Yoichi Sekiguchi, Digital Marketing Manager, Marketing Division, Calbee, Inc.

The challenge of exploring communication unique to digital

■ Profile

After graduating from university, he worked at an SIer, designing and building communications and web systems. He then led the development of large-scale databases, search engines, and voice-operated UIs at a navigation service management company. In May 2017, he joined Calbee, Inc., where he promoted the digitalization of antenna shops and other businesses in the Business Development Division. He has been in charge of digital marketing since April 2019.

Calbee is a leading snack food company, boasting a 7% share of the domestic potato chip market. We spoke with Sekiguchi, who works in Calbee's marketing department, about the role of digital marketing, initiatives unique to the snack industry, and building relationships with consumers.

　I had always worked in the IT industry until my previous job. However, IT, especially software and services, cannot create tangible objects. I wanted to work closer to the essence of people, so I changed jobs to the food industry. Why did I choose Calbee? A big factor was that Calbee has a culture that encourages new challenges.
　When creating new products and services, it is important to get close to our customers and understand them. It is not uncommon for the feedback we receive at our customer service center to lead to new product development.

■What can be achieved through digital systems?

　Our company focuses on snack foods. Because our products are purchased by actually picking them up in stores, our biggest point of contact with customers is the sales floor. Product packaging is also one of our most important elements. We believe it would be extremely difficult to change consumer behavior through a one-off digital ad, and we don't think that's what customers want.
　When it comes to digital marketing, attention tends to be focused on advertising and search rankings, but we don't just pursue those things.
　Rather than focusing on advertising techniques, we think about how to get to know our customers and how to convey our message to them so that they will become our fans. Our thinking is to use digital mechanisms to shorten the distance between us and our customers.

■ Use apps and social media to get to know your customers better

　We released a smartphone app in September 2020. The app allows you to earn points by folding the packaging of a product you've finished eating in a specific way and taking a photo. You can collect points and enter for experiential prizes such as factory tours. This app is designed to be developed together with our customers while keeping the environment in mind.
　And because customers register the products they have purchased, we can now see what products they have picked up. Data that previously only reached the retailer can now be used by manufacturers like us. This is a major step forward.

■ Proposals to customers are also an important element

　Calbee has long-selling brands such as "Potato Chips," "Sapporo Potato," and "Kappa Ebisen." I'm sure all of these are familiar products. I hear that parents often buy "Kappa Ebisen" and "Sapporo Potato" for their children. But what do students pick up at convenience stores? I doubt many would choose these two brands.
　Even though it's a snack that people have been eating since childhood, they eventually drift away from it. But as their life stages change, they come back. I think it's a very interesting brand.
　The sweets chosen vary depending on the timing, place, and occasion. When the image of the product we propose matches that occasion well and is memorable to the customer, it leads to a purchase. I don't think we can make such proposals without understanding our customers, and social media is useful for achieving that understanding. The ideal communication style is one that doesn't try to force a trend or be imposed by the maker.
　Above all, we want our customers to have fun, and we who run the place want to have fun too. A balance is important.

■Message

　In society, you may sometimes encounter tasks that are different from what you want. Even in such situations, if you tackle them properly, you can develop the creativity that you can use when you are faced with a job that you want to do. It is important to have an attitude of saving your skills so that you can put them to use when a job that you really want comes along.
　Also, try to gain experience and knowledge that are unique to university life. Above all, it is important to think and become aware of things.

Student Newspaper Special Edition April 2021 Komazawa University 4th year student Hideki Anzai