Four Dimensions of Event Planning: Scale, High-end, Specialty, and Boutique

"Scale" Planning: Should Events Aim for Scale?

Organizing a Guinness-style event like "10,000 people eating oysters" or "1,000 people eating oysters" can create significant impact. Through participants' WeChat Moments, the event can quickly spread to every corner of the city. Is such an event good? In our view, it is very good, much like the "Ice Bucket Challenge," which certainly attracts attention without any problem.

However, there is a slight concern: First, as a social charity event, the "Ice Bucket Challenge" has high attention and many participants without any issue, but for corporate events, can such an effect and influence be achieved? This is worth considering. Corporate event planning differs from social charity event planning. While taking care of "attention," it should strive to add impression points in "relevance." Otherwise, the event may stretch too long, waste a lot of manpower and resources, and put the company in a difficult situation.

Second, whether it is "10,000 people" or "1,000 people," how many of them will become future target customers? Considering that Korean oysters are not a mass-market product and are not yet able to "enter ordinary households," is such a scale-driven event appropriate? Can this somewhat low-end event match the slightly high-end Korean oysters? This is the second concern.

"High-end" Planning: Should Events Go High-end?

In fact, for an event like "Korean mayor eating oysters," a very important reason 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 coming "from afar" to China and acting as a "foodie" in front of hundreds of Chinese citizens—what kind of dedication is this? What kind of courage does it require? Such "attention" will naturally be high. Since the entire event planning process closely integrates the mayor's personal testimony with "Korean oysters," the "relevance" is greatly enhanced.

Judging 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 their duty. But coming to China to be a "foodie" is clearly not their role, and it does not match their identity. In the eyes of ordinary people, it seems inappropriate, but the more inappropriate it seems, the more attractive it becomes. Therefore, creating an event where the mayor "neglects his duties" ensures both "attention" and "relevance." With the groundwork and design done well, the subsequent marketing follows naturally.

"Specialty" Planning: Should Events Have Specialty?

If "scale" planning is more suitable for mass-market products and "high-end" planning is more suitable for high-end products, then what about "specialty" planning? It can encompass both of the above types. For example, "beautiful women eating oysters" is a manifestation of "specialty" planning, and "inviting newlyweds to eat oysters" is also a manifestation of "specialty" planning. But "beautiful women" and "newlyweds" can be both high-end and 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 his identity characteristics, a bold idea was proposed: organize a grand "specialty" planning event.

"Boutique" Planning: You Need Boutique Planning

If your product is a mass-market product, it is recommended that you try some "scale" planning. If your product is a high-end or niche product, it is recommended that you try some "high-end" planning. If you want your product planning to be more sharp and closely aligned with product functions, it is recommended that you do some "specialty" planning.

But whether it is "scale" planning, "high-end" planning, or "specialty" planning, what you need is still "boutique 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 residents and target audience.