Building Business Success Through Community Engagement

The Day of the Dead as a Strategic Element

By  Sthefanie Hernández, Marketing Manager at Gayosso, Mexico

The 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.

Read the whole article in the winter issue of THANOS magazine - you can read online at pages 26-37