2005年05月02日

AppleのPR事例で学ぶLong tail 論

・Apple PR, Catch a Tiger by the Head.../Media Guerrilla

Apple Computerの新OS「Tiger」が先日リリースされたが、
彼らのPR手法は、トップダウン型の商品PR、つまり
事前に大手マスメディアに対して製品の試供品を配布する
という極めてオーソドックスなものだった。

しかし、Appleのカルト的とも言える顧客層を考えれば
インフルエンサー達を対象としたマーケティング活動を
展開すべきではなかったか。

この製品の帰結点として、Long Tail論※におけるニュースカーブの
”Tail”の部分で話題にこそなれどインフルエンサーを起点とした
プロダクトリリースにおけるインパクトはさして与えられないだろう、
と述べている。


※インターネットの登場によって、情報・モノが流通する方法に
変化が訪れていることを示唆した「Long Tail」論。

Long Tail論とは要するに2割の商品が8割の売上げになる
といういわゆる80対20の法則から、フラットにモノと情報が流通
するようになってきているという話です。

マーケティング・PRに関わる人間としては
面白いトピックだと思うので、興味がある方は
掘り下げてみてください。

参考:
・The Long Tail /Chris Anderson(Long Tail論の提唱者)

・Long Tailとマスコミュニケーション全盛時代の終焉/ネットは新聞を殺すのかblog

・Long Tail:ビジネスモデルの基本形とは?/渡辺聡・情報化社会の航海図

・「The Long Tail(ロングテイル/ロングテール)」に関するメモ/小林Scrap Book Heartlogic


posted by Yahnny at 12:42| Comment(16) | TrackBack(6) | マーケティング・PR | このブログの読者になる | 更新情報をチェックする
この記事へのコメント
yahnnyさん、はじめまして。

PRの基礎が学べる本がありましたら是非教えていただきたく、書き込みさせていただきました。

お時間ございましたら是非宜しくお願いいたします。
Posted by yoshida at 2005年05月11日 10:18
yoshidaさん、はじめまして。

ご質問ありがとうございます。

PRの基礎を学べる本としては例えば下記のようなものがあります。
(私もそんなに詳しくないのですが・・・)

■ビジネス決定版 はじめての広報・宣伝マニュアル
http://www.amazon.co.jp/exec/obidos/ASIN/4496025019/qid%3D1116088376/250-0608325-3505066

■入門 パブリックリレーションズ―双方向コミュニケーションを可能にする新広報戦略
http://www.amazon.co.jp/exec/obidos/ASIN/4569615805/qid%3D1116088449/250-0608325-3505066

上記の本は、実務の話が中心で、正直あんまり読んでいて面白くないですよ(笑)


個人的には、最初にPRの基礎的な実務を学ぶ本を読むより、
PRが世の中に与えるインパクト・ダイナミズムみたいなものを学べる本を
読まれたほうが、PRに対する興味がより一層湧くのではないかと思います。

例えば、以下の本がオススメです。

■影響力〜小さな情報から「ブーム」を生み出す7つのマーケティング発想〜
http://www.amazon.co.jp/exec/obidos/ASIN/4478550166/qid=1116088505/sr=1-8/ref=sr_1_10_8/250-0608325-3505066

■ブランドは広告でつくれない 広告vsPR
http://www.amazon.co.jp/exec/obidos/ASIN/479810373X/qid=1116088738/sr=1-5/ref=sr_1_10_5/250-0608325-3505066

「ブランド〜」は留学中に原著で読みましたが
私がPRに興味を持つきっかけになった本です。

ぜひ読んでみてください☆
Posted by Yahnny at 2005年05月15日 01:44
お仕事お忙しい中、わざわざ返信くださってありがとうございました。

また、アマゾンへのリンクまで貼っていただきたいへん助かりました。

読んだら、感想を書こうかと思います。
その際はまたお相手してくださったら嬉しいです。

では。
Posted by yoshida at 2005年05月16日 03:55
Aぞら銀行はこれを機に基幹システムから
端末まで全てAPPLEに変えるとか。

勤めてる友人は
4月からずっとAPPLE研修だそうです。

そういう路線なのかも。
亜流はもういやだとの意思の表れ。

でも、APPLEでシステム運用w。
オレもi-mac持っているからわかるけど
相当厳しいと思う。

マルチタスクじゃないんだよね。
プログラムを同時に起動できない。

文章まとまりなくて申し訳ない。
ご参考まで。ではでは!

Posted by テル at 2005年05月19日 15:26
はじめまして。海外での日本のArtクラフトや
若手デザイナーなど(住を中心に)のPRに興味を持ち、いつかプレスの会社を立ち上げたいと思っております。
現在、NYに住んでいるんですが日本の食などを中心に普及し、今後もマーケットが広がりつづけると思います。日本の自然とともに共存する心や
和を大切にする平和の精神・・今後の世の中に
とても必要な要素と感じています。そのためにも
もし、何かいい情報・サイトなどありましたら
教えていただければと思います。どうぞ
よろしくお願いいたします。
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