The part 3 of Allen`s Section talk about the communication aims and focusing on issues. While the beginning point of function planning, the 2nd step is usually setting interaction objectives based on situation research and complement corporate and market targets. While placing a interaction objective, advisor could use a few tools such as gap examination and Ansoff matrix inside the SMART rules; meanwhile, the aim should stick to the communication theory. After that, planner should try to ascertain and explain target people in order to part these focuses on.
At last, the author segments the prospective in different lights: individual and decision-making product, reference organizations and opinion leaders and so forth
Therefore the event planner is going to take the most appropriate method, media and message to communicate with each group. In the event planning, the author provides some method to take care of the information and timing. Mcdougal emphasize the top of job controlling”critical route, and provide two tools to get event managing”function sheets and contact bedding. As the case planning is a time & detail very sensitive matter, it is best to summarize and map the whole path through charting.
When I worked well in BBDO china, I use participated inside the launch celebration of MINI JOHN COOPER WORKS (JCW). As the most efficiency in MINI vehicle family, MINI wants to promote the JOHN COOPER WORKS as the highest class which can be similar since BMW M1, which could fill out the gap of industry for TINY; meanwhile, for the reason that stereotype to MINI`s new driver (MINI often 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 out the distance of high course level; the marketplace objective is definitely “high school, high price, substantial performance with extending the target client.
For the communication target, BBDO employ research tools to check while using existing product, which demonstrates other series of MINI are describe as smart, innovation, graceful and fancy, which have fewer relevant with the “masculineimage; In the market place element, over 60 per cent of motorists are feminine, that is to say, there are a large band of potential consumer”male group. Of the higher category objective, the agency of MINI chinese suppliers, BBDO, chose to set the communication goal: combine the high performance characteristic with manly image; associated with MINI JCW as a good and muscles car. Because the highest performance car of the vehicle world is race car, BBDO develop the theme of the communication: “Racing is in our blood. Unlike the conventional promotion, BBDO took the inviting check driving because the main software of the start event, and held it in the Shanghai in china Racing discipline; besides, TINY promote in multimedia: guerilla, OOH, advertorial, and on the net teaser, which will also emphasis this idea.