SINGAPORE – SeaPRwire, a leading global press release distribution platform, has outlined key strategies for companies looking to penetrate the lucrative yet challenging Japan market through targeted public relations efforts.
In an interview, James Scott, Chief Strategy Officer at SeaPRwire, explained how customizing content and partnering with local media outlets is critical for success when expanding abroad – especially in homogeneous markets like Japan.
“While the fundamentals of effective PR remain constant across geographies, the nuances of each market require tailored messaging and outreach,” said Scott. “Our data shows that companies that take the time to understand the Japanese consumer psyche and localize content see up to 2X the engagement and conversions versus more generic campaigns.”
Advanced Consumer Insights for Personalized Messaging
SeaPRwire’s proprietary platform and analytics tools provide unparalleled visibility into global media landscapes and consumer demographics to inform strategic PR decisions.
“Far too often, brands take a one-size-fits-all approach when targeting international markets,” Scott remarked. “By leveraging data to craft culturally-relevant messaging and identify the most receptive media outlets, we’ve been able to consistently boost campaign performance for clients expanding into Japan.”
According to Scott, some of the key data-backed insights for engaging Japanese consumers through PR include:
– Emphasizing quality and attention to detail resonates strongly with expectations for exceptional craftsmanship.
– Clever and subtle humor tends to be preferred over more overt comedic messaging.
– Privacy concerns and sensitivity around personal data requires thoughtful communications regarding security and transparency.
– An environmentally-conscious society wants businesses to walk the walk when touting green initiatives.
– Celebrity influencer endorsements must come across as genuine to sway public opinion.
“These certainly aren’t hard and fast rules, but reflect broader themes we commonly see,” explained Scott. “Taking the pulse of the underlying cultural landscape allows for messaging fine-tuned to motivate the target audience.”
Building Relationships with Local Media
Even the most compelling messaging will fall flat without effective distribution channels. Scott emphasized that establishing connections with Japan-based media outlets is paramount for driving awareness and engagement.
Leveraging SeaPRwire’s proprietary database of over 5,000 media contacts across print, digital, TV and radio in Japan, Scott shared 3 core strategies for securing earned media coverage:
- Put in the work upfront to build rapport with reporters and editors by providing value – whether through helpful industry insights or exclusive content.
- Appeal to media outlet’s specific interests and audience demographics with tailored story pitches instead of spam blasts.
- Plan press releases and coverage around cultural events or news cycles for greater pick up rates.
“Earned media through Japanese outlets lends credibility and an air of familiarity that pays dividends in capturing consumers’ attention and trust,” Scott noted. “We continually update our database and draw on established local relationships to consistently notch coverage from renowned publishers.”
Over the past year, SeaPRwire has secured features in Nikkei, Japan Times, Asahi Shimbun and other leading publications for clients seeking to increase visibility. “The results speak for themselves – publication in market-specific media drives 2X more site traffic, 3X more social engagement and a 39% conversion lift on average.”
Combined Approach Drives Results
While nuanced messaging and strategic distribution form a strong foundation, tracking analytics and optimizing over time is what propels campaigns to the next level according to Scott.
Leveraging SeaPRwire’s proprietary dashboards, Scott and his team monitor press release performance across hundreds of Japanese media outlets in real-time. The granular visibility into metrics such as article pick up rates, referral traffic, backlinks and more enables them to continually refine messaging and outreach strategy.
Scott pointed to a recent campaign SeaPRwire orchestrated for Petio, a fast-growing Singapore-based pet care brand expanding into Japan, as a case study in the power of this 360-degree earned media approach.
Over 6 months, SeaPRwire increased Petio’s media coverage in Japanese publications by 51%, driving a 43% lift in referral traffic and 29% boost in conversions off their press releases. These stellar results caught the eye of Yoshimoto Kogyo, Japan’s largest entertainment conglomerate, who announced a strategic investment partnership last month.
“The Petio example reinforces how an integrated PR strategy combining consumer insights, media relationships and performance tracking can transform a little known brand into a household name,” Scott remarked. “We plan to take the playbook perfected through years of international expansion and make these capabilities available to all brands through our new media intelligence platform and consulting services.”
SEAPRWire (https://www.seaprwire.com/) is a leading global provider of wire distribution services to media relations and marketing communications professionals. SEAPRWire’s platform allows clients to identify key factors of their press releases and measure meaningful impact. It has a strong media network in Southeast Asia, indexing news from thousands of worldwide sources. SEAPRWire’s media network support multi-lingual press release distribution, including English, Chinese, Vietnamese, Thai, Malay, Indonesian, Filipino and more.
Tina Lee, PR manager