ネクストソリューションズ　代表取締役　久保 和之　社長ブログ

February 28, 2008 12:34 AM | Category: BUSINESS, CUSTOMER, DIARY

I make some series articles when I have nothing to write on this blog, and this time, the forth series "Know-how of E-commerce operation" starts!

1. How president of IT company handles the work
2. Respect books
3. How a high-school student became a president

and this is No.4.

Next Solutions has been operating E-commerce sites for more than 20 years and I have learned a lot of things from the operation. I would like to share what I felt and introduce the know-how.

The first episode is "guerrilla strategy".

When building E-commerce site, it is very easy if the brand is already well-known. Because it is so easy, we can provide business plan and income and expenditure accounts that are highly accurate. If the brand already has actual stores or its products are already advertised, the brand has lots of advantages. The company does not have to increase its budget for advertising, just arrange how to advertise will make a lot of difference.

On the other hand, if the brand is not well-known, it is very difficult.
When the brand is not known at all, it is very difficult to gain recognition just by the Internet.
You can try using a lot of budget for Internet advertising, however, the effect does not worth that.
In that case, "guerrilla strategy" is very effective.

Remember that there is no value for something you can get anywhere that is not so cheap.
Next Solutions basically would not work on sites that try to sell those kink of products.
It would benefit Next Solutions, of course, however, the business is already failed before starting the site.

"Guerrilla strategy" is not putting on advertisement on magazines, some search engine. This is not guerrilla at all.

In guerrilla strategy, you have to do something surprising and unique.

For example, ask famous person to wear its product when he/she is on TV.
Or provide the product to models for free.
Place some coupons at stores which support the product.
Make topical gimmick on SNS sites.

For example, according to some research, water sold at a gym is only 100 yen, but if you make sports drink special for each person, they pay up to 400 yen.
And if you sell the drink on the Internet, that will be high-value added, customized personal drink.

One of our employee who is in charge of the guerrilla strategy come up with an idea of buying words that other company advertises on TV by saying "please search for this word on the Internet". And we create web sites or advertisement related to those words, then we can get customers visiting to those sites without doing TV commercials.
* I have declined this idea though...

To increase the budget for advertising is not so difficult.

But the idea and guerrilla are priceless.
There is something you cannot buy with money.

New release
We have renewed Kurimut Corporation's web site.
Kurimut Corporation has the exclusive web marketing rights of "TREASURE IIII", which Japanese famous singer, artist, Shizuka Kudo designs jewelry as a designer.
I heard that Takuya Kimura secretly wears the brand's jewelry on TV...

Jewela, the jewelry designed by Shizuka Kudo, is here

Comment [0] | TrackBack [0]