経営コンサル日誌

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日記

本当の強みと権威は「ニコイチ」で使う。

投稿日:

こんにちは。NISHIです。

ちょっと前にTVで
長野県の阿智村という所が
紹介されていたんですけど、
聞いたこと、あります??

私の記憶が確かならば、
確かここ数年、5年程ですかね、
観光客が右肩上がりな模様で、
観光地としての成功事例的に
扱われていたような気がします。
(※特集を一瞬見ただけなので)

で、何が観光の目玉かですが、
それは「満天の星空そのもの」
だそうです。

映像でも少し見ましたけど、
さすがに目玉にしているだけあり、
ものすごくキレイです。素敵ですね。

検索してみるといくつかの媒体で
特集されていました。

ご興味ある方は
参考事例のひとつとして
見ていただければと思いますし、
見てからでもいいので
このメルマガに戻ってきてくださいね。

・東洋経済
http://grass-ex.jp/Lo30/13221

・日経テクノロジー
http://grass-ex.jp/Lo30/23221

で、この例には
マーケティングにおける

・基本的で
・シンプルで
・案外忘れがちな

ポイントが端的に含まれている
ような気がします。

それは、

【本当の強み】と【権威】です。
———————————-


まずですね。
コンサルをするにせよ、
自社やご自身の仕事に活かすにせよ、

【本当の強み】に基づいた上で
腹を決めて手を打っていく方が
圧倒的に効率的かつ効果的なのは
このメルマガでも何度もお伝えして
いる次第です。

この点、伝わっていますかね?

しかしながら、です。
【本当の強み】って、
当の本人からすると
意外とわからないものなんです。

たぶん、この村の人たちも、

「星空は確かにキレイやけど、
 こんなん普通ちゃうの?
 全部タダやしなぁ…」

程度に思っていたのでは
ないでしょうか?

つまり、
当たり前すぎて強みどころか
観光資源だなんて思っていない。
1ミリも思っていないでしょう。

とはいえ、
外部から見ればその評価は
180度違うわけで、
そういうものに【本当の強み】が
あったりします。

このギャップああればあるほど、
ヒットの大きさに比例するのでは
ないでしょうか。

で、この【本当の強み】を
活かすことは当然大切なこと。

ただ、
この本当の強みを活かすには、
もうひとつ、大切なことがある。
加速するために大切なことがある。

それが2つ目、【権威】です。

TVでも紹介されていましたが、
平成18年度、
今から10年以上前に環境省から
「星が最も輝いている観える場所1位」
に認定されていたようなんです。

これ、たぶん東洋経済の記事には
なかったと思います。
だって、時系列的に見てみれば、
観光客数が伸びるより割と前に
なると思いますし、ズレが出る。

時差があるため、
観光客数にブーストがかかった点と
直接結びつけにくいです。

とはいえ、やっぱり、
古典的な手法である「権威」は
使えるわけですよ。

「ただの満天の星空」よりも、
「日本一に認定された星空」の方が
やっぱり見栄えはいい。

「正体不明の評価機関での1位」よりも、
「国が認めた1位」の方が拍が付く。

未だに、出版時の帯に
「著名人の推薦の言葉」があるのも、
「権威」がそれなり以上に有効だから。
意味があるから採用しているんです。

本当の強みに根ざすこと。
その上で権威をフルに使うこと。
基本的ですが忘れがちなことかと。

では。

NISHI

-日記

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