Chinese Cookey Demonstration

March 7, 2013

AN EVENT FOR CHARITY

Name: Yijng Cao

Student ID: 21044141

2 折页册 :: [日期 ]

Content Event Overview

Development of Idea

Event Showcase

Event Promotion

Event Budget

Innovation & Creativity

Event Experience

Development of Learning Skills

Communication via innovative & creative methods

Reference

Event

Overview

Objectives

l Attract more than 15

attendees

l Get revenue from the event

and donate £40 to charity

l Provide an opportunity for

western students to have a

further understanding of

Chinese food

l Contribute to SHU Fest

This small-scale event called “Chinese Cookery

Demonstration” involved 2 Chinese students to

demonstrate how to cook Chinese egg roll and

noodle with soybean sauce. Also, the attendees

had a taste of traditional Chinese breakfast

including tea egg, dumpling and soybean milk.

All the attendees were invited to the kitchen to

see how the dim sums were made with

explanations and recipes. Some attendees had

try and did their own dim sum.

The Development of This

Idea

Six thinking hats help ü with the decision making process ü improve the effectiveness ü make creative solutions ü maximize and organize thoughts

& ideas (De Bono, 2000).

White - Information known or needed Red – feelings, hunches and intuition Black – judgment Yellow – brightness and optimism Green – creativity: the possibilities, alternatives and new ideas Blue – manage the thinking process

Six thinking hats helped with the decision-making process.

Firstly, we had two topic including singing competition and Chinese food event.

After colleting the information, doing SWOT analysis and market research, comparing these two, we decided to hold a Chinese food event.

Timeline of Decisionn - Making

31/10/12: Start Brainstorming

04/11/12: An idea about Chinese food&culture

06/11/12: New idea about singing competition

08/11/12 – 23/11/12 Search information, do market research, SWOT analysis, event proposal about singing competition

24/11/12: Change the topic and final decision – Chinese food event, thinking about creativity part

Origin of This Idea

China is famous for a variety of food and a large number of foreigners love it. With the culture communication, an increasing number of people all over the world are becoming interested in Chinese culture.

Moreover, according to a research I had done in level 5 for “Research for Industry” and 61 respondents was interviewed through questionnaire.

The finding shows that British people are interested in Chinese culture, especially Chinese food. Figure 1 shows the level of favorite for Chinese food. The result shows an overwhelming majority (61 in 64) of respondents have been to Chinese restaurant and hardly any of the respondents (3 in 64) have not. In those 61 respondents whose been to Chinese restaurant, scores of them (44 in 61) like Chinese food very much, about 23% (15 in 61) select So So and the rest of 5 people do not like Chinese food.

This result drove us to make the final decision of Chinese food event.

No  8%  

So  so  23%  

Very  much  69%  

Figure  1:  Do  you  like  Chinese  food?  

Event Showcase

Event Promotion

Promotion is the primary term for the communication term in the marketing mix. The aim of promotion is to engage more potential consumers, see and hear consistent messages and motivate them to attend the event (Bowdin et al. 2011).

Communication methods used in this event included advertising, social networking, word of mouth. The social networking can be used to market an event and build a relationship between the event and their consumers and engage potential audience (Kerwood, 2009).

The Facebook homepage was designed on 23/11/12 providing attractive pictures and recipes of how to make Chinese dim sum. It has attracted more than 15 likes before the event and some attendees registered via Facebook.

Event Promotion

As it was a part of SHU Fest, Andrew Bromley, who is a staff in student activity office, is the supervisor. He required the budget under £40. After fixing and calculating the quantities and prices of ingredients, the final budget was £38.5.

Actually, the cost of ingredients was £32.47, which was under estimate.

Event Budget

Ingredients   Quantity   Price£  

Task  1      

Dumpling   20   6.5  

Tea  bag   1   1.77  

Eggs   20   2.5  

Soy  bean   2   1.78  

Sugar   1   1  

Task  2  Egg  Roll      

Eggs   10   1.5  

Flour     2   3  

Green  Chinese  Onion   2   1  

Ham   3   6  

Sweet  Sauce   1   1.9  

Salt   1   0.5  

Sunflower  Oil   1   2.2  

Hot  Pickled  Mustard  Tuber   2   0.6  

Task  3  Noodles  with  soybean  paste      

Minced  pork   1   2.5  

Chinese  spicy  sauce   1   4  

Noodles   1   2  

     

TOTAL     38.5  

Innovation

&

Creativity

INNOVATION

An innovation, to be effective, has to be simple and it has to be focused (Drucker, 2007). The theme of this event is a bright idea. It focused on a

specific area of Chinese food, Chinese breakfast.

Traditional and typical Chinese dim sums for breakfast

were provided.

On the one hand, the theme made it easier to

achieve one of the objectives “provide an opportunity

for western students to have a further understanding of

Chinese food”. On the other hand, it reflected to the

innovation of the event. Although there were several

similar Chinese food events held before, it was the first

event focusing on Chinese breakfast.

The theme of Chinese breakfast made the event

attractive, impressive, innovative and creative.

Effective innovations start small (Drucker, 2007).

Rather than expecting a number of attendees, the

expected attendance was 20 and the venue was

perfect for 20 attendees. Holding a small - scale food

event can provide better service and demonstration

for every attendee.

Moreover, an innovative part designed in this event

was to invite attendees to make an egg roll by

themselves. It attracted an attendee to have a try with

the help of cook.

“If I could have these for breakfast everyday, I will definitely love my life.” –-- Samantha Harris

“I love Chinese food and I really want to know how to cook. Now I can try it at home myself.” ---- Hadey Van Alst

“The event was well done and the food was fantastic!” ----Jenna Meeking

Creativity

Creativity is about new ideas and concepts (Getz, 2012). As has been discussed before, holding a Chinese food event focusing on dim sum only was a brand new idea and concept. It could be the creative point of this event. In fact, this new idea was attractive for attendees. All the dim sums provided in the event were traditional Chinese breakfast and some of them could be hardly bought in Chinese restaurant and supermarket in Sheffield. Therefore, it means attendees may had never known these dim sums.

It was a chance for attendees who are interested in Chinese food know more about Chinese traditional breakfast. Focusing on this idea not only helped to engage attendees, but also made the process of preparation easier. It was easier to design the event process and budget.

Attendees enjoyed the creative and innovative part designed in this event and had a try. It was the first time for them to cook Chinese dim sum with the direction of chef. Also, all the attendees were provided a recipe of how to make the two main dim sums: noodle with bean sauce and Chinese egg roll. Attendees could not only learn how to make Chinese dim sums during the event, but also has a try when they came home. It would be a memorable experience for them.

Event

Experience

Memorable event experience refers to the emotion can be recalled at a later date (Getz, 2012). Attendees want to get social experience and get together when they attend an event (Getz, 2012).

Therefore, when planning the event, everything we did was to make the event memorable including programme planning, the choice of venue and for attendees.

In Fact, l Attract 20 attendees

l Donate £45 to RAG

l Western students gave positive

feedback and comments

In order to evaluate the event, feedback was used to calculate the number of attendees and collect their comments. There were 20 attendees in total. Almost all of the attendees were satisfied with the event experience and our food. They also gave some suggestions such as provide more time.

In total, we donated £45 to RAG. This donation came from the revenue of selling souvenirs.

The most important problem was that after 1.00 pm, the presentation room was not allowed to be used and every one have to stay in the kitchen. It was the first time we had such a problem out of control. The problem resulted from not managing the time well.

The time limitation has influences on the original plan. Attendees did not have enough time to buy souvenirs. Luckily, we could attend another Chinese cultural event and sell the souvenirs.

Therefore, the time management skills and event programmes design skills need to be improved in the future.

l Choice of Venue

The venue is an obvious part of the theme of an event (Bowdin et al. 2011).

The venue of this event was level 12, Owen Building, City Campus. It includes a presentation room and a next – door kitchen, which matches the theme of event. It helps enhance the event experience.

l Audiences

Bowdin et al. (2011) suggests that event planners should plan from the audiences’ point of view.

The room layout was designed due to the size of audiences and ensured every attendee can watch the screen. When it comes to the kitchen, attendees stood and watched the demonstration.

l Programming

The programmes create the event experience for attendees (Bowdin et al. 2011).

Silvers (2004, p. 271) states, “an event experience must be choreographed and blocked out as carefully as any dance or play.”

Plan

12:00 － 12:20 Welcome & brief introduction 12:20 – 12:30 Divide people into 2 groups, each group will lead by a cook 12:30 – 13:00 Teaching period (in the kitchen) Attendees can have a taste of Chinese dim sum prepared in advance Watch a famous food show called “A Bite of China” 13:00 – 13:30 Attendees can have a try to cook and enjoy their food with friends Encourage attendees to buy some souvenirs as donation

The plan was changed due to the current situation.

Firstly, the beginning time was delayed by about 5 minutes because of the dim sum preparation.

Secondly, after Jenna made a short presentation, attendees were told to have a taste of the dim sums and watched the documentary.

Event

Experience

Professional Skills Developed

l Negotiation & Communication Skills

Margerison (2002) states that team project do not work effectively because of communication problems.

During the process of brainstorming, planning, designing and delivering the event, negotiation and communication plays a leading role in a team. It was a chance to learn how to get along with others and work together. When team members have disagreement with others’ ideas, we always analysed together and decided if it was useful. Throughout the process of organizing this event, communication and negotiation were always put in the first place.

For example, to begin with, the theme of the event was switching from “singing competition” to “Chinese food festival”. During the process of evaluating and deciding the final theme, communication was necessary and helpful. Finally, all the team members agreed with the change without conflict.

l Time Management Skills

Drew and Bingham (2009) suggest that making a realistic plan and handling time efficiently can be helpful.

Therefore, in order to allocate the time, during the time of planning, a time schedule was arranged. A list of tasks was written down according to the deadline and time. It helped to reduce the stress, allocate time efficiently and finish tasks in time. It helps further study and work.

l Cooperation skills

Drew and Bingham (2009) claim that how to deal with other people is a big effect on the success of work.

The cooperation skill was development through the teamwork including encouraging others to work, dealing with problems. It will help further teamwork.

Development of Learning Skills

1

Event Management Skills

l Budget

After finishing the draft budget, it was sent to Andrew Bromley, who is the sponsor of this event because Bowdin et al (2011) states a step of obtaining the guidelines from sponsors.

According to the sponsor’s requirement, the cost should be cut down and made sure the cost was within 40 pounds. Then, after calculating and estimating the numbers of ingredients and prices, a final budget was completed.

During the process of making budget, the skills of how to control the budget and make an estimate were development.

l Human Resource Management

Recruitment

Recruiting volunteers is essential about attracting potential candidates (Bowdin et al. 2011).

When recruiting volunteers, a volunteer agreement, health & safety policy must be signed.

Motivation

Motivation can help improve the work efficiency and the organisational success depends on members being motivated to use their full talents and abilities to perform well (Mullins, 2011).

In order to encourage volunteers to work hard, a volunteer certificate was provided after the event because Bowdin et al.

2

(2011) suggests that short – term volunteer is motivated by recognition of their personal achievement, which can be achieved by simply thanking them for their contribution.

l Promotion

Facebook was the main tool for promotion. It also provided a platform to communicate with consumers.

When deciding the marketing tool, considering the development of social network sites, a Facebook homepage was established. When designing the homepage, in order to attract potential consumers, photos of food have been put on the website. Moreover, recipes of how to cook Chinese dim sum were also provided. The homepage attracted people’s attention.

Thus, as for marketing an event, Facebook can be a useful tool to target audiences.

It is a good opportunity to enhance event management skills and it will be an unforgettable experience.

1

According to Business Dictionary (2013),

communication plays a leading role to improve

innovation and creation. Encouraging

communication between departments and

employees result in innovation and creative

solutions for problems.

Communication between tutor

All the team members knew it difficult to hold an

event in an unfamiliar environment. Thus, we asked

help from tutor Jane. Each seminar provided a

good opportunity to report our current work and

challenge. Jane provided some ideas and future

directions. Also, the discussion helped to develop

new ideas and decide the final theme.

2

Communication between team members

All the team members were encouraged to share their creative ideas with each other.

The communication methods among team members were using email, texts and

meetings. Also, we did not force other members to be innovative because we knew

that forcing people to be creative ideas sometimes were not true innovation.

Communication between consumers

Before the event, we contacted and communicated with consumers via Facebook

homepage. It helped to engage attendees through showcasing our idea.

In order to get feedback from attendees and improve in the future, a brief guest

feedback was conducted to collect attendees’ comments. From the feedback, almost

all the attendees were happy with the event experience and food.

Employee creativity and innovation are essential for the success of any business (Business Dictionary, 2013)

Communication

via Innovative &

Creative

methods

Reference

Bowdin, G.A.J. et al. (2011) Events Management. 3rd edition. Oxford: Butterworth – Heinemann.

Business Dictionary (2013) Six Effective Ways to Foster Innovation [Online]. Available from: <http://www.businessdictionary.com/article/510/ways-to-foster-innovation/> [Accessed on 07/04/2013].

De Bono, E. (2000) Six Thinking Hats. London: Penguin.

Drew, S. and Bingham, R. (2009) The Guide to Learning and Study Skills: for Higher Education and at Work. Farnham: Gower.

Drucher, P.F. (2007) Innovation and Entrepreneurship. Butterworth Heinemann.

Getz, D. (2012) Event Studies: Theory, Research and Policy for Planned Events. 2nd edition. London: Routledge.

Kerwood, P. (2009) Joining the Social Media Conversation – Connect, Communicate, Co-operate and Collaborate. Event Magazine, 16 June [Online]. Available from: <http://community.eventmagazine.co.uk/blogs/peterkerwood/archieve/2009/06/16/joining-the-social-media-conversation-connect-communicate-co-operate-and-collaborate.aspx> [Accessed on 22/03/2013].

Margerison, C.J. (2002) Team Leadership: A Guide to Success with Team Management

Systems. London: Thomson Learning.

Mullins, L. J. (2011) Essentials of Organizational Behavior. 3rd edition. Harlow: Financial

THE END