Strengthening offline advertising to increase awareness -- Assessing the efficiency of each medium and aiming for optimal investment allocation

The most important thing is the ability to consult with others, which has become our unique strength.

Q. Please tell me your responsibilities.

I am in charge of the brand strategy for our services. We believe that brand strategy is very important when considering business strategies. Our mission is to embody our philosophy for couples considering their weddings and for the wedding venues that are our partners.

Specifically, we are working to increase brand recognition and spread our image through TV commercials, transportation advertising, social media, etc. We are also unifying the brand image on our website and in our stores, which are our points of contact with customers.

Q. Please tell us about the characteristics of the market and your company’s situation.

A characteristic of the market is that the number of couples holding wedding ceremonies is decreasing year by year. The reason behind this is an increase in couples who choose not to hold a wedding ceremony even after registering their marriage, and the reasons for this are diverse, including "financial reasons," "the difficulty of preparation," and "not being good at ceremonies." Since each couple has their own way of resolving their worries and anxieties, it can be quite difficult for them to solve them on their own. Therefore, since the start of our service, we at Hanayume have focused on the "consultation skills" of our advisors, with the aim of eliminating "no weddings."

For example, when an advisor consults about a wedding, they listen carefully to not only the couple's worries and concerns, but also about how they met and how they spend their weekends. They believe that this kind of consultation will help them realize their "dream wedding."

As a result of continuing to value this "consultation ability," we have been ranked No. 4 in the "Wedding Venue Consultation Counter Ranking" for four consecutive years.^■and has received high praise within the industry.

*2017st place in the Oricon Customer Satisfaction® ranking for wedding venue consultation counters from 2020 to 1

There was a problem with visualizing the effectiveness of offline advertising

Q. What are some of the challenges in marketing?

In fact, many couples are not aware that they are worried about their wedding. As long as their worries do not become apparent, they will not feel like consulting someone, so it is necessary for them to first become aware of their worries. Therefore, it is difficult to communicate with them to make them aware of their worries.

Therefore, in our TV commercials and other creative content, we aim to clearly communicate the concerns that many couples have. We hope that this will help couples become aware of the concerns they may have had and that they can understand that "consulting Hanayume can help resolve those concerns."

Q. Why did you decide to use MAGELLAN?

As the amount of offline advertising, such as TV commercials and transit ads, increases, we felt that it was necessary to carefully assess the efficiency of each medium and make optimal investment allocations.

Hanayume originally focused on online advertising, as they also operate a website. However, because online advertising, which is centered on acquisition measures, has limitations in approaching couples who have worries and anxieties, they began to place emphasis on offline advertising as an awareness measure.

Unlike online advertising, the effectiveness of offline advertising cannot be measured by the number of conversions or CPA. Until now, we have mainly evaluated the quality of offline advertising through fixed-point observations of awareness surveys. In addition, we had a rough idea of ​​how much we should invest in each medium based on past performance. However, when asked whether this was truly an appropriate investment allocation, we felt that it was a challenge because it was difficult to explain the effectiveness of each medium with clear numerical evidence. Therefore, we decided to introduce MAGELLAN with the aim of clarifying the optimal investment allocation for each medium, including offline advertising, and increasing the efficiency of our investment.

We want to realize optimal investment allocation of not only advertising but all management resources.

Q. What are your impressions of the MAGELLAN analysis results and how will you use them in the future?

In the MAGELLAN analysis, I was surprised to see that some media had the same impact as I had expected, while others contributed more to the results than I had imagined. From now on, I would like to optimize my advertising investment allocation based on MAGELLAN's suggestions, and improve efficiency while verifying the results.

In addition, MAGELLAN can quantify not only advertising but all the variables that make up sales. For example, there are multiple variables that make up sales other than advertising, such as the number of call centers and the number of venues listed on the site. In the future, we would like to verify the optimal investment allocation of all management resources, not just advertising, and achieve overall optimization.

Aiming to promote understanding of our services in order to embody our philosophy

Q. Lastly, please tell us about your goal in marketing.

Our number one goal is to embody the philosophy of "giving as many couples as possible the opportunity to have their dream wedding." On that basis, we would like to first establish a system that allows us to propose the ideal wedding that suits each couple, and to establish the recognition that Hanayume will definitely solve their problems if they consult with us. In the future, we aim to further expand our recognition and create a situation where people do not have to bear their worries or anxieties alone, but can consult us about any worries or anxieties, no matter how trivial.