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

旬を逃すクライアントを阻止せよ。

投稿日:

こんにちは。NISHIです。

こういうチャレンジングな
取り組みって、
チャレンジングであること
そのものがいいと思います。

http://grass-ex.jp/Lo30/13231

画像を見る限りでは
ものすごーーーーく
目が疲れそうですが、
それは慣れの問題かなとも思いますし、
書店を半歩以上ズラした
空間にはできますから、
提供できる体験も価値も
全く違うモノができるように思います。
ま、想像ですけどね。


で、このアプリって
書店のPOPのあり方と
使い方をガラッと変えて
いるわけですが、その発端は
こんな思いからのようです。

==
多くの書店で、古いPOPは
捨てられてしまうそうなんです。

書店員さんがあれだけ
力を入れて書いているのに、
1回掲示しただけで
捨ててしまうのは
もったいないですよね。

データベース化すれば
過去のPOPも再利用できるのに
==

これですね、
気持ちはわからんでもないですが、
ちょっと違うよなとも思うんです。

POPや看板、
あとは定番のチラシもそうですが、
あくまで目的はお客による購買に
つなげることであって、
そのために「注意すべきこと」も
あります。それは、

風景化させないこと
———————

です。

人間は「慣れの動物」です。
同じ行為を続けると慣れてきます。
最初はインパクトがあれども、
その刺激にも次第に慣れてきます。

POPや看板や定番チラシ。
これらはすべてそう。
放っておくと風景化しやすいのです。
すぐに「見慣れて」しまうのです。

故に、POPや看板や定番チラシといった
「あまり抜本的に変わらない類のモノ」は
それぞれに【旬の期間】があるのです。

その旬の期間とは、
ファーストインパクトで売る期間と、
存在を無意識的に刷り込める期間まで。
そんなところでしょう。

特にチラシですと、
配布枚数から反響数まで
キッチリと数字で拾えますから、
その推移を見ていると顕著です。

たとえ
当たりチラシが出来たとしても、
あるタイミングを境に
ぴゅーーーーーっと落ちていく。

内容の変え時と変え方は
なかなか難しいのですが、
私の経験上、
筋の悪いクライアントですと
そのタイミングを半歩以上遅く
見積もってしまいがちですので、
注意が必要です。

そのタイミング、
なぜ半歩以上遅くなるのかというと、
変えるのが怖いのもあるでしょうし、
何より、

その効果がずっと続くと錯覚している
———————————————

からです。これが一番大きい。
すでに茹で上がっている蛙なんです。

販促の基本中の基本ですが、
販促物には【旬がある】ことは
忘れてはいけないように思います。

では。

NISHI

-日記

執筆者:


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