日本能率協会主催の建築関連のイベントといえばおおむね東京ビッグサイトなどで行われるので、参観することがこれまで多かった。２年前には出展企業として参加もしていた。多くの建築・工務店関係者と出会うことも多く、そういった意味でも「情報収集」の手段としても活用していたのです。
　常識的に考えて見れば北海道単独の市場規模でこういったイベントを行うのは相当難しいと思えたのですが、そのイベントが札幌でも開かれていると知って、参加して参りました。
　会場は札幌の展示場と言えばここ、アクセス札幌であります。この会場にもすっかりご無沙汰でもう10年以上のブランクがあるかと。クルマで行ったのですが途中、カーナビも忘れていて（笑）どうも一生懸命に「裏口」側に案内しようとする。「あれ、ヘンだな、正面も出入りできるはず」と記憶を頼りに向かったら、なんの問題もなく駐車場入口が正面側にあって入場できた。浦島太郎気分。
　イベントとしては４つのテーマのものが同一会場で行われていたので、一訪問者としては、どうも迷ってしまった。わたしの訪問動機は建築関連の最新動向の把握にあったのですが、そのイベントは主に「都市開発・建築総合展」。関連して「エネルギー技術革新EXPO」「災害リスク対策展」というものでした。日本能率協会からのわたし宛のメール案内などでもこの３つの案内が送られてきていたのですが、会場に来て見たら、メインの入口から入ったところでは「観光産業の未来戦略」というイベントが会場の半分近くを占拠して行われていた。「どうも話がピンと来ないなぁ」であります。
　で、よくよく会場案内図を見たら、毛色と対象層のまったく違うイベントが混在していることが理解できてきた。まぁ北海道でイベントを開催するにはこういった作戦もやむを得ないのでしょうね。危惧したとおり、市場規模から考えて、なかなか難しいのだろうと思います。
　ようやく集中することが出来た目当ての方のイベントでは、強く興味を惹かれる企業や動きの案内を複数確認できました。わたし自身の情報ネットワークに加えていきたいと思いました。
　こういうイベントではやはり最新の業界情報が得られるので、俯瞰的に建築・住宅の志向が感じ取れる。会場の参加者の、どういった情報に敏感になっているかという動向からも、新鮮な情報リフレッシュが得られました。
　なんですが、問題は昼食（笑）。会場内外周辺ではどうにも脂ギッシュなものばかりで、健康第一を考える身にはとてもムリな食べものばかり。やむなく会場での栄養補給は諦めておりました（泣）。

English version⬇

Visit to a building-related event organized by the Japan Management Association in Sapporo
It is important to observe trends in the market environment to find out the real-time responses of product providers. The event was held in Hokkaido, a small market, and provided an interesting information contact experience. …

　Two years ago, I participated as an exhibitor at a JMA-sponsored architecture-related event at Tokyo Big Sight. In this sense, I also used the event as a means of “gathering information” as I often met many people involved in the construction industry.
　From a common sense point of view, it would have been quite difficult to hold such an event in Hokkaido alone on the market scale, but when I learned that the event was being held in Sapporo, I came to participate.
　The venue was Access Sapporo, the most famous exhibition hall in Sapporo. It had been more than 10 years since I had been to this venue. I went there by car, but on the way there, I forgot my car navigation system (laugh), and it tried very hard to guide me to the “back entrance”. I thought, “That’s strange, I should be able to go in and out of the front entrance,” and headed for the front entrance, but the parking lot entrance was on the front side, and I was able to enter without any problem. I felt like Urashima Taro.
　As a visitor, I felt lost because there were four different themed events being held at the same venue. My motivation for visiting the event was to grasp the latest trends related to architecture, and the event was mainly the “Urban Development & Architecture Comprehensive Exhibition. The main event was the “Urban Development & Architecture Expo,” which was accompanied by the “Energy Technology Innovation Expo” and the “Disaster Risk Countermeasures Expo. I had received an e-mail from JMA informing me of these three events, but when I arrived at the venue, I found that the “Future Strategy of the Tourism Industry” event was taking up almost half of the venue, as I entered through the main entrance. I was not sure what they were talking about.
　After carefully looking at the map of the venue, I began to understand that there was a mix of events with completely different tastes and target audiences. Well, I guess such a strategy is unavoidable to hold an event in Hokkaido. As I feared, it must be quite difficult considering the size of the market.
　I was finally able to concentrate on the event of my interest, and I found several companies and movements that attracted my strong interest. I would like to add them to my own information network.
　I can get the latest industry information at these events, so I can get a bird’s eye view of the architectural and residential orientation of the industry. I was also able to get some fresh information refreshment from the trends of what kind of information the attendees at the event were sensitive to.
　But the problem was lunch (laugh). The food in and around the venue was all fatty and greasy, which was very unappealing to those of us who consider our health to come first. I had no choice but to give up on nutritional supplementation at the venue (tears).

Posted on 10月 10th, 2024 by 三木 奎吾
Filed under: 住宅マーケティング