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カテゴリ:集客
シーテック@幕張メッセに行ってきました。 ドコモをはじめ、主要なブースでは、 英語、中国語、韓国語対応がますます充実してきていました。 ある意味で当然でしょう。 電機通信技術で、これ以上、ガラパゴス化させないためにも、 展示会の役割もどんどん変化します。 さらに<説明員>が年々増強されています。 こうした展示会では、どのブースもイベントコンパニオンの女性たちに 過激な衣装を着せて、ナレーションをさせたり接客させていました。 しかし、デジタル化、ネットワーク化が進んで来ると、 もうコンパニオンを二週間くらい研修したくらいでは、十分な説明をすることは不可能です。 だから、30-40代の技術に詳しい男性スタッフが より前面に出て、信頼感と安心感を提供する必要に迫られているようです。 ブースによってはコンパニオンが説明員をしている所もあるけど、 年齢も20代後半から30代前半くらいで、 質問してみると、かなり豊富な知識を持っていることがわかります。 (まだまだオッペケペーな受け答えのコンパニオンもいるけど、、、) そんなわけで、 混雑はしていたけど、コンパニオンだけ目当てのカメラ小僧&おやじが少ないお陰で、 以前と比べると各展示ブースをよく見ることができるようになってきたのは 大きな変化です。 展示会なんだから、そうあるべきでしょう。 今までが異常だったのです。 商品がみたいのに、きれいな姉ちゃんを並べてしまうから、 違う人種が混ざってしまって、 見たいブースの商品を長時間並んで見なければならない。 コスプレやアニメのイベントならきれいなお姉さんが必要かもしれないけど、 商業的展示会で、喜ぶのは、メーカーの宣伝部のおじさんと、 広告代理店の兄ちゃんとカメラ小僧くらいなものです。 では、なぜ長年こんなことが行われてきたのか?と言えば、 展示会の商品とは関係ない人種も集客して(混ぜちゃって)、 イベント全体としての集客人数を増やすことでスポンサーへの体裁を保つためです。 何しろ集客数を稼ぐためです。 しかし、近年は、そういう客をいくら集めても、 商品は全く売れないことがハッキリしてるから、 展示会そのものに出店しない、、、という現象も起きています。 展示ブースが減少するのは寂しい。 だから、効果の出る展示会を企画する人が必要です。 しかし、余計な客が減って、 展示会で商品が見やすくなってくるのは大歓迎です。 展示会本来の目的と姿に近づきつつある気がします。 10月下旬の東京モーターショーはどうだろうか? お気に入りの記事を「いいね!」で応援しよう
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