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

イヤホンを耳に突っ込むべからず。

投稿日:

こんにちは。NISHIです。

普段の生活圏内から出ると
ヒントを得ることは多数で、
コンサルとしては
目に入るモノ、
耳から入ってくるモノに
よく注意する必要があります。

以前、誰が言ったか忘れましたが、

「電車でイヤホンを
耳に突っ込むべからず」

といったような話を聞いたことが
あって、今でも大事にしています。

これってもちろん、
耳を塞いでいてはせっかくの
情報も何も入ってこないわけで、
ヒントを得るチャンスを自ら
放棄していることと一緒。

意外なところに意外なヒントが
転がっているもので、
しかも、それは何気ない瞬間に
あることが多いのは確かです。


たとえば以前に出張した時、
あるショッピングセンターの
フリースペースでのこと。

午前中でしたので
ご年配の方々にとっては
ここは格好のおしゃべり場所。
彼女達の会話を聞いていると、
こんなことが聞こえます。

==
「1人暮らしの人って
 ラジオ聴いている人は
 ものすごく多いらしいわよ。

 1日中つけっぱなしに
 しているんですって。」
==

こんなことを言っています。

こういった会話、
クライアントの商圏内だったら
なおのこと大事で、

「どの販促、どの媒体を選択するか」

の貴重なヒントになったりします。

この場合は、

「この地域で高齢者対象なら
もしかしたらラジオって
 意外にリーチできるのでは?」

という脆弱ではありますが
1つの仮説は立ちます。

ラジオって私、
普段聴く習慣はありませんから、
適切な販促媒体をチョイスする際に
自動的に外しがちです。

つまりこの瞬間にラジオが
「候補に入っていない媒体」から
「候補に入る媒体」に
変わったわけで、

もしラジオが効果的な媒体の場合、
ここで見落としてしまうと
時に致命傷になることもあります。


以前、
地方都市でのコンサルの時。
かなり田舎の地域での
コンサルでしたが、
同じようなことがあったんですね。

その地域にある
数少ない喫茶店でこんなことを
お店の方に聞いてみたんです。

「この辺にお住まいの方が
 よく見る雑誌とか新聞って
 何か思い当たるものあります?」と。

すると、
お店の方からこんな返答が。

「○○新聞のお悔やみ欄って
 みなさん毎日見てますよ。

これです。

この○○新聞というのも、
その地域の超ローカル新聞。
数ページしかない、
地域情報誌に近い新聞で、
その土地の方しか知らない新聞。
そりゃ私が知る由もありません。

かつ、私にはもちろん、
お悔やみ欄を確認する習慣なんて
ありません。
高齢者ならではの習慣でしょう。

見ればこの新聞、
お悔やみ欄掲載箇所の近くにも
広告スペースがあったりします。

加えて掲載料も高くないので、
そこに広告を投下したところ、
それなりに効果がありました。
必要客数の積上げには十分な効果。

ただ、もしあの時あの喫茶店で
お店の方に質問をしなかったら、
この媒体を発見することは
なかったと思います。

もしくは、スルーしていたでしょう。

自分の生活圏外でこそ、
目にするモノ、
耳から聴こえるモノに
注意することは身を助けます。

特にコンサルであれば
クライアントの商圏内に
おいてはなおのこと。

では。

NISHI

-日記

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