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

ナチュラルなリマインドを設計せよ。

投稿日:

こんにちは。NISHIです。

先日、年があらたまってから
はじめての新幹線移動でした。
その際の小話から。


新大阪を出発し、京都、名古屋を過ぎ、
浜松あたりに差しかかかったあたりまで
いくつかのクライアント対応を同時に
スマホでずーーーっとやってましたので
ある違和感には気が付きませんでした。

その「ある違和感」に気付いたのは
新横浜に到着する直前のこと。
こんなアナウンスが流れていたんです。

「次の新横浜には、
 到着次第、すぐの発車となります。」

確か、昨年末に新幹線に乗った時は
このようなアナウンスはなかったはず。

別にこの新幹線が遅れているわけでも
なさそうでしたしたから、
今年に入ってから変わったのかなと。

で、違和感があったのは、
昨年と今年でアナウンスが変わったこと、
それだけじゃないんです。

停車するすべての駅の到着前に、
このアナウンスが流れていたのです。
これが私なりのちょっとした違和感。

「どうでもええやん」

って思うでしょ?

確かに、どうでもいいといえばいい。
でも、どうでもよくもないんです。

・あくまで【ナチュラル】に
・【繰り返し行われるリマインド】って、
・地味だけど【かなり強烈】

だから。

私、ずーーーーっとクライアントと
スマホでやりとりしてたわけです。
でも、意識の片隅には入っていた。

そう、
・ナチュラルに
・繰り返されるリマインドって
・意識に刷り込まれる
わけです。


むかーし、むかし、
スクールビジネスのコンサルをする
友人に聞いたことがありますが、
昔、パソコンスクールのコンサルで
似たようなことをやっていたようです。

そこで、

・月謝制で通う既存顧客に
・オプション講座を販売する

ために行った手法がまさに、
ナチュラルな繰り返しのリマインド。

たとえば、デスクトップPCの上部、
目に見えざるを得ない位置に
こんなテプラが貼り付けられています。

「毎年大好評の年賀状作成講座、
 あと○名になりました!お早めに!」

こんなコピーです。

このコピーは時期によって
内容が変わっていまして、
ざっくりもざっくりで言いますと

==
「年賀状講座がはじまります」

「すでにお申込みいただき大好評!」

「残席○名!お早めに!」

「おかげさまで満席になりました!」
==

といった感じで、
事前告知から残席カウントダウン、
満員御礼告知まで
繰り返し目に触れるようにしたところ、
該当オプション講座の申込数が
3倍以上になったようです。

これ、
いきすぎると鬱陶しいだけですし、
一歩間違えるとサブリミナルな
手法にもなりかねません。

なので、
決して使いどころを間違えないで
いただきたいものですし、
悪用も避けていただきたい。

ただ、ポイントはあくまで、

・ナチュラルに
・繰り返されるリマインドって
・意識に刷り込まれる

ってこと。

マーケティングを設計する際、
頭の片隅に置いておくと
使える場面はあると思いますよ。

では。

NISHI

-日記

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