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

マーケティングを片手落ちにしない方法。

投稿日:

こんにちは。NISHIです。

先日、部屋を整理していると、
懐かしのチラシ類がゴソッと
出てきました。

はい。
私、チラシも書けるんです。
前職のコンサル時代でも
散々書きましたよ。

で、当時は非常に不思議な
感覚になったのですが、
新卒のコンサルがいきなり
チラシを書くんですよね。

その業種のこと、
なーんにも知らないのに。

では、なぜチラシを書けるのか?

1つは事例が豊富にあること。
もう1つは「原則」があること。
正確には「原則らしきもの」ですが。
ともかく、この2つかと。

つまり、「型」があって、
その使い方がわかる「事例」が
豊富にありますから、
コンサル未満のサルでも
チラシを書けるわけです。


さて、
今日はチラシの書き方の話ではなく、
感覚とデータの突き合わせの話です。

先ほど、チラシの書き方には
「型がある」と言いましたが、

たとえば【Zの法則】とよばれる
ものって聞いたことあります??

これ、先ほどもお伝えしたように
「法則」のように必ずしもそうなる、
といったものではありませんので、
あくまで「法則らしきもの」でしか
ありません。
ま、それは置いておきましょう。

「Zの法則」とは、

「消費者の視線の移り変わりと
効果的なレイアウトの原則」

のことです。

具体的に言いますと、
チラシの場合だと

左上

右上

左下

右下

の順番で視点を移動させやすい。
半分「癖」のようなものです。

と、いうことは、
その「癖」を利用すればよい。
その導線に従ってコンテンツを
配置するのが効果的ということ。

最も大事なコンテンツ、
その企画での目玉商品を
左上にもってくる。

そんな意識でこの原則を使うと、
チラシの反響率アップも
貢献しますよ、ということです。

さて、
ここで1つ考えてみましょう。

この「Zの法則」って
非常に感覚的なものです。
そうですよね?
根拠がないといえばない。
とはいえ、
あながち的外れとも言えない。

なぜなら、基本的には
人の経験則から導かれたものだし、
人は感情の生き物だから。

好き嫌いで判断するし、
気分でモノを買う。
なので、感覚的な判断って、
正しいと言えば正しい。

そこでこういった
「感覚寄りの人」にとっては、
「データを取る事」によって
「感覚の精度を上げる」ことが
コンサルの腕を上げる上で必須。

逆のパターンもあります。

アナリティクスやヒートマップは
それなりに使いこなせる。

それらのデータをもとに、
サイトやキーワードの改善を行い、
多少の売上や成約率アップ、
コストダウンは実現できる。

ただ、
データをもとに改善する際、
なぜか「人の感覚」が
スッポリ抜けてしまう。
改善の際に「思考停止」になる。
特にIT系の人にありがちかと。

「これを見てお客さんはどう思うか?」
「買いたくなるか、ならないか?」
「次にどのページを見たくなるか?」

など、人として普通に考えれば。
わかることに対し、
思考停止になる人も多いんですよね。

結局、
感覚寄りの人はデジタルツールなど、
データで感覚を修正や補完をし、

データやデジタルツールでの判断が
偏重しがちな人は、
人としての感覚を大事にする。

そんな風に「逆」をやってみるのも
コンサルのよいトレーニングです。
片手落ちにならないためにも、ですね。

ゴソッと出てきた
チラシの山を見ながら、
そんなことを想う次第でした。

では。

NISHI

-日記

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