Raising brand recognition is essential when entering a new market. At YOUNEEDS Co., Ltd. (“YOUNEEDS”), we believe that a well-localized PR and marketing campaign is one of the most effective ways to raise brand recognition. Foreign companies often bring incredible products to the Japanese market. However, presenting their offerings in a compelling and attractive way can be a challenge.

Poorly localized messages are off-putting to local users and reduce trust in the brand. In order to avoid this, foreign companies must localize their offerings. Drawing accurately on the local cultural background not only introduces your brand to potential customers, but also establishes credibility and trust. In this blog post, our editorial team explores the topic of localization for marketing and PR. We look at how good localization can bridge the gap between foreign brands and their audience in Japan, facilitating a seamless and impactful market entry. And of course, we look at how YOUNEEDS can help.

Market and Target Assessment

At YOUNEEDS, our approach is to focus on what the market needs. We begin by conducting a thorough assessment of the Japanese market. Next, we identify key opportunities and challenges relating to our client’s product or service. Promoting a new product without considering the specific needs of the market often leads to ineffective communication and missed opportunities. Therefore, we believe that a market-focused approach is the most direct route to success. Examining the market also allows companies to see how they need to adapt. In this way, understanding local market dynamics and consumer behavior is crucial for developing targeted marketing strategies.

During the research stage, we often work with clients to adapt their market offering to Japanese tastes. Based on our market research, we encourage our clients to alter and adapt their products. While this can be a tough process, in order to truly meet the needs of their Japanese consumer base, adaption is essential. Focusing on the needs and preferences of the Japanese market and its consumers ensures that the new market offering is aligned with local expectations. If a product or service fulfills a need, it is more likely to become a hit.

Our deep understanding of the local market, coupled with research aligned to our client’s products and goals, provides a roadmap for success in Japan. A targeted product which serves a demonstrated need of a specific user-base is also easier to promote. This can result in a clearer marketing message and generate interest in a new market offering. For this reason, we always encourage clients to take the time for thorough market and target assessment.

Marketing Through Website Creation 

Creating a streamlined website which functions effectively in the Japanese context is fundamental to our marketing approach. Japanese website design can differ considerably from that of other countries. Layouts, colors and content all impact usability and impressions of the product or service.

Creating a website to market our foreign clients’ presence in Japan involves adaptation. Design elements, navigation, and content must be altered to meet local preferences and usability standards. For example, Japanese websites typically feature more comprehensive menus and a text-heavy approach to user flow. This process of adaptation can be difficult for foreign companies accustomed to a certain design aesthetic. However, website creation is an area in which a Japanese web design team and their unique perspective are indispensable.

In this digital age where online connection takes precedence over brick-and-mortar shops, websites are the storefront of your brand. Foreign companies often enter the market without physical retail spaces in Japan. For this reason, the website is generally the main port of call for potential customers. Therefore, a website that aligns with local expectations and user behavior significantly impacts brand success in Japan.

The goal of website creation is providing a user experience that feels familiar and engaging to Japanese visitors while keeping the company’s unique image and brand values at play. Japanese users often prefer more information-dense layouts with multiple elements on a single page. Visuals, colors, and language must be carefully selected to resonate with local customs and expectations. These are all aspects which our web design team consider when designing websites for foreign clients.

Localize, Localize, Localize

On top of building a website, an integral part of the YOUNEEDS approach to marketing and PR is localization. Content localization goes beyond mere translation. It involves cultural adaptation to ensure your message resonates with Japanese audiences. When websites or products are localized effectively, visitors may assume that a foreign brand is home-grown. From language nuances to visual elements, every aspect is tailored to fit the local culture and market expectations.

At YOUNEEDS, we have successfully helped numerous foreign clients establish strong online presences in Japan through effective localization. While this area is prone to being overlooked by companies aiming to break into the Japanese market as soon as possible, botched localization can result in unnatural presentation and foster mistrust amongst users. To avoid this, we always aim to create PR and marketing materials which are perfectly localized while keeping the key messages unadulterated.

The Japanese e-commerce website Rakuten clearly demonstrates the difference in style preferences between American and Japanese users. Rakuten Japan is overflowing with information. There are multiple websites, several entry points and information about campaigns and point systems leap from the page. The site is busy, with a strong preference for text-first information sharing.

On the other hand, Rakuten’s American website is localized effectively for the American market. The design is sleek and simple. Text, menus and options are minimal. This comparison clearly shows the difference in web design aesthetic between America and Japan. The design seems a little jarring to users from outside of their target culture, but feels normal to users from the target country. In this way, a website design made to fit local expectations will help support smooth entry into the market.

Marketing Through Promotion

When the new website is created, it’s time to officially launch the brand, service or product in Japan. This can range from soft launches, where the product is minimally promoted, to full PR campaigns. At YOUNEEDS, we believe that social media can be a cost-effective way to create buzz about a product. However, we can also support companies looking to hold events or create in-person hype around their products. Combining online, physical and in-person promotion efforts can yield the best results.

Working with your team, we can help your PR department understand the ins and outs of PR and marketing in Japan. Consumers often value positive online comments when considering whether or not to purchase a product or service. As such, leveraging product reviews and offering early distribution in exchange for reviews can help generate interest. With the guidance of our Japan market experts, we are confident that our team can help you get the most out of your products or services in the Japanese market.

In Conclusion

At YOUNEEDS, our PR and Marketing strategy is multi-faceted. We research the market thoroughly, helping foreign companies adapt their products and services to the Japanese market. We create marketing and PR materials, centering on the creation of a website which conforms to Japanese design aesthetic and usability. We ensure that all materials are well localized, helping Japanese consumers feel comfortable, even with products and services new to the Japanese market. While each situation is different and each company requires its own tailored approach, these areas form the mainstays of our PR and marketing approaches.

We are ready and waiting to assist your foreign company in entering the Japanese market. For a casual discussion or a tailored quote, get in touch with our team of marketing professionals here or via our LinkedIn.