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Marketing Consultancy & Brand Marketing
To stand on the same playing field as native companies,Start by going to meet the customer.
Challenge
In order to succeed in expanding into North America, I think it is necessary to make an effort to jump into their pockets and get closer to them. “Jumping into the pocket” business negotiations are not limited to global business, but in both B2C and B2B situations when Japanese companies expand into North America, where companies from other countries with different cultures are expanding into new markets. , it can be said to be one of the most effective marketing methods for building relationships with customers when meeting them for the first time. So how can we shorten the distance between Japan and North America? That is for Japanese companies to go to North America. Specifically, in the case of B2C, we can sponsor local events attended by potential customers and share the fun, and in the case of B2B, we can hold seminar events inviting target companies and work on innovation together. You can start by gaining sympathy and empathy from them.
Background
I believe that indigenous capabilities are important when expanding into North America, but having said that, native American companies are naturally superior in terms of indigenous capabilities and understanding of the market, and they are better at selling similar products and competing with competitors. Since Japanese companies tend to be latecomers when it comes to market development, it is inevitable that Japanese companies will always start from a disadvantageous position. However, in recent years, when it comes to entering the unknown market of Millennials and Generation Z, also known as digital natives, it has become possible for native companies and Japanese companies to start from a point where the timing is not that different. That is why we believe that in order to take advantage of this valuable opportunity, we can expect great results by going to North America side by side with native companies and practicing marketing in the same arena.
Execution
One of the elements of indigenous power in developing new markets is to find excellent local professionals living locally, have them on your side, and strengthen marketing to the fullest. Another thing is that Japanese companies are passionate about their desire to support the creation of an environment and society that enriches the lives of people living in North America by providing new services, technology, and food to North America. The purpose is to demonstrate to the local people and gain their trust. In our company's efforts, by becoming a sponsor to support local events that have a high affinity with the brand concept, we have attempted to expand brand recognition by being featured in local media. Additionally, by planning and holding events that contribute to the development of the industry, we have carried out events that communicate our corporate philosophy and promote our corporate brand.
Result
At a local event held at a high-class summer resort in New York, the company asked visitors to sample the menu of a food service that is currently being considered for expansion in North America, conducting field research and promoting the brand. As an event attended by luxury customers, the event was covered by local media and achieved media exposure. We were also able to create a video that gave the impression of being accepted by the local community and implement a strategy to spread the word on social media. The corporate seminar event was attended by many marketing executives from major North American fashion brands and commercial facility developers, and received a positive response from more than 350 visitors. The company was highly rated, ranking highly, and was successful in promoting its corporate concept.
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