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JaM Japan Marketing LLC

Seminar: Communications in the Age of IOM (Internet of Me) — June 25 in Japan

Hisami will be the keynote speaker at a seminar in Tokyo at TECH LAB PAAK on Thursday, June 25 from 7pm. Presided by TripodWorks president Kenichi Sasaki, MC by Chisa Takahashi, PR of Akerun and participating in discussion with HEART CATCH director Mariko Nishimura. Seminar _06_25_15

Register for this free event (in Japanese) here. This will be an unusual occasion for Hisami to have other women participating in discussion, and she’s looking forward to it.

The keynote, “Communications in the Age of IoM (Internet of Me),” will address how US marketers are reaching out to consumers who are accustomed to instant gratification. Attention spans are shrinking further from 12 to 8 seconds, and only 20% of written content can be recalled.

This will be followed by discussion with Mariko Nishimura on the Innovation and Future of Marketing. Mariko’s career spans from engineer at IBM, marketing manager at Adobe Systems and Groupon, producer at Bascule, then founding HEART CATCH in 2014. She holds international patents as an engineer as well as receiving numerous awards including Gold at Cannes Lions.

iMEDIA Brand Summit Japan 2015 – June 15-17

Hisami will be in Japan during June 14-30.

iMedia Brand Summit 2015

The trip will begin with the iMedia Brand Summit Japan in Miyazaki, June 15-17. Participating from outside Japan will be MOAT President Aniq Rahman, Brand Strategist & social media expert Phil Pallen, and Hisami.

Info about iMEDIA Brand Summit can be seen on this video, and is described as follows:

iMEDIA Brand Summit is the largest invitation-only business summit in the world, where 300 leading domestic and international brand marketers will gather. The event will encourage lively discussions and promote relationship building between industry professionals and brand advertisers.

Aniq’s presentation, “Measuring attention in the era of digital,” will address the problem of ad fraud that is a major concern for advertisers, and Phil’s presentation, “New Way of Drawing Branding Strategies in the Era All Connected in Social Media” will speak about building the brand personality using social media.

Hisami will be in attendance throughout the three day event, and will be on stage with Japanese brand advertisers for a wrap-up at the very end. Hisami has participated at five ad:tech san francisco and tokyo conferences, but this will be her first Brand Summit and is looking forward to it.

What Does “PR” Mean in Japan?

We recently had an interesting discussion around Public Relations. We met with Vantage PR, an independent PR agency specializing in technology, headquartered in San Francisco. We’ve known the company and CEO since we first worked together more than 15 years ago, and in that time, their growth has been impressive. The great chemistry we have with their talented team makes it a truly enjoyable working relationship.

One of their approaches in PR that stands out is “Thought Leadership,” a term that is not very familiar in Japan. PR is basically thought of as publicizing the products and services of a company.

Gold fishes in water_small

On our last project, Vantage proposed a thought leadership program for one of our Japanese clients, which focused on contributed articles that leveraged his expertise on relevant topics in the industry. Through their strong relationships with editors and media, several of these article placements resulted in recognition of our client, and elevated their presence in the industry.

After our meeting with Vantage, we met with our colleague, a PR expert who we partner with in Japan. One of the big differences between the US and Japan, is that in Japan, PR agencies are often a division of advertising agencies, and PR gets mixed into a confusion of advertising and promotions. Editorial coverage is often done in conjunction with paid advertising. Our colleague told us that recently, in order to ramp up their declining ad revenues, certain media have been approaching PR agencies and clients into paying for speaking slots at sponsored events or for publishing their content.

This pay-for-play model has been around for a long time, but upping the stakes on this trend is quite disconcerting. In contrast, the thought leadership approach is infinitely better and something that serves everyone – companies, media, and the audience. (Read Hisami’s blog on this topic in Japanese.)

JaM Session Chabudai Talk in Tokyo after a long hiatus!

During the peak of cherry blossom season on April 7th, we held a JaM Session Chabudai Talk in Tokyo after a long hiatus.

Title: What marketers need to think about in the age of “Anytime I want!”

Where: Omnibus K.K.
When: April 7, 2015 6:30-8:30pm

JaM Session April 2015 0.27
JaM Session April 2015 1.13

What: Hisami Ohshiba, with over 30 years’ of US-Japan business and marketing experience, as a marketer and a consumer, speaks about “communications and marketing today.” Though we’re already 15 years into the 21st century, many marketers and companies are still stuck in 20th century thinking. This interactive talk session is a good chance to refresh our views and consider communications and marketing from a broader perspective. This session is where people can gather around the table (chabudai) like at home, and have a relaxed, friendly gathering without the formalities of titles and jobs. Attendance will be limited to under 40 people.

Recap: Two hours flew by, and much of the session content focused on recent US-based video that most people in Japan don’t normally see. At the dinner that followed, some really heated discussions continued. We realized the need for more sessions like this, and we will do more this year. Stay tuned!

Three Subaru Models Selected in Consumer Reports 2015 Auto Spotlight!

We’re happy to see that JaM’s long time client Subaru, won top picks in Consumer Report’s 2015 Auto Spotlight with the following models:
Compact Car: Impreza
Midsize Car: Legacy
Small SUV: Forester

In addition, when Consumer Reports asked their 27,000+ Facebook followers, to “name the best car on the market today,” they chose the Outback as #1 and the Forester as #2.

Winner: Subaru Outback (25%)
Second place: Subaru Forester (24%)

Third place: Toyota Highlander (23%)
Honorable mention: Honda CR-V (17%)
Honorable mention: Tesla Model S (10%)
It’s twice as nice to see that both Consumer Reports, the leading source of trust for consumers when it comes to cars, and the general audience on Facebook, both chose Subaru. JaM has continued to work with Subaru headquarters in Japan to provide insights about lifestyles, values, behaviors, and life stages of US consumers, which is difficult to understand from a foreign perspective. There is no greater satisfaction for us as consultants that after many years, the results finally take shape — from product development to the final product — and to see their business come to fruition.

Toshiba Smart Community’s Branding Video

Toshiba Smart Community, a client that JaM has been working with for the past four years, launched their video, “Building a smart community with sustainable solutions.”

This 3DCG video was created by JaM, JaM’s US partner, B2B agency gyro sf, and 3DCG production house the Roof Studio of Brooklyn, resulting in a collaboration by a team of Japanese + Americans + Brazilians. Using no words as it targets a global audience, the short film tells he story of Smart Community:

At Toshiba Smart Community, our goal is to make life more sustainable and comfortable while minimizing any impact on the environment. We are doing this today with optimized management and control for incorporating renewable energy into the grid, with water purification solutions that leave no environmental impact, and with battery and storage solutions that make our cities more resilient.

Toshiba Smart Community LinkedIn Page Reaches 300,000+ Followers!

Toshiba Smart Community, a client that JaM has been working with for the past four years, reached a milestone on their LinkedIn Showcase Page with 300,000 followers! LinkedIn is a professional social network of 3 billion worldwide members, and a important strategic presence for companies targeting the global market. Toshiba was the first Japanese corporation to establish a Showcase Page on LinkedIn in February 2014, acquiring 300,000 followers in one year.

In addition to a company site, the Showcase Page functions as a marketing platform that allows targeted distribution of content. Toshiba has been utilizing their TOSHIBA Smart Community Showcase Page in their global B2B content marketing. While numbers aren’t everything, it’s still great to have such a huge community of followers.

TOSHIBA Smart Community B2B Content Marketing Article on AdverTimes

The global B2B content marketing campaign for Toshiba Smart Community that JaM has been working on since 2011, was covered in an article by AdverTimes (Japanese only).

This has been a result of working diligently, 24/7, and the JaM team is happy for the recognition!

AdAge Article on Toshiba Smart Community’s Global Content Marketing!

More great news! AdAge wrote an article on Toshiba Smart Community‘s ongoing B2B global content marketing campaign.

The article introduced Toshiba’s B2B global marketing campaign using social media as a primary platform. The campaign was launched to raise awareness and re-establish the Toshiba brand as a B2B company, and to acquire global lead generation for the Toshiba Smart Community business. Toshiba also issued a press release in Japan about the coverage.

Toshiba’s digital marketing division at their Tokyo headquarters and JaM worked with gyro sf, a B2B agency based in San Francisco, also named the 2014 Global B2B Agency of the Year, as our creative partner. Focusing on the copy “Bring Life Forward,” we are supporting Toshiba’s global content marketing effort, with video and infographics currently under production. The Toshiba+JaM+gyro team is thrilled to get this mention!

Toshiba Smart Community LinkedIn Page Surpasses 200,000 Followers!

We are happy to announce that Toshiba Smart Community, which JaM has been helping execute their global B2B branding, has just achieved a major milestone — their LinkedIn page follower count has surpassed the 200,000 mark! With 300 million worldwide members, LinkedIn is the premier business-based social media platform, where Toshiba became the first Japanese corporation to establish a Showcase Page in February 2014. Over the next ten months, they acquired a business community of more than 200,000 professionals.

This major achievement in their B2B global marketing effort has been a result of consistently building good content, and it’s exciting to see such good engagement from the community!


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