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 12 months 1985 when he sang “Noi, ragazzi di oggi” on the San Remo Pageant, Italy. Luis Miguel then obtained second place in a global 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 collection has made about his life have precipitated a stir, curiosity and 1000’s of mentions on social networks, particularly on Sunday nights, when it’s launched each week. one other chapter and we all know a little bit extra concerning the drama.

An emblematic character of Mexican well-liked 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 live shows, 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, though there isn’t 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 mandatory to consider a relaunch if we wish to keep away from its decline. The thrill that it may have precipitated throughout its introduction stage to the market has been left behind and the battle to maintain it within the shopper’s style is changing into more and more bloody.

The identical factor occurs to singers. His type is carrying out. They cease shocking. 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 approaching decline which means the start of the tip will come.

The premiere of the collection on Netflix appears to be the relaunch of Luis Miguel as a singer and emblematic determine within the historical past of Mexican well-liked tradition. Nothing is a casuality. All the things appears to be a part of a beforehand drawn up plan that up to now has labored, additionally offering us with a collection of classes on the factors to think about when relaunching a product.

1. Analyze the atmosphere

One of many first steps in making certain {that a} product relaunch is efficient is conducting an environmental evaluation. We should examine developments, perceive what the competitors is doing, overview the effectiveness of distribution channels and discover a method to attain our potential shopper. Instinct is just not sufficient: it’s a must to observe, examine and analyze to be as correct as potential.

A number of years in the past it could 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 right this moment the audiences are not there. Emulating the technique of different collection, 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 collection premiered, folks began speaking about it.

2. Outline your new positioning

There might be no relaunch with out a 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 contemporary and revolutionary manner. Generally it’s a redesign of the brand, generally a variant on the product itself: new flavors, colours or sizes. Earlier than reinventing it, we should outline very effectively what we intend to attain with the change.

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

From the start of his profession, Luis Miguel had been completely secretive a couple of personal life surrounded by enigmas as a result of conflictive relationship along 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 concerning the reality and now it’s the identical artist who warns us that he’s able to reveal his story.

He is similar singer as all the time, however with a distinct 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 occasions lower than charming new ones. One of many keys to a profitable relaunch is reminding those that as soon as cherished you why they did it. Nostalgia is a vital 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 essential goal of Luis Miguel’s collection 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 collection has been confirming episodes within the artist’s life that have been beforehand like legends. The end result? Now we have talked about him once more, pitying him for a really complicated childhood and youth, beneath the yoke of a dominating father, the voracious curiosity of file labels and the absence of a mom about whom we (nonetheless) know little.

The search developments 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’s not within the dreaded section of decline that may result in oblivion. It’s not sufficient to vary the picture, colours or flavors to change this notion. The marketing campaign have to be accompanied by an actual satisfaction that transcends nostalgia. Attaining this isn’t simple.

The singer has revived curiosity in his particular person and his music (the replica of his music “Responsible or not” had a rise of 4000% on Spotify after the fourth episode of the collection) and it’s potential that the pattern will proceed till the tenth of June, when the eighth and final chapter of the collection is launched.

The chance that the artist has to launch now, in that interval, a brand new file manufacturing that reveals 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 collection on Netflix has fulfilled its mission: to relaunch the Solar, but it surely will depend on how lengthy it is going to proceed to light up the sky.

http://feedproxy.google.com/~r/entrepreneur/newest/~3/4X86UP5ZdqE/370158