[Management interviews] If the consumption changes, the marketing will change ~ Sales promotion that conveys Hiromori's thoughts

In your daily life, you think, "Oh, this is good." In fact, the marketing that was thought out to make that "good" lurks behind it. It's not just cheap, it's not just a great deal, but a mechanism that leads to sales by transmitting "thoughts".

Mr. Kondo (hereinafter referred to as Kondo), President and CEO of Hiromori Co., Ltd. (hereafter, Hiromori), which operates a business mainly in sales promotion ), I will continue to hear the story.

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[Management interview] What is sales promotion? Sales promotion (SP) of the product conveyed by Hiromori (SP). Marketing activities to extend the sales of products and services, and there are a wide variety of methods, not only advertisements but also prizes (incentives) and campaigns to bring out the willingness of consumers and distributors to sell. Speaking of old prizes, everyone should have bought precious figures and bonus cards for sweets. However, it is now an era when such sales promotions require environmental consideration. Hiromori Co., Ltd. (Minato -ku, Tokyo, hereafter Hiromori, Tokyo) is positioned not only on sales promotion, but also as "motivation through the creation of impressions." ...

How to buy diversified, and how to sell

-Do you think that the approach has changed?

Kondo) That's right. After all, our business is changing variously due to the era, economic environment, living environment, laws and regulations, and the evolution of technology, and I feel that the roles required for sales promotion are changing significantly. Speaking of cosmetics, convenience stores and drugstores have become important dealers since the beginning of the war, and online e -commerce sales have become important sales routes since the beginning of the war. 。 In line with this, the needs and issues of customers, including dealers and consumers, are quite complicated and diversified. We have to face various issues, not just conventional methods, but also consider the complexity and interlocking of various methods, so it is necessary to have a very difficult project than before. I feel it.

-Instate, if the way to sell is diversified, the way to support it will be very diversified.

Matsuura) In recent years, I feel that young people are still increasing their awareness of environmental consideration. For those values, it may not be accepted by the old sales promotion, "Would you like to buy it because of the bonus?"

-I feel that the product of "Bonus" has definitely decreased compared to childhood.

Thanks of thanks to convey with detergent

Kondo) In our many cases, I have a very favorite project. It is a "100,000 mother day sampling", a dishwashing detergent called "Magica".

Provided: Hiromori Co., Ltd.

Magica's brand concept was "I want to make my mother smile." It is to open from the hassle of dishwashing and make it easier to enjoy your life. Therefore, it is a product that adds such functions, such as the oil stains removed quickly, the drainage is fast. As a promotion, we planned with our customers "100,000 mother -day sampling". Sample products were distributed to junior high and high schools nationwide. Why do you give it to your child, not your mother? This is to write gratitude to my mother on a message seal during class and home room hours, put it on a "Magica" bottle, and give it to Mother's Day. For parents, it is a "only message bottle in the world" obtained by children, so it is a mechanism that continuously refills it with a bottle and uses the same product. It actually led to the sales promotion of refills, and it was a great business. More than that, I was happy to be able to realize the brand concept of "making my mother smile" in the planning. If you get a bottle with a message from your child, your mother will be happy. I am proud that it is a wonderful case that could create the role of the original sales promotion and the creation of a Hiromori.

ー This is a great, business, and a wonderful case.

Kondo) The values ​​of families, society, and the earth are becoming more and more important. It is really important for the promotion to see how much our work can be close to its values ​​and create empathy.

Sales promotion moves people

-It's amazing to continue to increase your business satisfaction, despite the changes in consumer consciousness.

Kondo) As you said, the balance is very important. We are always working on it.

-I, like Hiromori -san, I think that working as a sales promotion will also create a society.

Kondo) In the United States, if the vaccination of the new Coronovirus did not proceed as expected, "If you vaccine, you will get 〇〇! ] I hit a campaign. It is also possible to keep the way to do the best way to do it, and to move society with the effect of such a promotion. If sales promotion is to encourage behavioral change, we think that we can contribute to more areas, including SDGs.

-Is the sales promotions that are conscious of SDGs are also looking for clients?

Matsuura) The reality is that there are some difficult parts. For example, considering environmental consideration, it is necessary to consider the effect of sales and the cost.

Kondo) What I feel when I have a meeting with overseas fellow people is that in Europe, SDGS initiatives are not comparable to Japan. Even in sales promotions, companies and brands have thoroughly consider the environment, etc., and we are practicing SDGs initiatives to promotion materials, procurement partners, and employee evaluation of employees. There is a company. These movements will accelerate further in Japan. We don't think that customers are looking for cheap ones, but we need to think about what they should be as a sales promotion company with a view to 10 or 20 years ahead.

Social contributions in sales promotion

ー Specifically, do you have a social contribution sales promotion in Hiromori?

Kondo) There is a CSR project to zero heat stroke for more than 10 years. Companies participate in the project while sponsoring the social issues of heat stroke measures, and are working with weather organizations. In order to solve these social issues, we think that it is a major property that has been taking advantage of our business for more than 10 years, and we will increase this business and expand our way of thinking. I think it can be done.

ー Thank you. How about Mr. Matsuura near the site?

Matsuura) When I launched a project 10 years ago, I remember that there was no company that could agree with it, and I was doing business activities while saying heeing. (Laughs) But now, there are many cases where you can contact us. I think that the activity was recognized and that heat stroke was greatly revealed as a risk in the world, so I am glad that I was working on it early.

From here, we have begun to educate the heat shock. Heat shock is a risk of the death of the elderly when bathing in winter due to a change in temperature and a disease in the heart and blood vessels occurs when bathing in winter. Many people have died due to the heat shock, but this awareness has not been done so far. We are currently working to enlighten it with more than 10 companies.

Provided: Hiromori Co., Ltd.

Actually, competing companies may be together. Let's work on solving social issues in a true sense! It can be a framework. In addition to the heat shock, I think that it is very good to have such a framework of "Let's do it together!" I would like to go. It is your own area to expand your messages to the world and create the benefits of a company, so I would like to take the lead.

-What do you think is fun and rewarding to do sales promotion?

Kondo) Actually, I'm not so active in shopping. If there are many such people in Japan, and if such a person raises a heavy waist and become more aggressive in economic activities, I think that Japan will be more active. In that sense, I feel every day that "our work still has something to do."

Our company has a lot of really powerful and ambitious employees, so I practice "Skill Creation", which is also the philosophy of the company, and I am impressed by employees. In addition, I want to connect impressive batons to companies for 100 years.

ー Thank you!

From editing

Mother's Day present of "Magica". I feel that the given person is purely happy, and that is the promotion of "Impressive Creation".

The era has changed, and not only the quality of products and services, but also its sociality and processes are being judged by consumers. It may be that in such an era, in which consumer needs lead to improving society. In addition, I would like to keep an eye on the flow of society created by sales promotions, such as enlightenment activities for heat shock!

[Management interview] What is sales promotion! Sales promotion (SP) of the product conveyed by Hiromori (SP). Marketing activities to extend the sales of products and services, and there are a wide variety of methods, not only advertisements but also prizes (incentives) and campaigns to bring out the willingness of consumers and distributors to sell. Speaking of old prizes, everyone should have bought precious figures and bonus cards for sweets. However, it is now an era when such sales promotions require environmental consideration. Hiromori Co., Ltd. (Minato -ku, Tokyo, hereafter Hiromori, Tokyo) is positioned not only on sales promotion, but also as "motivation through the creation of impressions." ... SDGS SPONSORED Sales Promotion Heat Shock Marketing