How Brands Can Win At Night

Post written by

Elliott Phear

CEO, Night After Night

Do you know what happens when the lights go down? Do you know that nightlife plays an increasingly critical role in the economies of cities around the world? Do you know that people are choosing experiences over stuff‚ and that they're willing to pay for them?

What does this mean for brands and marketers? At my company, we think it means a lot. We have a love for all that happens in the night, and we believe that the night represents a massive opportunity for brands. Take, for example:

• Nightlife represents a multibillion-dollar economy. As Mirik Milan, former night mayor of Amsterdam points out, “Late-night culture is a massive motor for cities’ economic wellbeing.” The nighttime economy generates $100 billion each year in the U.K., for example, while the Washington, D.C., hospitality industry is worth about $7.5 billion annually. In New York City, the music industry alone generated an economic output of $21 billion in 2015. Generally speaking, the nighttime economy includes everything from music and entertainment, to food and beverage, to tourism and hospitality — all the industries that thrive at night when people are out spending time with friends and family. With a global trend toward urban living and approximately 80% of Americans living in metro areas, where there tends to more vibrant nightlife, healthy nighttime economies will likely become an increasingly significant part of the overall economy.

• A healthy nightlife attracts business and residents. Art, music, food, hospitality — so much happens at night that cities around the world are developing "offices of nightlife" that are responsible for their city's healthy nighttime culture. What these cities know is that a rich arts district can help attract businesses and residents, especially young people. How can brands benefit from this? By getting involved in the nightlife of these communities and engaging with the music venues, restaurants and bars, galleries and other businesses that create the culturally rich environment many people look for when choosing a place to live.

• People want experiences. We spend much of our days communicating with people through technology, yet humans are wired for a deeper connection. The nighttime is one of the few occasions when we set aside our screens to connect with people in real life. Many people are seeking experiences, such as music festivals, competitive socializing, unique dining opportunities and urban tourism. And brands can get involved in these experiences.

Connecting Brands With The People Who Run The Night

Brands can benefit from supporting the creative people who run the night (bartenders, chefs, musicians, artists, restaurateurs, promoters, etc.) and developing unique experiences for consumers. Of course, how brands engage consumers is as important as why they do it, and at my company, we help brands strategically engage the people who run the night in order to market their products to the right people in the right place at the right time. In this way, brands can benefit from what we call "leading culture" and supporting creative communities at the same time.

Here are some tips on how to engage the people who run the night:

1. Sponsor Live Music And Work With Musicians

Fans seem to be more passionate than ever, and research shows that they — particularly millennials — respond well when brands are involved in live music events. One study found that around 80% of millennial respondents "admitted that the best and most effective way for brands to connect with them is through a branded live music event."

To reach new fans, and support musicians at the same time, brands also can use a patron model to codevelop marketing programs with musicians. To get the ball rolling, reach out to a musician's management either directly or through an agency that has those relationships.

2. Connect With The Bar And Restaurant Community

In cities across the country, bartenders, chefs and restaurateurs are the people who create the setting for our nights out. They're the gatekeepers and often know where all the best parties, shows and afterparties are, and being in their favor can literally make your brand. Consider developing an advocacy program to help you cultivate long-lasting relationships with these people. To do so, hire someone who can be your brand ambassador, and train them on every aspect of your brand. Create a plan for them to go out and meet as many people as they can, either at bars and restaurants or at trade shows. Over time, they'll develop the relationships that are essential to being relevant in the nightlife community.

3. Create Relationship-Based Content

We've found that brands that want to win at night must build communities both in real life and on social media. However, we don’t recommend pay-to-play partnerships; instead, work to build longer-term relationships with the right partners based on mutual support. These genuine relationships can become the foundation of content programs that include content, such as social media posts, created and shared by your brand, your partners and their community. Over time, this ecosystem of relationship-based content can help you establish a role in consumers’ lives.

The night is an inspired time. The trends of nightlife culture often set the pace for the macro trends that follow, and they play a critical role in building urban economies around the world. Consumers who are out at night want to be wowed, and brands are the ones that can make it happen. If you can give people what they want, you might just become their brand of choice in the process.
