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Kuchi-Komi Marketing

What is Boom Planning's 'Kuchi-Komi Marketing'?

What is the 'Kuchi-Komi Wave'?

What is Boom Planning's 'Kuchi-Komi Marketing'?

'Kuchi-Komi (Word-of-mouth) Marketing', which takes a dramatic step forward from previous sales-promotional methods, is unique in that it provides the consumers with benefiting information as products are being advertised. It was first performed by Boom Planning in 1988, and has been what the company is best known for. 'Kuchi-Komi Marketing' is most often targeted at high-school girls, who boast an overwhelming communication network. The role they play is not a passive but an active one; they are made to feel fully involved in the production as they are provided with the actual products and asked to complete surveys, user reports and take part in group interviews. While this is going on, it is made sure that the product receives enough publicity as the targets are repeatedly reminded of it by further surveys and informational brochures, which all in all create what is known as the 'Kuchi-Komi Wave.' 'Kuchi-Komi Marketing' is different from ordinary advertising in that not only does it call attention to the target consumers, the consumers are set up as the actual founders of trends as they are familiarized with the product. This is the systematic creation of a trend, or a 'boom.' Since our establishment in 1988, we have made full use of the marketing method to achieve impressive results, creating numerous trends through Kuchi-Komi.

What is the 'Kuchi-Komi Wave'?

In order for 'Kuchi-Komi Marketing' to function properly, it is essential to make full use of Kuchi-Komi, one of the most effective communication methods. The reason why Kuchi-Komi proves to be so effective is because the credibility of whoever's providing the information is added to that of the advertised product. Our achievements have proven that such information is extremely convincing, showing greater effects on the sales of the product than expected. The 'Kuchi-Komi Wave ' originating from the girls participating in surveys, reports and interviews is the main source of energy in creating a trend.