Abstract

★A textbook for dealing with "indifferent consumers" that are often overlooked in marketing
★A thorough guide on how to break the mental block of "non-customers" and acquire them as customers
★A practical guide to solving the problems raised in the bestselling books "Understanding Non-Customers" and "Playing at Strategy"
★Also explains brand management centered on Category Entry Points (CEPs)

The world is full of business books and marketing books that preach "cherish your fans" and "cultivate loyal customers." However, in many businesses, about half of sales, or the majority of future growth, comes from acquiring indifferent consumers.

In other words, a "healthy business" is one that not only has "existing customers" who are interested in the brand, such as fans and heavy users, but also regularly acquires "non-customers" who have little interest in the brand, such as non-users and light users.

The problem is, "How do we deal with and acquire these indifferent non-customers?" This book systematically organizes marketing approaches for indifferent and floating consumers based on a large amount of evidence to guide you in finding the answer to that question. When you base your thinking on "indifference," your expectations of consumers and your approach to marketing change 180 degrees. I

n the previous book, "Understanding 'Non-Customers'," I revealed the inconvenient truth that the more you focus on existing customers and select and concentrate on those who will buy, the further away brand growth becomes. In "Playing at Strategy," I explained, citing numerous empirical studies, that incremental and sustainable acquisition of non-customers is necessary for brand growth. If these were the "problem-setting" section, this book is the "problem-solving" section. In other words, it proposes a sustainable strategy—the "Non-Customer Strategy"—for continuously acquiring non-users and light users and linking it to business growth.

Author’s Information

Mikio Murayama: President and CEO of Collectia Co., Ltd., and Secretary-General of the Japan Evidence-Based Marketing Research Institute.
He founded Collectia Co., Ltd. in 2011. The company provides support for brand strategy formulation and policy planning based on marketing research and consumer data. Through the creation of over 8,000 customer journeys, he supports consumer experience design that realizes growth for a wide range of categories and brands. In addition to researching and developing practical methods for realizing marketing support based on interaction design and cognitive science, he has recently been involved in numerous marketing education programs for universities and companies. His publications include "Customer Experience Marketing: Deciphering Customer Changes to Recreate 'Sales' (Webtan Selection)" (Impress). He is a Marketing Master certified by the Japan Marketing Association. His hobby is cooking (he also provides menus to restaurants).

Ren Serizawa: Executive Officer of Collectia Co., Ltd., Research Director of the Japan Evidence-Based Marketing Research Institute, and Marketing Scientist.
He is well-versed in both scientific approaches such as mathematics and statistics, and humanities approaches such as psychology and cultural anthropology. As a leading expert in understanding non-buyers and non-users, he works in strategic areas such as cosmetics, automobiles, finance, media, entertainment, infrastructure, and D2C, primarily in consumer goods. While supporting the market expansion of businesses through evidence-based consulting, he also engages in writing and lecturing activities, and serves as an instructor for corporate training. His books include "Customer Experience Marketing: Deciphering Customer Changes to Recreate 'Sales' (Web Tan Selection)" (Impress), "Understanding 'Non-'Customers': Why Do We Only Look at 'People Who Buy = Customers'?" (Nikkei BP), and "Playing at Strategy: Problems Before Marketing" (Nikkei BP). He is a member of the Japan Marketing Association and the Nikkei CrossTrend Advisory Board. Reading overseas papers is part of his daily routine. He is a cat lover.