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

記念日を侮ることなかれ。

投稿日:

こんにちは。NISHIです。

昨日に続き販促ネタですが、
先日、某神〇さん会社から
こんなタイトルのメールが
やってきました。

==
お盆直前スペシャルセール!
最大85%OFF!
==

うーーーーむ。。。

中身を見てみますと、
過去の対談やらなんやら、
基本は音声の販売ですね。
むむむむむ。。。。

少し考えてみましょう。

お盆も、
セールも、
対談音声も、

それぞれなーーーーんにも
関係ないと思いませんか?

マーケティングのセオリー上、
セールやキャンペーンには
大義名分が必要です。

「○○だから、やる」の○○。
つまり、言い訳です。

そう。言い訳なんです。
所詮言い訳なのですから、
理屈は通っていなくていい。
屁理屈でいいんです。

だって、そうでしょう?
いいか悪いかは別にして、
お盆もセールも対談音声も、
相互になんら関係性はない。
ただ、くっつけただけ。
ただ、それっぽくしてみただけ。
そんなものなんです。


ひとつ、

マーケティングのセオリー上、
セールやキャンペーンには
それをする大義名分があれば
いいわけで、
その大義名分の最たるものが、
【記念日を利用する】というもの。

ちなみに、
日本では年間に記念日の種類って
何種類くらいあると思います?

同じ日でも複数記念日がありますから、
その延べ記念日数をカウントすると
結構な数になると思いますが、
一体どれくらいあると思います?

実は私、Wikipediaで
カウントしたことがありまして、
なんとその数……

………
……

943個。
——

まぁ検索していただければ
おわかりになりますが、
非常にくだらない記念日が
多々あります。
よくもこんなに思いつくもの
だなと。

で、これだけの数の記念日が
あるということは、それだけ、

年間の販促機会は多い
————————–

ということの裏返しでもあります。

繰り返しますが、お盆。
セールとは
何の関係もありません。

しかも「お盆直前」と来た。
さらに何の関係もありません。
大義名分は言い訳です。
大義名分を大義名分たらしめる
【ストーリー】があればいい。

販促機会っていくらでも
つくれるんです。

昨日は、
困った時はランキング表示、
困った時は「迷ったらコレ」表示、
と、お伝えしましたが、
ネタに困った時は「記念日」を
少し紐解くだけでも、
販促アイデアって出てくるものです。

ちなみに、ですが、
大義名分を大義名分たらしめる
【ストーリー】は、

できるだけしっくり来るもの
———————————-

が効果的です。

セールやキャンペーンをする
その理由を考えてみる。
その理由が自分にとって、何より
クライアントにとってしっくりくるか?

最初は無理にこしらえた
大義名分であったとしても、
結果的にしっくり来るのであれば
グッと成功率は高くなるのはもちろん、
思わぬロングセラーや定番商品の
誕生のきっかけになることがあります。

その発端はもしかしたら
記念日にあるのかもしれません。

では。

NISHI

-日記

執筆者:


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    • Good point, Joe. There's no need to make the translation fully concordant beyond the immediate context.Maybe there's a weird case or two where Zeba's solution would make a difference, such as a μετά + genitive in Mark matching up with a μετά + accusative in Luke. But even in the case, the student needs to know that the case endings don't match up.

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