実は、中学生の頃、ワタシは「鉄ちゃん」でした。
いわゆる、鉄道マニア・・・
最近はその素行が問題化していますが・・・・・。
ワタシの場合は、切符収集のほうの鉄ちゃんでした。
当時、まだJNR（日本国有鉄道）と呼ばれていた頃です。
そう民営化される前の国鉄です。
我々、中学生が拙い文章で、日本全国の駅に、手紙を書くのです。
「使用済みの、切符や特急券を送ってもらえませんか？」って。
返信用の封筒に切手を貼って、手紙とともに、送ってました。
その駅にしか、集まらない特急券とか、駅名の入った切符を集めることが目的でした。
当然使用済みなので、使えません。
コレクターは世間的に、意味の無いものでも、彼らにとっては、非常に意味を持つものです。
１週間もすると、返事があります。
「処分することになっているので、譲れません・・・・」と残念な結果になったり。
「個人で楽しむだけなら・・・・」と少し送ってくれたり。
全く無視で、帰って来なかったり。
でも、どか〜〜〜〜んと使用済みの切符や特急券を送ってくれた、駅長さんもいました。
時刻表の鉄道地図を見ながら、友人と次は何処の駅に送ろうかと話をしてたことを、
今更ながら思い出します。
今その、切符たちは押し入れの中に、まだ眠っています。ワタシのコレクションの一つです。
昨日、月一回のマーケティングの勉強会に行ってきました。
そこで、テーマになったのが、"コレクターマーケティング"
人は、２〜３個持っているものを、次は何を買おうか？と考えている。
例えば、眼鏡を２〜３ヶ持っている人は、キットTPOに合わせて、眼鏡を変えている。
鞄もそうですね・・・
時計・・・
ブランドものでいうと、シャネルのコレクターはシャネラー・・・・
そう考えると、様々なコレクターが世間はいますね。
そんな、コレクターターゲットに、プロモーションを仕掛ける。
これをコレクターマーケティング。
売れない、不況と、言うなかれ。
今までの、常識的な視点だけではなく、少し視点を変えて市場を観察すると、・・見えるものがあるような気がします。
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