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A Prescription for the Age of Stagnant Sales 'Preferential Strategy: 6 Switches to Ignite Fans' Hearts' is now available.
On September 27, Natsuko Ishihara, Creative Director at Dentsu Inc., published 'Passionate Strategy: 6 Switches to Ignite Fans' Hearts ' (published by Jitsugyo no Nihon Sha). This book explains fan marketing(※) as a strategy to connect with customers in an era of declining sales.
※Fan Marketing: A marketing strategy that builds deep, lasting connections with fans—customers who passionately love a product, service, or content—to generate stable, consistent sales and results. When a virtuous cycle takes hold, fans can attract new fans, creating further benefits.
The author, who has been a passionate fan of a certain artist for over 20 years, draws on their firsthand fan experience to explain how people become fans, how to maintain that fandom, and how to expand it—all applied to marketing and communication.
Distinctive business book featuring easy-to-read techniques from an advertising pro, such as illustrating strategies with six switches (e.g., "Companionship Switch," "Spirit of Words Switch," "Diffusion Switch") and presenting personal anecdotes through manga.
It's a satisfying read for any profession, useful not only for marketing but also for social media strategies.
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