Marketing Strategies when Expanding to the Japanese Market in 2023

Expanding a business to the Japanese market can be a lucrative opportunity, but it requires a tailored marketing approach to resonate with the local audience. As a marketing manager specializing in Japanese market expansion, I have discovered several effective strategies that can help businesses establish their presence and achieve success. In this blog post, we will explore four common strategies that have proven to be highly effective in Japan.

1. Paid Content/Advertorial:

One of the most powerful marketing tools in Japan is paid content in the form of advertorials. By leveraging reputable news platforms such as Nikkei, businesses can publish articles that present their products or services as valuable guides or interviews. This strategy allows companies to address market challenges and provide practical solutions while establishing their brand as an authority. Not only does it raise brand awareness, but it also generates leads, and in some cases, re-engages dormant leads with the product or service.

Nikkei BP's English Website

2. Case Studies and Blog Posts:

Creating genuine connections with potential customers is crucial in the Japanese market. By developing case studies and blog posts that showcase real-life experiences, businesses can build trust and credibility. While obtaining client approvals for case studies can be challenging, the effort is well worth it, as success stories resonate deeply with potential customers. To incentivize participation, offering discounts on future orders or contracts can increase the chances of securing valuable testimonials.

3. Exhibitions:

Commercial exhibitions play a significant role in the Japanese market and are often organized by major media companies like Nikkei or RX Global Japan. Participating in these exhibitions can be a highly effective way to promote products or services. While the costs can vary depending on the booth size and design, ranging from $10,000 to $100,000, the exposure and opportunities provided are unparalleled. Additionally, businesses can take advantage of seminars held during these events to present their offerings to a larger audience, generating high-quality leads.

RX Japan Exhibitions happening in 2023

RX Japan exhibitions happening in 2023

4. Webinars:

Even in the post-pandemic era, webinars remain a popular and effective marketing tool in Japan. Hosting webinars allows businesses to engage with their target audience, educate them about their products or services, and establish thought leadership. Outsourcing webinar planning services is a smart move, as they have existing contact databases to promote the event and can assist with content creation and hosting. Webinars provide an excellent opportunity to interact directly with potential customers and generate leads.

Successfully expanding a business to the Japanese market requires a deep understanding of the local market and adapting marketing strategies accordingly. Paid content/advertorials, case studies and blog posts, exhibitions, and webinars are proven strategies that can help businesses establish their brand, generate leads, and connect with the target audience in Japan. By implementing these marketing strategies when expanding to Japan with a localized approach, you can maximize your chances of success in this unique and dynamic market.