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

看板ひとつでわかる会社のセンス。

投稿日:

こんにちは。NISHIです。

新幹線に乗っていますと、
駅ホームの看板が
少しばかり目につきます。

いや、
「少しばかり」という
表現を使ったことには
理由がありまして、

なぜか覚えている看板と
全くといっていいほど
記憶に残らない看板に
明確に分かれるからです。

以前、岡山駅を通過した時も、

「こんなところに
 地元の病院の看板って必要?」

と、思った次第でして、
全く狙いがわかりませんよね。
だって地元の人がその看板を
目にする機会は少ないですから。

一方、
東海道新幹線に乗りますと
「727」という看板、
目につきませんか??

等間隔…とまではいきませんが、
大阪から東京に向かう際に
何度も目にするあの看板です。

あれは確か、
727コスメティックスという
美容メーカーの社名の看板で、
創業者の誕生日が7月27日で
あることに由来していると
記憶しております。

たぶん、
そんな社名の由来はもちろん、
一般の方で看板の意味そのものの
意味が分かる方も、
どちらかというと少ないように
思います。

それでも、

「なんかあるよね」
「そういえばあったよね」
「そんな意味だったのね」

など、薄いかもしれないけど
記憶には粘着しやすいでしょう。

結果、「727」の看板の場合は、
「認知アップ」の目的に対しては
それなりに貢献しているわけで、

おまけに、
たいていの看板は田んぼの横に
たてられているわけですから、
コストも知れているでしょう。

つまり、
ここには明確な差があります。

看板ひとつとっても、
意図がある看板、ない看板。
費用対効果を考えた看板、
全く考えていない看板。
後者は単なる
コストの垂れ流しに過ぎません。


そこの「差」を
よくよく考えて欲しいのです。

各種SNSから仮想通貨、
クラウドファンディング等々、
販促ツールから資金調達手段まで、
ひと昔では考えられないような
「手段が豊富にある環境」が
整ってきています。

すなわち、
その環境を活かすも殺すも
自分次第なわけで、
手段が豊富にある分、
手を複雑にしようと思えば
複雑に出来るわけです。

「看板」という単純な手ですら、
意図もコスト計算もできない
ようでは、
増々結果に差がついてきますし、
「お金を取られるだけ」の会社は
増々コストを垂れ流すでしょう。

出せる成果もコストも
思いっきり開いていく。
その開きをもたらすものが
「リテラシー」なのでしょう。

では。

NISHI

-日記

執筆者:


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