New customers and existing fan bases. Both are essential for business.

But think about it. It’s not uncommon to see our efforts to appeal to new customers go viral and become the talk of the town but fail to make a difference. In modern society where goods and information abound, such events are soon forgotten. In this time and age, efforts to find new customers can hardly bear fruit. Those in managerial positions barely yell at the meeting, “Let’s move on to developing new customers.”

Focusing solely on increasing new customers is no longer as essential as in the past. Instead, we are experiencing a shift in business trend that puts more importance on strategies to deepen the relationships with existing clients and expand fan bases.

We are often told most of our sales come from our existing clients and fans (according to the Pareto principle). Moreover, avid fans talk about how attractive our products and services are and introduce new customers to our business.

In the long run, building fan bases holds key to enhancing brand values and bringing about sustainable growth. It is also said that a stable supply of commercial goods is the biggest contributions businesses can make to society.

Well, let our avid fans play a role of developing new customers and let us work flat-out on building on our fan bases.

Isao Sakata
Context Design Dept.
Executive Officer