For all its challenges and opportunities, Japan is increasingly on the radar for international clients as the yen continues to weaken, border restrictions ease and the country slowly starts to open up.
Excited plans are being prepared with projections of rapid growth in the Japanese market, confidently based on competitor analysis or past performance in other markets.
But will this hold true for you?
At S&E we firmly believe ‘people are people’. There are more similarities than differences when it comes to fundamental business principles, marketing techniques or public relations strategies.
However, one area uniquely critical for Japan is that of paying careful attention to the expectations held by those you want to reach.
What does your audience in Japan want? Moreover, what do they expect before they will even consider you?
The answer is often embedded in long-held and rigid attitudes toward customer service in Japan that must first be understood. These apply to every industry, based on established buyer-seller relationships.
Brands operating in Japan have some serious expectations to manage. Here are our top three to keep in mind:
Stability
Japanese media, partners and customers typically seek long-term relationships. Are you willing to play the long game to prove stability? Do this by hanging in there and demonstrating the long track-record of your company.
If you are a newcomer, emphasise your financial stability, the long experience of your founders, or even better, a track record of working with other established names in Japan. Early wins may require a painfully long and involved selection process (sometimes just to see if you have the necessary patience), but passing this test will bring the reward of long-term loyalty.
2. Credibility
While there are always outliers, the prevailing Japanese attitude across business, media and customers is inherently risk-averse. Securing media coverage and customers requires proving that you are not a risky choice. Can you demonstrate how you have been a good choice for others? Show off your customer list and any awards you have received from them, as well as any ISO ratings and quality certifications.
Ever wondered why the ‘About’ sections of Japanese company websites list their capital, sales and number of employees? Credibility.
If you haven’t already worked with other Japanese companies, be sure to quickly identify and bring on board other credible third-party Japanese voices who can endorse your messaging. Make this the most prominent part of any media pitch or content to burnish locally-relevant credentials.
3. Quality
Some stereotypes hold true. Audiences in Japan expect the highest quality. Don’t forget this applies not only to your product or service, but to everything you say and do, including your written content.
Check and double-check to avoid any mistakes or quality problems. Assign a main contact person for any Japan-facing work to ensure consistency. When it comes to media relations, assign a Japan spokesperson and stick with them to build a trusted, localised voice over time.
At S&E, true to our straightforward and effective philosophy, we know that winning audiences in Japan requires knowing how to balance creativity with a tried-and-tested long-term approach.
Building a track record of steady Japanese-language content such as monthly press releases may take time, but will eventually open more doors than any hurried attempt to blast them open with an unexpected big bang.
Get in touch to find out how we can help your brand get this balance right and give customers here what they want - and expect.
