Looking back on "Open Marketing."
~ After the completion of all 28 serializations ~

The series "Open Marketing" by CEO Hayashi recently came to an end with an article published in June. It was the longest series on the Monosasu site, with a total of 28 articles. Hayashi himself said that it was "a corner competing for first or second place in terms of the number of page views," but he has also received work as a result of this series, and the benefits of continuing the series for about two and a half years are beginning to show.

At the beginning of the first episode, Hayashi wrote the following:

Instead of pushing our "goodness" onto others as we have done in the past,
By "opening up" to honestly communicate our company's vision, way of thinking, and actions, we allow people to slowly understand.

Don't collect customers, gather them.
It's not a sale, it's an exchange of value.
Not to hold back, but to connect.

Honestly communicating who you are. That is the most important point of "Open" marketing as Hayashi sees it. But how does this differ from traditional marketing methods? I would like to take a look back at this 28-part series, divided into five parts.

A look back at Open Marketing in five stages

1. What is Open Marketing? Differences from Traditional Marketing (Parts 1-10)

First, in the first phase, we will carefully explain what "Open Marketing" is. Hayashi originally came from a major consulting firm and has spent his entire career as a marketing consultant. On the other hand, he has also been the representative of a company called Monosus for the past 13 years, and says that experiencing these two careers simultaneously is what led him to arrive at the idea of Open Marketing.

• Consultant (emphasis on rationality, observes the results = objective)
• Manager (the person who gives shape to their ideals and thoughts = subjective)

These two seemingly contradictory values can coexist without any reciprocity if certain conditions are met, and can even produce a huge effect. This realization led to the idea of Open Marketing.

In installments 1 through 10, we will explain the basic concepts of Open Marketing, comparing it with traditional marketing methods such as our thoughts on the series, acquiring new customers, increasing repeat rates, and creating regular customers.

Part 1: On the Open Marketing Series
Part 2: Opening up the way our company exists, thinks, and acts
Part 3: Open [Action] - Part 1 - Corporate values revealed by opening up to action
Part 4: Open [Action] - Part 2 - Corporate values revealed by opening up to action
Part 5: Why are marketers so keen to keep attracting new customers? - Part 1 -
Part 6: Why are marketers so keen to keep attracting new customers? - Part 2 -
Part 7: A paradigm shift needed to improve repeat visit rates
Episode 8: What is a regular customer?
Part 9: Five things regular customers have in common - Part 1 -
Part 10: Five things regular customers have in common - Part 2

2. Taking a Break: Introducing Case Studies of Open Marketing (Parts 11-14)

Now that we've finished the 10th episode, it's time to take a little break.
While sorting out what has happened so far, we will shift our perspective a bit and look back at the background to when the concept of marketing was born, while thinking about the future of marketing.

One hint is the consideration that "polarization will progress between ultra-global brands and local businesses that develop while forming communities with face-to-face contact." Also, rather than the traditional "market-in" and "product-out" thinking, it may be important to think "social issues first."

As an example, we would like to introduce the Food Hub Project . We will explore this challenge that Monosus started together with Kamiyama Town, Tokushima Prefecture, from the perspective of open marketing.

Part 11: Marketing in the Past and the Future
Episode 12: Gain customers who can help you solve social issues.
Part 13: The Food Hub Project from the perspective of Open Marketing - Part 1
Part 14: The Food Hub Project from the perspective of Open Marketing - Part 2

3. Let's get started: Believe in your customers and believe in yourself (parts 15-20)

From here, we will return to the main topic and delve deeper into the idea of Open Marketing. How can you actually incorporate Open Marketing? We will explain in steps 1 to 4.

The first thing you need to do when starting Open Marketing is to re-orient yourself, reexamine your business stance, and approach your products and services with a new attitude.

We will thoroughly explain the first steps, "Step 1: Believe in your customer" and "Step 2: Believe in yourself," using examples of clients we have worked with in the past.

It is important to recognize the existence of "really good customers = core customers" who have supported your business and to believe in your company's values and business practices that they appreciate. I will tell you about the importance of this.

Part 15: How to get started with Open Marketing Step.1 Believe in your customers - Part 1
Part 16: How to get started with Open Marketing Step.1 Believe in your customers - Part 2
No. 17: How to get started with Open Marketing Step.1 Believe in your customers - Part 3
No. 18: How to get started with Open Marketing Step.1 Believe in your customers - Part 4
No. 19: How to get started with Open Marketing Step.2 Believe in yourself - Part 1
No. 20: How to get started with Open Marketing Step.2 Believe in yourself - Part 2

4. Let's get started: How to attract core customers (parts 21-25)

In the next step, "Step 3: Gathering Power," we will explain approaches to increasing core customers (truly good customers) in a five-part series.

The key to this is the "core experience."

In fact, Hayashi says that the concept of core experience came before the idea of the core customer. As he conducted multiple customer interviews, he realized that there was a deep experience (core experience) that users who became regular customers had in common.

Instead of gathering an unspecified number of potential customers and wasting them, it is important to gather "potential customers who are a good fit for your company." And then, to have them experience your company's products and services. He says that concentrating your efforts there is more important than anything else.

No. 21: How to get started with Open Marketing Step.3 Gathering strength - Part 1
No. 22: How to get started with Open Marketing Step.3 Gathering strength - Part 2
No. 23: How to get started with Open Marketing Step.3 Gathering strength - Part 3
No. 24: How to get started with Open Marketing Step.3 Gathering strength - Part 4
No. 25: How to get started with Open Marketing Step.3 Gathering strength - Part 5

5. The Final Chapter: Being "Open" (No. 26 - No. 28)

The serialization, which has been running for two and a half years, is finally coming to an end.
The last step is "Step 4: Open yourself."

What is Open Marketing? To summarize what we have been saying so far, it is "not to offer products and services to the existing market, but to slowly convey what you truly believe to be good to people who can truly understand its value ." To do this, you need to "open yourself up."

How should we communicate with our valued customers?
As he finishes the series, he talks about why he decided to write it and the underlying idea behind it: " Working with people I want to live with ."

No. 26: How to get started with Open Marketing Step.4 Open yourself up - Part 1
No. 27: How to get started with Open Marketing Step.4 Open yourself up - Part 2
Episode 28: Work with people you want to live with.

That's a quick look back at all 28 episodes.

In the first installment, Hayashi said, "I want to deepen the concept of Open Marketing together with you all." However, after two and a half years of thinking, sometimes wavering (sometimes struggling), his thoughts on Open Marketing have become clearer. Thank you to everyone who has read the series.

How will Monosas Open Marketing progress?
I hope to be able to share our journey somewhere else.

Click here for a list of Open Marketing serials