Short answer: because the decision is made the same day, usually by someone local, searching for what is on tonight. You need to be visible at that moment, not last week.
The decision window is hours, not weeks. Someone deciding where to go tonight is deciding now. Being present in a local hub at that moment is worth more than a campaign that ran last month.
Events are your product as much as the drinks. Trivia, live music, a new release, a game on. Each one is a reason to come on a specific night.
Locals are the base, visitors are the bonus. Regulars fill weeknights. Being the recognised local spot in your neighbourhood is what fills a Tuesday.
Where the plans fit. Most bars and taprooms sit on Small Business or Professional Services once events become a real channel. Groups with several venues take Corporate. See current plan prices.
Worth knowing: we do not currently have a dedicated Bars and Nightlife category, so these listings sit under Food and Dining or Entertainment today. It is on the list to add, and it is a real gap for a city this size.