Event Planning Essay

The chapter 3 of Allens Chapter talk about the conversation objectives and butting issues. As the starting point of event planning, the second step is saddle horse communication objectives based on situation analysis and fit with somatic and market objectives. While setting a communication objective, planner could handling some tools such as gap analysis and Ansoff matrix inwardly the SMART rules meanwhile, the objective should follow the communication theory. After that, planner should turn up to determine and describe target audiences in order to segment these targets. At last, the informant segments the target in different lights individual and decision-making unit, reference groups and legal opinion leaders etc.Therefore the event planner should take the or so appropriate method, media and message to communicate with each group. In the event planning, the author provides some method to manage the information and timing. The author emphasize the beta of task controlling critical path, and provide two tools for event managing unravel sheets and contact sheets. As the event planning is a time & detail sensitive matter, it is better to summarize and map the whole path through and through charting. Experience applicationWhen I worked in BBDO china, I have participated in the launch event of mini JOHN COOPER WORKS (JCW). As the most performance in MINI vehicle family, MINI wishes to bring up the JOHN COOPER WORKS as the high schoolest class which is similar as BMW M1, which could fill in the gap of marketplace for MINI meanwhile, beca phthisis the stereotype to MINIs driver (MINI always be regard as a female car in china), MINI hope to extend the target market to male group. Therefore, the corporate objective of MINI JCW is to fill in the gap of high class level the market objective is high class, high price, high performance with extending the authority target consumer.For the communication objective, BBDO use research tools to check with the exist ing product, which shows that other series of MINI be always describe as smart, innovation, graceful and fancy, which have less germane(predicate) with the masculineimage At the market place aspect, over 60% of drivers are female, that is to say, there are a large group of potential consumermale group. Belonging to the higher class objective, the agency of MINI china, BBDO, dogged to set the communication objective combine the high performance bear with masculine image make the MINI JCW as a steady and muscle car. As the highest performance car of the vehicle world is travel car, BBDO develop the theme of the communication Racing is in our blood. Unlike the conventional promotion, BBDO took the inviting test driving as the main program of the launch event, and held it in the Shanghai Racing field besides, MINI promote in multimedia guerilla, OOH, advertorial, and online teaser, which also emphasis this theme.