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

広告チェックの際に注意すべき「必須の一項目」とは?

投稿日:

こんにちは。NISHIです。

今日は東京マラソンでした。

たまたま同日に出張が重なった
友人に話を聞いてみると、
やはり「少しばかりは様子が違う」
ものなんですね。いつもの東京とは。

いつもより空港に人が多い。
一部道路も封鎖されている。

封鎖された道路の影響を受け、
迂回する車両でごった返す道と、
何の影響もない道がある。

こんな風に、
いつもと少し違う日常においても
「目に見える変化」もあれば、

「いつもよりどこか慌ただしい」
「大きな歓声が聞こえる」
「休日の割に時間の流れが速い」

などなど、
目で確認できない変化もある。

このように、目に見える変化と、
目に見えない変化の両方を感じ取り、

「普段と何が違うのか?」
「その原因はなにか?」
「結果、どうなりそうなのか?」

などを想像し妄想し、
論理的に仮説やルールに落とし込む。

コンサル志望の方、
マーケティングスキルを身につけたい方
には必須の習慣かと思います。

そういった意味でも、
私が移動の際も未だに
「ついやってしまう」のが、
販促物のチェック。

どの場所に
何の広告が
どのような表現方法で

使用されているのか?

一消費者としてどう感じたかを
大事に持っておくことって
マーケティングスキルを磨く上で
とっても大事なことだからです。

なぜか?

巷にある広告って、
誰かが真剣に考えに考えた結果だから。
———————————————-

そこにはお金も時間も労力も
思いっきり突っ込まれていますから、
それだけ真剣勝負が凝縮された
結果なのです。


そこで思い出すのがこんな話。

今日はANAでしたが、
某LCCに搭乗した際の話。

ま、LCCならではという感じですが、
目的地に到着の際、
機内アナウンスが流れます。

それは目的地の天気のことでもなく、
本日搭乗のお礼に関することでもなく、
某ライ●ッ●の告知。

「この夏の旅行の前に、
 ライ●ッ●で是非、
理想の身体を手に入れて
 みてはいかがでしょうか?

機内スタッフが配るチラシを
 お受け取り下さい。
 今なら体験無料です。」

みたいな広告アナウンスです。
詳細は忘れましたが、
おおよそこんな感じだったかと。

ひとまずの広告のゴールとして
「チラシを受け取ってもらう」
という行動を設定しています。

で、結果どうだったか?

じーーっと見ていましたが、
誰一人、チラシを取らないんです。

まぁ実験的にやっているのでしょうし、
「チラシを取らなかった」という
結果を知ることができましたから、
「それはそれで検証が出来た」
という点では
意味はあったのかもしれません。

ただ、費用対効果としてはNG。

だって、
そもそも誰もチラシを受け取ってないし
ダイエットって人目を気にする人は
気にするものでしょうから、
たとえ興味があっても、
大勢の前ではチラシは取りにくい
のではないかとも思います。

そして何より、
機内スタッフが通過する搭乗客に対し、
声もかけていないし配ってもいない。
ただ、チラシを持っているだけ。

チラシを1枚でも多く渡そうという
アクションが何もない。
これじゃ、誰も手に取らないですよね?

つまり、動線設計として間違っている。

マーケティングを仕掛ける側としては
非常に初歩的な落ち度なわけですが、
移動の際にじーーーっと色んなモノを
観察しているとそういうことがわかる。

移動によって
日常から少し離れられるからこそ、
目に見えるものなのです。

で、こういう失敗をバカにせず、
ちゃんと見ておくこと。
評論家として裁くだけが最もNG。

なぜなら、
いざマーケティングを仕掛ける側に、
いざ広告を作る側になった時、
見えなくなることがよくあるから。

「そりゃないでしょ」

と思っていたことを、
不思議と自分でもやってしまうものです。

落ち度も落ち度で、冷静に見る。
冷静に客観的に、観察眼を磨きましょう。

では、

NISHI

-日記

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「NGな会議」あるある。

こんにちは。NISHIです。 コンサル案件によっては、 スタッフ会議に入る場合もありますが、 よくある会議のパターンは、 「なんとなくYES」の会議。 イメージできます?? 「あぁ、いいんじゃないです …

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その統計、鵜呑みにする前に確認すること。

こんにちは。NISHIです。 少し前に取り上げた プレミアムフライデー。 それそのものには未だに 1ミリも興味がありませんが、 「結果どうだったか?」には 1ミリは興味があります。 そこで、 アンケー …

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アプローチする客層、それで合ってる?

こんにちは。NISHIです。 大阪の心斎橋筋商店街を 歩いていると、 一時期ほどではない気がしますが、 未だ外国人観光客は後を絶たず。 「時代は変わったな」 と、思わせる出来事は 何も大げさな出来事ば …

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楽しい経営分析入門

こんにちは。NISHIです。 コンサルメニューの中でも 経験上「人気ないよね」と 個人的に思うものがありまして、 それは、 「経営分析」をはじめとする 分析系のメニュー。 大抵の場合、分析だけで お金 …