経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

お金、ちゃんと使わせてあげましょう。

投稿日:

こんにちは。NISHIです。

2016年11月に入り、
残すところあと2ヶ月になりました。

いかがでしょう?
年初に立てた計画は達成しました?

まぁ、もちろん、計画を立てることが
絶対的に的に正しいわけではありません。

ただ、前職のコンサル会社の場合ですと、
だいたい9月、10月から来年の計画を立てて
仕込みをスタートさせていきましたので、
「計画立てる派」にとっては
来年の計画もそろそろ着手すべき時期かと。


さて、先日はこんなイベントがありました。

http://grass-ex.jp/Lo30/1531

大阪でも、道頓堀付近を歩いていた人に
聞いてみると、人、相当多かったようで。
戎橋に近づけば近づくほど、
前に進めないくらいギュウギュウ詰め。

スパイダーマン
バッドマン
アラレちゃん
ナース
そして貞子…

といったようにコスプレ祭りで
それはそれでそれなりに楽しい。
ま、私はしませんけど。

で、です。
記事によると、日本における
このイベントの起源が書かれてますね。

明確な発端の経緯は不明ですが、
企業でいうと、

キディランドや
モロゾフが

ハロウィンの定着に力を入れていた
とのことで、その年代も

1970年代から、

とのことですから、
今から30年以上前にはもう、

・社会的ムーブメントにして、
・イベント定着させよう

という動きがあったことになります。

最初からムーブメントを狙ってのことかは
調べてもいませんので不明ですが。

有名すぎて例を出すのもアレですが、
バレンタインなんかも
企業が販売戦略の一環として
定着させたイベントですよね。

ここで余談をはさみますが、
日本で最初にバレンタインを紹介したのも
どうやら「あのモロゾフ」のようです。
こりゃ筋金入りですね…。

話を戻します。

ハロウィンもバレンタインも、
企業が販売戦略の一環として
注力してプロモーションをした側面があり、
定着した現在に至るわけです。

で、イベントがあれば、お客は消費する。
チョコ買って送ったり、
コスプレして騒いで遊んだり。

すなわち、

イベントや記念日は大義名分である
——————————————

ということ。

記念日という大義名分があれば、
お客さんは消費してくれるわけ。
ならば、その手を使わない手はない。

そう、作ればいいのです。記念日を。
消費の大義名分を与えてくれる記念日を。

で、バレンタインやハロウィンのように、
社会的なムーブメントになる必要は
一切ありません。

そうなればそうなったでいいし、
そうならなければならないでいい。

自社の顧客にとって、
自分のお客様にとって、
お金を使う大義名分になれば
それでOKなわけです。

たとえば、企業の販促でベタなのは
創業祭や○周年祭りといったイベント。

店舗系のイベントとしては
はるか太古より使われていますが、
やっぱり大義名分としてはいい。

そういう大義名分を与えるイベントこそ、
年間計画に組み込むべきなのです。

あなたが社長や個人事業主なら、
大義名分系イベントを組み込んでみる。

あなたがコンサルやコンサル志望なら、
ちょっとしたイベントを提案してみる。

思いっきりベタなのですが、
やっぱりハロウィンを見ていても、
大義名分付きのイベントって、
ものすごーく破壊力あります。

繰り返しますが、
社会的ムーブメントにする必要は
一切ありません。

では。

NISHI

-日記

執筆者:


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