International Buick Show and Exhibition 2021 - 2023: Event Management Plan for Buick Club of Finland
Pitkänen, Nina (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112621911
https://urn.fi/URN:NBN:fi:amk-2021112621911
Tiivistelmä
The aim of this functional thesis was to create a conceptual event plan for the Buick Club of Finland, which will be officially established in December of 2021. The purpose of this non-profit organization is to organize networking events for the historic Buick car collectors and enthusiasts, to compile, distribute and maintain related information of Buick car culture on the
website domain of buickclub.fi.
Buick Meet 2021 Finland outdoor event including an exhibition, live music and shows, was held in Somero from 14 to 15 August. The purpose of the event was to present prevailing and strongly rising historic Buick car culture in Finland and to start an annual activity among the enthusiast, after almost three decades of interruption. The project includes an initiation to co-operate with the Scandinavian Buick clubs in order to organize Nordic Buick Meet in 2023.
The project started in the beginning of February in 2021, from which two start-up planning phases began; followed by several functional and organizational processes until to the final event implementation. The theoretical framework consists of two main chapters: event marketing and event promoting of the nonprofit organization. The first chapter introduces
the event planning and management concepts both by the authors Vallo & Häyrinen and Frissen, Janssen & Luijer including the Hutlen´s Sensory Model, which founds the concept of combining sensors, sensations and sensory expressions. Marketing concept of the modern 4Ps theory by Ruola forms the basis of the marketing strategy, where the expectations and needs of the event customer personas are in the key role. Several event designing and modelling theories were utilized in the event management plan including the event merchandising procedures and implementation of the event brief, script and the venue plan.
The most important tools in digital marketing were introduced in the second theoretical chapter and the information acquired based on the studies of Rohrs, Rowles and Eagle. The background of digital behavior by the Finnish customers is based on the latest surveys and researches offered by Statista Finland in 2021. Google search engine optimization, Facebook and YouTube channels were determined to be the most effective digital marketing tools and platforms for this project.
The thesis process began in the beginning of May and ended in the end of October, which left sufficiently time for the event planning, implementation, post-event evaluations, final analysis and writing processes.
During the event of Buick Meet 2021 Finland, all attendees enjoyed of the program and the collectors of Buick cars expressed their interest into similar events in the future. The event gained wide recognition on social media and several journalism articles were published on various maganizes and newspapers where the second event, Buick Meet 2022 in Ruovesi, was announced for the public.
In the conclusion, Marko Kosenius, the chairman of the Buick Club of Finland, analyzed that the outcome of the event management plan was excellent as the strategic goal to engage Buick enthusiasts both now and in the future has been achieved. Buick-merkkisten amerikkalaisten klassikkoautojen keräily Suomessa on kasvanut merkittävästi viime vuosina, kun autojen maahantuonti erityisesti Ruotsista ja USA:sta on noussut, mutta samaan aikaan aktiivisten Buick-autoharrastajien omat livetapahtumat ja verkostoitumiset ovat jääneet 90-luvun alun kynnykselle. Elokuun puolessa välin järjestetty Buick Meet 2021-tapahtuma täytti harrastajien toiveet saada oma merkkitapahtuma, kun Haaga-Helian kandidaattiopiskelija, Nina Pitkänen toteutti tapahtumalanseerauksen Marko Koseniuksen, entisen Buick Racing ry:n puheenjohtajan (1989-1997) ja uuden tapahtumajärjestäjän Buick Club of Finlandin (2021) toimeksiannosta. Buick Club of Finlandin jokavuotiset tapahtumat tulevat yhdistämään
myös pohjoismaiset Buick-autoharrastajat Ruotsissa, Norjassa ja Tanskassa, sillä vuodelle 2023 on suunnitteilla historian ensimmäinen Nordic Buick & Kustom Meet, jonne kutsutaan myös eri maiden kulttuurin, taiteen ja käsityön ammattilaisia verkostoitumaan.
Haaga-Helia ammattikorkeakoulun Porvoon Campuksen turismin ja tapahtuma-alan opiskelija, Nina Pitkänen, järjesti ilmaisen Buick Meet 2021 ulkoilmatapahtuman 13.-15.8.2021 Someron Hovimäen leirintäalueella, keskellä kauneinta suomalaista järvimaisemaa. Tapahtuma kokosi yhteen yli 30 Buick-merkkistä jenkkiautoklassikkoa 40-, 50-, 60- ,70- ja 80-luvuilta sekä yli 150 kävijää ympäri Suomen.
Opinnäytetyö sisältää tapahtumamarkkinoinnin ja tapahtumatuotannon prosesseja, digitaalisen markkinoinnin eri vaiheita sekä tapahtumatuotantoon liittyvää designia ja suunnitteluvaiheita. Työ sisältää myös tapahtuma-alan näkymiä vuoden 2021 koronapandemian aikana.
website domain of buickclub.fi.
Buick Meet 2021 Finland outdoor event including an exhibition, live music and shows, was held in Somero from 14 to 15 August. The purpose of the event was to present prevailing and strongly rising historic Buick car culture in Finland and to start an annual activity among the enthusiast, after almost three decades of interruption. The project includes an initiation to co-operate with the Scandinavian Buick clubs in order to organize Nordic Buick Meet in 2023.
The project started in the beginning of February in 2021, from which two start-up planning phases began; followed by several functional and organizational processes until to the final event implementation. The theoretical framework consists of two main chapters: event marketing and event promoting of the nonprofit organization. The first chapter introduces
the event planning and management concepts both by the authors Vallo & Häyrinen and Frissen, Janssen & Luijer including the Hutlen´s Sensory Model, which founds the concept of combining sensors, sensations and sensory expressions. Marketing concept of the modern 4Ps theory by Ruola forms the basis of the marketing strategy, where the expectations and needs of the event customer personas are in the key role. Several event designing and modelling theories were utilized in the event management plan including the event merchandising procedures and implementation of the event brief, script and the venue plan.
The most important tools in digital marketing were introduced in the second theoretical chapter and the information acquired based on the studies of Rohrs, Rowles and Eagle. The background of digital behavior by the Finnish customers is based on the latest surveys and researches offered by Statista Finland in 2021. Google search engine optimization, Facebook and YouTube channels were determined to be the most effective digital marketing tools and platforms for this project.
The thesis process began in the beginning of May and ended in the end of October, which left sufficiently time for the event planning, implementation, post-event evaluations, final analysis and writing processes.
During the event of Buick Meet 2021 Finland, all attendees enjoyed of the program and the collectors of Buick cars expressed their interest into similar events in the future. The event gained wide recognition on social media and several journalism articles were published on various maganizes and newspapers where the second event, Buick Meet 2022 in Ruovesi, was announced for the public.
In the conclusion, Marko Kosenius, the chairman of the Buick Club of Finland, analyzed that the outcome of the event management plan was excellent as the strategic goal to engage Buick enthusiasts both now and in the future has been achieved.
myös pohjoismaiset Buick-autoharrastajat Ruotsissa, Norjassa ja Tanskassa, sillä vuodelle 2023 on suunnitteilla historian ensimmäinen Nordic Buick & Kustom Meet, jonne kutsutaan myös eri maiden kulttuurin, taiteen ja käsityön ammattilaisia verkostoitumaan.
Haaga-Helia ammattikorkeakoulun Porvoon Campuksen turismin ja tapahtuma-alan opiskelija, Nina Pitkänen, järjesti ilmaisen Buick Meet 2021 ulkoilmatapahtuman 13.-15.8.2021 Someron Hovimäen leirintäalueella, keskellä kauneinta suomalaista järvimaisemaa. Tapahtuma kokosi yhteen yli 30 Buick-merkkistä jenkkiautoklassikkoa 40-, 50-, 60- ,70- ja 80-luvuilta sekä yli 150 kävijää ympäri Suomen.
Opinnäytetyö sisältää tapahtumamarkkinoinnin ja tapahtumatuotannon prosesseja, digitaalisen markkinoinnin eri vaiheita sekä tapahtumatuotantoon liittyvää designia ja suunnitteluvaiheita. Työ sisältää myös tapahtuma-alan näkymiä vuoden 2021 koronapandemian aikana.
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