Event Marketing in Japan
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This document discusses challenges with marketing to the Japanese market and provides recommendations. It notes that telemarketing is difficult because company departments and individual contacts regularly change. Advertisements are also challenging because people are not focused on business events when doing everyday activities like checking sports news or shopping. The best strategy is to promote events on specialized event listing sites like EventGlobe, where people actively search for relevant industry events. Advertising should target people in the purchase funnel stage of looking for events, rather than with general display ads.
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Event Marketing in Japan
- 1. Is the Japan market easy to sell? 日本は難しいマーケットらしい How are you approaching? どうやって売りますか？
- 3. Do you have a prospect list with the department name? ⇩ Even in you have the name of individual, companies in general would not forward your call unless you have the department name. ⇩ As a matter of fact, the budget you are chasing does not even belong to an individual. It belongs to the DEPARTMENT. Tele-Marketing？
- 4. FACT: Employees are subject to the regular JOB ROTATION at most major companies. ⇩ Once your regular customer is moved to another department, he/she has nothing to do with your business. ⇩ Your list may be OBSOLETE
- 5. Advertisement? ⇩ Where are you gonna place your ads? Oh, here it is! I say, Oh, how lovely! I love cats!
- 6. YOU ME I love Yuzuru Hanyu! Just checking how he performed today. On Sport News And, this! I have to buy a new microwave right now. On Price Comparison site
- 7. Unfortunately When I am checking a sport new or looking for a microwave, I am not in the mood for checking B2B events.
- 8. You Me Oh, I found more! Looking for a new tele-lenz! Checking the review . On Product Review site Again, Minister Aso slipped his tongue. This guy never learns! On Tabloid news
- 9. This is how your marketing budget is SPENT, or WASTED! And, it is as much as you can reach by advertisement, but no one buys. Don't be fooled by Ad network! It may serve the purpose of mass- marketing but not for you.
- 10. Learning: Advertisement should engage with customers according to the Purchase Funnel! No one nowadays click display ads! What you can anticipate is the Post Impression effect.
- 11. However・・・・・・・・・ Because! My breakfast tomorrow is more important than your event! I am not paying attention to your ads while I am looking for a Microwave!
- 12. Then, when would be the best time to make your prospects pay attention to your event? ⇩ When looking for events!
- 13. Where do people look for events? Search? ⇩ They are not gonna find it! Search in a second language would never work. ⇩ EventGlobe is the BEST place to look for events! Spend Smart with EventGlobe!
- 14. EventGlobe! They do not have to know specific name of the event. They just have to know other poplar events or industry they are interested in. Once they check the event, then EventGlobe will recommend relevant events.