Target audiences of the events:

Age groups:
 Group 1 (Children): 6-17 years old.
 Group 2 (Parents): 20-65 years old, have to have children.
Geographical:
 Big cities (Hanoi, HCMC, Da Nang City, Hue, Nha Trang, Can Tho)
Social-status:
 Mid-incomers and low-incomers.
 Working classes
Jobs:
 Drivers (Baemin’s Partners)
 White-collar and blue-collar worker that have income less than 15m/month
Gender:
 Both male and female
Interest:
 Mid-Autumn Festival (MAF) celebration
 Family orientated activities.
Common needs and problems:
 Too busy to organize a MAF celebration for their children.
 Have limited income to organize a fulfilling MAF celebration.
 Want to spend more time with their children
Concluded target audiences:
 Baemin’s staffs, including delivery and non-delivery staffs, that have at least 1 children
age above 5 and less than 18. Personality preferred is family orientated.
 Despite the fact that MAF is an event for children, but parents are those who receive
the most benefits from this event, because Baemin will not only save time and money of
parents to organize a fulfilling event, but also connect parents with children, thus
promoting family value in a country that have family orientated culture runs deep in
every citizen’s blood.
 Customers that have at least 1 children age from 6 to 17, with average income less than
15 million VND per month, based in one of the big cities in Vietnam including Hanoi,
HCMC, Da Nang City, Hue, Nha Trang and Can Tho). Personality preferred is family
orientated.
Reference:
https://miro.com/templates/target-audience/
https://www.brafton.com/blog/strategy/6-real-life-target-audience-examples-to-help-you-
define-your-own-b2b-and-b2c/

Emotional Connection:

According to Hack My Growth (SMA Marketing, 2018), it’s crucial for brands to create
emotional connections with their customers, making them to use that brand’s products more
and more, not because they need them, but because they are more familiar with them.
Therefore, we will analyze different MAF activities by Baemin, and different motional
motivators come with these events:
 Most adults are busy at work. Baemin will help to organise MAF and prepare the
activities to get parents and children participate together, enjoy fulfilling MAF with
foods and mooncakes, promote the family value. Baemin will act as an “extra” that will
help parents to prepare for the MAF for their children, making Baemin a family member
in this memorable event.
 Starting the event with “Be Min lam ca si” competition activity. Participants are SOS’s
village children, Baemin driver’s children, loyal customer’s children ( Age limit : 18).
Audience online and offline will vote for the best performance with small charge via
sms. Money collected will be donated to SOS village. Prize is trip to Phu Quoc with
family for winner. This is a philanthropic marketing activity, aims to raise funds for
unfortunate children. By this activity, Baemin will show itself as the guardian for all
orphans, make Baemin itself a big family for them, and allows all participants to
contribute their bits to build this big family. This charity event is similar to Waitrose
Supermarket chain (Louise, 2014), that created the “Donate your voice” marketing
campaign to allow the community to their own version of the Dolly Parton song during
Christmas event for charity. Helping the unfortunates will help Baemin get a great score
in the heart of the people, thus build deep emotional connection.
 The activity “Bo me khac tuong, ve be Min lo” will bring parents closer with their
children, help children learn to corporate and work with others. Parents will also have
the chance to understand their children better, and children will also have the chance to
show their creativity side to their parents. This activity is similar to #letsbuildtogether
campaign done by Lego (Rec media) (Lego), which encourage children to build lego sets
with their parents, so parents will show their skills while children share their creative
ideas to their parents. The result of this campaign is shocking, more than 4 billion views
on Youtube and tons of shares on different social media platform. This will not only link
Baemin with family values, but also education and creativities.
 “ Trung thu pha co cung be Min” is the main activity at MAF night. Both parents and
children join the traditional games, sing together for charity show, enjoy food and
mooncakes, “pha co” together with family and friends. This event is not limited to
anybody, that is mean everyone can join this event, regardless of genders, races,
backgrounds, cultures or socio-economic statuses. This move is similar to McCain Food’s
campaign (McCainUK, 2018), with the “We are Family” ads that show different families
with a variety of backgrounds and races. They promote the message “It’s mealtimes that
make a family” (Rec Media), which is similar to Baemin’s message “Mid Autumn Festival
brings family together”.

Reference:
https://www.smamarketing.net/blog/emotional-connections-customers
https://recmedia.com/blog/5-brands-that-really-get-how-to-advertise-to-families/
https://www.lego.com/en-ie/letsbuildtogether
https://www.youtube.com/watch?v=HgjXw2OMEIQ
https://www.campaignlive.co.uk/article/waitrose-asks-public-sing-christmas-charity-
single/1317430