flos push book -- "Bookstore's Counterattack"

"The Counterattack of the Bookstore" was published in 2019. It is not the first time that I have been in the bookstore for many years. This time, I will buy it because of the way Urban Space puts books on the shelves in the 1/7 bookstore, so I decided to buy it. I finished reading it 24 hours after I finally started it, but it took me a lot of time to figure out how to write it because of the uniqueness of the content.

The author Koichiro Shima is the founder of the advertising agency Hakuhodo Kettle, the bookstore Daisuke and the bookstore Book &Beer. He also has a legal basis. The biggest, of course, is also a book lover.

Overview

Divided into five chapters , the book begins with the power of brick-and-mortar bookstores and brings into the relationship between bookstores and consumer behavior. At this time, start talking about how book lovers can buy books and the benefits of hoarding them. When the bookstore is full, how to find new ideas on your own bookshelf and in books.

The appendix of the last chapter is to talk about the future of bookstores and their views on new bookstores and independent bookstores. My sharing session will focus on the first four chapters.

The power of brick-and-mortar bookstores

I don’t know how many of you will be like me, taking bookstores as the last haven of your soul. Personally, I will try my best to find opportunities to go to bookstores every day. In addition to peace of mind, it is also one of the channels to understand the current trends of the society and the needs of the public .

The way bookstores place books will show what information is most needed in that area at that time.

How to go to a bookstore

Why not walk into a bookstore without a premise, carefully look at what books are on the booth and how the books are placed on the shelves. Then, look for books you already have. Check out the bookstore to put it there and feel the style of that bookstore. Finally, when you see the book you want at the moment, you should start immediately. When paying, you should also carefully study what books the store has placed or select items next to the cash register. Those are the things that the clerk recommends the most.

The style and philosophy of the bookstore can be seen from his selection of books and objects.

Bookshelves are another approach. Are bookstores listed by category and then by author, or by relevance? Will high-priced photobooks be placed on art shelves, or by relevance next to books related to the subject of photography? These all show the style of the store manager, the quality of the bookstore, etc.

Consumer Behavior

to consumers

In fact, we don't know what we want (pg.40)

This is what all advertisers tell you, and none of us know what our heart needs most until someone tells you or you see it. Your deepest desires will be aroused. Therefore, everything on the storefront, in addition to displaying style, also evokes people's desire.

To characterize and materialize people's desires is what advertisers and brick-and-mortar stores have to do.

For the average consumer, vague desires are spoken, to their delight . (pg.41)

It can give us a lot of brainstorming to find the place where "it turns out that I am very interested in this kind of thing". In daily life, the place where we can have this kind of experience is the bookstore. (pg.44)

So online bookstores allow us to satisfy our explicit desires , while brick-and-mortar bookstores allow us to unwittingly understand our inner thirst for knowledge. Know the unsolved mysteries that your subconscious has always had. As I mentioned in my sharing of Bibliographic Therapy for Healing the Mind and Body, our subconscious mind guides us to see what we need. This effect can be easily achieved in brick-and-mortar bookstores, especially bookstores that use the associative listing method.

to advertisers

As an advertiser, you can get a huge amount of information in the physical bookstore. From hot-selling products, merchandise on the booth, to the cover of each book, etc., it can bring you a lot of information. In addition, by looking for the books you already have, you can constantly adjust your knowledge system through the launch of different bookstores, and trigger more associations.

It's also a good thing to find interesting but useless information. As strange as it sounds, why is it good to know useless information?

Because now you are interested but useless information, through the continuous accumulation and connection, it can become the inspiration for different projects, or the topic used in the chat. That's when the useless knowledge you've been learning for fun comes into play. The absorption of useless knowledge can also reduce our increasingly narrow vision, focusing only on our own professional situation.

Books should be bought

The author believes that books are a way to capture the thoughts and interests of the present moment. It doesn't matter if you can't finish reading the book. If you want to read it, you should buy it first, and save that urge.

Sounds like rationalizing book hoarding, but it's not !

I just said that sudden impulse and sudden interest may be subconscious interest. Then your subconscious question marks come from the books you've read and your life. Buying a book can also save the next curiosity. Even if the book is put back on the shelf without finishing it, the arrangement of the books can allow us to have different ideas and associations.

Arrangement of bookshelves

Regularly trim and arrange the main row of the bookshelf and arrange them according to different associations. Give away books that are completely unrelated at the moment, and free up space on the shelf for other books that are needed at the moment. This is the most effective way to store books. The curator himself inadvertently enjoyed this benefit once, when I was writing a dissertation for a marketing course, and I couldn't keep up. Seeing that I was about to die and wanted to escape from reality, I looked into the bookcase and saw a sudden flash of inspiration from a book that I hadn’t opened for a few years, so I turned the pages and finished writing the thesis.

That book is a book that seems to have little to do with marketing and talks about the creation and aesthetics of classic designs. I'm writing a review of a brand's marketing campaign that struck me because that brand is also positioned as an iconic telecommunications service. This is the benefit of accumulating useless knowledge and stockpiling books properly. Why was it useless in the first place? Because when I bought the book, I was still the same person working on the construction site, and it had nothing to do with the design.

Find ideas in bookstores

You might think it makes sense to look for ideas in books, photobooks, and the like. But my above is one of those instances where a word can spark an idea.

Advertisers write a lot of planning and need a lot of creativity. Through the accumulation of knowledge and the arrangement of various spines, different ideas can be created inadvertently. The discoveries in life and the accumulation of useless and heterogeneous knowledge in the mind are the birth of unexpected projects or products. Of course, pure knowledge accumulation is useless, and a lot of revision editing needs to be made in the mind.

The ability to discover people's desires can be trained, and bookstores are the best place to do so. Because the bookstore platform is a mirror of people's desires. The books on the platform were what people were after at the time. (pg.108)

Some advertising agencies also do JK-based training, going to a bookstore and treating a book as a card and trying to sort those books can get the same effect, and it's completely free. (pg.109)

Walking aimlessly in the reading shop can also accumulate inspiration and various impressions, which will come in handy at the right time. At the same time, you can make the most of chance and expand your worldview.

Summarize

As long as it is properly used, it can also be used to gain knowledge other than knowledge on books and bookshelves. This is especially true for advertisers who have a broad world view and rich creativity. Enjoy and make good use of the places you hang out in the bookstore, pay more attention to the customers around you and the various details in the store, you can increase your understanding of the society and expand your knowledge system.