What is "oshi-katsu" marketing? An explanation of its benefits, strategies, and key points for success.
What is 'oshi-katsu marketing'? Aren't you wondering how companies should incorporate oshi-katsu?
Oshi-katsu marketing" is a marketing method that focuses on consumers' feelings and behaviors, such as wanting to support their "oshi" (favorite) and wanting to feel close to them, and connects these to promotions and branding. Background of the growing attention on oshi-katsu [Point 1] The practice of oshi-katsu is spreading across a wide range of generations. It can be seen that having an "oshi" is not limited to a specific age group but is expanding to a broader demographic. [Point 2] A consumer market driven by oshi-katsu is being formed. Consumption related to oshi-katsu is not limited to the entertainment industry alone. [Point 3] A culture of enjoying oshi-katsu through social media is spreading. It is important to design experiences that not only provide products and novelties but also make people want to "take photos," "show them to others," and "share them on social media.
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Benefits of Incorporating "Oshi" Activities in Companies 【Benefit 1】 Easier to Expand Recognition of the Company and Products By using "oshi" as an entry point, there is a possibility to make the existence of the company and its products known to demographics that are typically hard to reach through conventional advertising and promotional strategies. 【Benefit 2】 Easier to Gain Fans' Empathy Respecting the feelings of "oshi" and fans, rather than planning solely based on the company's convenience, is a key point that leads to empathy towards the company and brand. 【Benefit 3】 Easier to Create Purchase Triggers By connecting interest in "oshi" to product touchpoints, it becomes possible to encourage purchases from a different angle than usual promotions. 【Benefit 4】 Expectation of Information Dissemination on Social Media By not only unilaterally disseminating information from the company but also designing experiences that make fans want to share, there is an expectation for increased recognition through social media. 【Benefit 5】 Ability to Create Continuous Touchpoints with the Brand By continuously providing experiences and items related to "oshi," it can lead to the creation of long-term touchpoints with the brand that do not end with a single purchase or visit.
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Applications/Examples of results
Six Main Strategies for Fan Activity Marketing 【Strategy 1】 Collaboration Goods and Novelty Production Items that fans want and wish to use can create a connection that makes them feel closer to the company and their favorite. 【Strategy 2】 Social Media Campaigns By creating a system that allows fans to participate and share, it can lead to increased awareness and information dissemination of the campaign. 【Strategy 3】 Fan Meetings and Interaction Events By introducing products at the venue and distributing original novelties, real connections between fans and the company can be established. 【Strategy 4】 Development of Collaborative and Limited-Edition Products This can create a sense of specialness that is not found in regular products, serving as a trigger to enhance fans' purchasing motivation. 【Strategy 5】 Pop-Up Shops and Experiential Events By combining experiences, it can broaden the connection with the brand. 【Strategy 6】 Planning Goods that Support Fan Activities By planning products that fans want to use for their activities, new connections between the company's products or services and fan activities can be created.
Company information
Koshioka Sangyo Co., Ltd. has been responding to various customer requests for over 50 years since its establishment, manufacturing products from parts to finished goods through made-to-order production. Leveraging that experience, we have now centralized the entire process from market research for "delightful products" starting with product creation, to planning/design, design, prototyping, production, and shipping. Our efforts have been well received by companies such as amusement parks and restaurant chains. Additionally, we have embarked on a novelty (MONOCOTO LAB) business to assist customers with their challenges, enhancing added value, defining their existence, and contributing to society. We are also focusing on design development and advancing our own product commercialization, which has been appreciated by companies in the entertainment industry and beyond.
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