BUILDING
BUSINESS SUCCESS
THROUGH
COMMUNITY ENGAGEMENT
THE DAY OF THE DEAD AS A STRATEGIC ELEMENT
By Sthefanie Hernández, Marketing Manager at Gayosso, Mexico
he Day of the Dead is one of the
most
iconic
and
representative
celebrations of Mexico. It is a festival
that honors departed loved ones by
celebrating life rather than mourning
death. Families gather to decorate altars
and offerings, visit graves, bring flowers,
prepare special foods, and place items
that remind them who passed away
so their spirits can enjoy the offerings.
While the celebration takes place within
a cultural and religious context, some
elements contribute to the growth
of a successful business, especially
for a company like Gayosso, the most
important funeral company in Mexico
for over 149 years.
By celebrating life and memory, we find factors
beyond money in business success, which serve as
pillars to create commitment and engagement with
people.
The Road to Success:
Inspiration from the Day of the Dead
The process of establishing a reliable business goes
beyond just creating a strategy; it includes building
a solid foundation of relationships with employees,
customers, suppliers, and more. Gayosso has been
present during the most difficult times in people’s
lives, offering support, understanding and, always a
humane approach. This is why understanding how to
connect with the emotions of their clients is crucial.
To
achieve
this
emotional
connection,
the
communication concept for Day of the Dead 2024
was developed based on the journey that the
deceased make to “Mictlán” (the underworld). In
Mexican mythology, this journey is depicted as a long
and dangerous one through nine levels, where souls
must overcome various challenges to reach the “Field
of the Dead,” their eternal rest. Building a long-term
business relationship is like constructing an altar that
reflects the value and importance of the care that we
provide for others.
Consolidating the Strategy
of a Successful Brand
Just as the Day of the Dead altars and the path to
Mictlán follow a structured process, the creation of a
commercial and communication strategy also follows
a series of essential steps that guide its growth.
1. Identify a Clear Purpose: “We are people caring
for people.” In addition to offering funeral services,
we aim to be a reference in providing care,
comfort, assistance, and companionship during
Communication campaign “The path to Mictlán”
26
No. 108 – WINTER 2024 | THANOS MAGAZINE
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