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LEWIS PR
Japan market overview and LEWIS PR
capabilities
1st October 2010
Overview of Japan
Japan has the world's tenth-largest population,
with over 127 million people. The capital Tokyo
has the largest metropolitan economy in the
world and is one of the three global finance
hubs, along with New York and London. China
is Japan's largest trade partner in both exports
and imports.
According to PriceWaterhouseCoopers, the
Tokyo urban area (35.2 million people) had a
total GDP of US$1.5 trillion in 2008. As of 2008,
47 of the companies listed on the Global 500
are based in Tokyo, almost twice that of the
second-placed city, Paris.
The Bank of Japan in July 2010 forecast growth
of 2.6 per cent in the fiscal year ending March
2011, which would be the fastest in a decade
and up from its April 2010 estimate of 1.8 per
cent.
In addition to housing the headquarters of nearly
every major Japanese corporation, Tokyo also
serves as the hub for Japan's publishing,
broadcasting and communications industries.
The Big Mac Index, published by The
Economist, shows that Japan workers get the
highest salary per hour in the world with
unrivaled purchasing power.
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US & UK brands that are well received in Japan
The Japanese have an eye for quality and require high levels of service. There’s
unlimited demand for a great products such as iPhone, Disneyland, Louis Vuitton,
H&M, Uniqlo, Virgin Cinemas (now Toho).
Popular US brands in Japan:
Popular UK brands:
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Japan PR market
The size of the PR market in Japan is estimated at US$860M in gross revenue,
according to the PR Society of Japan. The trend has been for marketing budgets to
shift from advertising to PR.
Overview of media and technology in Japan
99% of the Japanese population is literate. As a result, Japan has numerous
magazines, newspapers and an influential network of television and radio stations.
There are five national newspapers in Japan. Four of these publications; Yomiuri
Shimbun, Asahi Shimbun, Mainichi Shimbun and Sankei Shimbun are general dailies.
The fifth publication; Nihon Keizai Shimbun is the nation’s economic daily.
Newspapers remain the most trusted source of information by the Japanese public.
Japan is one of the most sophisticated Internet markets with a usage penetration rate
at 75%, the world’s third highest rate. Mobile Internet usage is very high at 74 million
users.
Social media is booming in Japan.
Twitter has a very strong following. As of August 2010, Twitter estimates the Japanese
send nearly eight million tweets a day, about 12% of all tweets worldwide. About 16%
of Internet users in Japan use the service, eclipsing the number of Internet users in the
US.
Two reasons for Twitter’s popularity in Japan include:
1. Twitter launched a Japanese-language version in 2008. It is possible to say
much more in Japanese than in English within Twitter's 140 character limit
2. Twitter works well with the Japanese mobile phone culture; it has a mobile site
and some carriers, such as Softbank Mobile, offer mobile phones with Twitter
pre-installed
Global social networking sites [SNS] such as Facebook are gaining market share, but
Japan's SNS space is dominated by home-grown sites such as mixi and Gree.
Japan is the biggest market for YouTube. Japanese video sharing site, NicoVideo is
also very popular. According to ComScore, Japan ranked second with 60.4 million
viewers for online video and posted the strongest user engagement with an average of
more than 12.5 hours of video viewing per viewer.
Whether targeting social or traditional media, LEWIS Tokyo can help clients navigate
the market by developing a strategic approach designed to resonate with target
audiences.
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Advice to clients and prospects on ensuring PR success in Japan
Be committed to a long-term engagement. Relationships have been and remain a key
component of a successful campaign in Japan.
Goodwill begets goodwill with the media in Japan. Clients should not expect to get
results immediately as you might in other markets. PR activities are an investment that
take-off with background briefings, media caravans and relationship building meetings
designed to develop interest and ultimately result in interviews and coverage.
These activities are also a means of gaining insights and information such as a
preview into editorial calendars that have a synergistic effect in increasing our clients’
potential to be in the news.
Why is it important to build trust with the media in Japan?
The building of trust is a critical factor which permeates all business dealings in Japan.
The media are equally a key stakeholder to be addressed as part of this effort. In
particular, the model of engaging the media for relationship building and reputation
management is more relevant than ever as a means of developing and or maintaining
credibility.
Top tier media enjoy a high level of authority and have the power to communicate a
company’s commitment, successes and quality to a wider audience as a credible third
party source.
Moreover, a sustained approach to communications can result in the media becoming
more than just a means of generating coverage. Moving the conversation to a more
significant level of give and take of information has the potential of impacting the
achievement of objectives and improving the bottom line of our clients’ companies.
That’s been LEWIS Tokyo’s experience and we can facilitate the PR essential to
building demand and taking our client’s game to the next level.
In short, a consistent and dedicated approach to media relations will invariably raise
the profile of clients and assist in the achievement of their business goals.
Key services and experience from LEWIS PR in Tokyo
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Social media services
Expertise in mobile related products and services
Crisis communications
Consumer products and services, including luxury goods
Travel industry, such as airlines, hotels, automotive
Technology
Media training services
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Client experience in Japan
Client reference
Quote from Stephen Midgely, Vice-President, Global Marketing | Absolute Software
Corporation
“We have just wrapped up a successful week in Tokyo with the launch of our
presence in the Japanese marketplace. The LEWIS PR team did a great job for
Absolute Software and I wanted to personally pass along my thanks on a job well
done. The press conference was well attended and we had numerous 1:1 interviews.
At last count, we have had 20+ media hit and more to come.”
Why do PR in Japan?
If organisations have a presence in Japan – they should have a strategic PR
investment in Japan; Japan presents large opportunities in the media field.
Some companies are nervous about entering the Japan market, but shouldn’t be. The
LEWIS PR team is highly experienced in advising non-Japanese clients how to
navigate the local media market and prepare them for communications success.
What sets LEWIS Tokyo apart from the other agencies?
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All consultants in the LEWIS Tokyo office are bi-lingual in Japanese and
English, especially important when many clients from MNCs are only English
speaking
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GM Fred Tanaka personally oversees all campaigns, ensuring a very high level
of senior involvement in all strategic activity
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LEWIS Tokyo offers very competitive pricing in a market which is traditionally
very expensive. Because of low overhead and the benefit of being part of the
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LEWIS global network, LEWIS Tokyo provides the service of a global PR
agency at rates that are competitive with local agencies
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The Tokyo team takes a typically LEWIS style proactive approach to media
relations which is not common in Japan – this is a key differentiator
LEWIS Tokyo office address
Aoyama Palacio Tower 11F
3-6-7 Kita Aoyama
Minato-ku, Tokyo 107-0061
Contact info for doing business in Japan
Please drop a note to:
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Fred Tanaka, GM Tokyo – [email protected]
Andy Oliver, SVP APAC, based in Singapore office - [email protected]
Fred Tanaka, General Manager, LEWIS Japan
Fred is a highly experienced PR professional with a track record
in both agency and in-house PR.
He supports clients in developing strategic communications
programs, relationship building activities with media, opinion
leaders and other key stakeholders, all with a results-driven
approach to building awareness and developing key coverage.
Experience
Fred began his PR career in the corporate communications
department of Nissan Motor Company in Tokyo, where he was
grounded in the workings of public relations, public affairs and
the integration of marketing communications as part of
successful product launch and show programs.
Fred the joined Japan’s leading airline ANA to be company
spokesperson and lead the development of an expanded global
PR structure within the communications department.
Fred also started his own PR company working as a consultant
for advertising and PR companies planning and executing
communications programs for auto, fashion, consumer brands
and government organizations.
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Past campaigns
Fred developed the media tour program for ANA during the 2002
World Cup in conjunction with JAWOC (Japan Organising
Committee for the 2002 FIFA World Cup Korea/Japan) in
conjunction with JAWOC and Royal Park Hotel. This included a
joint press conference with the Japan national team coach
Philippe Troussier. In addition, he conducted regular product
launch and media relations activities with the objective of raising
awareness among the airline’s target business travellers.
Fred also led the launch of Giorgio Armani’s haute couture line
and the Guggenheim’s Armani Retrospective at Mori Tower. This
included responsibility for all non-fashion media for the
retrospective, fashion show, a special edition Mercedes Benz
CLK model and the opening of Armani Casa.
Fred also conducted media/influencer relations activities for
ExxonMobil, Europe’s second largest auto parts supplier
Faurecia, and the brand launch of DaimlerChrysler’s Dodge line
of cars, directing the media relations component of the Dodge
launch at events throughout Japan.
In the IT arena, the PR program developed for the product
launch of Japanese software maker e-Creo’s Fudemame brand
incorporated A-list celebrities and resulted in a high level of
media attendance and estimated 22 million yen worth of press
coverage. Other IT clients Fred has represented in Japan include
Absolute Software, Checkpoint Systems, Equinix, Manhattan
Associates, Proofpoint and SecondLife.
Skills
Development of creative solutions backed by media comms
methodology. Extensive experience in conceptualizing,
coordinating and rolling out media targeted plans.
Fred has also generated press releases, press kits, case studies,
briefing documents, speeches, and other written materials that
have resulted in televised and print coverage. Furthermore, he’s
directed the production of corporate videos and conducted
translation / interpreting services.
Degree
Bachelors degree (Asian Studies) – California State University
Long Beach
International diploma - Waseca University, Tokyo
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LEWIS Communications Ltd
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+44 (0) 20 7802 2626
Millbank Tower, Millbank
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+44 (0) 20 7802 2627
London SW1P 4RS
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[email protected]
W www.lewispr.com
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