Four Types of Event Planning in Guangzhou

"Scale" Planning: Does an Event Need to Be Large-Scale?

By organizing a Guinness-style event like "10,000 people eating oysters" or "1,000 people eating oysters," you can create impact and spread the word through participants' WeChat Moments, quickly reaching every corner of the city. Is such an event good? In our view, it's very good, just like the "Ice Bucket Challenge," which certainly attracts attention.

But there are a few concerns: First, as a social charity event, the "Ice Bucket Challenge" had high attention and participation without any issues. However, for a corporate event, can it achieve the same effect and influence? This is worth considering. Corporate event planning differs from social charity event planning. While focusing on "attention," you should also strive to enhance the "relevance" impression; otherwise, the event may stretch too thin, wasting human and material resources, and putting the company in a difficult position.

Second, whether it's "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 "common household items," is such a scale-driven event appropriate? Does this somewhat low-end event match the slightly high-end Korean oysters? This is the second concern.

"High-end" Planning: Should an Event Be High-End?

In fact, for an event like the "Korean mayor eating oysters," a very important reason is that, in addition to "attention," they fully considered "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 that? What kind of courage does it require? Such "attention" will naturally be high. Since the entire event planning process tightly integrated the mayor's personal appearance with "Korean oysters," the "relevance" was greatly enhanced.

And judging from the feedback afterward, 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, with the primary duty of managing municipal affairs. But coming to China to "act as a foodie" is clearly not their role and doesn't match their identity. It might seem inappropriate to ordinary people, but the more inappropriate it seems, the more attractive it becomes. So, by creating an event where the mayor "neglects his duties," both "attention" and "relevance" are achieved. With the groundwork and design done, the subsequent marketing follows naturally.

"Specialty" Planning: Should an Event Be Specialized?

If "Scale" planning is more suitable for mass-market products and "High-end" planning for high-end products, what about "Specialty" planning? It can encompass both types. For example, "beautiful women eating oysters" is an example of "Specialty" planning, and "inviting newlyweds to eat oysters" is also an example. But "beautiful women" and "newlyweds" can be both high-end and mass-market.

Of course, these ideas are all good, but how to meet the client's need for "widespread publicity"? In this regard, considering the client's identity, we proposed a bold idea: organize a grand "Specialty" planning event.

"Refinement" Planning: What You Need Most Is Refined Planning

If your product is a mass-market product, we suggest you try some "Scale" planning. If your product is high-end or niche, we suggest you try some "High-end" planning. If you want your product planning to be sharper and more closely aligned with product functions, we suggest you try some "Specialty" planning.

But whether it's "Scale," "High-end," or "Specialty" planning, what you need most is "refined planning." Because in our era, it's not difficult to come up with a plan or a decent plan; what's difficult is to create a plan that truly resonates with people, is unforgettable, and is talked about by your city's residents and target audience.