Marketing Between Two Worlds: The United States and Japan (The Business of Creativity)
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Anthony Griffin joined Lucy Kikuchi, creator and host of The Business of Creativity podcast, for a virtual discussion in the fall of 2021. They weighed in on must-know global marketing tips, finding professional inspiration in Japan, and the importance of courage when learning Japanese.
This article summarizes and discusses the central messages of the podcast, starting with common global marketing pitfalls, then exploring some of the unique facets of entrepreneurship in Japan as a foreigner, and concluding with keys to improving your Japanese skill.
Common Global Marketing Pitfalls to Avoid
When expanding overseas, many companies assume that they can use the same marketing and business tactics that work in their own country. In doing so, companies may simply translate their marketing copy into the target language and consider that to be enough.
However, Anthony stresses that this isn’t the most effective approach, and it is likely to fail. He says, “You can’t write the same way—you can’t just do a quick translation of your marketing copy. You need to learn about the culture, or learn about what an effective way to market, advertise, or sell your product is.”
Companies that focus solely on translation often find that their content doesn’t resonate with their overseas audiences. Consumers abroad may simply respond to different messaging, have unique ways of shopping, or may use products in different ways.
To compete with local players, it’s vital to include localization in your global marketing strategy. Taking this extra step will ensure that your business better fits local market conditions and will lower the cultural barriers for customers.
In addition to localization, professional, polished copy is fundamental for success. Even minor typos on a website can negatively impact credibility. In competitive markets, this is detrimental, as consumers will lose trust and choose the competition instead. Professionalism extends beyond error-free content, too. Cultural sensitivity plays an equally important role in constructing a refined image overseas. This can be complex, especially in diverse countries like the United States, and is discussed further in this Kokoro Media interview.
Experiences in Japan as a Foreign Entrepreneur
Sometimes all it takes to spark inspiration is a change in your surroundings. For some, a move to Japan may be the fresh start that they need to gain a new perspective and create an original, authentic business idea. By looking at the world from a new frame of reference, you may discover a niche market that you can make a difference in.
Saga Consulting’s origins follow a similar path. Anthony says, “Japan, in a way, was a missing piece of the puzzle in my entrepreneurial journey.”
Once he identified the market for Japanese companies looking to expand overseas, opportunities to serve these “foreign curious” clients evolved naturally. While there’s no one-size-fits-all approach to working with Japanese clients, he stresses that it can certainly help to work within your niche. Choosing to partner with clients who are open and understand what needs to be done can constitute a positive experience for both parties.
Even with the most amicable clients, cultural differences are sure to arise. The balance between personal identity and conformity to local customs is different for everyone, but your work with Japanese clients may benefit from a certain degree of assimilation. Adopting low-effort, high-reward gestures and mannerisms such as bowing is a good way to make your Japanese clients feel comfortable without compromising your character.
Keys to Japanese Language Study Success
The journey to mastering Japanese is a long one for many, and at times it can feel like you’re not making progress and may never achieve your goals. Tenacity is important, and tracking your progress is a good way to keep up the necessary motivation.
“For me, it’s a matter of perseverance and patience—this has been a 12-year journey,” says Anthony. “I’m not afraid to use [my Japanese language skill] and test myself as I develop.”
He suggests that one way to do this is to put yourself out there and try increasingly difficult activities. For example, try taking a short solo trip to a rural area that may not have many English speakers. Once you’re able to do that, set a new benchmark for success, like going for a job interview in Japanese.
Final Thoughts
Whether you’re constructing a global marketing strategy, starting your own business in Japan, or considering taking on the Japanese language, it’s important to remember to be open and make an earnest effort. To reach your goals, Anthony emphasizes, “You have to put yourself out there.”
To learn more about global marketing and entrepreneurship in Japan, you can check out the full podcast here.
About the Author
Alex Ehret is a writer, a teacher, and a communications professional. She hails from chilly Minnesota, USA, and currently lives in Tokyo, Japan. Her love for writing started with reading. She spent countless elementary school recesses in the computer lab, emulating her favorite books to make stories of her own. These days, she finds inspiration in the outdoors, in music, and in the human experience.