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:
1. Put in the work
upfront to build rapport with reporters and editors by providing value -
whether through helpful industry insights or exclusive content.
2. Appeal to media
outlet's specific interests and audience demographics with tailored story
pitches instead of spam blasts.
3. 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."
About SEAPRWire
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.
Media Contact
Tina Lee, PR manager
cs@seaprwire.com
SOURCE: https://seaprwire.blogspot.com/2023/12/seaprwire-unlocks-japan-data-backed-pr.html
