The old adage has it that “Any publicity is good publicity.” But in today’s world of discerning and brand-conscious consumerism, projecting the right image is key to market success. Hence, engaging the right public relations company and employing the appropriate communications strategy is half the battle won. The following PR firms can help your company build brand equity for a lasting competitive edge.
Enlightened Approach
Candlewick helps clients get the right message through the media
Candlewick is a brand consultancy, public relations and marketing company that offers Integrated Marketing and Communication (IMC) services aimed primarily at luxury and premium products and services.
Many of our clients are foreign companies (gaishikei) including IKEA, the Swedish furniture giant, Garrard, an international jeweler and Josiane Laure, a premium French hair care brand. We have assisted many companies with starting up their business and introducing new products into the “distinctive” Japanese market.
So, what led our clients to succeed in the Japanese market?
It’s simple. We provided journalists with stories that made them want to listen. Journalists look for news. Therefore to generate coverage in key media outlets, a product or brand must be sufficiently appealing. Why then do many foreign companies that have succeeded in their home country or abroad suffer when entering the Japanese market?
Many times it’s because they have “imported” their brand story and not “localized” it for the Japanese market. At Candlewick, we put in many hours to learn our client’s business and uncover the hidden stories that will resonate with Japanese journalists.
The goal of public relations is to raise awareness of a client’s brand and products and generate publicity that reaches the target audience.
Our activities include the distribution of information via press releases and press caravans, in which we visit editorial departments of major publications. At Candlewick, we use “quality caravans” to carefully introduce information to journalists, selected on a brand-by-brand basis. This way we are able to increase their understanding to secure “ink” for our clients.
We also arrange press conferences, interviews, press events and receptions. We have strong media relations with senior editors and journalists, and create effective press materials that deliver the right key message to the right person.
Our services do not end with just media activities. Our consultants have years of product and industry knowledge, and can provide advice from the inception of a product’s development to launch. We conduct market research, group interviews, usage tests, and offer counsel that make the most of your communication activities, including establishing distribution and sales channels.
In 2007, Steam Cream, a company from the UK approached Candlewick to assist with their entry into the Japanese market. Candlewick provided consultation from the overall concept, package design, logo and marketing to the planning of PR activities. The product was launched and immediately attracted people who sought to use it as a gift. Following White Day (March 14) in Japan, weekly sales of the product reached over 1,000 units and are continuing to grow.
Candlewick also provides consultation on personnel hiring and training programs, including preparing corporate manuals for internal use.
Candlewick also works with overseas-based clients to provide ongoing consultation on their position in the Japanese market and actively get out its message of commitment to Japan.
Candlewick’s bilingual staff will support you to navigate and understand the unique needs of Japanese consumers and assist your business growth with a tailored and effective program.
For more information please contact us at:
tel: 81(3) 3498-2770
email: info@candlewick.co.jp
web: www.candlewick.co.jp
Pages: 1 2
