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[Marketing] A thorough construction and association of the Seibuen Yuenchi renewal
Roughly speaking
- Seibuen Yuenchi, which had been closed for a long time, was revived on May 19th. Recreates the worldview of the 1950s. Convinced that it will hit the explosion.
- The person in charge is Morioka Takeshi of Toko Co., Ltd., who has made the revival of USJ. I spent my time reading books all the time studying marketing.
- The revival of the amusement park through intense experiences in another world. It thoroughly creates a different world, rather than an attraction. Harry Potter is also a great example of USJ. The associations from the film are also intense.
Seibuen Yuenchi has been renovated as an amusement park in the Showa era
Seibuen Yuenchi, which had been closed for a long time due to age, is back. It's not just an amusement park either.
It has brought out the atmosphere of the shopping district in the 1950s, and has become a completely different item from the traditional amusement parks that are pulled by common attractions.
Rather, they focus on recreating the Showa era, such as demise, coffee shops, candy stores and hardware stores in shopping districts.
The original currency, "Seibuen Currency," is circulated within the amusement park, and can be used in exchange at the post office. In terms of marketing, it is thought that they are not exhausted, and by bringing back excess currency, they show off to others and aim for word of mouth. It's a good plan as expected.
The person in charge is Morioka Takeshi from Too Co., Ltd. He is a famous man in the world of marketing, and there is no one who doesn't know about it.
Morioka Takeshi revives the dying USJ
USJ opened in 2001, but its popularity gradually declined, and by 2010 it had fallen to the low 7 million people a year. There was a Harry Potter project scheduled to be launched in 2014, but on the scale of USJ it would go bankrupt if it fell, or rather, it could go bankrupt with a decrease in attendance before it was released.
Morioka Takeshi, who joined the company in 2010, was the person who specially appointed to estimate the number of visitors to the Harry Potter Project, investigated whether there was a chance of winning, and made it a reality. And when Morioka realized that the company wouldn't even have the Harry Potter Project, he made the effort by running a roller coaster in the opposite direction and publishing books. The book is "Why did USJ roller coaster run backwards? (KADOKAWA)".
Their eccentric ideas are their specialty, but of course they are based on meticulous calculations before making any arrangements. In fact, he wrote in detail in "Strategic Theory of Probabilistic Thinking: The Power of Mathematical Marketing, Proven by USJ (Kadokawa Shoten Hardcover)", co-authored by Morioka Takeshi and Imanishi Seiki. It's valuable to have examples of demand forecasting in studying marketing, so I've read it over and over again.
The trick to hit is to experience the intense world and associations
I love Disneyland so much that I wrote Trilogy in the past, but like Disneyland and USJ, the premise is that they have a strong experience of another world, and that the experience continues as long as possible, and that they are never dragged into the real world, are the key to victory at amusement parks. Attractions aren't the only amusement parks.
In addition to attractions, Seibuen Yuenchi is focusing on the shopping district. Currency is circulating in the park in the shopping district, and it seems that there are also famous police officers, greengrocers, fish and hardware stores that are unlikely to happen at amusement parks. As for food, you can enjoy the nostalgic Neapolitan and Zelli Punch at the pure cafe.
And what's unfair is that Seibuen Yuenchi is located in Tokorozawa, Saitama Prefecture. Yes, it's the adult empire. The film is aimed at the association of the classic movie, "Crayon Shin-chan: Storm-breathing: Moretsu! The Adult Empire Strikes Back." I'm not going to make you say you're not aiming for it. Rather than a child's movie, it is a mysterious and masterpiece that has really moved adults. In addition, there is also an association boost for "ALWAYS Sunset on Third Street." I'm hoping for the revival of Seibuen Yuenchi, which makes use of associations, a golden rule of marketing, or rather, I want to go there soon.