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

「今さら感」を大事にせよ。

投稿日:

こんにちは。NISHIです。

昨日のこのメルマガでは、

==
・マーケティングもそうだが、
 セオリー的なことは
 キッチリ押さえておこう

・なぜなら、
 セオリーを押さえられれば、
 非セオリーも押さえられる

・老舗酒造メーカーの慣習から、
 たった数百年の間ですら、
 天地がひっくり返るような
 「世の中一変現象」が起きる

・故に、
 「逆を押さえられる」と、
 変化対応がしやすい
==

ということをお伝えしました。

やはりですね、
表があれば裏がありますし、
最先端があれば最古もある。
逆を押さえることは当然、
マーケティングでも必要で、
これはちょっとしたその例。

http://grass-ex.jp/Lo30/13351

内容は別に
大したことは書かれていません。

何のマーケティングリサーチなのか、
その詳細も特に存じ上げませんが、

==
消費者の83%が、
どのマーケティングチャネルよりも
友人や家族からの推薦を信頼する
==

とのことで、そんなこと
言われなくてもわかりますよね。
自分事に照らし合わせれば
それだけでわかること。

故に、
最先端らしきオートメーション化
されたマーケティングよりも
1対1で紹介や購買が発生する方が
いまだに最も有効だということ。
無条件の信頼スタートですからね。

で、このメルマガでも何度か
お伝えはしていると思いますが、
このように使い古された手法って
今使うと1周2周まわって
有効なことが多いんです。

だって、たとえば
新聞折込チラシでもTVCMでも
偏った捉え方をすれば
「もう終わった広告媒体」として
捉えることは十分可能じゃないですか。

でも、商品や客層によっては
まだまだ十分使えるどころか、
ものすごく有効だったりする。

これ、友人のコンサルの例で、
介護施設のマーケティングを
引き合いに出してみましょう。


この業界(介護業界)では、
ケアマネジャーに対して営業し、
適したご利用者を紹介いただく
のが王道のやり方。

でも、彼は

「チラシで集めた方が
確実だし速いんじゃない?」

と思ったわけですが、
周りの施設はそんなことやっていない。

ま、商圏が田舎だったので、
地域高齢者が目に触れる情報も少なく、
かつ競合施設もすべて保守的ですから
結果的にかなり効果的だったわけです。

ぜーんぶ、チラシで集めた。
チラシがなかったとすると…
考えただけでゾッとするらしいです。
そりゃそうですよね…。

で、新聞折込チラシって
世間ではすでに終わりつつある媒体
なのかもしれませんが、
ときとところによっては前提が違う。

田舎、高齢者、競合が保守的…
となれば、
対象顧客にリーチする方法としては
非常に合理的で確率が高くなります。


同じように、人は
「○○が流行っている」と聞けば、
その○○の方向へ一目散に走ります。
そういう人がほとんどです。

でも、ちょっとイメージすればわかる。

○○へ行った先には何があるのか?
○○へ行った後には何が残るのか?

行った先に人(競争相手)が集まり、
元の位置には人(競争相手)は少ない。
人(競争相手)が少ないならば、
確率論で行くと勝つのは簡単になる。
そういう単純なものなのです。

マーケティングも対極のもの。
大抵の場合は使い古されたもの。
そこに目を向けると宝があることが
多いんですよ。

そこにあるもの、
それを発見するためのヒントは、

「今さら感」

だと思います。

では。

NISHI

-日記

執筆者:


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