#Japan #Odawara #WACUL #Kamaboko #Suzukawa

Expanding Advertising Budgets Without Sacrificing Profitability

In an increasingly challenging advertising landscape, Suzukawa Kamaboko, a leading producer of fish cakes in Japan, has turned the tables on its constrained marketing budget. With the help of WACUL, a digital marketing transformation company, Suzukawa has effectively doubled its advertising investment while keeping its cost per acquisition (CPA) at bay.

Background and Challenges

Suzukawa Kamaboko's ongoing initiative to expand its e-commerce operations brought significant challenges, particularly in maximizing advertising efficiency within a limited budget. Initially relying on external advertising agencies resulted in high operational costs relative to their budget, leading the company to fear lack of priority treatment from these agencies. The apprehension of inadequate support was compounded by their inability to significantly increase ad spending.

However, their previous collaborative efforts with WACUL on site improvements and SEO fostered a mutual understanding. Realizing they shared a common goal to boost new customer acquisition and increase e-commerce sales, Suzukawa decided to extend their partnership to include advertising management.

Achievements Post-Implementation

After engaging WACUL for advertising support, the company didn't stop at just assessments; they implemented changes such as adjusting button positions on their website. They also experimented with various marketing strategies, including social media advertising and demand-side platforms (DSP), finally directing their resources towards listing ads.

Monthly reports facilitated a continuous cycle of improvement. Alongside ongoing website enhancements, a newfound clarity in addressing challenges emerged, empowering Suzukawa to elevate their advertising budget to roughly twice its original size while maintaining a low CPA.

Currently, the company has achieved a stable CPA level and is confidently making informed investment decisions, convinced that increased spending will yield adequate returns.

Insights from Suzukawa Kamaboko

According to Takashi Matsui, head of the Sales Promotion Department at Suzukawa Kamaboko, the parallel focus on site improvement and detailed testing has paid off. “Initially, we tried a wide array of tactics including social media and DSP campaigns,” he reported, “but ultimately, we decided to concentrate on listing ads based on our findings.”

With a prior background in advertising, Matsui acknowledged the value of a low CPA, stating, “I am now certain that increasing our investment will result in substantial payback.” He praises WACUL for not merely prescribing solutions but rather understanding their unique circumstances and providing tailored recommendations, fostering a partnership where both teams collaborate closely as one unit.

Conclusion

The successful collaboration between Suzukawa Kamaboko and WACUL exemplifies the power of strategic digital marketing alongside effective budget management. By overcoming budgetary hurdles and maintaining CPA stability, Suzukawa demonstrates how with the right support and approach, growth is not only possible but also sustainable.

About Suzukawa Kamaboko and WACUL

Suzukawa Kamaboko Co., Ltd. is based in Odawara, Kanagawa, and specializes in the production and sale of seafood products. Meanwhile, WACUL Co., Ltd. is a digital marketing leader dedicated to leveraging data to facilitate corporate digital transformation, offering comprehensive marketing support through advanced analytics and AI-driven insights.

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