Allied Architects invited Mediplus, which markets the low-irritant all-in-one serum “Mediplus Gel,” to an event called “Brand Growth,” a one-on-one strategy workshop. Nishii Toshiyuki (西井敏恭) served as the instructor, providing strategic advice based on coordination between online and offline channels.
“Brand Growth” was held as an event for established brands and companies in the growth phase to explore their next steps. Nishii Toshiyuki (西井敏恭) provided specific advice on participants’ challenges, including the design of performance advertising, building a structure for acquiring new customers online, responding to branded searches and organic traffic, and messaging and product strategies based on an understanding of core customers.
Examples of the sessions included conversion design for advertising optimization, delivery design based on intermediate conversions, evaluation of acquisition efficiency including the number of customers one year later, communicating customer feedback to encourage word-of-mouth, and product strategies for using new products in messaging for existing products. These recommendations were also considered applicable to challenges faced by brands that have grown from an offline base.
Among the participating companies, a representative of Mediplus’s new business division said they had learned how to balance profit and LTV without relying excessively on advertising. A representative of the online team said that Nishii Toshiyuki’s (西井敏恭) advice, based on his own experience, was persuasive and valuable.
Following the “Brand Growth” event, the organizers reported that they had focused on 1 company for in-depth discussions and covered a wide range of topics, from performance advertising design to word-of-mouth and social media, customer understanding, and product strategy. They expressed interest in planning future events, saying that the in-depth treatment of strategic challenges and specific, practical advice had led to insights among participants.