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Nightlife is a bet that is increasingly established in the market, due to the importance of the venue and the events that are consolidating in the segment.
Investing in entertainment has become tremendously new, due to the creative guidelines with which the market continues to be segmented.
Jägermeister’s action emulates that of other brands such as Vans, which have also opted for artists in their content formula.
The night has been for decades the biggest trigger in the market of venues, points of sale such as nightclubs and an entertainment market that has been consolidated with great success, due to the demand that there is from the audience accustomed to this scene and not only that, for the ability to grow businesses, which is interesting at this time when a significant volume of products such as alcohol are moved, leading to brands such as Jagermeister to change the investment strategy in advertising and bet no longer on traditional guidelines, now on elements that have become resources designed for the market, where activities of value in consumption have been established based on experiences, like Vans did with a music platform, for example. Proof of this have been the tasks that have been scheduled in the entertainment market, with resources that are essential in understanding the market and, most importantly, that define creative exercises of weight before the consumer.
the night industry
The role of the night scene has been consolidated from strategic resources, which follow a key rule, which is to understand what should and should not work in a business.
Due to this opportunity that the sponsorship segment finds, this bet is not accidental, because if we see the projection of Statistical Compendium of Tourism in Mexico 2020in Mexico there was an estimate, only during 2020of thousand and seven nightclubs in the country.
“The number of nightclubs in Mexico shows a general downward trend, going from almost 1,400 in 2010 to just over a thousand in 2020. In contrast, the number of bars in Mexico grew approximately 70 percent between the first and the second. second semester. of the past decade,” he explained. Ana M Lopezspecialist in tourism sources at Statista.
So there is a clear affinity for entertainment and to that extent there have been phenomena such as a shoe brand with a platform called Channel 99 in which it bets on emerging artists to generate content, taking the pretext of creation to a new level. unique: brand communication through creativity.
With this set of elements, resources have been imposed that attract attention in the market, based on ideas that manage to establish actions where entertainment already guides the consumer. In fact, it is enough to look at the figures of the type of advertising that consumers expect from brands and we find a fact from MarketingCharts that warns that the effectiveness of in-person events was considered very high by 44 percent of people interviewed.
There is a differentiated element in the market, which tells us about valuable tasks that are being assumed in the creation of content, especially the commitment to entertainment that experiences are evolving with a commercial sense as the guideline Jägermeister Night Embassy that was implemented in Brazil and that the creatives of the brand argued, was conceived because “the Jägermeister owes the success of its drink to the night public, so we have, as part of our history, to make this environment a place that reinforce the identities of each people, with the certainty that they will exercise their experiences fully”, they explain the concept to which they have added artists such as the Mexican “Pahua”, specialized in mixing Mexican folklore with electronic music, lo-fi and lyrics inspiring.
These actions show us how important experiences are in advertising and how closeness to the consumer in the common place where they usually consume brands is the best approach resource.
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