#Japan #Global Marketing #Shizuoka #HONE

Exploring Commonalities between Local and Global Marketing

On May 20, 2025, a special event titled "Discovering the Surprising Commonalities Between Local and Global Marketing" was held at the Shizuoka Co-Creation Space. Hosted by the Shizuoka Marketing Salon, the event featured insightful discussions led by Taketo Sakurai, CEO of HONE, and Yuki Tokuda, CEO of Sekai e Bokan. The topic revolved around uncovering the similarities and differences between marketing strategies for local and international audiences.

Key Discussion Points

The discussion was centered on five pivotal themes that highlight the overlapping areas of concern in both local and global marketing:

1. Customer Understanding is Crucial
2. Social Media and Reviews are Treasure Troves
3. Search Keywords Provide Valuable Insights
4. Articulate Sellable Concepts
5. Exhibitions and Events Present Opportunities for Product Development

1. Customer Understanding is Crucial

Understanding the customer is paramount to successful marketing. Both local and global strategies emphasize the importance of knowing the audience. Taketo Sakurai pointed out that the foundational idea speaks to grasping the customer's benefits, or the "What" they seek. In local marketing, the focus tends to lean more towards understanding what people need rather than who they are. In contrast, Yuki Tokuda reiterated that for international marketing, it's vital to consider the "Where"—which market the customers belong to. This leads to the strategic understanding that cultural and regional differences significantly influence customer preferences.

2. Social Media and Reviews are Treasure Troves

Social media platforms and customer reviews are now seen as vital sources for gaining insight into customers' authentic feelings. Tokuda presented a case study of the apparel brand "The Strike Gold" transitioning into overseas markets. By engaging both non-customers and enthusiastic fans, the brand effectively identified gaps in its marketing strategy, leading to substantial improvements in conversion rates. Additionally, Sakurai mentioned the four classifications of customer loyalty, arguing that true loyalty is built on understanding the diverse forms of engagement customers exhibit rather than just repeated purchases.

3. Search Keywords Provide Valuable Insights

Moreover, search keywords are more than just tools for SEO; they uncover essential insights into customer challenges and intent. Tokuda underscored the complexity that arises in global marketing—where the same keyword can vary significantly in interpretation across different nations. Realizing user intent in their local context is essential. Sakurai noted that in local marketing, choosing relevant keywords that address customers' specific problems is crucial for building effective strategies.

4. Articulate Sellable Concepts

Identifying a sellable concept and articulating it correctly is another cornerstone of marketing success. Tokuda introduced a framework for developing concepts in cross-border e-commerce, emphasizing the need to align with user needs, cultural contexts, and product features to build emotionally resonant marketing concepts. Sakurai elaborated on the significance of creating brand equity through tools such as naming, design, and catchy slogans to secure advantageous market positions.

5. Exhibitions and Events Present Opportunities for Product Development

Lastly, exhibitions and events serve not only as promotional platforms but also as vital opportunities for gathering market feedback. Sakurai emphasized the importance of engaging with multiple participants during these events. For local businesses, participating in such dynamics can aid in reaching potential customers and collecting valuable feedback. Tokuda remarked that the crucial work pressure may already have been set before the event day through effective prior communications, paving the way for fruitful alliances. He shared an instance regarding an overseas event in Singapore where leveraging social media before the event led to partnerships with several companies.

Participant Reactions

The event sparked robust dialogue among attendees, with many expressing that the insights gained were applicable to their immediate marketing practices. Feedback included thoughts that the common approaches shared between local and overseas marketing were not just educational but also deeply relevant to their ongoing efforts. The attendees highlighted the importance of overcoming barriers in local spots like budget, manpower, and information flow, while also addressing global challenges such as competition and cultural nuances, stemming back to the fundamental marketing principles of understanding the customer and innovating delivery methods.

Conclusion

"Discovering the Surprising Commonalities Between Local and Global Marketing" served as a valuable platform for discussing essential marketing strategies that transcend geographical boundaries. Through shared insights and methodologies, both local and international marketing practitioners can glean substantial knowledge to enhance their strategic approach.

For more information about Sekai e Bokan’s services aimed at supporting Japanese businesses in global market expansion, visit their official website at Sekai e Bokan.