Luis Miguel and his relaunch marketing campaign

This text was translated from our Spanish version utilizing AI applied sciences. Errors could exist on account of this course of.

Opinions expressed by Entrepreneur contributors are their very own.

All of us have a primary reminiscence of El Sol .

Mine, late, corresponds to the yr 1985 when he sang “Noi, ragazzi di oggi” on the San Remo Competition, Italy. Luis Miguel then obtained second place in a world competitors, displaying that the success of his profession that started 4 years in the past was no accident.

All of us have a primary reminiscence of El Sol and that’s the reason the revelations that the Netflix sequence has made about his life have brought about a stir, curiosity and hundreds of mentions on social networks, particularly on Sunday nights, when it’s launched each week. one other chapter and we all know a bit extra in regards to the drama.

An emblematic character of Mexican in style tradition who wandered solely on the sting of oblivion has as soon as once more occupy a privileged place in our conversations, on tv applications, in gossip magazines and naturally, on the timeline of our social networks.

Only a few months in the past, when the media talked about Luis Miguel, it was to say cancellations of concert events, labor lawsuits , breach of contracts and even an accusation of plagiarism that arose greater than 18 years in the past.

The singer’s profession appeared to erode between debt, rumors of alcoholism and tinnitus, a typical ailment amongst musicians that causes them to listen to buzzing, despite the fact that there is no such thing as a exterior sound supply.

Little by little the Solar was setting and the world, detached, watched its decline.

Time for the relaunch

When a product reaches mature age it’s obligatory to consider a relaunch if we wish to keep away from its decline. The thrill that it may have brought about throughout its introduction stage to the market has been left behind and the struggle to maintain it within the client’s style is turning into more and more bloody.

The identical factor occurs to singers. His type is carrying out. They cease stunning. They anchor themselves to sure segments of the inhabitants and little by little they start to dwell off the glories of yesterday. If maturity arrives and they don’t seem to be able to reinventing themselves, the upcoming decline which means the start of the tip will come.

The premiere of the sequence on Netflix appears to be the relaunch of Luis Miguel as a singer and emblematic determine within the historical past of Mexican in style tradition. Nothing is a casuality. All the things appears to be a part of a beforehand drawn up plan that thus far has labored, additionally offering us with a sequence of classes on the factors to contemplate when relaunching a product.

1. Analyze the setting

One of many first steps in guaranteeing {that a} product relaunch is efficient is conducting an environmental evaluation. We should examine tendencies, perceive what the competitors is doing, evaluation the effectiveness of distribution channels and discover a solution to attain our potential client. Instinct isn’t sufficient: it’s a must to observe, examine and analyze to be as correct as doable.

A couple of years in the past it might have been pure for Luis Miguel to promote the rights to his story to Televisa. The corporate was a key a part of its success within the Nineteen Eighties (with a number of appearances by the artist on the All the time on Sunday program ) , however in the present day the audiences are not there. Emulating the technique of different sequence, Luis Miguel opted for on-demand distribution on the strongest platform in the marketplace: Netflix.

This seemingly easy transfer generated anticipation and lengthy earlier than the sequence premiered, folks began speaking about it.

2. Outline your new positioning

There may be no relaunch with no change that’s clearly noticeable to the patron. The concept is to protect what has characterised the product for years, however current it in a recent and modern method. Generally it’s a redesign of the emblem, generally a variant on the product itself: new flavors, colours or sizes. Earlier than reinventing it, we should outline very nicely what we intend to realize with the change.

One of many previews of Luis Miguel La Serie exhibits the true artist wearing a chic black go well with, strolling via what appears to be his home and together with his voice-over saying: “For many years many individuals have talked about my life, nevertheless it has come The second my fact comes out There are a lot of variations, there may be actually just one. That is my story”.

From the start of his profession, Luis Miguel had been completely secretive a few non-public life surrounded by enigmas because of the conflictive relationship together with his father, his a number of amorous affairs and the mysterious disappearance of his mom. The media has speculated for greater than 40 years in regards to the fact and now it’s the identical artist who warns us that he’s able to reveal his story.

He is identical singer as all the time, however with a special face. Hermeticism has been left behind. The brand new Luis Miguel seems earlier than our eyes weak and able to present us the injuries and secrets and techniques that he has hidden for many years.

3. Captivate those that already know you

Retaining clients who already know you prices 5 instances lower than fascinating new ones. One of many keys to a profitable relaunch is reminding those that as soon as beloved you why they did it. Nostalgia is an important element of the technique. After all, it’s about perceiving your product as one thing new, however primarily based on the appreciation that they as soon as had for you.

It’s evident that the primary goal of Luis Miguel’s sequence are all of us who grew up with him. No matter what we could consider his music, the artist marked an period and immersing your self in his historical past is to relive it. Chapter by chapter the sequence has been confirming episodes within the artist’s life that had been beforehand like legends. The consequence? We have now talked about him once more, pitying him for a really advanced childhood and youth, beneath the yoke of a dominating father, the voracious curiosity of report labels and the absence of a mom about whom we (nonetheless) know little.

The search tendencies for phrases linked to the artist (“Luis miguel”, “Mariana Yazbek”, “Luisito rey”) present that the technique has labored and that curiosity within the singer has been revived.

4. Ship on what was promised

A relaunch is meaningless if it fails to persuade the patron that the product has certainly been reborn and that it isn’t within the dreaded section of decline that can result in oblivion. It isn’t sufficient to alter the picture, colours or flavors to change this notion. The marketing campaign should be accompanied by an actual satisfaction that transcends nostalgia. Reaching this isn’t straightforward.

The singer has revived curiosity in his particular person and his music (the copy of his tune “Responsible or not” had a rise of 4000{bce2ac57dae147ae13b811f47f24d80c66c6ab504b39dda4a9b6e8ac93725942} on Spotify after the fourth episode of the sequence) and it’s doable that the development will proceed till the tenth of June, when the eighth and final chapter of the sequence is launched.

The chance that the artist has to launch now, in that interval, a brand new report manufacturing that exhibits that there’s nonetheless freshness in him is exclusive. Solely then may we are saying that the target of its relaunch could have been exploited.

Luis Miguel’s sequence on Netflix has fulfilled its mission: to relaunch the Solar, nevertheless it relies on how lengthy it is going to proceed to light up the sky.