#Japan #marketing #Tokyo #SMEs #Media Exposure

Recent Findings on Media Exposure Challenges for SMEs

In a time when information is abundant, many small and medium-sized enterprises (SMEs) face significant hurdles in achieving media exposure. A recent survey conducted by Raycrew Co., Ltd., focusing on marketing professionals working for SMEs, has unveiled that nearly 40% of these marketers have not managed to gain any media exposure over the past year. This high percentage raises questions about the effectiveness of their current marketing activities, especially in an era where traditional media exposure techniques such as press releases and media relations are being re-evaluated for their relevance.

Survey Background

Raycrew, located in Shinjuku, Tokyo, spearheaded the investigation to assess the media exposure challenges faced by SME marketers, ranging in age from their 20s to 50s. The findings provide a glimpse into the realities of their marketing efforts and the challenges they encounter. As the significance of media exposure techniques comes under scrutiny, understanding these challenges becomes crucial, especially given the limited resources common to SMEs.

Key Insights from the Survey

1. Media Exposure Activities: When questioned about the media exposure activities they currently prioritize, the marketing professionals identified their top three activities as follows:
- Social Media Engagement (40.1%)
- Hosting Events or Seminars (32.0%)
- Internal Public Relations (25.7%)

This indicates that while many SMEs engage in social media and event hosting to enhance their visibility, a significant number are also focusing on building relationships with media professionals and creating research reports.

2. Focus on Measurable Results: When asked about key performance indicators (KPIs) for their media exposure efforts, most respondents indicated that the primary measure of success is Sales Contribution (26.3%). Other notable metrics included improvements in brand awareness (17.6%) and increased inquiries (14.7%). This illustrates that SMEs place high importance on measurable outcomes that directly impact their business.

3. Lack of Media Exposure: Alarmingly, about 38.2% of participants reported having no media exposure in the last year, signaling that a substantial number of SMEs are struggling to make their mark in the media landscape.

4. Challenges Experienced: Approximately 70% of respondents acknowledged facing some form of challenge in their media exposure efforts. Of these challenges, two significant ones stood out: a shortage of personnel with specialized knowledge and skills, and the inability to visualize and quantify their results, both reported by 17.1% of the participants.

5. Factors Contributing to Challenges: The top three perceived factors contributing to the challenges in achieving media exposure were:
- Insufficient Information Collection and Analysis (38.7%)
- Lack of Know-how and Skills among Staff (35.6%)
- Low Understanding and Interest from Management (34.7%)

These insights emphasize that inadequate knowledge, insufficient data analysis capabilities, and a disconnect with leadership hinder SMEs’ efforts in achieving effective media exposure.

Conclusion

The findings from this comprehensive survey reveal that the journey toward effective media exposure is fraught with obstacles for many SME marketers. Despite efforts predominantly focused on social media engagement, events, and internal communications, the struggles with insufficient expertise and measurable outcomes remain prevalent. Given that nearly 70% of respondents feel challenged in their media exposure activities, it is imperative for SMEs to seek out resources and support that address these gaps.

Raycrew Co., Ltd. offers solutions through its PR services that can assist in overcoming these issues, providing comprehensive support from planning, conducting surveys, preparing press releases, to measuring effectiveness. In today’s competitive landscape, maximizing media exposure is essential for enhancing brand recognition and strengthening market presence. For further details, visit Raycrew’s contact page.