2021.03.24 Interview

Introduction to Easy Cocone 8th Period: Marketing

Hello, this is Momoko, an HR recruiting intern!
Cocone has developed various applications such as ” Pokecolo ” Pokecolo Twin “Hello Sweet Days.
Each is a team effort of various employees in planning, design, and development.
This is a project to introduce the work of Cocone in a simple and easy-to-understand manner.
Easy Introduction to Cocone is now in its 8th period!
We have learned about many different jobs so far, but there are still many important jobs to be done.
In this issue, you will learn about one of these jobs, marketing!
Mr. Mori (left) and Mr. Petty (right), the team leader, will be teaching us.

What is your role in marketing?

Mr. Mori.
Marketing consists of four teams: promotion planning, web advertising, promotion design, and licensing.

I am in promotion planning and Mr. Petty is in web advertising.

I see that marketing in a nutshell has many different roles. How do you go about each of them?

Mr. Mori.
Our job is to communicate the value of our services to our clients. Therefore, we first conduct market research on people who are likely to find value in our services. For example, if we find that our service is likely to appeal to people who like voice actors, we may collaborate with voice actors on a project.
Mr. Petty.
This process is the same for web advertising. We examine user demographics based on past results, questionnaires, interviews, etc., create personas, consider what kind of message will resonate, and incorporate it into the advertisement.

I see! I had an image of marketing as a role responsible for advertising and promotion, but you also do collaborative projects such as Pokecolo.

Mr. Mori.
That’s right. Our job is to make as many people as possible enjoy Cocone’s services, so we will take any means necessary to achieve that, regardless of whether it is advertising or not. Television and advertisements are only one means, not the end. We will think about “how to convey the message” after understanding the characteristics of each means.

So the scope of work is quite broad.

Is there anything that you are aware of or unique because of the marketing of Cocone’s services?

Mr. Mori.
The CCP service (a service that has a character, coordinating elements, and can be played) should be presented in an easy-to-understand and attractive manner. What we are creating is a service that is different from a game that has a specific goal, such as defeating a demon king. Therefore, it is difficult to have people understand in a few words, but it is a matter of how to communicate that. The key message is that “you can freely express what you want to express and enjoy it.

What do you find most rewarding about your work?

Mr. Petty.
It is when we are able to deliver our services to more customers under limited conditions. The marketing team has an objective that cannot be blurred by numbers, but as I mentioned earlier, the range of means to achieve it is quite wide, so we feel a great sense of accomplishment when we achieve our objective.

Listening to you, I got the impression that marketing people work very rationally so that there is no confusion of purpose and means.

Mr. Petty.
I am always very conscious of this. For example, conducting a campaign itself is very rewarding, but the objective is not the campaign itself, but the acquisition of new customers through the campaign, so I usually keep the objectives and means clear so that the axis is not blurred.
This is a job that requires cooperation with people from various departments, but if the goal is not clear, the people around you will not follow you. Therefore, the entire marketing team is aware not to confuse the means with the ends in order to be a hub for those around us.

That’s an important point.

Mr. Mori.

The ability to change the way we look at things is what I find rewarding.
However, “conveying” in a nutshell involves the stages of “knowing, understanding, becoming interested, and picking up,” and we need to be aware of which stage we are in.
It is very interesting that the message delivered changes depending on how it is conveyed, and depending on that, it can change the way many people see things!

Interesting!

Finally, what are your goals?

Mr. Mori.
Marketing is broad, deep and difficult. In spite of this, I want to make sure that many customers can play with Kokone’s services.
Now, Pokecolo is entering a phase where it is not enough to simply say “Cute! We are now in a phase where we have to further break down “cute” and think about where to deliver the individual elements. That is what we would like to continue to promote.
Mr. Petty.
As Mr. Mori said, marketing is very difficult, but it is a wonderful job to deliver the value of services and goods to people who want them. It is a job that I love, and I hope to achieve greater results in the future.
Mr. Mori.
Petty is the most ideal marketing person for me to work with.
Mr. Petty.
Is that so?
Mr. Mori.
Petty’s skills have been talked about so much that he has been invited to do webinars for other companies! He is truly an amazing person.
Mr. Petty.
Thank you…!