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

看板と便乗商法。

投稿日:

こんにちは。NISHIです。

たまにこんな声を聴きます。

「流行りに便乗して!」
「便乗するなんてガッカリ!」
「便乗商法じゃない!」

などなど、この便乗という言葉、
あまりいい意味では使われない
のではないでしょうか?

便乗
=セコイ
=悪
=そんなのする奴はダメ人間
=便乗そのものはすべてダメ

みたいな等式が、
ヘタすると成立しやすいのでは
ないかと。

そういう、
脳ミソに明らかにウ〇虫が
湧いてらっしゃるような方は
ご自身の正義を押し付けるに
必死になられますが、
便乗そのものは何も悪くなく、
非常に合理的な判断では
ないかと思うわけです。


たとえば、
以前にもお伝えしたかとは
思いますが、
東海道新幹線に乗っていると
よくこんな看板が目に入ります。

727
——–

という看板。

これは確か、
「727コスメティックス」という
美容メーカーか卸か、
そういった業態の会社の看板で、
「727」の数字は創業者の誕生日。
7月27日のことで、
それがそのまま社名になった、
というわけですね。

で、この看板、
田んぼのあぜ道にドーンと
立っていまして、
数えたことはありませんが、
新大阪から東京に着くまでの
複数個所に設置されています。

田んぼのあぜ道ですから
きっと、
看板1つあたりにかかっている
コストなんて知れていますし、

何度も目にしますから
自然と頭に入ってくるわけですね。

ま、これがダイレクトに
売上に繋がっているかと言えば
それは計測しようがありませんが、
少なくとも多少の認知アップには
役立っていると言えるでしょう。

つまり、
【感覚的コスパは高い】ということ。

ここで「便乗商法」の話です。

近頃、この看板に変化が。

見ていると「727」の看板の
横や少し奥といった近くに
別の看板が設置されています。
2枚、3枚、時には4枚も。

これは明らかな
「便乗商法」ではないでしょうか?

先人が切り開いた販促手法に、
後から乗っかかる。
競合が増えれば増えるほど、
その効力は失われますが、
看板の見せ方と頻度によっては
十分に効果があると思われます。

コンサルをする場合でも
クライアント企業に
流行りモノを被せられないか?

たとえ親和性はなくとも、
無理やりな企画は突っ込めないか?

冗談で相手にされないかもしれないが、
何とか便乗企画を通せないか?

そんな風に
「便乗」をうまく使うこと。
これは有効な手ですし、
使い勝手のいい言葉を悪用すれば、

時流に乗る
————

とも言い換えることができます。

便乗は悪いことではありません。
積極的に使いましょう。

では。

NISHI

-日記

執筆者:


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