Experience Marketing

「ニーズを聞くな、体験を売れ」という本を読んだ。

いまや日本はモノが行き渡り、消費者はモノを買わずに新しい(とかより良い)体験を買う、という方向に
向かっているという、「Experience Marketing」のことが書いてあった。

最近、企業の経営者が「体験」という言葉を口にするようになってきた。今までその意味がわからなかったが、以下はその事例だと思う。

インスタント・メッセージングソフト「Windows Messenger」で、、、昨日知り合いから教えてもらったのだが、「ビール」とか「オニ」とか入力できた。

この絵文字を考察してみるに、、、、

相手がこの絵文字を使うと、自分の画面に面白い絵文字が表示される。

そうすると、「え、なんだこれは！？」ということになり、「それ、どうやって（入力して）出すの？」となる。

これら絵文字をゲームで言う「隠れキャラ」の手法だと言ってしまえばそれまだが、、、このこと自身が、マイクロソフトの狙うところの XP、すなわち Experience だと思う（それにうまくはめられている自分も自分ですがそれはそれです）。

自分の会社の OS の名前に XP と付けるくらいだから、マイクロソフトは自身で Experience Marketing を実践しており、ここに見習うべき点があると思う（上の隠れキャラでいうと、ひょっとして Experience Marketingを開発したのは今から思うと実は日本のニンテンドーだったんだろうか？）。

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Posted on 2002-02-20 by yas |

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