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Unknown after 150 years in business
Communication objectives
Extensive company material
Targeted media program
Bridging the cultural gap
Big success in German year
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A large German steel and technology conglomerate has been active in Japan since 150 years but still remained largely unknown to wider business circles and the general public. Targeting further expansion in the Japanese market, the company wished to significantly increase its awareness with the Japanese media and public. A high-profile technology exhibition and symposium attended by more than 100 executives from the German headquarters was planned for Tokyo in fall 2005.
CNC was asked to advise the management on an effective planning and handling of this event. Main objective was to position the company as a top technology firm as well as to portray its various business segments (steel, automotive, elevator, technology) as distinct global leaders. Non-existing media relations of this company in Japan had to be overcome by a targeted multi-faceted approach.
CNC advised and developed a comprehensive set of materials including an extensive bilingual and interactive website, a high-profile company brochure as well as an extensive press kit with general and specific info on the company, its technologies and products as well as its executives. Presentation of company figures and key messages were adjusted to the then still low level of awareness of the company in Japan.
In addition to the development and distribution of the press kit, CNC identified and contacted key industrial media for each business segment. These journalists participated in a special media tour of the technology exhibition conducted by one of the board members focusing on technological rather than business explanations. Furthermore one-on-one interviews of two board members with selected key journalists were arranged as were feature articles in leading business magazines. This comprehensive approach resulted in wide media coverage with about 50 articles appearing in a variety of publications.
Key factor for the success of this event was the bridging of various cultural gaps beyond the language difference. Both the production of extensive and tailor-made Japanese information material as well as the decision to target industrial rather than business media proved correct and was effective in positioning a large but almost unknown company in Japan.
The event took place as one of more than 200 business events in the "Germany in Japan Year", which ran from April 2005 through April 2006. Featuring more than 3,000 visitors and an extensive media coverage, it turned out to be one of the most successful events of this year-long program, significantly improving the company’s image and reputation in Japan.
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