objectives, which will determine which markets are of interest,

• External data such as market research

• Internal data that flows from ongoing operations.

The process involves four major sub-processes shown in the following figure:

1) Evaluation of the segments attractiveness

First of all we have to evaluate the segments attractiveness. We have to cross criterion with all the

segments in order to calculate a weighted score. We are going to use those four criterions: the size, the

growth, the profitability and finally the competition. In order to do so, we are going to use the 70

PersonicX Classic Clusters Organized by Life Stage Group. The score for each criteria/segment crossed

cannot be higher than 5. The scale corresponds to: [0: not at all; 5: very important].


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• The size means the number of people from the cluster in the San Diego Area.

• The growth means the potential growth of our service in the cluster (depends on the number of

people from the cluster already attending)

• The profitability means the amount of money likely to be spent by the people from the cluster

(depends on the income)

• The reachability means that the segment is easily accessed

Our main goals are to attract as many customers as possible and to generate profit. These are the size

and profitability criteria. The designated weight for both criteria is hence 5.

To attract more customers, not only must you focus on the biggest clusters, but you also have to take

into consideration whether you are already present in the clusters and to what extent? Is the cluster

saturated? The designated weight for Growth is hence 4.

Since the Lantern Festival is unique in San Diego, it has no direct competitors. The relevance of the

Competition criterion is hence least. Its designated weight is 2.


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Group 1Y – Beginnings

BEGINNINGS SEGMENT ATTRACTIVENESS ANALYSIS

Criteria Weight 39 45 57 58 67

Size 5 1 2 2 1 3

Growth 4

Profitability 4 1 2 3 2 3

Reachability 2 5 5 4 5 4

Weighted Score 19 28 30 23 35

Group 2Y – Taking Hold

TAKING HOLD SEGMENT ATTRACTIVENESS ANALYSIS

Criteria Weight 18 21 24 30

Size 5 2 2 3 2

Growth 4

Profitability 4 4 4 4 3

Reachability 2 2 3 4 5

Weighted Score 30 32 39 32

Group 3X – Transition Time

TRANSITION TIME SEGMENT ATTRACTIVENESS ANALYSIS

Criteria Weight 34 41 46

Size 5 1 1 2

Growth 4

Profitability 4 3 3 2

Reachability 2 1 1 2

Weighted Score 19 19 22


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Group 4X – Flying Solo

FLYING SOLO SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 2 2

Growth 4




Group 5X – Family Focused

FAMILY FOCUSED SEGMENT ATTRACTIVENESS ANALYSIS

Criteria Weight 37 62

Size 5 1 1

Growth 4

Profitability 4 3 1

Reachability 2 3 4

Weighted Score 23 17

Group 6X – Mixed Singles

MIXED SINGLES SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 4 2 2

Growth 4





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Group 7X – Cash & Careers

CASH & CAREERS SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 2 2 3 4

Growth 4




Group 8X – Jumbo Families

JUMBO FAMILIES SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 2 3 1 2

Growth 4




Group 9B – Middling Singles

MIDDLING SINGLES SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 2 1

Growth 4





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Group 10 B – Mixed Middlers

MIXED MIDDLERS SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 1 1

Growth 4




Group 11B – Fortunes & Families

FORTUNES & FAMILIES SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 5 3 1

Growth 4




Group 12B – Flush Families

FLUSH FAMILIES SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 2 3

Growth 4

Profitability 4 5 4

Reachability 2 3 4



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Group 13B – True Blues

TRUE BLUES SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 2 1

Growth 4

Profitability 4 2 2

Reachability 2 3 2


Group 14B – Our Turn

OUR TURN SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 2 1 1 3

Growth 4




Group 15M – Mature Wealth

MATURE WEALTH SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 5 2

Growth 4

Profitability 4 5 5

Reachability 2 1 1



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Group 16M – Aging Upscale

AGING UPSCALE SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 3 1 2

Growth 4




Group 17M – Modest Means

MODEST MEANS SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 1 1 2 2

Growth 4




Group 18M – Mature Rustics

MATURE RUSTICS SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 1 1

Growth 4





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Group 19M – Golden Years

GOLDEN YEARS SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 1 3 4

Growth 4




Group 20S – Active Elders

ACTIVE ELDERS SEGMENT ATTRACTIVENESS ANALYSIS


Size 5 2 2 2

Growth 4




Group 21S – Leisure Buffs

LEISURE BUFFS ATTRACTIVENESS ANALYSIS


Size 5 1 1 1 1 1

Growth 4





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2) Analysis of the competitive advantages per segment.

Now, we have to analyze the competitive advantages per segment by crossing success factors with the expectancies of each segment in order to calculate a weighted score. The success factors of the Lantern Festival can be defined as: service diversity, price, novelty, and philanthropy. The weighted score is calculated thanks to the “pondered performance”. This “pondered performance” is based on the company performance compared to stronger competitors. (Scales: -3 = much worse, 0 = equal, 3 = much better)

3 competitors in the San Diego area stand out:

• The San Diego County Fair from June 8 to July 4 (22nd District Agricultural Association) • The Taste of Mira Mesa on March 27th (Mira Mesa High School Foundation) • The Latin American Festival and Mata Ortiz Pottery Market

Here are the characteristics of each one of them regarding our success factors:

San Diego County Fair Taste of Mira Mesa

Latin American Festival

Lantern Festival

Service

Diversity

Big Bite Bacon Fest

Games

Food

Mexican Food

Mexican Music

Asian Food

Asian Music

Health

Games

Parades

Price $24 $30 Free $5

Novelty Traditional Fair Taste of the food Latin Culture

Food, Music, Pottery

Asian Culture

Food, Music, Art

Philanthropy Don Diego Scholarship

foundation

Environmental advocacy

Financial Support to Mira Mesa High School Students, Faculties and

Staff

Revitalization of the Little Saigon District

SD County Fair Taste of MM L-A Festival

Lantern Festival

Pondered

Performance

Service Diversity 2 3 1 2

Price 2 3 -2 1

Novelty 3 2 0 2

Philanthropy 1 2 3 2


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Group 1Y – Beginnings

BEGINNINGS SEGMENT ANALYSIS


Service Diversity

2 4 4 4 3 3

Price 1 5 2 3 3 5

Novelty 2 1 5 2 2 2

Philanthropy 2 1 3 1 1 1


Group 2Y – Taking Hold

TAKING HOLD SEGMENT ANALYSIS


Service Diversity

2 3 4 3 4

Price 1 2 2 2 3

Novelty 2 4 2 2 2

Philanthropy 2 2 1 1 1


Group 3X – Transition Time

TRANSITION TIME SEGMENT ANALYSIS



Price 1 3 3 4

Novelty 2 1 1 3




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Group 4X – Flying Solo

FLYING SOLO SEGMENT ANALYSIS



Price 1 4 3 5

Novelty 2 3 1 2



Group 5X – Family Focused

FAMILY FOCUSED SEGMENT ANALYSIS


Service Diversity 2 5 5

Price 1 3 5

Novelty 2 2 2

Philanthropy 2 1 1


Group 6X – Mixed Singles

MIXED SINGLES SEGMENT ANALYSIS



Price 1 5 5 5

Novelty 2 2 2 2




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Group 7X – Cash & Careers

CASH & CAREERS SEGMENT ANALYSIS


Service Diversity

2 3 5 3 5

Price 1 1 1 2 2

Novelty 2 3 3 5 5



Group 8X – Jumbo Families

JUMBO FAMILIES SEGMENT ANALYSIS


Service Diversity

2 5 5 3 5

Price 1 1 1 2 3

Novelty 2 2 2 1 2



Group 9B – Middling Singles

MIDDLING SINGLES SEGMENT ANALYSIS



Price 1 2 4 5

Novelty 2 5 5 1




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Group 10 B – Mixed Middlers

MIXED MIDDLERS SEGMENT ANALYSIS



Price 1 2 5 3

Novelty 2 1 2 2



Group 11B – Fortunes & Families

FORTUNES & FAMILIES SEGMENT ANALYSIS



Price 1 1 1 1

Novelty 2 5 5 2



Group 12B – Flush Families

FLUSH FAMILIES SEGMENT ANALYSIS



Price 1 1 2

Novelty 2 2 1

Philanthropy 2 1 1



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Group 13B – True Blues

TRUE BLUES SEGMENT ANALYSIS



Price 1 5 4

Novelty 2 2 2

Philanthropy 2 1 1


Group 14B – Our Turn

OUR TURN SEGMENT ANALYSIS


Service Diversity

2 1 3 1 5 4

Price 1 1 3 3 3 3

Novelty 2 1 2 1 3 2



Group 15M – Mature Wealth

MATURE WEALTH SEGMENT ANALYSIS



Price 1 1 1

Novelty 2 4 4

Philanthropy 2 5 4



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Group 16M – Aging Upscale

AGING UPSCALE SEGMENT ANALYSIS



Price 1 1 1 2

Novelty 2 1 2 3



Group 17M – Modest Means

MODEST MEANS SEGMENT ANALYSIS


Service Diversity

2 2 3 2 3 5

Price 1 4 4 5 5 5

Novelty 2 1 2 1 1 1



Group 18M – Mature Rustics

MATURE RUSTICS SEGMENT ANALYSIS



Price 1 4 5 4

Novelty 2 1 1 1




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Group 19M – Golden Years

GOLDEN YEARS SEGMENT ANALYSIS



Price 1 1 1 1

Novelty 2 3 2 5



Group 20S – Active Elders

ACTIVE ELDERS SEGMENT ANALYSIS



Price 1 3 2 3

Novelty 2 2 3 1



Group 21S – Leisure Buffs

LEISURE BUFFS ANALYSIS


Service Diversity

2 2 2 2 2 2

Price 1 4 4 5 5 5

Novelty 2 1 1 1 1 1




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3) Strengths and Attractiveness analysis

In order to create a representative map, we have to cross our strengths/attractiveness with all the

segments. In this optic, it is important to establish a list of our strengths and another list of the

attractiveness of the market.

STRENGTHS ATTRACTIVENESS

Diversity of activities: Food, music, parades… Size

Low price Growth

Evasiveness: Discovery of the Asian Culture Profitability

Philanthropy: Revitalization of the LS District Reachability

Thanks to these elements, we now can build a map where the different segments are positioned.

The segments located in the upper right quarter are the ones to be targeted, they are the most interested

to target because they represent the highest attractiveness and are the most sensitive to our strengths.


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4) Target market

We hence have to target the following segments: 1, 2, 3, 4, 5, 8, 9, 10, 18, 20, 26, 27, 28, 29, 35 and 61.

SEGMENT 1 SEGMENT 2 SEGMENT 3

CH

AR

AC

TE

RIS

TIC

S

Wealthy people Mid 30s to mid 50s

Twice the average number of Asians

Cultural activities, sport, travels

Financial, home, sports media Gourmet food, wine aficionados

Wealthy People 45 and above

Interest in travel Public and volunteer service

Active in community and arts

Golf, tennis, yoga, dining out

Wealthy People Executive careers

Travelers Frequently dine-out

Active in civic clubs activities Art enjoyers

NE

ED

S

Leisure Time

Entertainment Cultural Knowledge

Luxury Ethnicity

Travel Philanthropy

Travel

Luxury Entertainment

Philanthropy Activity

Art

Travel

Entertainment Fun

Art Philanthropy

WA

NT

S

Spend time with kids Cultural activities

Keep up with ethnic origins Discover new cultures

Enjoying Food Do something meaningful

Discover new cultures Enjoying Food

Do something meaningful Activities to do with friends

Artistic activities

Discover new cultures Artistic activities

Enjoying Food Do something meaningful


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CH

AR

AC

TE

RIS

TIC

S Wealthy families

Kids: teenagers Leisure dedicated to teens

Museum, zoo, beach Shop for clothes and furniture

Wealthy people

Around 55 Food and wine

Travels Communities and charities activists

High income

Around 56 Theatre, music

Communities and charities involvement

Concerned with health

NE

ED

S

Luxury

Cultural knowledge Entertainment

Leisure Time

Philanthropy

Travel Leisure time

Cultural knowledge

Philanthropy

Fun Cultural knowledge

WA

NT

S Spending Time with kids

Cultural activities

Do something meaningful

Discover new cultures Enjoying food

Cultural activities


Discover new cultures Artistic activities

Cultural activities


CH

AR

AC

TE

RIS

TIC

S Upper middle class

66+

Donations to worthy causes

Travels

Dedicated grandparents

Public activities and charity

High income

30s to mid 40s

Travels

Keeping fit

Sport and Fitness

Over average number of Asians

Upper middle class

No children

Outdoor activities

Travels

Cooking

NE

ED

S Philanthropy

Travel

Entertainment

Entertainment

Health and sport

Ethnicity

Entertainment

Fun

Travels

WA

NT

S


Spend time with grandchildren

Discover new cultures

Outdoors activities

Fitness and healthy food

Keep up with ethnic origins


Outdoor activities

Food

Party



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SEGMENT 20 SEGMENT 26 SEGMENT 27 C

HA

RA

CT

ER

IST

ICS

Upper middle class

No children Around 40

Reliance to internet and catalog shopping for books, clothes and hardware

Rock concerts and college sport

Upper middle class

Around 37 Foreign and domestic travels

Sporting events Indoor and outdoor sports Outdoors activities

Party in bars and nightclubs

Upper middle class

Shop for supplies to keep up their homes

Leisure time dedicated to children: zoo, games, theme parks, family movies

Disposable income mainly dedicated to children: toys, clothes Computer-centered

NE

ED

S

Leisure Time

Entertainment Fun

Spend Money

Fun

Entertainment Travels

Keeping fit

Fun

Entertainment Education

Cultural Knowledge

WA

NT

S Outdoor activities

Music performance

Outdoors activities

Music Discover new cultures

Fitness and sport

Spending time with kids

Outdoor activities Cultural knowledge activities


CH

AR

AC

TE

RIS

TIC

S

Upper Middle class Retired people around 83

Charities Public and religious clubs

Foreign travels TV shows enjoyers

Classic music and opera

Upper middle class Around 41

Childless and single Asians, African-American, Hispanics Cultural activities: museums, travels, arts Party in nightclubs and bars

Middle class 36-45

Childless and single Outdoor activities

Domestic travels Health and fitness

Computer savvy Chat rooms

NE

ED

S

Entertainment Travels

Art Philanthropy

Fun and Entertainment Cultural knowledge

Art Ethnicity

Fun and Entertainment Music

Travels Keeping fit

WA

NT

S Do something meaningful Discover new cultures

Artistic performance

Artistic activities Cultural activities

Keep up with origins Discover new cultures

Party in nightclubs Dancing

Music performance Outdoor activities


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SEGMENT 61

CH

AR

AC

TE

RIS

TIC

S

Low middle class, below average incomes

Young people and students Single and childless

High concentration of Asians, Hispanics, and African-Americans Socialize at bars and nightclubs

Exercise Movie theaters enjoyers

Travels Foreign travels to family abroad

NE

ED

S

Fun

Entertainment Ethnicity

Keeping fit

WA

NT

S

Party

Low prices Keep up with origins

Meet people Music entertainment

5) Positioning strategy

• Step 1: Identify a set of possible competitive advantages

ASSETS COMPONENTS OF THE ASSETS

ASIAN CULTURE Asian Music Asian Food Asian Dance

PERFORMANCE Asian Music Asian Dance Dragon Ride

ENTERTAINMENT Performance Fair

PRICE Low Price Health Booth

PHILANTHROPY Little Saigon recognition

Help the Vietnamese community

Little Saigon Revitalization

FAMILY Fair (kids) Lantern Design


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• Step 2: Selecting the right competitive advantage

SEGMENT 1

• Ethnicity Need: Asian Culture asset

It is an important criterion that we should enhance in that segment. Indeed it contains twice the average number of Asians. The communication plan is hence to be built around Asian Culture in all its aspects reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the lanterns. In our communication plan, we have to emphasize the sense of belonging.

• Philanthropy Need: Philanthropy asset

Segment 1 is philanthropist. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it.

• Entertainment and fun. Family asset: Kids. Most of the families in it have kids and want to spend time with them; this is why we need to accent the fact that the children are going to love the event. Families want to spend time with their kids (Picture of a fair background, and a child smiling on the foreground. And add: your children are gonna love it!) Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get a new vendor and add a link to the company website) Asian Culture Asset: Cultural Knowledge. For non-Asian people, advertising Asian culture! And it is good for the cultural knowledge of kids. It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food Put a little of history on our flyers, on a specific lantern, or on the rides. Learn and have fun concept? SEGMENT 2

• Philanthropy Need: Philanthropy Asset

Segment 2 is philanthropist. They often provide volunteer service. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it.


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• Entertainment Need Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get a new vendor and add a link to the company website) Friendship: The individuals of segment 2 want to have fun with their friends. We have to make sure that we have got a tool in our communication plan that will put them within a context of socializing with friends.

• Travel Need: Asian Culture asset

Advertising Asian culture! Segment 2 loves to travel. Let’s offer them a trip to Asia in the blink of an eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the rides.)

• Art Need: Performance Asset

Segment 2 loves art. We hence have to communicate about Lanterns, Asian Dance, and Asian Music and maybe get some Asian Art booths.

SEGMENT 3


Segment 3 is philanthropist. They are active in civic club activities. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it.

• Entertainment and Fun Needs Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get a new vendor and add a link to the company website)


Segment 3 loves art. We hence have to communicate about Lanterns, Asian Dance, and Asian Music and maybe get some Asian Art booths


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• Travel Need: Asian Culture asset Advertising Asian culture! Segment 3 loves to travel. Let’s offer them a trip to Asia in the blink of an eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the rides.)

SEGMENT 4

• Entertainment Need

Family asset: Kids. Most of the families in it have kids and want to spend time with them; this is why we need to accent the fact that the children are going to love the event. Families want to spend time with their kids (Picture of a fair background, and a child smiling on the foreground. And add: your children are gonna love it!) Asian Culture asset: Cultural knowledge. Advertising Asian culture! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food. And it is good for the cultural knowledge of kids! Put a little of history on our flyers, on a specific lantern, or on the rides. Learn and have fun concept?

SEGMENT 5


Segment 5 is philanthropist. They are communities and charities activists. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it.


Asian Culture asset: Cultural Knowledge. Segment 5 always wants to know more about anything. That is why it is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food. (Put a little of history on our flyers, on a specific lantern, or on the rides.) Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get a new vendor and add a link to the company website)


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SEGMENT 8


Segment 8 is philanthropist. They are communities and charities activists. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it


Performance Asset: Asian Music and Dance. The individuals in segment 8 are found of theatres, music and artistic performances. We hence have to highlight the live performances in the event. Asian Culture Asset: Cultural knowledge. The individuals in that segment are keen on discovering new cultures and Advertising Asian culture! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food Put a little of history on our flyers, on a specific lantern, or on the rides.

SEGMENT 9


Segment 8 is philanthropist. They donate a lot to worthy causes and are really involved in public activities and charities. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it.


Advertising Asian culture! Segment 9 loves to travel. Let’s offer them a trip to Asia in the blink of an eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance


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to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the rides.)


Family asset: Kids. Segment 9 is composed of dedicated grandparents who want to spend time with their grandchildren; this is why we need to accent the fact that the children are going to love the event. Families want to spend time with their kids (Picture of a fair background, and a child smiling on the foreground. And add: your children are gonna love it!)

SEGMENT 10

• Ethnicity Need: Asian Culture Asset

There is over average number of Asians in segment 10. It is hence an important criterion that we should enhance in that segment. The communication plan is hence to be built around Asian Culture in all its aspects reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the lanterns. In our communication plan, we have to emphasize the sense of belonging.


Fairs. Segment 10 is keen on outdoor activities, this is why we have to highlight the fact that the fair is part of the Lantern festival and emphasize the outdoor dimension in our lantern exhibition.



SEGMENT 18



Asian Culture asset: Food. The segment enjoys food; let’s communicate on our food vendors! (Use Facebook, Instagram or twitter to reference all our food vendors, update social media each time we get a new vendor and add a link to the company website


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SEGMENT 20


Performance Asset: Music Performance. People in segment 20 are really interested in outdoor music performance. That is why we have to highlight the outdoor dimension and our live performances.

SEGMENT 26



Performance Asset: Asian Music. The individuals in segment 26 really enjoy outdoor music performance. We hence have to highlight the live performances in the event.


Advertising Asian culture! Segment 26 loves to travel. Let’s offer them a trip to Asia in the blink of an eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the rides.) SEGMENT 27


Family asset: Kids. Most of the families in the segment have kids and want to spend time with them; this is why we need to accent the fact that the children are going to love the event. Families want to spend time with their kids (Picture of a fair background, and a child smiling on the foreground. And add: your children are gonna love it!) Asian Culture asset: Cultural knowledge. Advertising Asian culture! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food.


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And it is good for the cultural knowledge of kids! Put a little of history on our flyers, on a specific lantern, or on the rides. Learn and have fun concept?


SEGMENT 28


Segment 28 is philanthropist. The individuals in it are very active in charities and religious clubs. We have to emphasize the fact that people are doing something meaningful by coming to the Lantern Festival. That is why we need to highly advertise the Little Saigon Foundation and its goals of revitalization before actually advertising the event. The individuals in that segment need to know what the Lantern festival implies, so that they can be more willing to attend it.





• Entertainment Need Asian Culture asset: Cultural knowledge. Advertising Asian culture! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food. And it is good for the cultural knowledge of kids! Put a little of history on our flyers, on a specific lantern, or on the rides. Learn and have fun concept?

Performance Asset: Asian Music and Dance. The individuals in segment 28 really enjoy outdoor music and dance performance. We hence have to highlight the live performances in the event.

SEGMENT 29


It is an important criterion that we should enhance in that segment. Indeed it contains over the average number of Asians. The communication plan is hence to be built around Asian Culture in all its aspects


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reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the lanterns. In our communication plan, we have to emphasize the sense of belonging.


Asian Culture Asset: Cultural Knowledge. The individuals in that segment enjoy museums. For non-Asian people, advertising Asian culture! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food Put a little of history on our flyers, on a specific lantern, or on the rides. Learn and have fun concept?

Performance Asset: Asian Music and Dance. The individuals in segment 29 really enjoy outdoor music and dance performance. We hence have to highlight the live performances in the event.



• Travel Need


SEGMENT 35

• Travel Need Advertising Asian culture! Segment 29 loves to travel. Let’s offer them a trip to Asia in the blink of an eye! It is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food (Put a little of history on our flyers, on a specific lantern, or on the rides.)

• Entertainment Need Performance Asset: Asian Music and Dance. Segment 35 enjoys live music performances that occur outdoor. They also love partying.



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SEGMENT 61


It is an important criterion that we should enhance in that segment. Indeed the segment contains a high concentration of Asians. The communication plan is hence to be built around Asian Culture in all its aspects reported in the previous table: Asian Music, Asian Dance, Asian Food, Carnival rides and the lanterns. In our communication plan, we have to emphasize the sense of belonging.

• Entertainment Need Asian Culture asset: Cultural Knowledge. Segment 61 always wants to know more about anything. That is why it is very important to settle a communication that relies on Asian Culture from Asian Performance to Asian History and Asian food. (Put a little of history on our flyers, on a specific lantern, or on the rides.)

Performance Asset: Asian Music and Dance. Segment 61 enjoys live music performances that occur outdoor. They also love partying. Price Asset: Segment 61 is among the lowest class of the San Diego area. It is very important to highly communicate about our low price policy. It is also important to emphasize the fact that Health Booth will be featured during the festival for free check-ups. Step 3: Effectively communicate and deliver the chosen position to the market

1 2 3 4 5 8 9 10 18 20 26 27 28 29 35 61

EN

TE

RT

AIN

ME

NT

Family, friendship X X X X X

AC: food X X X X X

AC: knowledge X X X X X X X X

Performance X X X X X X

Fairs X X X X X

Price X

PHILANTHROPY X X X X X X X

ETHNICITY X X X X

TRAVEL X X X X X X X X X X

ART X X X


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III- MARKETING MIX

In order to implement an operational marketing action plan, it is essential to formulate and

evaluate our marketing mix. Our Lantern Festival Event concerns the field of event marketing. The

event marketing mix is a little different from the traditional one (product marketing mix). In fact the

event marketing mix includes six points (the 6 P’s of event marketing): Product, Price, Place, Public

relations, Press releases, Positioning. The main objective of The Little Saigon Foundation is to

describe and evaluate all this six elements.

1) Product

a- What is the history of the event?

The greatest part of event marketing is the opportunity to create history, by attracting people into a

synergistic that can define the organization and its goals. The celebration of history is a fabulous

promotional asset in whatever way the event marketer wishes to interpret it for the audience.

The Lantern Festival does have the historical dimension; it has been running each year since 2009. This

year the 5th Annual Lantern Festival will take place from July 19th to 21st. On our communication

materials, it is hence really important to note the whole name of the festival down: it will increase the

attendance by selling the celebrating essence of the event. What is more, it will attract the former

attendees who already enjoyed the event the previous years and create a dynamic of loyalty.

b- What is the value of the product?

Marketing an event requires that the message emphasize the manner in which the participant will

benefit. As far as the Lantern Festival is concerned, the promise of having a great time can be a

legitimate benefit that can persuade a person to attend. We hence have to design the event with that

research in hand and describe how it will fulfill those needs.

“Asia in the blink of an eye”

The SD Annual Lantern Festival is a perfect mix of great food, vendors, over 12 thrilling carnival rides

and games. The 2013 Lantern Festival will feature a fantastic line up of cultural entertainment, lion

dances, street performers, and a breath-taking display of (6,000) lanterns in the evening.


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c- What makes the product unique?

Why should one choose to invest time and money in the Lantern Festival, as opposed to the competition that surrounds it? In order to successfully market the event, it is necessary to research into the event market and into the clients’ objectives. Only then can the uniqueness of the event be identified and described in all the marketing media utilized.

First of all, the SD Annual Lantern Festival is the only in the San Diego area to actually feature lanterns. It has hence no direct competitors. Nevertheless, the festivals in San Diego are numerous, that is why it is important to identify the competitive advantages of our event and to efficiently communicate on them.

The results of this research are shown in the table of the step 3 of the positioning strategy seen before. The competitive advantages that match the client’s expectations are the following:

• The SD Lantern Festival (LF) is a great event to spend time with friends or family. Indeed, one can find attractions for all ages. Fairs, rides, shows, Elder, Adults and kids will have a great time with us.

• The LF features authentic Asian food as well as thrilling Asian performances (Music, Dance, Rides). It is the best way to combine entertainment and increase your cultural knowledge. Learning while having fun, an asset that will seduce plenty of parents! What is more, the event is for the Asians to keep up with their origins and to satisfy their nostalgia, while it embodies a change of scenery for non-Asian people. A trip to Asia without leaving San Diego.

• In comparison to other festivals occurring during the summer, the SD Lantern Festival tickets are really cheap. The price is low so that we can attract as many people as possible and especially people who are part of the lowest classes. Affordable price will permit the whole family (parents + all the kids) to come.

• By coming to the Lantern Festival, one can actually help the Little Saigon Foundation to revitalize the district of Little Saigon on El Cajon Blvd.

2) Price

The fares are the following: $5 per adult, $4 per kid.

a- Has the event been priced to match the visitor perception of good value?

Will the projected income cover all fixed and variable overheads, depreciation, future capital investment and all marketing costs to yield a profit?

On the strength of the analysis of the balances of the former Lantern Festivals, the projected income has not allowed a return on investment so far. In 2012, the loss was $.....

However, since our main goal is to attract as many customers as possible and even the lowest classes, we do not consider rising the prices. In order to reach a breakeven, we count on the number of people attending.

b- What is the corporate financial philosophy?

The Lantern Festival is positioned as a “loss leader”, expected to lose money in a effort to gain greater assets elsewhere, such as membership development and community goodwill.


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3) Place

The Lantern Festival will take place at Hoover High School, 4474 El Cajon Blvd, San Diego, CA 92115.

Place should be marketed with a number of important elements in mind:

• Proximity of the potential attendees and ease of travels • Availability of public transportation • Availability of parking for a commuter audience • Degree to which the location fits the character of the event • Safety, security of event attendees • Availability of overflow space (sleeping rooms)

a- Proximity of the potential attendees and ease of travel

The Lantern Festival is an event that aims at targeting the population in the San Diego Area and tourists. Although all these people will be in San Diego during the event, one can find different degrees of proximity:

• Little Saigon District: The people living in the Little Saigon District are located at a walking distance from Hoover High School.

• Zone 2: Fast and easy access thanks to the Interstate 8. • Zone 3: The population living in zone 3 benefit from easier access to Hoover High School, since

the zone is a surrounding area of the Little Saigon District. The driving distance does not exceed 20 minutes.

• Zone 4: The population in zone 4 can access the Little Saigon District with the highway 94


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• Zone 6: The population in Zone 6 can access the Little Saigon District with the state highway

163 and the interstate 8.

• Zone 7: Easy Access through the interstate 8.

• Zone 8: Access through the state highway 94 and the Interstate 8.

b- Availability of Public Transportation

The transit system in San Diego is well developed with transportation available until midnight. The

people living in the zone 3 can easily stay until 10pm. However, the people living in the other zones and

especially the ones not showed on the map (Oceanside, Chula Vista, Mission Bay, etc.) might have to

leave the festival earlier, since they have to switch buses in order to reach their destination.

Buses Route 1 and Route 15 serve the Hoover Bus station. Route 1 reaches Hillcrest as a westbound and

Grossmont Trolley as an eastbound, making connection with the green line trolley. Bus 15 reaches

downtown as a westbound and SDSU as an eastbound.

c- Availability of a parking for a commuter audience

Hoover High School has parking in which the commuters can park. What is more, some parking lot are

available along the road on El Cajon Boulevard.

d- Degree to which the location fits the character of the event

Hoover High School is located in the Little Saigon District. Therefore, it is the perfect location to host

the Lantern Festival organized by the Little Saigon Foundation. Indeed, the non-profit aims at

revitalizing the district of Little Saigon and obtain recognition from the city of San Diego. What is more,

the Festival gives pride of place to the Asian Culture, there is no place better than the Little Saigon

District, heart of the Vietnamese community in San Diego.

e- Safety, security of event attendees

Security agents will be patrolling during the festival. What is more, smoking, alcohol, drugs and

weapons will not be allowed on the festival ground.


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f- Availability of overflow space

In order to attract commuters and tourists, it is highly necessary to have overflow space for them to

sleep. There are a few hotels on El Cajon Boulevard, but Hotel Circle is easily accessible through the

interstate 8 and the driving distance from Hoover High School is about 15 minutes. For the people using

transportation, Hillcrest offers plenty of places to stay at, and so does SDSU Area.

HILLCREST

3 Stars

Sommerset Suites Hotel. http://www.sommersetsuites.com/

Inn at the park - http://www.shellhospitality.com/en/inn-at-thepark?chebs=googlelocal_iap_listing2013/

EL CAJON BOULEVARD

2 Stars

Navajo Lodge – http://www.sdnavajolodge.com/

Howard Johnson SDSU area - http://www.hojosandiego.com/

Best Western Lamplighter Inn & Suites SDSU - http://www.lamplighter-inn.com/

Harvey’s motel SDSU - http://harveysmotel.com/

Days Inn & Suites SDSU - http://www.daysinn.com/hotels/california/la-mesa/days-inn-and-suites-san-diego-sdsu/hotel-overview

3 Stars

Lafayette Hotel - http://www.lafayettehotelsd.com/

HOTEL CIRCLE

http://hotels.hotelcircle.net/home/?refid=4057

DOWNTOWN

It is really important to try to negotiate prices with the hotels.


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4) Public Relations

Good public relations are essential for any small business. It’s an inexpensive way to get noticed,

create an impression and be remembered by consumers. It’s one of the best tools for making a positive

impression and projecting your image. While large corporations may employ specialists in public

relations to enhance their corporate image, small firms take a more do it yourself approach with a few

basic guidelines.

a- Who is your public?

In order to plan an effective public relations program, it is very important to know who our actual and

potential customers are in terms of location, demographics, and interests. We must know the right media

to use and the proper appeals to make in order to convey a message.

b- Working with the local chamber of commerce

In order to promote the Lantern Festival and bring more people, it is really recommended to advertise

the Little Saigon Foundation first. That is why it is highly necessary to work closely with the local

chamber of commerce and any relevant local business, trade or civic group. The Little Saigon

Foundation is already involved in this process, which is good, but we have to keep on working on it.

c- Community Events

We already are an active participant in the community but we need to try to animate its life harder. Part

of being well respected takes into account being someone who gives back to the local community. The

word to mouth is an asset for us, but we cannot only rely on it or the population attending the event will

most be the people from the Little Saigon district. In order to advertise the Little Saigon Foundation in a

way that everybody in the San Diego understands our goals, it is necessary to keep them updated of

what is going on all year long. Within this optic, the business section of the local newspapers offers

many opportunities for exposure. We need to report news of personnel changes such as appointments in

the board members and to announce office expansions or relocation. During special events, we need to

encourage media coverage!


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d- What is your goal?

When the communication plan is enforced, we will need to control the results of it, so that we can

understand which communication stream works better and hence adjust our communication strategy.

Feedback is highly important, so that we do not waste time, energy and money in something that is

hardly working. Controlling the results will allow us to estimate to what extent our goals are reached.

Our goals need to be specific, measurable, attainable, realistic and time-bounded. In order to measure

the success of our communication strategy we can use different tools such as the number of people

joining our Facebook page, the number of people following us on twitter, the number of comments on

our posts, and at last the number of Festival tickets sold.

For such items, the goals become pretty obvious:

• Having 1000 people joining our Facebook page each month

• Having 1000 people following us on twitter each month

• Having 50% of our page likers commenting each of our posts

• Sell 15000 tickets by the beginning of the festival

Objective 1 and 2 need a massive advertising in the streets of San Diego, using posters, flyers,

billboards and making sure to put the links of our Facebook page and Twitter account. We also need to

link all our social media accounts so we just need to post articles once. Indeed, we need to post as often

as possible: the more we post, the more people get a chance to comment and share contents, the more

visibility we get in the stories feeds and the more people we can have joining our page.

Objective 3 is about getting people involved. Social media is not about monologues; we need to make

people interact by asking questions, we need to construct a dialogue. We should never forget that there

is a recipient, let’s keep in mind that we have to make him talk. Not only will he be involved, but by

commenting, he will also increase our visibility since we would then appear in his and his friends’ feeds.

Objective 4 is our ultimate goal and will be attained by a combination of the previous objectives.

5) Promotion

To promote the Lantern Festival we need complimentary assets, other than pure advertising: special

operations. Those special operations do not lead to a cash flow since no money is spent and although

it generates a cost of opportunity, it will be way under the benefits that we will gain from it.


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• Lantern design by pupils: each kid who helps decorate the lanterns earns a free entrance to

the festival. The aim is to make the parents come to the event.

• Coupons: Let’s get the people coming the Little Saigon Area. Buy a lunch in one of the

restaurants of the area; get a coupon usable during the Festival.

• Social media contests: the aim is to increase number of people in our page. These contests

need to be advertised in the city. Ex: Earn free entrance to the Lantern festival. Follow us on

Facebook!

COMMUNICATION PLAN

After having segmented the market and developed the marketing mix, we now have all the assets and

tools to build an efficient communication plan. This communication plan is about how to highlight our

know-how and how to be heard in the aim of finding new attendees of the Lantern Festival.

1) Diagnostic: How is the communication of The Little Saigon Foundation so far?

a- Observation and analysis of the communication in the event sector: What do our

competitors do?

Event Website

Company Website

Facebook Twitter Instagram YouTube Yelp Sponsorship Press releases

SD County

Fair

X X X X X X X

Taste of Mira Mesa

X X X X

Latin American Festival

X X X X


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SAN DIEGO COUNTY FAIR

• Event website: http://www.sdfair.com/ o All the social media referenced on the home page o Mailing List o Logos of the sponsors

• Company website: http://www.delmarfairgrounds.com/ • Facebook pages:

https://www.facebook.com/sdfair, https://www.facebook.com/delmarfairgrounds?fref=ts o All the social media referenced on the wall o Facebook contests to win concert tickets for the event o Posts describing the events featured o Corporate advertising with articles about achievements of the company o Job offers o Pictures of the previous SD county fair o Event calendar for event during the fair o Announcement of tickets availability o Get people involved by asking them to contact their favorites artists via their Facebook

pages and ask them to be candidates to run a concert in the event o Repetition of the messages

• Twitter Page: https://twitter.com/SDFair o Get discount codes by eating in certain restaurants (the restaurants are given the code) o Special events

• YouTube: https://www.youtube.com/user/SanDiegoCountyFair?feature=watch o Presentation videos

• Promotion o Street marketing: spinning wheel in the street o Street banners

TASTE OF MIRA MESA

• Company website: http://www.miramesahighschoolfoundation.org/ o An article referencing the vendors during the Taste of Mira Mesa

• Facebook page: https://www.facebook.com/TasteOfMiraMesa?fref=ts o Sponsors articles o Progress of the event o Deadlines for tickets o Vendors updates

• Promotion: o Ask help from schools in Mira Mesa to get donors

LATIN AMERICAN FESTIVAL

• Company website: http://www.bazaardelmundo.com/ • Facebook page: https://www.facebook.com/bazaardelmundo


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o Posts about special items featured in the stores of bazaardelmundo o Ask people to vote for them

• Twitter: https://twitter.com/BazaardelMundo1 o Tweets advertising the stores and restaurants in bazaardelmundo o Tweet reminding people to vote

• Promotion: o Event referenced on the sandiego.org website

b- What have we done so far?

Company website: http://littlesaigonsandiego.org (crashed?)

Event website: http://sdlanternfestival.com/

• List of sponsors

• Social media linked to the website: Facebook, Twitter, Google+, YouTube (not enough visible)

• Description of the attractions, foods, contests…

Facebook: https://www.facebook.com/littlesaigonfoundationsandiego?fref=ts

• Job offers

• Updates

• Posts about meetings

Twitter

2) Objectives: What do we expect from communication?

a- Why build a communication plan?

Thanks to communication, we expect to increase the attendance to the Lantern Festival and to generate

enough money to break even. In order to reach this ultimate goal we need to focus on two

communication strategies.

Indeed, in order to generate more money, we need to appeal the richest people and town and get more

sponsors. To meet these objectives, the communication that we have to adopt is corporate-oriented: we

need to advertise The Little Saigon Foundation and its philanthropist ambitions.

However, in order to increase attendance to the Lantern Festival, the communication needs to be more

mass market-oriented: it is hence the festival itself to be advertised.


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Nevertheless, both are mutually reinforcing. Getting more people to know about the Little Saigon

Foundation will increase the number of people knowing about the Lantern Festival and vice versa. What

is more, each segment that we want to target is not subject to a unique need but to several ones. It would

be hence inaccurate to restrict rich people to the need of philanthropy, since for instance they also want

to have fun. By the same reasoning, poorer people want to have fun, but they also might be sensitive to

The Little Saigon Foundation and the values it vehicles.

b- What are the results expected?

The ultimate goals expected are an increase of the attendance to the Lantern Festival and a breakeven.

But before being able to fulfill them we need to focus on several objectives:

• Increase the number of people liking our Facebook page

• Increase the number of people following us on twitter and Instagram

• Getting an average of 10% people getting involved on our social media (tweets, comments, etc.)

• Getting more big sponsors

3) Targets and messages: Whom do we want to talk to and about what?

a- Who is our target market?

Our target market is the whole population living in the San Diego area as well as tourists in the area.

However, thanks to the previous targeting approach, we have been able to identify a core market in

which the potential of opportunities is the biggest, and on which we are going to concentrate our

communication efforts. This core market comprises 16 segments: 1, 2, 3, 4, 5, 8, 9, 10, 18, 20, 26, 27,

28, 29, 35 and 61.

b- Message: What do we want our targets to do?

We want our targets:

• To come to the Lantern Festival

• To follow us on twitter, Facebook, Instagram, YouTube

• Special BtoB: To sponsor the event


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c- What do we want our targets to remember about the Lantern Festival?

We want the people to remember that the Lantern Festival is a great time to spend, with really beautiful

lanterns exhibition, thrilling dance performances, fairs, rides, contests, good food, and the promise of a

trip to Asia without leaving San Diego: a complete change in scenery!

4) Communication tools

a- Sponsorship (B2B)

In order to attract more people, we need to get more good sponsors, and above all we have to be

sponsored by companies well known by the public. Indeed, sponsorship enables to create trust in the

event. In order to get more sponsors, it is really important that the companies we are trying to approach

have an idea of what the Little Saigon Foundation and the Lantern Festival are.

That is why, in order to increase their knowledge and to make them more willing to invest, we need to

advertise the Little Saigon Foundation first.

b- Mass Marketing

Local Press

We need to announce the Lantern Festival in the San Diego Press. This announcement aims at letting

people know that the Lantern Festival will take place from July 19th to 21st at Hoover High School. We

don’t need to focus on a specific aspect of the festival since we do not want to focus on a specific

segment here. Although, in order to reach as many people as possible, we will need to make he

announcement in American newspapers of course, but also in Latino and Vietnamese newspapers.

Indeed, the Vietnamese community and the Latino community are the biggest in San Diego; that is why

it is really important that the message reaches them. What is more, even if most of them speak and

understand English and might see the message in English, having it translated in their languages will

enable them to relate more to the Lantern Festival and to understand that it does promote the Asian

Culture but it is not only made for Asian community.

Examples of Newspaper in the San Diego Area:

American:

• San Diego Reader http://www.sandiegoreader.com/ (event calendar + Feeds on arts and music

performances)


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• 10News http://www.10news.com/news/local

• NBC San Diego http://www.nbcsandiego.com/

• UT San Diego http://www.utsandiego.com/

Spanish:

• Hispanidos unidos http://www.hispanosnews.com/HUNews/

• La prensa San Diego http://laprensa-sandiego.org/

• El Latino San Diego http://ellatinoonline.com/

• Vida Latina San Diego http://vidalatinasd.com/

Vietnamese:

• Nguöi Viêt http://nguoi-viet.com/

• Thuong Mai Magazine

Billboards

With few billboards at our disposal, we cannot convey different messages according to the segments

targeted. By doing so, we would lose a huge potential of attendees, since the billboards aim at reaching

the largest population as possible. The specialization of messages would be possible if we had a hundred

of billboards throughout the area of San Diego. (Trip to Asia: $5, visit sdlanternfestival.com?)

The mission of the billboard is hence about communicating on the event: What is the event? When will

it take place? Where? Who is organizing it? Do not forget to put the lantern festival website on it.

Flyers

With flyers, conveying different messages is easier. We can design several flyers with different

messages according to the segments targeted.

However, it is also very important to design a flyer that conveys the general message aiming at the mass

market and having the same purpose as the billboards: giving information on the event. What is the

event? When will it take place? Where? Who is organizing it? Do not forget to put the lantern festival

website on it.

Our core target mostly lives downtown, in the city and surrounding areas, and in the suburbs and town.

Flyer Locations:

• Downtown: Asian restaurants, posters in the crowded streets


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• Touristic and family areas: Balboa Zoo, Sea World, Seaport Village, Balboa Museums

• Suburbs: Asian restaurants, Wal-Mart, Ralphs, Trader Joes, Albertsons

• Special events and festivals: dealing flyers, our core target will be attending these events; the

outdoor festivals and fairs are a unique asset for us to advertise the Lantern festival.

• Hotels: we need to put flyers in our future partner hotels

• Buses and trolleys: Let’s ask the MTS to advertise the Lantern Festival

Lantern Festival Website

Having a website for our event is great, but it is above all a means of giving information and to let

people know what is the event, when it will take place and where. But, a website is not the most

efficient way to advertise an event. Should we advertise the Lantern Festival on the Internet, let’s fully

use social media. And let people know that we are present on Facebook, Twitter, YouTube, Instagram

and Google +. Social media is the most important part of the web advertising.

Although there is a widget for social media on the Lantern Festival website, it is too small and we can

hardly find it except if you look for it on purpose. The social media links should be on the home page,

at the top of it. This is the first thing that one should be able to see when entering the website.

c- Multi-segment Marketing

1 2 3 4 5 8 9 10 18 20 26 27 28 29 35 61

EN

TE

RT

AIN

ME

NT

Family, friendship X X X X X

AC: food X X X X X AC:

knowledge X X X X X X X X

Performance X X X X X X

Fairs X X X X X

Price X

PHILANTHROPY X X X X X X X

ETHNICITY X X X X

TRAVEL X X X X X X X X X X

ART X X X

Table of the Different Needs per Segment


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Social Media

The main asset of social media is that we do not have money constraints; which means that the

possibilities of advertising are infinite. We can target as many segments as we want, and post specific

messages to each one of them. But we have to keep in mind, that we want our followers to get involved.

Social media is about dialogue!

• Family posts:

o Emphasize the fact that the Lantern Festival enables you to have fun with all your family,

with all your kids. Let’s post a message that would say: Your kids are gonna love it!

With may be a child smiling on the foreground, the fair in the background

o The kids can learn a new culture while having fun

• Food posts:

o Update the food vendors. Each time we get a new food vendor let’s advertise him!

o Make announcement regarding promotional codes that you can obtain by having lunch at

a specific restaurant (one of our vendors or a restaurant in Little Saigon to attract more

customers)

o Post the best recipes from our food vendors (ingredients to be found in the Vietnamese

supermarkets in Little Saigon)

• Knowledge of Asian Culture: put some posts regarding history.

o History of the creation of Little Saigon in San Diego (massive arrival after the Vietnam

War, etc.)

o History about the Lanterns

• Music and Dance Performance/ Art

o Put some videos of the artists who are going to come

o Put links toward their twitter and Facebook pages

• Price Post

o Put post regarding the price of tickets, and always emphasize that it is cheap

• Philanthropy posts

o Put links towards the Little Saigon Foundation website and posts regarding the main

actions of LSF

o Put LSF events such as fundraising diners, street cleaning, etc.

• Ethnicity and Travel

o Emphasize the change of scenery

o Advertise the Little Saigon District


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Bibliography

Market Segmentation: How to do it, how to profit from it, Malcolm McDonald and Ian Dunbar, Editions Broché

L’Essentiel du Marketing, Eric Vernette, Editions Broché

Events Management: A Developmental and Managerial Approach, Dimitri Tassiopoulos, Editions Juta, Limited, 2010.

Marketing, Marc Vandercammen, Editions de boeck

La communication événementielle: de la stratégie à la pratique avec l’éco-conception, le digital, Mathias Lucien Rapeaud, Editions Vuibert

Documents

Lantern Festival LSF Market Analysis