Opening up the way our company exists, thinks and acts

Hello everyone. I am Hayashi, the representative of Monosus.

Last time, I gave an overview of the concept of Open Marketing.
This time, I would like to talk about the word "opening" which is at the heart of the Open Marketing concept.

In Open Marketing,
We believe it is important to allow people to slowly get to know our company by "opening up" our company's existence, way of thinking, and actions .

In traditional marketing activities, you communicate your company's strengths and advantages over other companies based on a clear vision to both your customers and your own members.
It has to be conveyed accurately, attractively, and instantly.
I think there’s a sense of urgency.

This idea should not be rejected,
I think this is actually an extremely effective policy when starting a business or when rapidly expanding your business.

On the other hand, if you continue along these lines and your business grows to a certain scale,
I think that this policy alone will lead to difficulties.

There are several reasons.
The first is that the selling points that were initially impactful and fresh tend to fade over time.
Furthermore, we will continue to create new approaches that go beyond the initial impact, with the same vision and
It is extremely difficult to continue to surpass previous levels while maintaining the same business.
Additionally, a company's profits often come from existing customers, not new ones.

Issues facing current marketing

I believe that relationships between companies and customers, and between individuals,
I don't think there's a big difference in how they're built.
Because, "I want to continue to have a relationship with this person" is also a personal feeling,
The feeling that "I want to continue to have a relationship with this company or service" is a personal feeling.

Despite this, it seems to me that marketing up to now has been optimized to make people think, "I want to interact with this person."

From what I have said so far, there is a concept called CRM (Customer Relationship Management), which is marketing for acquiring new customers,
You might argue that research and practice has been conducted in separate areas, such as marketing to turn existing customers into loyal customers (retention), and that sufficient efforts have already been made in this area, but Open Marketing is based on a slightly different approach.

First of all, there are the acquisition area and the retention area.
I think there is something a little unnatural about dividing the field into two.
This is because the person who makes you think, "I want to be involved with this person," is different from the person who makes you think, "I want to continue being involved with this person."
This is not the case when building relationships.
"Would you like to become friends?" I asked,
If you say, "I'll take your place once we get to know each other," and then someone else comes on the scene, there will be no relationship building whatsoever.
But in traditional marketing, this has always been the norm.

To build good relationships with customers,
Gather strength.

The word "relationship" has come up a few times so far.
At Open Marketing, we believe that profit comes from a positive relationship between business and customer.

Companies need to focus on building good relationships with their customers.
We believe this will enable us to provide fair benefits and a rewarding working environment over the long term.

As I said before, in previous marketing, we have seen people say, "I want to get involved with this person."
I mentioned that the challenge is that the game has been optimized to make people think,
To make this a little easier to understand, let's look at it again:
I would like to explain building relationships between companies and customers by comparing it to building relationships between people.

In the previous example, there was a person who made the other person think, "I want to be involved with this person" and
The different types of people make you feel like "I want to continue to be involved with this person."
I used a slightly exaggerated example, but I think this method is
I believe there is a fundamental problem with marketing as it has been up until now.

When people build relationships, there are many different ways to meet and build relationships.
But in most cases, relationships are built slowly.
It is probably quite rare for two people to meet for the first time, hit it off right away, and maintain a good relationship over the long term.

Even when we say we're meeting someone for the first time, I think it's not uncommon for us to have absolutely no information about that person beforehand.
However, you may have seen them a few times, heard a lot about them beforehand through someone's introduction, or heard a lot about them through a friend's acquaintance.
Or maybe the other person is a bit of a celebrity and you only know about them.
The opposite is also possible.

Even if you hit it off during your first conversation, it takes effort on both sides to continue communicating.
After meeting a few times, you may think, "He's a really nice guy after all," or, "Maybe we just don't get along at the core..."
You may start to distance yourself a little.

In other words, relationships between people are often in each other's field of vision, or at least one of them, before they even have their first conversation, and from that point on, they begin to gather information about each other. Also, relationships are not formed during a first conversation; rather, they are built gradually through ongoing communication.

From this perspective, if we look at how companies build relationships with customers through their marketing activities,
There are some major differences.

The divergence of personality,
Ruining a relationship

Up until now, most marketing has focused on
It's like showing someone you meet for the first time how attractive you are and how beneficial it is for them to interact with you rather than with anyone else.
Furthermore, they ask on the spot, "Would you like to be friends with me?"
And when the other person nods and says, "I understand," she moves on to the next person, appealing to their charms and asking, "Would you like to be friends with me?"

There are a few problems with this approach, but the ones I find most problematic are:
"There is a discrepancy between the personality before and after the relationship is built."

Because you need to convert prospects into customers in a short period of time,
After all, you will have to convey the appeal of your company in a short period of time.

This is where "adaptation to make the message easier to understand" becomes necessary.

When you try to convey something to someone in a short amount of time,
Sensational copy and sentences that make ordinary things seem amazing.
After all, you still need to take the perfect photo and then edit it further.

If we compare it to a human, it's like wearing a sharp suit and giving a presentation under the spotlight.

But relationships aren't built with people in suits giving presentations.
It may be fine if you could keep giving presentations in a suit, but there aren't many people who can give impactful presentations every time you meet.

So what happens to the person who believes in the presentation and begins to build a relationship with you?
I didn't get the good relationship I had hoped for at first, and I didn't feel like I was deceived,
When they see you in casual clothes, you feel uncomfortable with the content of your normal conversation.
The relationship will be dissolved.

Don't rush to tell me,
Wait for it to be conveyed

In Open Marketing, we stop rushing to communicate.
We believe it is important to allow people to slowly get to know our company by "opening up" our company's existence, way of thinking, and actions .

Instead of rushing to communicate and forcing a relationship as if to create a fait accompli,
Just like building relationships, we need to know who we are, what we think,
Let the other person feel what you are doing.
And to do that, instead of giving a presentation,
To "open up" our thoughts and our actions.
This creates a situation where customers gather rather than attracting them.
Rather than just keeping customers connected,
The company develops.

If it were between humans, they could actually have conversations and take actions together, but
In most cases, conversations and interactions between companies and customers are limited to when services are provided, and companies cannot spend time on one-on-one communication like people can.

Therefore, companies and customers need a way to build good one-to-many relationships.

I believe that one approach to achieving this is Open Marketing.

Next time, I would like to talk about how to specifically approach "Hiraku."

Thank you for reading to the end.
That's all for today.