1. The LVCVA bases their segmenting on what travelers value such as shorter trips over longer trips, ethnic groups that traditionally dont visit Las Vegas, travel preferences, as well as lucrative metropolitan areas.
2. The LVCVA uses a multisegment targeting I would say. They see specific targets and follow the data to support it. There are certain groups of people that would go to Vegas and by locating these groups and what they value, the LVCVA is able to capitalize on groups that may have not thought of Vegas as a vacation opportunity. I dont think they should be concerned about cannibalization because different attractions would only benefit Las Vegas such as targeting people that would go to shows but that also would go for the gambling this only benefits Vegas' economy and could encourage repeat visits.
3. Segmenting the market by lifestyle I would categorize groups such as younger club goers, drinkers, gamblers, show goers, foodies, and leisurely people. By dividing this segment into lifestyle categories and why people would go to Vegas you can strategically market to those specifics and offer deals on the things that these people would be looking for in a trip to Vegas.
4. I think the LVCVA is so successful because they are looking at multiple markets and what each is valuing in a trip to Vegas. What things are these people looking for in a vacation. They have looked at their data and realized where they can improve and that was in the Asian and African American markets.
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The LVCVA uses geographic, demographic (age, gender, ethnicity, and income), and psychographic segmentation (personality, motives, and lifestyle) and benefit segmentation. Its promotional mix (and the mix of promotional appeals) clearly differs based on the target customers’ location, age, gender, ethnicity, income, and benefits sought (business or pleasure) from a trip to Las Vegas. Though students may have questions about the use of psychographic segmentation variables, it is rather apparent that the “Vegas Stories” advertising campaign and the use of the showgirl and the Elvis impersonator on the LVCVA’s touring van represent appeals to differing personalities, lifestyles, and motives for traveling to Las Vegas.
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