Precise Positioning Strategy 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 igniting enthusiasm for large-scale events among other media outlets. 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 in the media landscape. In today's fiercely competitive environment between old and new media, how can media plan events to win?

To host a successful event, media must position it precisely: Is it for enterprises, for the city, or for the media itself? What is the event's purpose and significance? What are the conditions of the target audience? Precise positioning determines the overall marketing effect of the event. Media need to find their own place; different positioning leads to different focuses in the planning strategy.

In their book "Positioning," marketing gurus Al Ries and Jack Trout wrote: "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." Under the right time and circumstances, an organized way of thinking that opens the mind's window is the foundation of media event positioning.

Wang Wei, Chairman of New Event Media, also wrote in his 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. What distinguishes media-run 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 plays an important role in social and cultural communication. 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 from ourselves or the marketing target, but innovation lies in seeking them from potential customers. Breaking away from traditional logic, combining the dual requirements of technology and art, innovation is inevitably the soul of event marketing; without innovation, event marketing is impossible. Many of our current events are merely replicas or copies of previous ones, with few innovative elements.

In recent years, the "Orange Isle Music Festival" has quietly emerged at the tail of Orange Isle in Changsha. Its positioning is reflected in these keywords: "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 youth, rock fans, angry young people, idle wanderers, and idealists come here to shout freely, 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. Co-hosted by the Changsha Municipal People's Government, with the Xiaoxiang Morning Post Group, Changsha Radio and Television Station, Changsha Tourism Bureau, and Changsha Urban Construction Investment and Development Group Co., Ltd. as co-organizers; from media to tourism, from indoor to outdoor, it is positioned on music, making a festival of music.

The positioning advantages of the Orange Isle Music Festival lie first in music, and second in the rock music that young people love. Such a music festival can be held with confidence; whether it's advertising sponsorship, ticket sales, or other derivative commercial development on the day of the festival, everything revolves around a single target audience—youth who love music. Secondly, the theme positioning: at the beach amusement park at the tail of Orange Isle, there is a carnival of sand, sunshine, beer, beauties, and music; performances by bands from well-known domestic music festivals; the selection of nine local emerging 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 vibrant colors to the modern cultural life of the ancient city of Changsha, creating a new modern "city card" for Changsha, enhancing the level of spiritual civilization in Changsha, and taking responsibility for Changsha's bid to become a national civilized city. Thus, with precise positioning, there is a general policy for the event. Clear positioning ensures that the event does not deviate from its theme and goals, and the scope and marketing ideas of the event can be expanded.