The world's easiest "management strategy" planning course Chapter 6

Once the business strategy has set the direction for most of the business, it is time to design the activities that will lead to the actual sales of the company. That is the formulation of marketing strategies.

 

Marketing refers to planning, development, and design of products and services themselves, pricing strategies, promotion and branding of products and services, and distribution measures. This is commonly referred to as marketing 4P (price, product, promotion, place). In addition, optimizing these marketing activities is called the marketing mix, and if this optimization is successful, the sales effect of products and services can be maximized.

I would like to introduce the case of a major semiconductor manufacturer “Intel”.

 

“Intel” mainly produces CPUs, which are also the heart of personal computers.

 

So, of course, the main customers are PC makers. In 1991, Intel said, “Intel, are you in? We have started a branding promotion called. I think everyone has heard this phrase in commercials. So why did “Intel” do this landing promotion? The CPU is installed inside the personal computer, and in fact, it is the Sokon maker who purchases this CPU. Yes, transactions are BtoB, between companies, however, Intel dared to advertise to PC users. The aim is as follows.

 

First of all, to the personal computer user, the personal computer “Intel, are you in? I ask. Then, the personal computer user confirms whether the CPU of Intel is installed in his personal computer, and I think that the personal computer having the CPU of Intel may be excellent. Then, PC users will gradually buy PCs with Intel CPUs. Then, the Sokon maker has no choice but to choose “Intel” from the many CPU makers. In this way Intel grew rapidly.

 

 

I call this a sandwich strategy (albeit simple), but in this way marketing aims to coordinate this with products, promotions, distribution, etc. to maximize sales effectiveness. It is said.

 

1.Product / service strategy

 

By the way, the explanation of product / service strategy is enough to write several books. In addition, product and service strategies are very important, and it is no exaggeration to say that they are the most ups and downs strategies for companies.
And this is the most important part of management, needless to say.

 

However, at first, I sold some products and services, and although they sold as they were, they did not last long. There are as many cases as there are stars in which we rushed to develop or procure new products, but the products and services did not sell and the company went bankrupt.

 

In addition, unless you develop and procure unsold products and services, it is a suicide act to formulate the promotion strategy described in the next section. Why?

 

For example, an entrepreneur decided to start a new business in the middle of a restaurant.

 

However, at the beginning of the store, many customers visited, but the number of customers gradually went away. And because it is in the center of the city, the rent is high and heavy, so the store was closed.

 

So why was it forced to close?

 

It was simply the taste of ramen. If it doesn’t taste good, customers won’t come again. Worst of all, the negative branding of a bad ramen shop with many visitors has accelerated the countdown to closing.

 

It’s a joke, but this kind of thing happens very often.

 

What I think after seeing many business owners is the fact that they have an absolute view of their products and services and are overconfident.

 

It’s natural because it was developed with a lot of money and hard work. In addition, the atmosphere is such that the employees around us cannot make honest proposals based on the thoughts of the president.

 

On the contrary, the taste of the old, uncrowded ramen shop may be certain.

 

Because it is delicious, once you eat it, you will want to eat it again, and the word-of-mouth effect attracts customers.

 

There was a next term when I was also a TV director, and I saw many such famous stores, but when I applied for coverage at such a famous store, there was a line that the store owner always said.

 

“I don’t need the advertising effect of TV, I’m not in trouble with sales, and it’s a nuisance to familiar customers.”

 

I’ve seen many business owners who don’t need promotion if they make good products and services, and when they actually come into contact with many companies, they say that they don’t carry out promotion activities as much as companies that make good products and services. I have witnessed the facts. From such experience, on the contrary, I came to think that companies that actively engage in promotional activities may not provide good products and services. In fact, I used to run an advertising production company, and at the same time, I felt the powerlessness of advertising because of this experience. But now, I still feel that promotion is necessary. This will be explained in the next section.

 

Now that this is such an important product and service strategy, it is important for the management to analyze the environment surrounding the product or service and to collect the voices of many consumers and formulate a strategy.

 

Of the “core functions,” “forms,” ​​and “incidental functions” that make up a product item, the point that marketers struggle with is actually the “form.” The form of the product has five characteristics: “characteristics”, “style”, “brand name (naming)”, “package”, and “quality”.

 

It is especially important to know the characteristics of a product when formulating a strategy. What are the characteristics of the target product, how many types are there, what price range is available, and who buys it? By investigating these, the method of formulating a product strategy will differ in various ways.

 

Many books are on sale for product and service strategies, and we recommend that you refer to them. Learning these techniques based on your own experience will enable you to sell your products and services permanently.

 

2.Redefinition of product identity (PI)

 

As with corporate identity, it is a process that shapes the characteristics of products and services by developing, procuring, and reviewing products and services. Specifically, this includes the development of product / service names that express products / services, the development of catchphrases, and the development of product / service logos. Product identity (PI) is to determine and present the individuality of a product or service. If this part is missing or shaken, the direction of the product / service strategy cannot be appealed. Therefore, we will review the concept, message, target, etc. of the product / service, “who the business is for” and “how to provide it”. It is a task to clarify and decide the characteristics and individuality of the brand.

 

3.Product identity (BI) branding
Product Identity ((Once the PI is decided, the next step is branding work. That is Rodduct Branding. Now, I would like to talk about this branding importantly. Everyone involved in management, No one knows about branding, but only a handful of people in the industry can tell the essence of branding and how to do it. Branding = Advertising Strategy It’s not a mistake, but it’s not the exact answer. First, I’ll explain why branding is needed. A common example is beverages.

 

For example, let’s say you play sports in midsummer. So suppose you stand in front of a vending machine. What do you associate with it? Some people call it Coca-Cola, others call it Pocari Sweat. This is called brand association, and the higher the association rate, the proportionally the sales will increase. Therefore, in order to raise the recognition rate, an interpretation like advertising = branding is born.

 

But the essence of branding is not here. For example, let’s say you have a popular set meal restaurant nearby. Naturally, the store cannot be advertising. The katsudon that the customer who stopped by happened to eat was delicious. Suppose you become a repeater there. Tell someone that this evil put is delicious, and this becomes a word-of-mouth effect and attracts more customers. Yes, the essence of landing is to create good products and services, and to let customers experience this. At that time, we convey the identity of the product and give the customer a good impression. Our branding strategy focuses on facts first. In short, we will focus on the experience of the product / service from the creation of the product / service. Then, with the help of word-of-mouth effects, the product / service will gradually take root in the deeper layers of the customer. As a result, ads are no longer needed in inverse proportion, and ads are just a complement to branding. In addition, the brand’s ongoing ing is meant to continue these activities over the medium to long term.

 

Let us explain to our customers the case of the Swiss luxury watchmaker Bra and Ring.

 

This watch maker features an aviation watch used by pilots and costs over a million. What’s more, this watch has become a winner in the sluggish watch industry, and sales are still strong.

 

So how do they brand this watch?

 

It hosts and produces many aviation events every year. In addition, we actively sponsor excellent pilots to constantly maintain our position as an aviation watch and raise awareness.

 

I do TV commercials once in a while, but what I place the most importance on is creating many opportunities for customers and customer reserves to come into contact with watches at this air show and stores.

 

This maker is well aware of this “rushing around” and keeps its current standing position by not cutting corners at all.

 

On the other hand, watch makers who disregard branding and are busy selling are steadily declining in sales.

 

As you can see, branding is not an advertisement.

 

First of all, the development of high-quality products and services is the essence of branding, and it is important how you can continuously experience the products and services.

 

Once the brand has been formed, the products and services bring many benefits.

 

The overprice difference depends on the item, but it is said to be 10 times or 11oo times.

 

Yes, for example, when a woman buys a bag, she pays more for a branded bag than for a non-branded bag because it has brand power.

 

4.Pricing strategy

 

Pricing strategies are the process of making a profit plan for a product or service and then deciding the price based on it. There are three main types: “high price strategy”, “medium price strategy”, and “low price strategy”. I think it’s a new memory that the bargain “low-price war” such as hamburgers and beef bowls was fought and the effect was not so good. On the other hand, one method is to take a “high price” strategy and give it a premier feel. It’s easy to come up with various ideas for selling products, such as discounts such as “special price only for now”, but be careful because there is a risk that you may lose money if you do not work flexibly. Is required. It is a very important factor in marketing strategy planning. Well, the pricing strategy is deep and there are various methods, but here I will introduce only one example.

 

Our company is not the only company that provides strategic support. For example, we may support athletes and entertainers. One of the people I would like to introduce in connection with aviation in the previous section is Yoshihide Muroya, an air racing pilot. The air race is an airplane race that is being held by a major beverage manufacturer, and is the “Red Bull Air Race” that will be held in Chiba Makuhari in June this year as well.

 

You may have seen it on TV once, too.

 

I met him at an aviation-related event more than ten years ago, and at that time, I was asked to support him because I wanted to set up “Mr. Ashida, an air show team.”

 

I also like airplanes (I have a pilot’s license), so I was willing to accept this.

 

However, even though he wanted to set up an air show team, he had no track record, so I was worried about how to put his thoughts into shape. Even if we launched an air show, no pilot in the world made a living from air show pilots alone.

 

Still, first of all, I searched for a sponsor to support him and a municipality to pay for his air show, even if he had no track record, but none of them continued to be refused because he had no track record.

 

If so, I once said, “I think I should fly for free,” and this time I approached with a different strategy.

 

It was the race venue that skipped there.

 

The one-time achievement was successful, and requests for air shows came in one after another, and finally, we received an invitation from “Red Bull Air Race”, and in 2016 we were able to become the best in the world.

 

Yes, pricing strategies include this “free”, but in practice it is advisable to perform advanced data analysis and calculations. I would appreciate it if you could pick up related books as well.

 

5.Promotion strategy

 

The promotion strategy is a strategy that assumes the consumption behavior of customers, and is developed while incorporating factors such as products and prices. Therefore, attention is paid to how consumers get to know companies, products, and services, and purchase and introduce them. It is normal for people to want a product when they see it. Like mail-order programs, methods such as “infomercials” that use the style of information programs as commercials have also emerged. Now that the media is diversifying, I am looking forward to seeing what new promotion strategies will come out in the future.

 

Now, in the explanation of product / service strategy, I said that promotion may not be necessary for a good product / service, but I would like to tell you how I changed this idea. When I was an advertising production company, there were many cases where I thought that this product / service was rather harmful to society. On the contrary, there are also products and services that are friendly to society and consumers. However, the latter companies are not always good at promotion. Even so, I thought that if good products and services spread to society, a better society could be created. Yes, I thought it was a loss of society to be buried. In addition, good products and services tend to gradually spread to society without spending a large amount of advertising costs.

 

 

Marketing and promotion are one of my strongest areas, as I was a commercial producer. Among the marketing strategies, the promotion strategy reflects that experience, and we are constantly seeking and proposing new promotion strategies.
Under such circumstances, we have created a method to organically combine the detailed methods in promotion into several chunks. That is the next “promotion map”.

 

 

 

The “promotion map” has the vertical axis as the recognition and the horizontal axis as the implementation flow, and is an activity that organically connects from advertisement production to general promotion toward the goal.

Now, let me give you some tips on how to design this promotion.

 

Please see the figure. Take sales and awareness vertically, and write the promotion flow horizontally.

 

Next, put the campaign design in the lower left and plot all the elements (described later) necessary for promotion activities.

 

Purchasing products and services includes consumer purchasing behavior.

 

For example, suppose that everyone recognizes a product or service through advertisements.

 

After that, in order to decide whether to buy the product, we will do a preliminary survey of the product on the website etc.

 

As a result, once you make a purchase, you can show off to your friends, post on SNS, and let others know about the product or service. This is called consumer purchasing behavior. There are multiple purchasing patterns, and of course each individual. However, most patterns are common and it is necessary for promotion design to understand this.

 

After reading this consumer purchasing behavior, it is first necessary to design the infrastructure for promotion.

 

First of all, if the development and procurement of the products and services mentioned above are good, it should have a social impact. It goes without saying that the quality of this product / service determines the right or wrong of the promotion. It also reduces promotional costs.

 

By the way, the order of promotion starts from the campaign. Campaigns are not necessary if they have a significant impact on the product or service, but they are an effective means of promoting sales and should be considered once. If it is a high-brand product, you do not have to do it, but please consider what kind of product / service your company is, the advantages and disadvantages of the campaign, and implement it. If you’re doing a campaign, it can be at the core of this promotional design, so you need to think about it first.

 

After that, we will design the PR. PR is an abbreviation for press release in this case, and is an activity that mainly informs the media of the company’s products and services. The stronger the impact on a product or service, the more the result will be that it will be taken up by many media, just like the principle of leverage.

 

This is called “non-paid publicity”. This is a method to get the advertising effect by getting the media to take up information and cooperation from the company side without using the advertising fee. If you don’t get interested in the media, it will be wasted, but if you win, you can make a huge amount of publicity for free. An easy-to-understand example is when you provide costumes for a popular drama or ask a video distributor called “YouTube” to promote it. Such low-cost promotional design is also a feature of “Strategic Communication Design”. By the way, if many consumers recognize and are interested in products with these “non-paid publicity”, in many cases, they will check them on their websites. Of course, it is necessary to take various measures to make the website easier to search. After searching the website, consumers now have to throw land for sale. It is necessary to accurately design campaigns and introduce stores and EC sites.

 

In addition, if the products and services to be released are not expected to have an impact, it is necessary to place excellent advertisements. Starting with mass advertisements such as TV commercials, magazine advertisements, newspaper advertisements, and radio advertisements, there are also active WEB advertisements. In the case of BtoB (company-to-company business), exhibitions and other exhibitions are also included in promotional activities. In this way, by reading through the purchasing patterns of consumers and preparing the infrastructure, dramatic sales promotion becomes possible.

 

Let me give you an example of a unique promotional strategy.

 

It is a “miracle” created by the famous Canadian cereal brand “Shreddies”. Ordinary Shreddies cereals are shaped like a square with a checkerboard pattern. The launch of this product was quite old, and as fans aged, consumption fell and a prehistoric brand image was formed. As a result, sales were sluggish.

 

The idea was to promote the product without changing the existing product. In the first place, the square-shaped Shreddies were placed at an angle of 45 degrees, and because it looked like a rhombus, it was released as a new product “Diamond Shreddies”.
At that time, I struck a commercial saying, “What a diamond-shaped” Diamond Shreddies “was born by chance during the manufacturing process.” It was just a joke, but this “fall” became a hot topic and was spread online and by word of mouth. Also, when a popularity vote was held, “Are you a square or a diamond?”, The diamonds won 6-4, and there was a complaint that “I bought the Diamond Shreddies, but there was a square in it.” Was born up to. It seems that this PR method has succeeded in increasing the normal sales by 20% without rejuvenating the brand image. Even if there is nothing strange like this, it makes a big difference just by the way of PR. It’s a true story like a lie.

 

Behind this was the victory by organically connecting mass advertisements and the Internet and spreading the topic well.

 

Now, from the next section, I will introduce the components of this “promotion map”. For reference only, please see it as a confirmation item for promotion elements.

 

 

Campaigns generally refer to organized promotional activities. In particular, it refers to activities that are carried out for a specific purpose over a period of time. In many cases, prize money, discount coupons, complimentary tickets, home appliances, passenger cars, and other novelty goods related to products are presented as gifts and sweepstakes for corporate product sales plans and product purchasers. There are various shapes.

 

Benefits of the campaign

 

By setting benefits and presentations for users for a limited period of time, such as sales and acquisition of new members, purchases and sales can be expected to increase.

 

For example, if there is a special discount, more people will want to buy at this opportunity, and if the first purchase is free, it will lower the psychological hurdle of prospective customers and acquire new customers. be connected. By implementing various methods according to products and services, there is an advantage that the number of customers and purchases can be increased in a shorter period of time than usual.

 

Campaign type

 

① Sales campaign

 

1. New product special price

 

Types such as “20% off new products from XX days to XX days” and “20% off new products limited to XX pieces”. Just saying “new product” will increase the sales promotion effect. If there is a special discount there, more people can be connected to purchase. This is an effective way to sell new products.

 

2. First purchase special price

 

This is a way to lower the psychological hurdles for first-time purchasers and lead to purchases. Specifically, there are “First-time users can receive a service of 10,000 yen for 5,000 yen” and “First-time free service”. It’s an easy way to attract new customers and it’s a convenient way to use it anytime.

 

3. Present

 

This is a common method, “People who purchase XX will receive a △△ as a gift.” It’s even more appealing if the gifts are related to the item you purchased. It’s a long-standing technique for promoting purchases.

 

4. Trade-in sales

 

This is a method of taking over a previously sold item and discounting the trade-in price. It will also lead to the recent eco-boom and help improve the image. If it is a store business, you can expect to “buy it next time” because you can visit the store at the opportunity of trade-in.

 

5. Reservation discount

 

By making reservations in advance, such as “10% OFF for those who make a reservation” and “We will give XX to those who make a reservation”, you can grasp the number of sales to some extent and reduce inventory risk. Because it can be done, there are advantages for both users and sellers.

 

6. Money Back Guarantee

 

With a type of service that “if you are not satisfied with the product, we promise a refund of the price” and “if it does not work within ○ days, we will give you a full refund”, it will lead to the purchase by removing the anxiety before the purchase of the user. ..

 

② Premium campaign

 

Premium campaigns are a common sales promotion measure aimed at promoting product recognition and purchase. It can be roughly divided into “open type” that does not require the purchase of products and “closed type” that requires the purchase of products.

 

1. Open type

 

We carry out simple quizzes that anyone can apply for, provide a luxurious premium, attract attention, raise awareness of the product, and promote sales.

 

2. Closed type

 

For example, it is a type that offers a premium only to those who bought the product. There is a total (sticky) premium for all the buyers, an over-the-counter lottery, an application lottery premium, etc., and you can expect to promote purchases and improve brand power.

 

 

 

Important elements for building campaigns in the future

 

Until now, only “mass promotion” that accompanies “advertising strategy” has been emphasized, but promotion for “strengthening relationships with customers” as a communication function that “advertising” does not have. Is increasing.
These are “existing / royal customer-focused”, “customer participation type”, and “communication of corporate attitude and constitution to customers”.

 

The Internet is used for the campaign, and the tendency to work directly with customers is expected to increase in the future.

 

 

PR (Public Relations) is an activity aimed at making companies and organizations understand and disseminate their opinions, ideas, positions, and perspectives.

 

In the case of a company, it covers all stakeholders involved, including the general public, consumers, employees and their affiliates, distributors, vendor affiliates, and shareholders.

 

The most influential PR is exposure to media such as television, magazines and newspapers. This is called “publicity”, but unlike advertising, the so-called mass media, which is highly public, covers and introduces the efforts of companies from the perspective of a third party, so it is powerful for viewers and readers. It is possible to take a different approach.

 

Advertising that “buys” the media space and time at a cost is also a business for the media, so it will always be posted. However, PR is an activity that encourages the media to judge that it is worth listening to, and the media must come to interview us. In other words, if you pay the cost, the advertisement can be exposed to the media “always”, but since PR is left to the judgment of the media, there is no guarantee that it will be exposed.

 

However, PR is indispensable for building relationships of trust with all stakeholders and understanding the value and goodness of the company in the long run before being exposed to the media.

 

Benefits of PR

 

The biggest advantage of PR is that it can be done at a lower cost than the cost of advertising, but it also has the following effects.

 

 

① Increased reliability of companies and products

 

The purpose of PR is to improve the sales of goods and services like advertising, but it is not the only one. By announcing press releases and press releases and having each media media take up the news, the reliability will be higher. If you can appeal that you are doing research and development on a regular basis and that you are working on environmental issues, you will be able to impress the public and stakeholders that you are a good company. In addition, as a company that discloses information properly, its credibility will increase.

 

(2) Increased user awareness

 

By having one product or service taken up as “information” in newspapers, magazines, television, radio, etc., it is not one-sided like an advertisement, but more public awareness and trust. The degree will be higher.

 

PR type

 

With the development of media, not only TV and newspapers, but also blogs and SNS via the Internet have increased the means for spreading information more widely. The main methods of releasing information at this time are as follows.

 

① Real press release

 

Statements and materials released by private companies to the media, and distributed to major media outlets, industry newspapers and magazines.

 

If the contents of the distributed materials are judged to be “interesting” or “news-oriented,” you will be asked to interview them. By receiving the interview and posting it on the paper, the media will be exposed and it will lead to inquiries.
It is a conventional method that is performed by e-mail, fax, mail, or handing.

 

①-2 Net press release

 

We will make a press release to the internet media by utilizing the internet PR service. The Internet media here are SNS such as homepages, emails, and Facebook. Complex online press releases are also being made, such as directing users to websites from e-mail or paper media. Information is distributed by fax and mail from major media such as magazines, newspapers, news sites, news agencies, TV, radio, and free paper to specialized magazines.

 

If you are interested in this information, you can ask for coverage and expose it to the media as described above.
In addition, since it remains as release information on the Web, there are cases where it is searched by users and companies, hits, and becomes a hot topic later.

 

② Mailing (DM, e-mail newsletter)

 

If you have a customer database in your company, you can publicize it directly to your customers. DM (direct mail), which sends information directly to customers, has been mainly used here. Also, if you have an e-mail address, you can send an e-mail directly to customers or provide information in the form of an e-mail newsletter on a regular basis.

 

Since the target is people who are already interested in products and companies, it is an advantage to be able to convey information reliably.

From the perspective of advertising media, newspapers were overtaken in 2012 in Japan’s advertising spending, and its importance has become irreplaceable. Currently, it is no exaggeration to say that no company does not have a website.

 

The website includes a corporate website whose purpose is to provide its own “company profile” and IR information, and an online shop that has the function of “attracting” prospective customers and even “selling” on the website. , There are various types depending on the purpose, and the production side also needs to build according to the purpose. Since websites have the advantage of being able to be updated immediately, it is important to consider prompt response that takes advantage of their characteristics.

 

The story of the sports toy maker explained in the section on management philosophy mentioned above continues.

 

Yes, about the subsequent effects of the originally requested website.

 

As I mentioned when requesting a website, we formulated the philosophy and corporate domain, but the president’s request is not only for users who actually purchase through the website, but also for toy sales companies that have major stores. I want to distribute products. I also want to strongly appeal that our company has a role as a trading company. ” Now it’s clear that you have two targets. With both sides in mind when creating the site, the direction was decided to focus on the distribution department, which had been lacking until now.

 

Then, perhaps the president’s love for sports toys and their social contribution were conveyed, and transactions with toy sales companies expanded.

 

In fact, executives at companies that do business-to-business transactions, such as BtoB, often don’t really feel the need for a website. As evidence, many companies have not updated their websites for more than 10 years.

 

In general, websites tend to be viewed more often as the unit price of the products and services they trade with is higher. For example, for beverages and sweets such as daily necessities, it is unlikely that you will compare the products on the website once.
However, the more expensive a car or home, the more cautious consumers are about buying and the more they do research on their website.

 

The best of these is BtoB transactions.

 

For example, suppose a manufacturer receives a presentation from a subcontractor who comes to the business.

 

The higher the transaction, the more credit and brand power the subcontractor will need.

 

Normally, business pamphlets are often used for business activities, so even if the person in charge of the manufacturer wants to receive this subcontracting proposal, the certification of his boss is required.

 

So, if you have a pamphlet at hand, those bosses will check the subcontractor and check the company’s website. In fact, when a certain company conducts a sales campaign, the number of accesses tends to increase, and there are many cases where the information on the website is the decisive factor and a large transaction is decided.

 

Also, when manufacturers look for subcontractors, they often use websites.

 

Therefore, it is very important to properly reflect the characteristics of your company and the contents of products and services on your website.

 

The same applies to hiring employees. It’s no wonder that new graduates and career changers are discouraged from looking at a crappy website.

 

① Sales promotion / sales support

 

You can make Web viewers consider purchasing by posting explanations, merits, images, product commitments, etc. of your company’s products.

 

② Improving stakeholder credibility

 

By posting company information, IR information, product commitment, awards and media publication information, etc., you can earn the trust of stakeholders such as product purchasers, business partners, and banks.

 

③ Recruiting

 

The purpose is to utilize it for recruitment. New graduates and mid-career personnel decide whether or not to apply by looking at the recruitment guidelines, business content, corporate philosophy, etc. posted on the website, so if this is neglected, people will not gather.

 

④ Inquiries / Orders

 

By introducing the inquiry form and cart function to the website, you can communicate with the viewers and receive orders.

 

Website type

 

Corporate site

 

A website that contains all company information and can be called the face of a company.

 

The purpose of utilization is sales support, stakeholder credibility improvement, recruiting, and inquiries.

 

Campaign site

 

A special site created only when conducting campaigns for products, companies, services, etc. The purpose of utilization is sales promotion, inquiries, and orders.

 

Product site (including service introduction site)

 

A site that introduces product-only information in detail. It is often produced collectively by brand or series.

 

The purpose of utilization is sales support, sales promotion, inquiries, and orders.

 

Landing page

 

Web pages that are linked to from Internet advertisements and search engine search results. A site that aims to accurately convey products, services, and information by posting only information that matches the purpose of the search word. It is usually produced with a simple structure of only one page. It does not necessarily have to be the top page of your site.

 

The purpose of utilization is sales promotion and orders.

 

Benefits of using web advertising

 

By building a site or web promotion according to the purpose, it will be easier to achieve the goal. Compared to other media as an information transmission medium, the advantage of a website is that it can be completely controlled by the company.

 

There are various forms of sales via the Internet, and the distribution of sales and profits changes depending on each method, such as building an in-house EC site or listing on a major sales site. By implementing a combination of several methods, it will be necessary to increase sales while raising product awareness through the Internet.

 

Concept of Web advertising operation

 

Web advertisements are advertisements that use the Web to attract companies to their websites and online shops. All the advertisements that users come across when using online services are web advertisements.

 

Before web advertising, there are some things you need to do.

 

It is called SEM (sometimes called search engine marketing / SEO), and refers to the technique of displaying your company’s website at the top of the search. It’s no secret that if you enter a search word into Yahoo or Google, you’ll see the site you’re looking for. As a company, when this display is made, if it goes up to one page and if it does not go up, there will be a difference in the result value of sales etc.

 

Also, if it is displayed on one page, there is no need to spend a lot of money on WEB advertising. Literally, companies are doing SEM with all their heart and soul as to how to display it on one page.

 

Many related books have been published for this technique as well, so please refer to them.

 

Unlike mass advertisements targeting a large number of people who do not know what kind of people will browse and watch, WEB advertisements are distributed by distinguishing the categories of viewers, and hobbies and preferences are analyzed from the browsing status and search status. There is also a way to deliver different advertisements to individual users, such as changing the delivery content. Typical examples are “listing advertisements” that grasp and display preferences by search words such as search engines, “display advertisements” that reflect preferences on the displayed site, and display only to visitors who have visited even once. For example, “retargeting advertising”.

 

Depending on how the web advertisement is combined, PDCA can be effectively turned. Combine and operate based on the characteristics of various advertisements. Furthermore, it is important to utilize the result analysis data of the advertisement distribution obtained there for the subsequent advertisement operation.

 

Types of web ads

 

 

Web advertising has become more and more diversified due to advances in IT technology. In recent years, it can be predicted that newer web advertisements will appear due to advances in anonymous data (big data) acquisition and analysis technology.

 

Under such circumstances, the following are the web advertisements that are currently mainstream.

 

① Search click type advertisement (listing advertisement)

 

It is a pay-per-click Internet advertisement that is posted on the search result screen of search engines such as Google and Yahoo! JAPAN, and it is easy to approach users who are highly interested.

 

You can place related advertisements on the search result screen of people who searched for a specific keyword.

 

Currently, the search click-type ads available in Japan are Google’s “AdWords” that can place ads on Google, BIGLOBE, @nifty, etc., and Overture’s “sponsor” that can place ads on Yahoo! JAPAN, msn, FreshEYE, etc. Two types of “Dosearch” are the mainstream.

 

Benefits of search-click advertising

 

Search-click advertising gives advertisers the freedom to choose which keywords to display when they are searched. There is no limit to the number of keywords. It’s also attractive that the time between the placement of the ad and the actual placement of the ad is short (AdWords will start posting immediately after placement, except for some keywords, and Overture will start posting within 5 business days).

 

If there are keywords that are closely related to your Internet business, but are difficult to display at the top of the search engine in SEO (Search Engine Optimization: This allows you to display them at the top of the search results). It is effective to use search click type advertisement together. You can reliably display the URL of your site on the search result screen of any number of keywords you like.

 

Disadvantages of search-click advertising

 

On the other hand, there are also disadvantages. Since the price of search click-type advertising is linked to the number of searches, there are many fields that apply to “ramen” and “vegetables”, and if you specify “big word” that has a large number of hits, it may become expensive. I have.

 

Also, even if you specify the same search word, the price may gradually increase due to the convenience of the advertising company, or the effective period for the same expense investment may be shortened.

 

② Affiliate advertising

 

Performance-based Internet advertising is “affiliate advertising.” Advertising costs are paid according to the final result or the number of clicks, such as product purchases and document requests, and there is basically no cost when advertising is posted.

 

However, in order to use affiliate advertising, you need to install an affiliate program on your website. When you introduce an affiliate program, you will be asked to place an advertisement on the website (= affiliate site) or e-mail newsletter that participates in the program, and the fee will be determined by measuring only the final result generated via the advertisement. increase.

 

Benefits of Affiliate Advertising

 

Affiliate advertising is charged according to the number of final results such as product purchases and material requests, not the cost of advertising. Therefore, the biggest merit for advertisers is that they can eliminate wasteful advertising costs and obtain results efficiently. When a result is generated, the advertiser pays a preset amount of compensation to the operator (= affiliate) of the website or e-mail newsletter where the affiliate advertisement is posted, according to the number of results. The side that publishes the advertisement will also devise the place where the advertisement is placed and the method of introducing the product in order to obtain more results.

 

Disadvantages of affiliate advertising

 

Affiliate ads have the following risks because the ads to be posted are selected by the affiliate site operator.

 

1. If you are not selected as an affiliate, you will not be listed in the first place.

 

2. Posting will be canceled at the discretion of the affiliate, so it is difficult to link with campaigns.

 

3. Since it may be posted on an unreliable affiliate site, the advertisement placement may lose its reliability.

 

Affiliate advertising is cheap, so it may not be what you want to advertise.

 

③ Targeting advertising (DSP)

 

Targeted advertising (DSP) is a measure to attract users who are likely to contract by narrowing down the characteristics of users by delivering advertisements targeting specific customers to their own site. There are four main functional categories for targeted advertising.

 

1. Retargeting

 

It is possible to advertise to users who visit the site once. You can display banner ads and text ads when the user is viewing the content of Yahoo !, Google, or its affiliated partner sites.

 

2. Interest category

 

For example, select a category that your target might like, such as “Organic & Natural Foods,” “Gardening,” or “Farmers Market,” and deliver your ad to that target.

 

3. Office targeting

 

It can be delivered to viewers in the specified industry. It will be compatible with services for BtoB.

 

4. Others: Area, weather interlocking

 

You can also decide whether or not to deliver at the registered point and whether or not to deliver depending on the weather at the registered point.

 

Benefits of targeted advertising

 

You can pinpoint your ads to a preset target audience. Not only does it analyze and narrow down (data mining) customer search history data to enable accurate target distribution, but it also eliminates the risk of investing in advertisers by adding a listing function.

 

Disadvantages of targeted advertising

 

Although DSPs segment their targets to some extent, that segment is only a “predictive value” and cannot currently be delivered “accurately” and “limitedly” to the ideal user.

 

④ Other web advertisements

 

 

1. SNS advertising

 

Advertisements displayed on the timeline of SNS such as Twitter and Facebook. It can be expected to be shared and spread among users.

 

2. Advertorial (tie-up advertisement)

 

It is an advertisement that is produced by the publishing media (medium) side, not the advertiser side, and posted as part of its own content.

 

3. Blog ads

 

An advertisement that asks talents and popular bloggers to introduce corporate services and products on their blogs. Since the article is posted as an experience story, it is highly credible and reliable, and the article remains permanently, so long-term effects can be expected. However, if you overdo it, it may burn as “stealth marketing”, so be careful.

 

4. Email advertising

 

A general term for advertisements posted in e-mail (email). It’s an email version of direct mail (DM). The company that possesses the member information will deliver it even on the Internet.

Mass media generally refers to advertisements in newspapers, magazines, television, and radio as the four main media, and occupies an important position in traditional marketing activities.

 

However, Internet advertising has emerged from these four media, and the momentum as a medium is accelerating.

 

In particular, it is clear that the main contact target of the user’s media is shifting to mobile terminals, and it directly connects to “a specific individual with high potential” from the “unspecified number of masses” by the traditional mass advertising so far. As a medium, Internet advertising is expected to increase its share of advertising.

 

Currently, even for TVs with the largest advertising share, we are beginning to work on measures targeting mobile users, including key stations.

 

For example, an environment where you can enjoy missed programs and unique content by downloading apps such as “Tver”, a video distribution service by five commercial broadcasters in Tokyo for mobile devices, and “AbemaTV”, which is a collaboration between TV stations and Internet operators, is rapidly spreading. It is expanding.

 

Appropriate utilization based on cross-media marketing between the traditional mass 4 media and the Internet, especially mobile, is essential.

 

Deploying advertisements through mass media, including commercials, is expected to have the effect of making products and services widely recognized by an unspecified number of people in a relatively short period of time, even though it is expensive, in order to spread awareness.

 

◯ TV media

 

1.CM

 

Among Japanese commercial broadcasting stations, terrestrial broadcasting stations, terrestrial commercial broadcasting BS digital stations, radio broadcasting stations, etc. usually profit from advertising fees from advertisers (sponsors) by broadcasting commercials. The time for one commercial is often 15 seconds or 30 seconds on TV, and 20 to 1 minute on radio.

 

It is said that its influence is less than that of the primary, but it can be said that it is strong if the broadcast time and target are not mistaken.

 

2. Mail order programs (spot CM method, infomercial method, caravan method)

 

It is a sales method that creates mail-order programs and delivers them directly to consumers. Costs vary depending on CS, BS, or commercial broadcasting stations, but by using the medium of television, it is possible for consumers to easily understand and appeal in a short time before purchasing.

 

There are various methods for mail-order programs.

 

◯ Newspaper advertisement

 

Various products and services, promotion of the company itself, etc. can be mentioned. In many cases, only the company name or product name is written in a small space, but the eye-catching one-sided (full-face) advertisement itself may be taken up in other media to obtain further advertising effect.

 

In addition, newspaper advertisements are expensive to publish and can be easily stored on paper, so simply appearing in newspaper advertisements may give consumers a sense of trust.

 

◯ Magazine advertisement

 

There are many types of magazine publications, and the larger the circulation, the less effective the medium.

 

The choice of medium depends on which layer you want to notify and your budget.

 

Since circulation is at least a medium that has a great influence on the industry, targeting is the key to keeping the aim of magazine advertising.

 

While TV and newspaper advertisements are highly transient, magazines are highly readable and storable, so their functions are different among other mass media.

 

◯ Radio commercial

 

As a feature of radio commercials, it is possible to develop them in long lengths (explanatory commercials), and it is possible to assemble them while attracting the listener’s interest by the story, not just the announcement.

 

Like TV commercials, it can be developed according to the time (program provision) spot and purpose. In addition, it can be said that target segmentation is easier to some extent than TV commercials. It is possible to listen while listening because it is the only media that does not use eyes with less channel zapping.

 

◯ OOH (out of home)

 

OOH (Out of Home) is a general term for advertisements by media that come into contact outside the home, such as traffic advertisements and outdoor advertisements. Typical examples are inside trains and buses, inside bodies and stations, airports, rooftops of buildings, advertisements and signboards using walls, neon signs, and billboards along roads. It also includes advertisements for sports facilities such as baseball stadiums and soccer stadiums, and advertisements using temporary enclosures of buildings under construction. Sometimes called “OOH media”. Recently, marketing methods that print QR codes on the edges of leaflets, posters, magazine advertisements, etc., and guide them from OOH advertisements to mobile sites have become common.
Anything other than your home can be the media, so you can place the best ads for your live activity. Also, because you will see the advertisement directly, the speed of recognizing the product or service will be faster.

CRM is an abbreviation of “Customer Relationship Management” and is a mechanism to improve product sales and corporate profit margin by reviewing customer information, purchasing information, and relationships. It’s important to build good, long-term relationships with your customers, especially if you’re dealing with low-priced products, hard-to-profit products, or products that are expected to be purchased multiple times.

 

Many related books have been published, so please pick it up and check it out.

 

By the way, I would like to introduce a bad case that I experienced.

 

When I was just married, I went to a foreign car dealership with a two-seater convertible that I had been riding since I was single. I was interested in a big car in case I had a child in the near future.

 

However, even if you go to a car dealer, you will not deal with a two-seater couple. Again, I don’t have any children yet, so I didn’t want a car right away. Perhaps it was transmitted, I was not in business, and I filled in only the contact information so that I could get a catalog when a new product came out. From that car dealer. After that, the DM came only once. After that, I had a kid and bought an SUV at another car dealer. However, this is not the end. A few years later, I received a job request from a car manufacturer handled by the car dealer.

 

What about CRM design. It turned out that, as expected, car makers and car dealers did not implement CRM measures. The essence of CRM is to connect with customers for a long time in some way, monitor changes in customers, and sell products and services at the right time. The car dealer would have seen the current situation of our couple and decided that they would not buy a car on the spot. But the truth is, it was important to read how the couple would change. In fact, the performance of companies that have this CRM idea and technology properly is doing well.

An event is a product that allows you to communicate in real life with real users and potential users who are interested in their target. In addition to events for general users, there are also events in the form of business talks with buyers at segmented venues such as exhibitions and presentations to interviewers.

 

As a sales promotion event, we can expect feedback on user needs, such as promoting awareness of services and products by combining campaigns, sampling, and touch & try.

 

Benefits of the event

 

By directly touching products and corporate brands, we can expect to appeal the “goodness” of itself, which is difficult to convey only by one-sided information transmission. It is also possible to spread information in a chain by inviting talents and media to the event and opening a campaign page according to the sales promotion event.

 

There are the following types of events:

 

① Exhibition

 

A recurring event organized by a company to showcase or demonstrate its new products, products, services, etc. in a showcase. Most of the time, it is held in a large venue such as a convention center, but it is common to set the optimal venue according to the theme and scale.

 

Typical examples are game shows and motor shows. By exhibiting at exhibitions suitable for each company, product, service, etc., we aim to have contact with each other within the industry, users, buyers, etc., and to connect to business opportunities such as business negotiations and sales.

 

When it comes to large exhibitions, mass media such as TV stations, magazines, and newspapers will be interviewed, and we can expect a ripple effect later.

 

② Expo

 

An exposition is an event that collects goods, services, materials, etc. from various fields and opens them to the public. The big ones are the Expo, and it is an event that often exhibits with a theme that looks to the future.

 

The significance of exhibiting by a company is that it has the effect of improving the corporate brand and corporate vision in addition to selling products, and is an event that greatly contributes to branding.

 

③ Promotional event

 

As part of sales promotion, it means events that promote product sales, such as sampling to carry out touch & try and distribution of promotional materials at commercial facilities such as stations and supermarkets, street promotion, press conferences and new product launches. increase. Let users know the goodness of the product by first experiencing the goodness of the product.

 

 

What is store policy?

 

It is important for retail stores to expand the sales of their own stores, but first of all, it is important to firmly set the concept for store management. To do so, the store should not just be a place to sell products, but a place to interact with customers, review it as a place to form branding and fans, and make it a place to discover customer issues and solve problems. Is important.

 

I would like to introduce many store measures such as dominant strategy, but this is also easy, but I will introduce some of the important elements.

 

There are three points to consider when considering a store strategy. That is the “superordinate concept”, “attention concept”, and “subordinate concept”.

① Superordinate concept

 

A superordinate concept is a store concept or strategy, which is a necessary way of thinking to reconsider and implement what should be communicated and what should be done at the store. The following items to consider are listed.

 

・ Conduct market research, select the best area, and adjust store space

 

・ Reexamination of store definition

 

 

② Medium concept

 

The medium concept is the idea needed to get the store up and running, and you should consider the following:

 

・Make store operations variable and flexible

 

You need to calculate your profit and loss, hire the right number of staff, and make adjustments to make a profit. For example, we hire full-time employees as store managers and hire staff as part-time staff as support staff. There are not many part-time workers who work long hours, and the number of staff can be adjusted according to sales, so store management can be variable and flexible.

 

・Regular store checks

 

If you have multiple stores, it is necessary to regularly check the store management and appoint and train store supervisors who play a role in maintaining the quality of service.

 

・Establishing a competency model

 

“Competency” is the behavior or way of thinking of a person or group that is active as a reference. When managing a store, it is necessary to have a competency model that says “I want to make a store like this.”

 

・Campaign design

 

One option is to consider designing a campaign as a push to encourage purchases through closing, centered on customers, such as the introduction of a point system and member discounts.

 

 

③ Subordinate concept

 

You need to have a set of standards for internal system issues. The following are things to consider.

 

・Staff education

 

We will educate our staff on customer service in order to “solve the issues of visitors”, that is, to increase customer satisfaction.

 

・Change the mechanism of the current POS

 

For example, information that is managed standalone by individual departments cannot be used by other departments and becomes a black box. Therefore, it is necessary to change the organization and system to share information.
・Introduction of SV (supervisor) system

 

The larger the organization, the harder it is to share information and maintain employee quality. This is a problem that many companies have unexpectedly. Also, as the number of stores increases and the number of part-time and part-time staff increases, the number of replacements increases, so it is not possible to educate each time. Therefore, it is necessary to solidify the education system.

 

Therefore, it is necessary to introduce the SV system as a coordinator in order to accurately convey the intentions of the upper management and maintain the quality of the lower organization constant.

 

・Award system

 

I would be happy if anyone could praise me. Once you have raised the skills required of your staff to a certain level, you need a policy to motivate them to go even higher. As part of this, it is relatively easy to introduce bonus increases and award accuracy. These have the effect of boosting staff morale.

 

What is an EC site?

 

EC is an abbreviation for Electronic Commerce, a site that sells products and services online. There are two types of EC sites, which are divided into “in-house site type” and “mall type”.

 

The “in-house site type” is a sales site built by preparing a customized sales cart function and payment function so that it is easy to use in-house. In-house site type EC operation requires the same operations such as inventory management and reception order management as store operation, and it is also necessary to build such functions on the website. “Mall type” is to open stores in online malls such as Rakuten Ichiba and Amazon. Since the system built by the mall side is used, there is no need to build an inventory management, reception order management, and payment system in-house, which has the advantage of being easy to introduce.

 

 

“Attribution” is a method of analyzing the “cost-effectiveness of advertising” that is displayed to people who have a certain tendency in online advertising.

 

The actual attribution analysis focuses on calculating the cost-effectiveness of WEB advertising and grasping consumers’ purchasing leads and purchasing intentions, but in essence, not only WEB advertising but all promotions You have to calculate the cost-effectiveness.

 

As shown in the “Promotion Map”, the beginning of the promotion starts with the announcement. This includes mass advertising, web advertising, DM and ringing. Which notification method is appropriate depends on the product / service, so we do not know which notification method is optimized. Finding the right combination is the essence of attribution analysis, but it seems that few companies actually do this calculation.

 

There are several reasons for this, but I will omit them here.

 

 

Distribution strategy is important when selling products. The definition of distribution strategy is often discussed by experts, but first of all, how to build partnerships with companies that sell their products and services in bulk, such as wholesalers and mass retailers. Is to think.

 

Once contracts with many distribution companies are decided, it is expected to sell a large amount of products and services, so the strategy of this part is also very important.

 

The most important point of distribution strategy is said to be the development of distribution channels.

 

Trading companies, online sales companies, agency organizations, etc. are the distribution channels.

 

 

 

More specifically, distribution channels are divided into retailers who have direct contact with the end user, who is the final purchaser of the product, and wholesalers who do not.

 

Furthermore, the meaning of distribution channels includes commercial distribution, distribution, and information distribution. If this is further subdivided, it can be divided into sales processes such as customer development, order sales, delivery, and needs understanding. In the distribution strategy, what do you expect from which function by dividing each distribution channel by function? Which channel to strengthen is the basis of the Ryutsu strategy.

 

Significance of distribution strategy

 

Depending on the products we handle, there are already established business customs. There may also be two stages of wholesale for a particular product, which can be difficult to break.

 

If it can be broken, it will be a big business opportunity as a “major distribution revolution”, but in most cases it will not.
In order to consider a distribution strategy, it is necessary to consider various factors, and building a channel strategy that always looks ahead in consideration of market size, competitive trends, changes in product life cycle, etc. is a business success. It is no exaggeration to say that it holds the key.

 

The following is a simple but basic distribution strategy.

 

Basic policy of distribution strategy

 

① Open distribution policy

 

The open distribution policy is a policy to openly distribute products over a wide area without limiting the sales destinations of the company’s products.

 

While it has the advantage of being able to expand its market share at once, it has the disadvantages of making channel control difficult and complicating sales management.

 

In addition, there is a disadvantage that the same product will be competing for sale among distributors, which is likely to lead to a decline in price, a decline in brand power, and a deterioration in the image of the product.

 

Therefore, it is a policy that is more suitable for low profit and high sales such as consumables than luxury brand products.

 

② Selective distribution policy

 

The selective distribution policy is a policy to select a distribution channel according to sales power, financial power, cooperation level, handling status of competing products, and so on.

 

It has the merit of being able to control it moderately, but the speed of market share expansion is slower than that of an open distribution policy.

 

③ Exclusive distribution policy

 

Exclusive distribution policy is a policy that grants exclusive sales rights to specific regions and sales destinations of products.
Such sales destinations are called distributors / distributors.

 

While it has the advantage of making it easier to control the channel and manage sales, it has the disadvantage of not actively selling because there is no competition in the retail channel.