The following thoughts come to mind after viewing this youtube footage of a recent signing event arranged by Laneige Homme for Hyun Bin's fans. The session with the Secret Garden star lasted over two hours at Lotte Department store in Myeongdong on the 22nd of January.
1. Timing is Everything
Organisers of signing events don't need to be too successful in getting the word out that a Hallyu star is making an appearance at such a place on such a date. If the publicity details are released too early, you may get a far larger crowd that could easily become an over-excited mob that could be hard to control. Too late and you're wasting your A and P budget.
And the line went round and round - pics from Soompi
So while it seems as if winter is a lousy time for a signing event, it helps to sift out the less dedicated from the die-hard fans who are willing to queue in the freezing cold outside for hours.
How long did these Hyun-Bin diehards suffer near zero temperatures before they could shake their idol's hand?
2. Control The Information Leaks
Not necessary to spend a lot of won or resort to WikiLeaks publicising the event in conventional media - just pass on details of time and place to a well-chosen fan club or well-followed blogger and let nature take its course. If you've picked the right celebrity to be your brand ambassador, then half your job's done.
3. Ask for the Co-operation of the Traffic Police
You want to please your potential customers but at the same time, you don't want to incur the wrath of the drivers, passers-by or shoppers who have no interest in meeting your star and don't want to be inconvenienced by walkways or roads blocked by long lines of fans queuing to meet their idol or get his or her autograph. Check out the youtube footage between 0:50 and 0:57 the bemused customer trying to get a makeover from a sales assistant at a makeup counter while surrounded by hordes of screaming teens.
4. Hire, Train and Equip Extra Bodyguards
Better to employ many bodyguards with endless patience to control the masses of screaming teenagers. Recruit tall staff members who can tower over the long lines of fans standing earnestly on tiptoe. They would need to have firm handclasps so their natural barricades would not be broken by a wall of teens who surge forward excitedly to touch their favourite Hallyu actor or singer. It's also a prudent move to train them to deal firmly but gently with female supporters who could sue your staff for manhanding or molesting them. Megaphones, queue markers and ear-plugs should form part of the regular arsenal to be handed out to your staff.
5.Monitor the Message Boards
After the event is over, it's worth checking out what the participants have to say about how well or how badly you organised the whole thing - are they satisfied customers who will fork out more won to buy the products endorsed by your chosen star or has your brand image taken a battering with more people disappointed by late and all-too-brief appearances or people who got their toes stepped on far too often or fans who decided the amount of money you got them to pay to purchase an autographed poster wasn't worth all the blood, sweat and tears?
See also
The Meeting with Lee Min-ho That Wasn't
sources:
http://english.chosun.com/site/data/html_dir/2011/01/28/2011012800768.html
http://english.chosun.com/site/data/html_dir/2011/01/21/2011012101080.html
http://www.laneige.com/brand/model_story2.jsp
http://en.amorepacific.com/about/about_brand_news_list.jsp#88
http://en.amorepacific.com/about/about_brand_news_list.jsp#88
http://world.kbs.co.kr/english/entertainment/enter_chart_detail.htm?No=13974
http://www.soompi.com/news/hyun-bin-holds-an-autograph-session/page/1
http://www.allkpop.com/2009/10/lee_minhos_hectic_day_in_singapore
