Category: Advertising

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Seeds of Marketing 10: “Piggyback Advertising”

What If Japanese Convenience Stores Used Piggyback Advertising?

The advertising rivalry between Burger King and McDonald’s is a great example of how piggyback advertising, or leveraging a competitor’s campaign for your own benefit, can be used effectively. When McDonald’s launched an ad asking, “What’s the most iconic burger in the world?”, Burger King swiftly responded with, “So, which one is the biggest?” This kind of witty exchange keeps consumers engaged and adds an element of fun to brand competition. Continue reading “Seeds of Marketing 10: “Piggyback Advertising””

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Seeds of Marketing 9 : Customer Benefits

Balancing Functional and Emotional Value in Product Benefits

When communicating a product’s appeal, striking a balance between “functional value” and “emotional value” is key. Functional value highlights the tangible benefits and effectiveness of the product, while emotional value evokes the satisfaction and self-confidence gained from using it. By integrating both aspects, customers are drawn to a product through both logic and emotion. Continue reading “Seeds of Marketing 9 : Customer Benefits”

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マーケの種 9：顧客にとってのベネフィット

商品のベネフィット：機能的価値とエモーショナル価値の両立

商品の魅力を伝える際、**「機能的価値」と「エモーショナル価値」**をバランスよく盛り込むことが鍵となります。機能的価値は商品の具体的な効果を示し、エモーショナル価値はその商品を使うことで得られる感情的な満足感や自己肯定感を引き出します。この両立により、顧客は理性と感情の両面から商品に惹かれるのです。

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マーケの種 7：ソーシャルプルーフを活用

「○○人が購入しました」「口コミ評価4.8点！」といったフレーズを目にしたことはありませんか？ こうした数字や評価を活用する「ソーシャルプルーフ（社会的証明）」は、現代のマーケティングにおいて非常に重要なテクニックの一つです。

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Seed of Marketing 6: Encouraging Repeat Purchases from Existing E-Shop Customers: The Right Timing

The timing of encouraging repeat purchases is a crucial marketing strategy that is often overlooked. After making a purchase, customers remain interested in the product or service for a certain period. Reminding them at the right moment—before their enthusiasm fades—can significantly boost repeat purchases and improve customer retention. Continue reading “Seed of Marketing 6: Encouraging Repeat Purchases from Existing E-Shop Customers: The Right Timing”

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マーケの種6：Eショップの既存顧客に再購入を促すタイミング

再購入を促すタイミングは、マーケティング施策の中で意外と見落とされがちな重要なポイントです。人は購入後、しばらくの間その商品やサービスに対して興味を持ち続けます。その「熱」が冷めないうちに、適切なタイミングでリマインドを行うことが、再購入やリピート率の向上につながります。 Continue reading “マーケの種6：Eショップの既存顧客に再購入を促すタイミング”

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Seeds of Marketing (5): Analyzing Customer Behavior Leading to Purchase

The purchase cycle outlines the step-by-step process consumers go through before buying a product or service. It consists of five stages: awareness, understanding, preference, consideration, and purchase. This framework is crucial in marketing strategy, providing a structured way to analyze consumer psychology and behavior. Since each stage requires a different approach, identifying where challenges arise allows for the development of effective strategies. Continue reading “Seeds of Marketing (5): Analyzing Customer Behavior Leading to Purchase”