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認知度を上げるためのやるべきあれこれ_02

燃える物を沢山集めます


燃える物とは「長所・自慢できる物」つまり、自社・お店(製品)のブランドとしての差別化のポイントの事です。

この燃える物を集め、燃える場所を作り、火を付け、燃料を投下し、小さな炎から、大きな炎にしていくのが「ブランディング戦略」です。

この差別化のポイントを大きな物から小さい物まで、目に見える物から理念と言った考え方までとを、拾い出し、自社・お店の有るべき理想の姿を形にします。

燃える物が形になったら、次は燃やす場所です。

燃やす場所、差別化のポイントをはがき大に印刷しDMにするも良し、ティッシュと一緒に駅前で配布するも良し、広告で言ったら媒体の事ですが、お金(広告)を使わないブランディングと告知、なんて前のコラムで言っており、ホームページくらい一人で出来らぁー!! とご自分で作られる方もいらっしゃるかもしれませんので、大きく燃やす場所はWebサイトにしましょう。



どこで燃やせばいいのだろうか


インターネットの閲覧、メールアドレス取得等、窓口としてISPと契約され、ホームページ用にとサーバーも割り当てられていると思いますが、商用サイトとしてショッピングカートなど設置する場合には、CGIやJavaと言ったプログラムやスクリプトが必要になります。

ISPのサーバーの中には、このCGI やJavaと言ったスクリプトが作動しない物もありますので、出来れば商用サイトとして相応しいホスティングサービスを行うサーバーを利用するのがよいでしょう。

ISPは個人で契約するには安くて良いのですが、法人契約になると高価で、サーバー容量を増やすと料金が上乗せされる場合があります。

別の会社のホスティングサービスを受けたとしても、契約のしかたでこのISPの上乗せ料金内で契約できるサービスもあります。サーバーがストップするのは困りますが、共有サーバーでも安定して運用できるサービスもあり、ランキングなどもWeb上に公表されていたりしますので、安心して利用できるサーバーを選んでください。

だいたいホスティングサービスを行う会社のサイトには、別料金になりますがドメイン取得サービス案内のページもありますので、ブランディングと言った意味を考え、是非取得してください。

可能であればあまり長いドメイン名ではなく、簡潔で覚えやすいドメイン名がよいでしょう。

第2回はこんなところでしょうか、次は「火を付けましょう」を書くつもりです。




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