訪日観光客を狙うインバウンドマーケティング

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円安の効果の現れか、世界的な旅行ブームの現れか、訪日観光客は右肩上がりに増え、2020年度までには2,000万人を突破すると言われています。日本国内での消費額も2兆円を超え、ドラッグストアや家電量販店、化粧品店などでは訪日観光客の特需での過去最高の売上・利益の更新をしている企業も出てきています。先日に書いた製造業の衰退とは真逆で、観光業を中心としたインバウンドマーケティング市場は好景気です。そして弊社にも間接的に増えた依頼が・・
訪日観光客を取り込みたいと言うニーズ
訪日観光客を取り込みたいと言うお話しが増えてきました。中国・台湾・香港・韓国・タイ・インドネシア・マレーシア・シンガポール・ベトナムなどアジア圏では日本よりも富裕層の数が増え、GDPでは測れない潜在富裕層率は日本を超えていると言われています。まだ円が強い感覚を持っている人は多いと思いますが、実際は円は弱くなっているために海外からは消費がしやすくなっています。それは訪日観光客数や消費額の数字からも分かるはず。
どうやって自分のお店や商品を訪日観光客にアピールするか?
商品が売れない理由でよく取り上げられるのは「そもそもその商品(お店)を知らないから」です。中国人を呼びこもうにもあなたの商品やお店を知ってもらっていないと売れるわけがありません。海外の人が日本に来て1番困ることは「母国語が通じない事」です。なのであなたの取り扱っているその商品が何の商品なのかが分からないのです。知らない人に広く知ってもらう事、それが広告。訪日観光客に伝わるようにするために、手始めに行なうべき事は下記でしょうか。
①中国語や台湾語、韓国語、英語等のメニューやPOPの作成
②①は見られないと意味が無いので、チラシを撒いたり、看板を置いたりする
③中国語や台湾語、韓国語、英語のホームページの作成
④③を各言語を母国語にしている訪日観光客にだけインターネット広告を打つ
⑤旅行代理店に営業に行き、自社のお店や商品のアピールを行ってもらう
⑥現地の方を雇い、キャッチ(声がけ)をしてもらう
⑦自社だけでは広告費に自信がないなら、地域全体で集客に取り組む
他にも細かい方法はありますが、頑張れば出来そうな事です。弊社では外国語サイトの作成依頼も増えていて、各企業の熱気も感じます。メニューやPOP、ホームページ等は今あるものを翻訳してもらうだけですぐに出来るはず。
外国人向けのインターネット広告が熱い
④の外国人向けインターネット広告へのニーズも増えています。例えば中国本土では国策でGoogleやFacebook、Twitter、LINEへのアクセスが遮断されています。その代わり中国人は新浪微博(中国版のTwitter)や薇信(中国版のLINE)、百度検索(中国でシェアTOPの検索エンジン)など中国版のサービスを日常的に使っていますので、そのインターネット広告を活用する方法があります。
「売れるホームページ ✕ 見込み客のアクセス数」があれば、海外だろうがお客を取ることが出来ます。
もちろん商品が売れた時のオペレーションは自社で用意しないといけませんが、その気になれば出来ないことはありません。
とある沖縄の脱毛サロンは、中国人・台湾人がたった3ヶ月で100人以上の「年間契約」をしたそうです。元々は私達と同じで、訪日観光客を取りたいなぁと思ったはず。そこから行動すると、どんどんノウハウが溜まり、他社との差別化が出来ているはずです。
特に日本人向けに戦って疲弊している市場であれば、訪日観光客を狙った戦略に変更するのも生き残る術かもしれません。

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。
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