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

本を読むより効果的な「3分間マーケティング」。

投稿日:

こんにちは。NISHIです。

これはよく言っている
ことかもしれませんが、

マーケティングの勉強をすべく
マーケティングの本を読む必要は
特にありません。

例えば、
マーケティングの一部である
チラシひとつとってもそうで、
チラシを書くためには
チラシの本が必ず必要かというと
全くそうではありませんよね。

もうおわかりですよね。
サンプルになるチラシを探し、
それを参考にしながら
自分で手を動かしてみて
書いてみればいいのです。

実物は最高の教材、
———————-

というわけですね。


さて、
先日、電車に乗っていると
座席を挟んで
左右に2つの広告がありました。

両方とも書籍の広告ですが、
1つは
「北欧スウェーデン式
自分を大切にする生き方」で、

もう1つは、
「運命の恋をかなえるスタンダール」
という本。
こちらはあの「夢を叶えるゾウ」で
有名な水野さんの本ですね。

そんなことは
まぁどうでもいいわけですが、
着目したいのはこれら2つの広告、
【フォーマットが全く同じ】
だということ。

上部にタイトル、
真ん中に書籍画像。
書籍画像を挟んで
左側には要約済PR文、
右側には詳細。

そして下には
「電子書籍も」の表記。

この構図、
このフォーマット、
全く同じ体裁になっています。

それもそのはずで、
両方とも出版社が同じ
文響社さんですから
効率でも認知の面でも
同じ方がいいですよね。

また、
サンマーク出版さんなど
他の出版社さんの
電車内広告も最近、
このフォーマットと似た
構図のものを採用している
ことも思い出します。

フォーマットが同じ。
フォーマットが似ている。

これは
どういうことでしょうか?

こういう場合、
そのフォーマット自体が、
その構図そのものが、

割と効果的である証拠
—————————–

といっていいでしょう。
非常に単純な話ですね。

ましてや、
広告掲載されている商品が
書籍なわけですから、
キッチリデータは出るはず。

広告の種類によっては
因果関係が明確につかめない
ものも多いですが、

やはり。
あの広告のあのフォーマットは

どうやら効果がありそうだ
———————————-

くらいには検証できるはず。

じゃないと同じフォーマットを
使ったりはしません。
それなり以上の効果が見込めるから、
フォーマットが
パクり、パクられるのです。

電車内広告ですから、
場面としては

・立って目に入る
・座って目に入る

のどちらかで、

いずれにせよ、
うまくいけば目に留まる時間は
ひと駅分はありますから、
スマホを見ていない限り
読まれやすいわけです。

故に、
瞬間的に目に留まる
フォーマットよりも、
「ある程度読ませるフォーマット」
の方が、
比較的効果的かと思われます。

ですので、
この2冊の書籍の広告のように

==
タイトルと
画像によるキャッチ(中央)

概略がつかめるコピー(左)

ダイジェストで
詳細のポイントがわかる(右)
==

といったフォーマットは
理に適っていると推察されます。

今、お話しした内容は、
時間にして1駅分の時間。
2,3分の出来事です。

【場所】と
【お客】と
【フォーマット】をセットで見る。

すると、
マーケティング本1冊読むより、
圧倒的に速く効率的効果的に
販促を学ぶことができます。

繰り返しますが見方は

【場所】と
【お客】と
【フォーマット】を
セットで見ること。

練習してみてください。

では。

NISHI

-日記

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