I don’t know about you, but to me the end of summer always feels a bit like ripping off a bandaid. Gone are the freewheeling 'anything is possible' vibes, and summer Fridays with empty-ish inboxes. Now, we’re back to the hustle of ‘make it (all) happen (now)’, and lots of new Slack channels. I’m not saying it’s a bad thing, but it takes a minute to get back into that hustle mindset, and it’s not always the easiest transition to make. AmIright? Anyone else feel the pinch of waking up their kids for school and getting back into the swing of it all?
But getting back into the groove is a good thing for all of us, and at Night After Night, one thing we’re excited about is the waning daylight and more chances for a good night out. And with all the challenges marketers face these days, we think the lens of the night out offers a fresh perspective on how to connect with consumers. I recently wrote a piece for Forbes that explores why and how brands can benefit from playing an active role in peoples’ night out, and I thought I’d share a few of those ideas here today.
1. People are more emotionally open at night. It’s a time we set aside the obligations of our day to connect with ourselves and our friends.
2. The night is often the environment where trends take off – food, fashion, music, entertainment, etc.
3. With the global trend towards urbanization, the night-time economy plays an increasingly important role in the development of cities and culture
Perhaps the thing I love most of all about the night is that it brings people together. Which isn’t just a noble cause in today’s polarized and isolated culture, but is also a powerful mode of marketing in a time when young people are increasingly disillusioned with social media and traditional advertising. It’s why we host things like SoFar Sounds, and Vinyl Me, Please listening events, and why we believe in the power of bartenders and local breweries. As Dan Kenary, founder of Harpoon Brewing told me, “People want places to gather, and our taproom is the gathering place for our neighborhood.” On top of that, in the past few years, the very definition of nightlife has expanded to include new ways of spending time in the after-hours, and we’re just as excited about all the other things that are bringing people together these days, like the boutique fitness classes and communities that have become meaningful for so many.
Summer may be over, but there are more opportunities than ever to bring people together – to celebrate, listen to music, and of course, share their experience with their friends. What could be more impactful?
For the full read, and some tips on how to activate in a consumer’s night out, click here.