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

田舎のブティックの超ヒット販促手法。

投稿日:

こんにちは。NISHIです。

大阪市内を歩いていると、
ちょくちょくこの広告が
目に入ります。

http://grass-ex.jp/Lo30/13671

この「ツキムラ」というのは
大阪のオーダースーツの老舗で、
確か年商が十何億だったかな?
それくらいの規模だったと思います。
WEBサイトを見ていると、
店舗数もそれなりにありますからね。

で、先ほどの広告は
サイトにも記載されている通り、
自転車での配達「エコ配」に
デカデカとロゴとなる
「ツキムラ」の文字が
おそらく貼り付けられて
いるんでしょうね。

ちょくちょく見るんです。

この広告、
費用のほどは存じませんが、
私、個人的には
「割とコスパいいのでは」
と思っています。

もちろん、
手法としても即集客ではなく、
認知アップや刷り込みのための
広告に属しますから、

==
広告費として○○円投入

お客が△△名来店し、
平均客単価が××円で、
売上が○○円上がった

結果、
顧客獲得単価は××円だった
==

という風には、
直接的にコスト対効果の
計算ができません。

ですが、
それでも効果的だと思うのは、
私自身が印象に残っている、
という感覚的なものもありますが、

【とある例】も
根拠としてありまして、
それをここからの後半でご紹介します。


F総研時代の先輩コンサルで、
実家が元々「ブティック」を
経営されていた、
という話を聞いたことがあります。

ま、ブティックというのも
今じゃ死語なんでしょうけど、

「その昔」の
「田舎」で
「ブティック」な

わけですから、
その地域では先端の商売といいますか、
やっぱり目立つわけですね。

おまけにその方、
地元の名士ですから、
なおのこと、

「服を買うなら
○○さんのところよね」

と、
その地域の顧客には
他に選択肢がなかった
というのも追い風として
あったのかもしれません。

と、いう風に、
今では死滅しかけの業態と
言っても過言ではない
ブティックという業態も、
当時はよかったわけです。

で、そのお店の
【一番ヒットした販促方法】が
聞いていて面白い。

何だと思います??
ちょっと考えてみてください。

………………
………………
…………
………
……

何か浮かびました?

正解は、

紙袋
—–

です。

いかがでしょう??
意外でしたか?

そのお店のロゴを印刷した
紙袋が当時、
その地域では斬新で、

持っているとセンスがいい
———————————–

という文化を
その地域で作り出したそうです。

その地域の人が、
1人、また1人……と、
そのお店の紙袋を持ち始めます。

「あ、私も」

と、その文化と習慣が浸透していく。
それが売上に大きくプラスになる
ヒット販促手法になったそうです。


この例からもわかるのは、
目に触れる頻度が高くなると、
顧客には自然に刷り込まれる、
ということです。

その地域が
セグメントされていればいるほど、
その頻度が
高ければ高いほど、
その販促は効力を発揮します。

この方法、
かなり使えると思いますが
いかがでしょうか?

ま、影響力の対象と程度は別として
このメルマガでもこうして書いて
いるわけですから、
それもそれで広がり方としては
悪くないのかもしれません。

目立ちましょう。
目立たせましょう。

では。

NISHI

-日記

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