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の要約
ファンベース
- 支持され、愛され、長く売れ続けるために -
要約した本
リンク:http://amzn.asia/agjTiqo
ファンベースとは
ファンを大切にし
ファンをベースにして
中長期的に売上や価値を上げていく
考え方
ファンベースが必然な3つの理由
① ファンは売上の大半を支え伸ばしてくれる
② 時代的、社会的にファンを大切にすることがより重要になって
きた
③ ファンが新たなファンを作ってくれる
ファンベースが必然な3つの理由
① ファンは売上の大半を支え伸ばしてくれる
② 時代的、社会的にファンを大切にすることがより重要になって
きた
③ ファンが新たなファンを作ってくれる
ファンは売上の大半を支え伸ばしてくれる
ある飲料メーカーにおいて、人数比42%の人が、消費量の
8割を占めており、それがコアファンまたはファンであった。
パレートの法則(8:2、ニハチ)は
だいたい正しい
⇓
売上の8割は
2割のファンによって占められている。
⇓
例えばキャンペーンは人数比は増やすが
一過性に過ぎない
⇓
ファンにもう1、2本多く買ってもらう
ファンベースを増やすことが重要
ファンベースが必然な3つの理由
① ファンは売上の大半を支え伸ばしてくれる
② 時代的、社会的にファンを大切にすることがより重要になって
きた
③ ファンが新たなファンを作ってくれる
時代的、社会的にファンを大切にすることがより重要になってきた
人口減少
高齢化社会
情報環境の過疎化
新規顧客減少
アプローチするファンに対して
効果的なメディア(ウェブサイト、SNS、TVCM、雑誌)でファンに
リーチする
ファンベースが必然な3つの理由
① ファンは売上の大半を支え伸ばしてくれる
② 時代的、社会的にファンを大切にすることがより重要になって
きた
③ ファンが新たなファンを作ってくれる
ファンが新たなファンを作ってくれる
芸能人、インフルエンサーを起用してCMをうつよりも
共通の趣味をもった仲間からの熱烈なアピールのほうが
信頼性が高いと感じる
類は友をよぶ
Don't Sell to the Community / Sell Through to the Community
ファンの支持を強くする3つのアプローチ
①共感
②愛着 ③信頼
LTV
①共感
● ファンの言葉に傾聴しフォーカスする
● ファンであることに自信を持ってもらう
● ファンを喜ばせ、新規顧客より優先する
②愛着
● 商品にストーリー、ドラマを纏わせる
● ファンとの接点を大切にし、改善する
● ファンが参加できる場を増やし活気づける
③信頼
● それは誠実なやりかたか、本業を細部まで見せ丁寧
に紹介する
● 社員の信頼を大切にし最強のファンにする
LTV(ライフ・タイム・バリュー)顧客生涯価値をあげる
生涯のうちその商品をどれくらい繰り返し購入してくれたか

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ファンベース - 支持され、愛され、長く売れ続けるために -