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

企業活動の目的は…

投稿日:

こんにちは。NISHIです。

NewsPicksのコメント欄を
見ていると
割と否定的な意見が多いように
思われましたが、
この取り組みは私個人的には
非常によいことだと思います。

http://grass-ex.jp/Lo30/13371

将来的な人口減は確実

今でも競技人口の減少ペースは速い

競技人口の裾野の拡大は必要

と、思考が働くのは当然のことで、

特殊なBTボールの普及、
幼稚園や保育園への訪問強化
小学校体育授業への訪問強化
などなど、
そもそも子供が競技に触れる機会が
生まれるよう、増えるよう、
打ち手を実行に移そうとしているのは
とても素晴らしい事かと思います。

何せ、日本プロ野球球団って相当
体質的に古く、特にセ・リーグは
保守的ですからね。


さて、
こういった裾野を広げる動きですが、
遠い話ではなく、実は身近でもあるもの。

身近な例に置き換えますと、
あのファーストフード店もそうですよね?

関東ではマ〇ク。
関西ではマ〇ド。
そう。あのお店です。

「アノお店」って、
子供向けの販促も
かなり強力に推進していますよね?

ハ〇ピーセットってありますけど、
まぁ子供の興味のあるモノを
ピンポイントでついてきますよね。
いろんなアニメやヒーローモノと
コラボしながら工夫している。
非常に素晴らしいことです。

私、常々思うんですけど、
「小さい頃から慣れ親しむ」って
習慣化させる上では非常に大事な
ことだと思いませんか?

もう半ば「餌付け」に近い。

小さい頃に餌付けされ、
小さい頃に舌を支配される。
支配された舌は、
その人の消費を支配し続ける。

個人的には
「餌付け」によって
「中毒」にさせられている
ように思います。

これ、
表現はとっても悪いですが、
まさに裾野を広げる活動であり、
将来に渡る顧客を獲得する
大事で効果的な活動ですよね。


実はこういった活動って
特別な事でも何でもなく、
ビジネスにおいては
非常に基本的な活動なのです。

DRM。
ダイレクトレスポンスマーケティングの
基本はこの3つのステップですよね?

リストを集め

教育し、

売る

この3ステップです。

これも、
「対象顧客への教育」という
ステップが必ずあります。

冒頭の例でも
某ファーストフード店でも同じ。
対象顧客や見込客に対する
教育のステップが必要なんです。

ここ、勘違いしないでくださいね。

裾野を広げる、普及教育活動って
企業規模の大小によるものでは
決してありませんよ。

小さい会社だからできない。
そんなことは決してありません。

確かに、目の前の業績は大事です。
そこを上げていかないことには、
将来もへったくれもありませんから。

ただ、
少なからず閉塞感を感じている
業種や会社ってたくさんあるはず。

それどころか、
今業績が絶好調の会社さんでも、
「このままで本当にいいのか…」と、
実際に思っている。

ドラッカーの言うことは
この点でも正しいのです。

企業の目的は顧客の創造ですから。

顧客の創造のために、
教育する機会をつくれているか?
今一度、自分に対して、
クライアントに対して
確認をした方がよいかと思います。

では。

NISHI

-日記

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