[Reading Record -96] Fandom Marketing
The Serendipity of Random Reading
Once you become capable of "beta reading," serendipitous events become more likely to occur. This is because you become comfortable picking up books in fields you are unfamiliar with.
Now, I have already written an article about reading Ryo Asai's "In the Mega Church" in April. (Although it is referred to as "church marketing" within that work), I learned about the marketing method called "fandom marketing" through this book.
Once that happens, I end up wanting to read books related to that in a chain reaction. Even though I have a huge pile of unread books...
The "Fandom Marketing" of Empathy and Enthusiasm
The author of this book, "Fandom Marketing," Shuhei Takano, is a leading expert in this field who has engaged in numerous brand strategies at Tribal Media House and launched the entertainment marketing label "Modern Age."
The core of "fandom marketing" as explained by the author can be summarized in the following two points.
・Segment Mass
Instead of targeting Mega IPs (a "huge intellectual property" that has high recognition and strong brand power, generating vast revenue in diverse fields such as games, anime, movies, character goods, and publishing), aim for a "segment mass" that has enthusiastic influence over a specific group. This has three major advantages: "cost control," "imparting strong brand associations," and "high creative freedom."
・Interpretation Alignment
Measures that hit the mark with a "sense of understanding (interpretation alignment)" and a "sense of surprise (that's how you did it)" phenomenally increase purchase intent. By designing a state where fans feel grateful (a return of favor from otaku), the ROI for the IP-providing company can be maximized.
Intentionally creating a state where fans "support" a brand, and designing the entire process from awareness to purchase and fan conversion... Through fandom marketing, you can elevate a product you want to sell into a "beloved brand" (which is impossible with mere promotion).
The keys to this are the following three points.
1. Giving "meaning" to products
In the modern age where awareness alone does not lead to sales, it is impossible to differentiate based solely on product functions or benefits. For consumers to have a strong reason for choosing a product—not out of compromise that "this product is okay," but because "this product is the one"—it is essential to impart "meaning" rather than just good functions or benefits.
2. The battle for "disposable spirit"
The success or failure of marketing is no longer about competing for "disposable income" or "disposable time." The concept of "disposable spirit"—how much you can occupy the consumer's heart—becomes the source of ultimate differentiation.
3. Connecting contexts at a deep level
The most important thing is to connect the contexts of the brand and the IP at a deep level. A tie-up without context will disappoint fans, but a fandom that understands the context at a deep level will build a strong "complicit relationship" with the brand.
Fandom as Comrades
The essence of fandom marketing lies not in consuming fans as mere targets for 'harvesting,' but in respecting them as 'comrades' (allies) who move the world together with you.
By cultivating the 'reasons to be supported' themselves and demonstrating a stance of walking alongside fans, a company's LTV (Life Time Value) will naturally improve. Such continuous efforts strengthen brand equity, which in turn leads to competitive advantage.
Reference Links
・Amazon 'Fandom Marketing' Book Introduction Page
・Tribal Media House: Official Website