A series that watches the best-selling books of the city at that time while visiting the bookstores in the business area. This time it is the Yaesu Book Center main store that is observing fixed points. Golden Week was almost the same as before Corona. Weekday recovery is slow, but the number of customers is increasing considerably. Even so, buying and bulk buying are not as strong as before, and sales of business books are sluggish. Meanwhile, the bookstore clerk focused on an experiential marketing manual that brought digital measures to a professional basketball team and transformed the team into one of the most popular teams in the league.
YouTube channel subscribers exceed 100,000
The book isNaoto Fujikake “The Power to Create Fans”(Nikkei BP). The subtitle is “Customer analytics marketing that can be digitally structured and increased 25 times in two years.” The author, Mr. Fujikake, is the manager of the business strategy marketing department of DeNA Kawasaki Brave Thunders (Kawasaki City), which runs the B League team. When DeNA took over the team from Toshiba, he led the establishment of a subsidiary and the formulation of management strategies, and after establishing the system, he oversaw the marketing area of the team and worked to expand the fan base. This book “extracts that trajectory as an essence that can be applied to any business.”
Over 100,000 YouTube channel subscribers (1st in both J-League and B-League). The number of followers of tiktok has exceeded 100,000 (second only to the Yomiuri Giants in Japanese professional sports clubs). This is the result realized by Mr. Fujikake and others. This directly leads to mobilization of spectators and a significant increase in sales. What kind of measures could have made this possible?
It is all about “expanding the fan base by strategically utilizing data and digital.” And the author says that this “creating fans” can be systematized. I will explain this in the form of explaining while following the actual measures of Kawasaki Brave Thunders. It can be read as an immersive and fascinating success story, where fans are attracting fans and becoming more and more popular, but the description is structured as a mechanized process, and many business people do their job. It is a configuration that can be used as a reference.
According to the author, mechanization can be broken down into three processes. (1) Definition and embodiment of individuality (2) Maximization of experience value (3) Increase in the number of experienced people. Of these, the author sees that (2) maximizing the experience value and (3) increasing the number of experienced people “there is a general-purpose and reproducible method.” This part will be transcribed from the point of collecting data as a preliminary preparation, and will be traced in the order of realizing (2) and (3) by utilizing the data and making a leap forward in these two by further digital measures.
