Four Dimensions of Event Planning: Scale, Prestige, Uniqueness, and Excellence

"Scale"-Type Planning: Should Events Pursue Scale?

Organizing a Guinness-style event like "Ten Thousand People Eating Oysters" or "One Thousand People Eating Oysters" can create impact, and through participants' WeChat "Moments" sharing, the word can quickly spread to every corner of the city. Is such an event good? In our view, it is very good, just like the "Ice Bucket Challenge" game, which undoubtedly attracts attention.

But there is a small concern: First, as a social welfare activity, the "Ice Bucket Challenge" has high attention and many participants without any problem, but for corporate events, can it still achieve such effects and have such influence? This is worth considering. Corporate event planning is different from social welfare event planning. While taking care of "attention", efforts should be made to increase impression points on "relevance"; otherwise, the event may stretch too long, waste a lot of manpower and material resources, and put the company in trouble.

Second, whether it is "ten thousand" or "one thousand", how many of these people will become future target customers? Considering that Korean oysters are not a mass-market product and are not yet able to "enter the homes of ordinary people", is such a scale-winning event appropriate? Can such a somewhat low-end event match the slightly high-end Korean oysters? This is the second concern.

"Prestige"-Type Planning: Should Events Go High-End?

In fact, a very important reason for an event like "Korean Mayor Eating Oysters" is that, in addition to considering "attention", it also fully considers "relevance", aiming to create an organic combination of the two. Undoubtedly, a foreign mayor who comes "from afar" to China and acts as a "foodie" in front of hundreds of Chinese citizens—what kind of dedication is that? What kind of courage does it require? Such "attention" will naturally be high. Because in the entire event planning process, the mayor's personal testimony was closely matched and designed with "Korean oysters", the "relevance" was greatly enhanced.

And from the feedback after the event, such a highly "relevant" event played a very important role in promoting the sales of Korean oysters in Jinan.

In the eyes of ordinary people, a "mayor" should be dressed in a suit and tie, sitting upright, and managing municipal affairs is his duty. But coming to China to be a "foodie" is obviously not his role, and it does not match his identity. In the eyes of ordinary people, it is not quite appropriate, but the more inappropriate things are, the more attractive they become in our view. So, creating an event where the mayor "neglects his duties" gives us both "attention" and "relevance". With the groundwork and design done well, the subsequent marketing will naturally follow.

"Uniqueness"-Type Planning: Should Events Be Unique?

If "Scale"-type planning is more suitable for mass-market products and "Prestige"-type planning is more suitable for high-end products, then what about "Uniqueness"-type planning? It can encompass both types. For example, "Beauties Eating Oysters" is a manifestation of "Uniqueness"-type planning, and "Inviting Newlyweds to Eat Oysters" is also a manifestation of "Uniqueness"-type planning, but "beauties" and "newlyweds" can be either high-end or mass-market.

Of course, these ideas are all good, but how to meet Chairman Ren's need for "widespread publicity"? In this regard, combined with the identity characteristics, a bold idea was proposed: organize a grand "Uniqueness"-type planning.

"Excellence"-Type Planning: What You Need Most Is Premium Planning

If your product is a mass-market product, our suggestion is that you can try some "Scale"-type planning; if your product is a high-end or niche product, our suggestion is that you can try some "Prestige"-type planning; if you want your product planning to be sharper and more closely aligned with product functions, our suggestion is that you can do some "Uniqueness"-type planning.

But whether it is "Scale"-type planning, "Prestige"-type planning, or "Uniqueness"-type planning, what you need most is still "premium planning", because in our era, it is not difficult to come up with a plan or a decent plan; what is difficult is that your plan truly resonates with people, is unforgettable, and is talked about with relish by your city's people and target audience.