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厳しい年末になってきました。

新聞やTVから流れてくるニュースは、明るい話しは見あたらず、くらい話しが多く見られます。バブルがはじけた時もそうですが、企業の業績が悪化すると、まず削減されるのが広告宣伝費です。

トヨタ自動車などは社長自ら「広告費3割カット」を今年の8月に発表しましたが、自動車メーカーをはじめ大手家電メーカーも減産を発表するなど、日本の産業も足踏み状態が続いており、不景気という流れから財布の紐を締めるべく、外注費削減の一環で広告宣伝費を削減する、と言う図式が見えてきます。

大企業でしたらマスメディアへの出稿量を減らす事で、削減が目に見えるでしょうが、元々出稿量の少ない中小企業などでは削減=中止にもなりかねません。今までメディアへの出稿で築いてきた、コンシュマーとのつながりは、企業の大きな資産です。

いきなり全てをストップするのではなく、媒体や表現メディアを変えるなどして、コンシュマーとのコミュニケーションは、継続的に続けていかないと、一度離れてしまったコンシュマーを再び引き戻すためには、非常に大きなエネルギーが必要になってきます。

今まで複数の制作会社に個別に頼んでものを、年間契約で一社に絞るなど、企業の目的を見据え、長くつきあえそうな事務所と付き合うなど、腹を割って話す事も時には必要でしょう。

社会情勢を冷静に判断し、これからの目的を定め、手段としてのコミュニケーションツールがあります、クライアントとして厳しい時代は、制作側も厳しいのです。お互い頭に汗をかき、良い物を創る事で壁を越えるのが、最善の方法と考えます。




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