December Nights

Blog#6: Conduct market research for a potential event.

December is a month filled with events. The holiday season is upon us and with that comes many things to do. One event in December that is always exciting here in San Diego is December Nights in Balboa Park.


Balboa Park December Nights took place for the 35th consecutive year on Friday, Dec. 6, 3-11pm, and Saturday, Dec. 7, noon-11pm. As always, the event brought families and friends together to spread holiday joy, learn more about the cultural value of Balboa Park and kick-off the “most wonderful time of the year.”

Participating Balboa Park museums open their doors free of charge from 5-9 pm both evenings and more than 350,000 visitors are expected to experience the joy of San Diego’s largest free community festival. Those who attend will participate in a truly multicultural experience, enjoying food, music and entertainment from around the world.

The target market for an event of this excalibur is for really supposed to reach anyone who wants to experience Christmas cheer. I believe the demographics for this event usually falls into the family category, however.

Conducting a SWOT for this event will help us get a bigger and better picture of how to improve this event.


  • Has excellent resources to venues
  • Volume of attendees grows every year
  • Has a history within San Diego


  • The event only lasts for two days (6th &7th)
  • Parking is pretty much impossible
  • Does the same thing every year. Some new ideas could be good for the festival


  • They could make this event last for 2, or even 3 weekends, and attract way more people towards the actual date of christmas.
  • Improve parking by opening up the lots at SeaWorld, and doing some kind of sponsorship opportunity with SeaWorld.
  • With new technology being discovered everyday, Balboa Park could add new features.


  • Injuries due to the capacity of the event holding 300,000 people.
  • Competitors are doing similar events that could take some business
  • People could be detoured from coming to December Nights just due to traffic

My SWOT analysis of December nights is completely due to my own opinion. There are many positives and negatives that happen to revolve around this event, but some would say the positive drown the negatives. If you can get past the enormous amounts of people, and terrible parking and traffic issues, and manage to make it into the park – you will truly experience something like a mini wonderland. 




Converse: Traditional vs. Social Media Advertising

Blog#5: Evaluate the strengths of traditional vs. social media

Converse is a brand almost anyone around the world can recognize. Whether you call them Converse, or Chucks, or sneakers, they are a brand almost anyone can identify with. Converse has such wide spread recognition, yet like any brand they must constantly advertise so people don’t forget them.

One of the ways Converse advertise is through traditional techniques. They use ad campaigns across the globe to further their brand. They use billboards, magazine print ads, and broadcasts on TV. This is good because it can help shape the mold of the brand if they ever choose to change its direction. They are considered a “skateboard” brand, but may people who don’t skate wear these sneakers. They are more than just a shoe brand, they are a style choice for the people who put these on their feet.ImageImage

There are also other ways that Converse advertise, including social media. Twitter, Facebook, Instagram, YouTube, and many others are ways that converse can stay connected to people directly. They will know who likes what, and what appeals to their target market based on what people on the internet respond to positively. Converse are constantly doing contests to get people more engaged in their brand. The one for 2013 was to upload a picture of yourself in your most fashionable ensemble wearing Converse sneakers for the chance to win an all expenses paid trip to NYC including a $1,000 Back-to-School shopping spree, personal consultation with a Seventeen Style Pro, $250 Journeys gift card, and more!

There is a team behind the scene who reflects on comments from social media to improve the brand, and to reach out and make their customers feel like they are a part of something more than just a shoe.

Apple vs. Microsoft

Blog #1:Compare and contrast among marketing, promotions, and sponsorship packages.intro1

Apple versus Microsoft, the debate no one will ever win. Many people have already picked a side, and will always remain loyal to the products in which they buy. But the real question still remains, which one is truly better?

Apple and Microsoft have very powerful marketing solutions to reach their target market. In this day in age, almost everyone needs to use a computer at some point. So which company should you choose? Both advertise well. Both have pros and cons. So what is it that attracts each individual?

Apples marketing, promotions, and sponsorship packages are some of the best in technology. Apple targets an audience that appears to a more hip, youthful, and close to heart audience. They want their customers to stay loyal, and for the most part, they do! More customers who purchase Apple products tend to stay Apple consumers. Apple just reported their second quarter results for the two highest sold item which include the iPhone, and the iPad. They sold a whopping 34.7 million iPhones, and an amazing 19.5 million iPads (in the second quarter ALONE!) They have several low-cost promotions available on their website. For example: if you are a student, purchasing a MacBook is at a lower cost. They do not however advertise any of this on television for the simple fact that if you want an Apple product, you are expecting to pay high prices no matter what. So most consumers will just enter an Apple store and just hand over the credit card!

Microsoft is a whole other story! Microsoft targets a user-friendly crowd, a “get in and get the work done without all those crazy techniques” audience, and also a customer who needs a little extra cash in their pocket at the end of the day. Microsoft is advertising to a larger audience, one who is there for the simplicities in life. They have hundreds of commercials, billboards, and social media advertisement. Their market share is to the individual who needs it then, but not necessarily in the future. Microsoft stores are becoming more popular, and we are starting to see them sprout up at some malls. Here in San Diego, we have one at the Fashion Valley Mall. It is located right next door to an Apple store. They are virtually the same size, the same location, and the same hours. Which one has more people in it consistantly? -Apple!

While both companies have pros and cons, it appears that Apple continues to have a larger consumer base that stays loyal to them. Is it because of marketing? No. Is it because of sponsorship or promotion? No. It simply is because the people who buy their products consistantly love them! Its the same for a Pepsi/Coca-Cola drinker. Most people will stick to Coke simply because they like the taste more. Seems like the customers like the taste of Apple more too!