知りたい

クラウドファンディングを使ったマーケティング

「クラウドファンディングはマーケティングツールです」、そう聞けば多くの人は怪訝な顔をするかもしれません。クラウドファンディングといえば、「資金調達」や「寄付」のための仕組みだと思われているのが一般的でしょう。決して、その認識が間違っているというわけでもありません。しかし、それはクラウドファンディングの、あくまで一側面にしか過ぎません。特に、日本には寄付の文化がまだまだありません。ですから、「資金調達」や「寄付」としてのクラウドファンディングではなく、マーケティングツールとしてクラウドファンディングを活用しましょう!クラウドファンディングを戦略的に使えば、効果的でしかも効率的なマーケティングを行うことができるのです。
 
 

クラウドファンディングをどう思うか

そもそもクラウドファンディングというのは、何かしらの目的を持った集団や個人がインターネット等を通じて不特定多数の出資者から資金を募る仕組みです。日本においては、2011年の3月11日に発生した東日本大震災の復興支援のためのプロジェクトやボランティア団体のための資金援助として用いられたことで広く知られるようになりました。多くの人にとって、クラウドファンディング=復興支援だというイメージが強く残っているのは、震災当時の強烈な印象が、クラウドファンディングという言葉が結びついているためでしょう。
 
もちろん、クラウドファンディングが復興支援のような慈善活動に役立つということは間違いありません。実際、クラウドファンディングによって多くの被災地支援プロジェクトに資金が集められています。
 
 

復興支援にも使われていたクラウドファンディング

このような話を聞くと、一層クラウドファンディングとマーケティングがかけ離れたものに思われるかもしれません。しかし、この復興支援のために多くの資金が集められた、という例は、クラウドファンディングがマーケティングに使えるということを端的に示しているのです。
 
一体どういうことかと言いますと、先ほどの例は、『震災復興』のためにクラウドファンディングによって『多くの人』から資金が集められた、というものでした。これは、見方を変えれば『多くの人』は『震災復興』のために資金を提供したいと思っていた、ということを示しています。
 
もうお分かりでしょう。これが、クラウドファンディングがマーケティングに使える、ということなのです。クラウドファンディング市場で投資されているプロジェクトはどんなものか、それはどのような分野なのか、それらを分析することで市場が一体何を求めているのかを明らかにする、それがマーケティングツールとしてのクラウドファンディングなのです。
 
 

テストマーケティングに最適

また、クラウドファンディングを商品化する事前の「テストマーケティング」として活用することもできます。
ある新商品を開発し、販売したいと思っているとしましょう。
 
その新商品をクラウドファンディングのプロジェクトとして公開します。もし、その新商品に注目が集まり、共感を生み、「欲しい!」と多くの支援が集まれば、きっと商品化して販売しても売れるでしょう。しかし、もし支援が集まらなければ、きっと売れない商品になってしまうだろう、ということがわかります。
 
また、5色の試作品を作ったとします。どの色を商品化しようか…。クラウドファンディングの結果で、人気のあった色を商品化し、不人気だった色は不採用にすればいいのです。
他にも、どんな年齢層に響く商品なのか、どの地方(地域)にニーズがあるのか、男女どちらをターゲットにした方がいいのかなど、さまざまなデータを得ることができます。
そう、クラウドファンディングは資金調達だけでなく、マーケティングツールとして活用することができるのです。
 
 

なぜクラウドファンディングがマーケティングになるのか

クラウドファンディングには大きく分けると「寄付型」「投資型」「購入型」の3種類があります。日本で主流であり、広く「クラウドファンディング」と呼ばれているのは、このうち「購入型クラウドファンディング」のことです。
 
詳しくは、別タイトルでお伝えしますが、簡単に説明すると、「資金を支援する代わりに返礼品(リターン)を受け取る仕組み」のことです。要するに、リターンを販売(予約販売を含む)する、ということです。
 
支援者は「どのリターンが魅力的かな」「こんなリターンが欲しいな」という目線で支援するプロジェクトを選びます。そう、まるでAmazonや楽天のようなECサイトと似ていますね。だからこそ、そこから得られる結果やデータはマーケティング結果として活用することができるのです。
 
 
クラウドファンディングがマーケティングにも使えるということを、お分かりいただけたでしょうか。資金調達のため。寄付を求めるため。そういう枠組みにとらわれると、途端にクラウドファンディングへのハードルが高く感じてしまうでしょう。「自分には縁がない」と思ってしまうかもしれません。
 
しかし、クラウドファンディングはマーケティングツールです。この仕組みを知らないのはもったいない!戦略的に活用しないのはもったいない!まずは、正しく理解して、ぜひあなたの「やりたい」ことに活かして見ませんか?

関連記事

  1. クラウドファンディングでできること〜テストマーケティング編〜
  2. 誰でも「やりたい」を「カタチ」するチャンスがある
  3. 今後のクラウドファンディング市場
  4. クラウドファンディングで得られるもの
  5. アメリカのクラウドファンディング市場
  6. クラウドファンディングのメリットとデメリット
  7. クラウドファンディングの成功事例・失敗事例
  8. クラウドファンディングの基本フロー

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