Visualizing the effectiveness of offline advertising is an issue
--I felt that it was difficult to properly evaluate media using conventional analysis methods.

Because it is a niche product, low awareness is an issue for the entire industry.

Q. Please tell me your responsibilities.

In the Market Development Department, my mission is to acquire new customers by utilizing all media, both online and offline advertising.

Although we now advertise on TV commercials, etc., we were not very proactive in advertising and promotion activities as it was originally a closed market. We started to seriously engage in advertising and promotion activities from 2016 when we joined the RIZAP Group. Since then, we have greatly strengthened our advertising and promotion activities by incorporating the know-how of the RIZAP Group.

Q. What are the characteristics of this market?

One of the characteristics of the market is that the shapewear industry is a niche product, so awareness of the industry as a whole is still low. There are many options for achieving the ideal body shape, such as beauty treatments and dieting, but shapewear is rarely mentioned as an option. The challenge for the entire industry is how to raise awareness that "underwear can help shape your body."

The second characteristic is that it is easy to have a negative image. For example, when people hear the term "shapewear," many of them think it is "unfashionable" or "tight." In order to dispel these negative images, we would like to convey to the world that shapewear has been upgraded through our "Body Make Lingerie," which has improved the functionality, comfort, and design of "shapewear."

With the start of advertising activities, the target demographic has expanded - we want to achieve greater efficiency by implementing optimal measures tailored to the target

Q. What are the characteristics of your company?

Our main goal is to make women's bodies look beautiful even when they are not wearing shapewear. Therefore, our greatest strength is that we do not simply sell shapewear, but provide thorough, free after-sales support after purchase. We have dedicated, highly experienced body stylists who provide thorough consultations to help you achieve beautiful proportions. Many of our customers have been coming to us for over 10 or 20 years, and we have built long-standing relationships with them.

Q. What is your main target?

Because we had a wide lineup of products aimed at young women, many of our customers were in their 20s and early 30s. Since we started advertising, and especially thanks to the influence of infomercials, we have seen an increase in customers in their late 30s to over 60s. Now, we have an equal mix of customers of all ages.

Because our target demographic has expanded, we believe it is necessary to thoroughly analyze what products and measures are best suited for each target age group and to streamline them.

I want to precisely analyze the effectiveness of offline advertising, taking into account its ripple effect on other measures.

Q. What challenges have you faced in marketing so far?

We were looking for a way to precisely analyze the effectiveness of offline advertising, such as TV commercials, infomercials, and inserts. We feel that we have been able to perform a certain level of analysis for online advertising, since we have data on it. For offline advertising, we have measured the effectiveness of the changes in the number of sessions before and after the airing of TV commercials or infomercials. However, this method does not allow for analysis that takes into account the ripple effects of other measures, so there is a possibility that each medium is underestimated or overestimated. We also tried to analyze data from interviews on which medium led to a store reservation, but because there is a high possibility that customers will answer the medium that left the biggest impression on them, we felt that it would be difficult to properly evaluate the medium even with this method.

Also, from a communication perspective, we feel that the difficulty of expressing it in advertising is an issue. Generally, people think that shapewear only makes you look beautiful when you wear it. However, we provide thorough after-sales support, so you can transform your body into your ideal shape even when you are not wearing it. It is very difficult to express this strength, but we have been able to express it little by little by using creative methods such as proving the results of wearing it continuously for three months with data.

Q. Why did you decide to use MAGELLAN?

As I mentioned earlier, this is to precisely analyze the effectiveness of offline advertising, taking into account its ripple effect on other measures. Although we have adopted various analysis methods up until now, we felt it was difficult to properly evaluate the effectiveness of offline advertising. Since offline advertising accounts for a very large proportion of advertising expenses, we wanted to clarify with MAGELLAN whether it was cost-effective or not, so we decided to introduce it.

Another deciding factor for introducing the system is that it allows us to visualize the impact of external factors such as COVID-1. We have been able to acquire new customers even during the COVID-XNUMX pandemic, and we can guess the reasons for this to a certain extent, but we would like to carefully analyze whether our guesses are correct.

Q. Please tell us about your future plans for using MAGELLAN.

First of all, we want to visualize the effectiveness of offline advertising, which is our biggest goal, and realize the optimal allocation of advertising budget to maximize the number of new customers we acquire. We also want to improve efficiency by analyzing external factors and conducting detailed analysis by target age group.

After that, we would like to try to visualize the effects of unique campaigns implemented at each store and incentive systems for sales staff. We are still considering what data to use, but we would like to analyze whether the campaign offers contribute to sales and how effective the incentive systems are.

Aiming to be a brand that everyone admires

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

As for the issue we raised, "MARUKO" is still not very well known, so we are aiming to make it a brand that everyone knows first. We also want it to not only be well known, but to become a brand that everyone aspires to. To that end, we plan to conduct marketing that will clearly communicate our products and services, and lead the entire market.