Sangen-Chuya's Brain SEO Strategy | People Choose What They 'Remember' Over What They 'Like'

People don't choose as carefully as you think

Thinking about Sangen-Chuya, there's something I've been thinking about a lot lately...
People don't choose as carefully as you think!
Of course, I don't mean that we live our lives carelessly...
It's just that every day is busy, and there's so much to do!
That's why I don't think we line up every single option to compare and consider them one by one; instead, unconsciously,we choose 'options that come with a reason'.When you go to Tsukishima, monjayaki comes to mind; on the way back from visiting Ise Shrine, you always buy Akafuku; as the Day of the Ox approaches, eel pops into your head and you think, 'I have to eat it!'; when Mother's Day arrives, you feel you must give carnations; and when something auspicious happens, you think, 'I have to cook red bean rice!'...

When you really think about it, isn't that amazing?

It's not that we are comparing everything flatly each time,

but 'things that naturally come to mind when in that situation'are already stored in our heads...And people, with a high probability, choose from there...
I think we can definitely call this brain SEO strategy!

If you aren't remembered, you won't be chosen

No matter how much charm you have, if you aren't remembered, you won't be chosen!
This order is extremely important.

To put it another way, the first thing you have to capture is thefront row of the product shelf,and no matter how good a product is, if it's buried in the back of the shelf, it's hard to get picked up...
I think people's minds are probably the same, right?

Craft shochu is no exception; it's interesting, delicious, and the more you know, the more depth it has...
The ingredients are different, and the brewing is different. The way you dilute it changes its character too...
It's a fascinating existence that is well worth talking about as a culture!

But if it doesn't come up as a candidate in the moment of 'What should I drink today?' in the first place, it won't be chosen...

If you skip this and think,'If I just convey its goodness, it will spread,'it probably won't reach anyone. I think what's needed first is to create a reason to be remembered.

There is a 'round trip' that Sangen-Chuya wants to cultivate

That's why what Sangen-Chuya is trying to do is not simply'increasing the number of shops that stock craft shochu'.What we are aiming for is more about what's in people's heads:

When you come to Sangen-jaya, drink craft shochu! When you think of craft shochu, remember Sangen-jaya!!I believe it's about gradually cultivating this round trip within the town.

Meeting it at a shop, having it recommended by staff, seeing it on social media, reading stories on Note, experiencing it at events...

Those small touchpoints overlap, and it becomes an association of

'Huh, Sancha seems like a craft shochu town, doesn't it?'Sangen-Chuya isn't trying to sell craft shochu; it might be more like we want to increase the reasons to remember craft shochu in the daily life of this town.

Daily communication exists so we aren't forgotten

What's important here is daily communication!

After all, eventhe global company McDonald'sis posting every day, right?...
That's not just because'they aren't known yet'.It's probably also so they aren't forgotten, because if you leave people's minds alone, they quickly get filled with other information...
That's why it doesn't stick if you only tell them once...
See it, hear it, see it again...

Meet it at a shop, hear someone talking about it, and remember it again...
That repetition gradually raises the search ranking in their heads.
The communication that Sangen-Chuya continues is surely the same; it's not to win in one shot, but to let it soak in little by little...

What we are aiming for is not advertising, but the town's culture

What I want to aim for with Sangen-Chuya is not a fleeting trend!

When someone comes to Sancha, I want to create an atmosphere where they naturally say,'Since we're here, shall we go for some craft shochu?'Or, when the topic of craft shochu comes up, to be remembered as, 'If you're in Tokyo, you should go to Sangen-jaya'...

If we can reach that point, it's not advertising, it's a proper culture of the town.

Sangen-Chuya is not an event name, but a project to gradually edit the associations of the town...

As the first step toward that, we are doing brain SEO strategy again today.