流行り廃りは振り子のように揺れ動く
今やっている「カイジ」の映画が見たい！といいながら過去の映画を一度も見たことがないまっつんです。「キンッキンに冷えてやがるぜ！」(笑)
さて、今集客をするんだったら（ほとんどしてませんが）「駅にポスター」が最適だな～と思っています。
理由は「インターネット集客」の流行りが終息を迎えつつある、ということかなと。
世の中の流行り、廃りは振り子のように行ったり来たりしていると思っていて、インターネットが普及し始め、今までＤＭハガキやチラシのポスティングのようなアナログ集客の価値が下がり、みなネットで検索して店に足を運ぶようになったので集客の軸がネットに変わりました。
それが１０年以上たった今では、ホットペッパーやぐるなび、食べログなどを見ても、どこも同じようなうたい文句で、掲載数も飽和しており、「どこが最適か？」を見つけにくくなっている状態です。インターネットが出始めたころは「検索」に引っ掛かりさえすれば、お客さんに足を運んでもらえていたんですね。
次に普及したのが「レビュー」や「口コミ欄」です。検索したお店のレビューを見て点数や星の数、いいレビューの数で決めるようになり、こぞっていいレビューや口コミを書いてもらうことに必死なりました。
それも食べログなどの不正など（レビューや星の数を偽装するという）で信頼度が下がり、昨今、インターネットで足を運ぶ理由が「よさそうだから」、よりも「何となく」に近づいています。
んでもって現在は「もの検索」よりも「人検索」が主流になり、どこへ行くか、よりも誰に所に行くか、が一つの判断基準になっていたりもします。
もちろん、ウェブ上でも「誰」に特化したページづくりをすればいいかもしれません。（インターネットで勝負するならという話で）
さらに言うと、僕のサロンのように「地域密着」型では、遠くからご来店いただくことはむつかしく、ターゲットは「近場の人」がほとんどでしょう。その近場の人にダイレクトに「中の人の魅力」を伝えなくてはいけないのですが、飽和したネットの中では探してくれにくい状況です。
もちろん、インスタやツイッターなどで個人が集客できてる人もいます（限られた人）
しかし、「今や大多数の人がネットに頼っている中、チラシやＤＭハガキやポスター広告をやっている人は少ない」ということ感じている人はあまりいないのではないか？と思っています。
基本やっている人が少ない分野というのは、希少性が高いです。（物珍しいです）
ネットの流行りが弱まり、多くの人がやっているので価値は下がっていて、そのかわり今ほとんどの人が取り組んでないアナログ集客にまた価値が戻ってきている、という状況ですね。
なので、チラシやＤＭ（今は郵便局もポスティングをしてくれる）、ポスターがこれから少しトレンドになっていくでしょう。（お金がかからないので駅ポスターがおすすめ！）
加えて言うならば、２０２０年「インフルエンサー」の価値も下がり始めるかもしれません。２０１８年～２０１９年は多くのインフルエンサーが誕生しました。
今では、インフルエンサーに広告を依頼する企業も多く、広告塔のようになっています。こうしたインフルエンサーなども増えれば増えるほど、実は価値がなくなります。やはり「希少性」が薄まるからですね。
どんなものでも流行りはコモでティー化し、希少性はなくなり価値は薄まります。
なので、２０２０年は久しぶりにアナログな集客活動をしようと思っています(^^♪
サロンからお届けしました。
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