What Trust has to do With Marketing in Japan

In our daily work, we frequently face the question of what the most effective marketing strategies are for our clients in Japan.

Most of our clients hail from Europe and often share their success stories with social media campaigns, even in B2B sectors. By targeting specific audiences with online ads, traffic is directed to the homepage, leading to completed contact forms. However, replicating these campaigns in Japan (in Japanese, naturally) yields only minimal results. While influencer marketing and social media ads are gaining traction and can be effective for consumer products and services, the outcomes for B2B marketing remain unsatisfactory.

In this article, I aim to provide an explanation based on cultural differences between Japan and the Western world, focusing on one key aspect: trust. There are numerous facets to this phenomenon, but trust is among the most crucial in my experience.

We can all agree that trust is essential for business transactions and ad engagement, but the methods of building trust can vary significantly. Several models describe cultural differences, but I will primarily reference the studies of Erin Meyer, a professor of management practice in the Organizational Behavior department at INSEAD and author of the book The Culture Map. Her research differentiates trust-building into two categories: task-based and relationship-based. While most cultural groups in Europe and North America lean towards task-based trust, Japanese people build trust through relationships. In other words, Japanese individuals trust a person, product, or company when they have developed a relationship with them or with someone who trusts them.

In B2C, this is evident in the significance of reviews and ratings for products or services, as well as the strength of brands in Japan, both domestic and foreign. Having a high rating in customer reviews can be interpreted as other consumers can trust this product.

In the B2B sector, however, there are few review platforms, and most of our clients' products lack branding in Japan. Hence, social media advertisements are likely to be ignored due to a lack of trust and recognition of the source. In addition, while a buying decision and its outcome in B2C is mainly effecting only the buyer, in the professional business context, introducing a new product to colleagues places the introducer in a liability position: by endorsing a new product, this person is essentially vouching for it. If the new product turns out to be not functioning, the introducer will be seen as responsible for the fail. This is an uncomfortable situation that most Japanese individuals would avoid at all costs.

Presence, Patience, Perseverance

So, how can this be addressed to achieve marketing success?

The most crucial yet time-intensive approach is: presence, patience, and perseverance. Maintaining a constant presence in the Japanese market, participating in trade shows, and creating visibility for Japanese customers, combined with a clear long-term commitment to the Japanese market, form the foundation of trust-building and, consequently, sales in Japan. It may seem a bit "old-school," but exhibitions and trade fairs remain the primary venues for connecting with customers in the B2B arena. Ideally, participation in exhibitions is supported by a local representation in Japan, which can nurture relationships and respond promptly to inquiries.

And what about other (online) marketing strategies, are they entirely ineffective?

No, not entirely. However, they must be carefully chosen. As mentioned earlier, trusting the source is crucial. Therefore, we recommend advertising in industry-relevant journals, magazines, or newspapers. This can also include online ads, as many publications are now available in digital formats. However, they must be vetted and endorsed by a trustworthy, well-known publisher. "Advertorials," which combine advertising with editorial content, are excellent options. Additionally, distributing press releases through official portals is another promising method for sharing news and advertisements.

San-Ten - your all-in-one partner in Japan

At San-Ten, we offer flexible and cost-effective solutions for establishing your Representative Office in Japan and provide planning, organization, and execution of all marketing strategies relevant to B2B business. From identifying the right shows and conferences for exhibition, preparing documents, booth decorations, and staffing, to follow-up and post-show communication with booth visitors and potential customers - we handle it all.

With nearly a decade of service in Japan, we have built connections with editors of leading industry publications and distribute press releases through one of Japan's most widely read PR portals.

Please explore our service pages or contact us if you are interested.