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

'Scale' Planning: Should Events Pursue Grand 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' sharing, the event can quickly spread across the city. Is such an event good? In our view, it is very good, much like the 'Ice Bucket Challenge,' which undoubtedly attracts attention.

However, there are some concerns: First, as a social charity activity, the 'Ice Bucket Challenge' enjoys high attention and broad participation without issue. But for corporate events, can the same effect and influence be achieved? This is worth considering. Corporate event planning differs from social charity planning; while ensuring 'attention,' it should strive to enhance 'relevance' to leave a stronger impression. Otherwise, the event may stretch too thin, wasting significant human and material resources, potentially putting the company in a difficult position.

Second, whether '10,000' or '1,000,' how many of these participants will become future target customers? Considering that Korean oysters are not a mass-market product and may not yet 'enter the average household,' is such a scale-driven event appropriate? Does this somewhat low-end activity match the relatively high-end Korean oysters? This is the second concern.

'Prestige' Planning: Should Events Go High-End?

In fact, events like 'Korean mayor eating oysters' are important not only for 'attention' but also for 'relevance,' aiming to achieve an organic combination of the two. Undoubtedly, a foreign mayor traveling 'thousands of miles' to China and acting as a 'foodie' in front of hundreds of Chinese citizens—what dedication and courage does that require? Such 'attention' is naturally high. By closely integrating the mayor's personal endorsement with Korean oysters in the planning, the 'relevance' is greatly enhanced.

Judging from post-event feedback, such highly relevant events played a crucial role in boosting Korean oyster sales in Jinan.

In the eyes of ordinary people, a 'mayor' should be formally dressed and serious, with municipal management as their primary duty. Coming to China to be a 'foodie' is clearly not their role and seems inconsistent with their status. The more inappropriate it seems, the more attractive it becomes. Thus, creating an event where the mayor 'strays from his duties' ensures both 'attention' and 'relevance.' With proper groundwork and design, the subsequent marketing naturally follows.

'Uniqueness' Planning: Should Events Be Distinctive?

If 'Scale' planning suits mass-market products and 'Prestige' planning suits high-end products, then 'Uniqueness' planning can encompass both. For example, 'beautiful women eating oysters' is a manifestation of 'Uniqueness' planning, as is 'inviting newlyweds to eat oysters.' However, 'beautiful women' and 'newlyweds' can be both high-end and mass-market.

These ideas are all good, but how can they meet Chairman Ren's need for 'widespread publicity'? In response, considering the identity characteristics, a bold idea was proposed: organize a grand 'Uniqueness' planning event.

'Excellence' Planning: What You Need Most Is Boutique Planning

If your product is mass-market, we suggest trying 'Scale' planning. If your product is high-end or niche, we suggest 'Prestige' planning. If you want your planning to be sharper and more closely aligned with product functions, we suggest 'Uniqueness' planning.

But regardless of 'Scale,' 'Prestige,' or 'Uniqueness' planning, what you need most is 'boutique planning.' In our era, it is not difficult to create a plan or a decent plan; the challenge is to create one that truly resonates with people, is unforgettable, and is talked about by your city's residents and target audience.