Small and Medium Enterprises Promote 'Brand Value' Through Concerts

Hurom, Simmons, Best Sleep, and More Consecutive Concerts
Enabling Natural Brand Promotion to Clear Targets

Small and medium-sized enterprises (SMEs) and mid-sized companies are promoting their brand value through marketing by hosting 'concerts' for consumers. This approach allows companies to effectively deliver their desired messages to potential customers and add a 'cultural image' to their corporate brand.

Hurom's 'Slow Aging Doctor Concert'
[Photo by Hurom]

Health appliance company Hurom announced on the 24th that it held the ‘Slow Aging Doctor Concert’ at Seongam Art Hall in Gangnam, Seoul, on the 19th.

This concert was planned as part of Hurom’s ‘Raw Campaign,’ which encourages consuming vegetables and fruits in their fresh state. The event invited Professor Jeong Heewon from Seoul Asan Medical Center, who is raising public awareness about the slow aging trend that pursues youth and health and the importance of healthy eating habits. The concert was held under the theme ‘Slow Aging Diet and Lifestyle Habits to Protect the Brain and Muscles and Prevent Chronic Diseases.’

A Hurom representative said, “Our brand’s core value is health, and we held the concert to spread this message. We expect synergy between online and offline channels, such as launching a slow aging challenge online in connection with this concert.”

Sleep specialist brand Simmons held the ‘Trend Concert 2024’ last month in collaboration with Seoul National University Consumer Trend Analysis Center and Beeknik. The theme was ‘Young Fifty, Breaking Away from Senior.’ Young Fifty is a marketing term referring to the young 50s and 60s generation. This group boasts the most vigorous purchasing power in Korea’s demographic structure and has ample free time, making them a key consumer segment. Simmons targets the ‘Grand Generation’ (baby boomers born in the 1950s to Generation X born in the 1970s), including Young Fifty, with the perception that ‘sleep is directly linked to health’ in the era of longevity.

Additionally, this concert helped strengthen Simmons’ ‘trendy’ image. Simmons has emphasized its trendiness by opening a bed-free pop-up store called ‘Hardware Store’ in Seongsu-dong in 2020 to entertain the public and launching ‘Simmons Terrace,’ a complex cultural space hosting various performances in Icheon.

Best Sleep's 'Sleep on Sleep Concert' Poster [Photo by Best Sleep]

Sleep product specialist brand Best Sleep held the ‘Sleep on Sleep Concert’ in May at the Floating Island on Sebitseom, Han River. Audience members lay on beds while listening to live music optimized for deep sleep and lectures on sleep secrets.

A mid-sized company official said, “Concerts hosted by companies have defined themes and clear target customer groups, so participants are considered strong potential consumers. For small companies, concerts are the best means to directly convey the company’s values and messages to them using limited marketing resources.”

This content was produced with the assistance of AI translation services.