Precise Positioning Strategies for Media Event Planning

In 2005, "Super Girl" became an instant hit, generating nearly 100 million yuan in revenue for Hunan Satellite TV, boosting related industries, and inspiring other media to launch major events. That year was dubbed China's "Media Event Marketing Year." To this day, the magic of events has further demonstrated its power, with significant changes in event content and format, as well as shifts in the media landscape. In today's fiercely competitive environment between old and new media, how can media plan events to succeed?

To host a successful event, media must precisely position it: Is it for an enterprise, for a city, or for the media itself? Also, consider the event's purpose and significance, and the conditions of the target audience. Precise positioning determines the ultimate outcome of the event's marketing effect. Media need to find their own position, as different positioning leads to different planning emphases.

American marketing gurus Al Ries and Jack Trout wrote in their book "Positioning": "Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances." At the right time and environment, an organized mindset to open the window of the mind is the foundation of media event positioning.

Wang Wei, Chairman of New Event Media, also wrote in his new book "The Power of Events: Marketing Breakthrough in the Post-Advertising Era" that under different conditions and environments, how to apply positioning theory to find the positioning of media events and achieve this strategy, regardless of the stage, the earlier the positioning process begins, the better. The difference for media hosting events is that they must not only focus on economic benefits but also on social benefits. A good media outlet always holds a significant advantage in its social communication function; a good event, through media dissemination, also carries important social and cultural communication functions. Good social benefits drive good economic returns, creating a virtuous cycle.

To find a unique position, you must abandon traditional thinking. The systematic positioning process actually accompanies a systematic innovation planning process. Traditional logical thinking tells us to find positioning concepts within ourselves or the marketing target, but innovation lies in seeking them from potential customers. Breaking away from traditional logic, combining both technical and artistic requirements, innovation is inevitably the soul of event marketing; without innovation, event marketing is impossible. Many of our current events are merely copies or reprints of previous ones, with few innovative elements.

In recent years, the "Orange Isle Music Festival" quietly emerged at the tail of Orange Isle in Hunan. Its positioning is reflected in the following words: "outdoor," "music festival," "rock," "beer," "youth," and "casual." Cui Jian said that a music festival is a utopia. During the two-day festival, at the tail of Orange Isle in Changsha, there is no cynicism or success philosophy; the city's literary youths, rock fanatics, angry young people, idle wanderers, and idealists come here to shout wildly, love each other, and remain orderly.

As the saying goes, "Trendy music, made on Orange Isle." "Rock" and "beer" may differ from our traditional music culture, but it is precisely this difference that attracts music lovers from near and far cities, as well as casual young people. Hosted by the Changsha Municipal People's Government, co-organized by the Xiaoxiang Morning Herald system, Changsha Radio and Television, Changsha Tourism Bureau, and Changsha Urban Construction Investment and Development Group Co., Ltd., from media to tourism, from indoor to outdoor, it is positioned on music, making a music festival.

The positioning advantage of the Orange Isle Music Festival lies first in music, and second in the rock music that young people love. Such a music festival has a measure of certainty; whether it's advertising sponsorship, ticket sales, or other derivative commercial development on the day of the festival, it all revolves around a single target audience: young people who love music. Secondly, the theme positioning of the event: at the beach amusement park at the tail of Orange Isle, with sand, sunshine, beer, beauties, and music revelry; performances by bands from well-known domestic music festivals; the selection of nine local new bands; and fun activities like beach soccer.

Tuoyuan believes that it drives more people to interpret the youngest and most authentic state of life with the passionate spirit of rock, leading a new harmonious way of social entertainment and leisure, adding colorful touches to the modern cultural life of the ancient city of Changsha, creating a new modern "city card" for Changsha, enhancing the city's spiritual civilization level, and taking responsibility for Changsha's bid to become a national civilized city. Thus, with precise positioning, the overall policy for the event is established. Clear positioning prevents deviation from the theme and goals in subsequent activities, opening up the scope and marketing ideas of the event.