{"id":900,"date":"2023-07-05T18:24:48","date_gmt":"2023-07-05T09:24:48","guid":{"rendered":"https:\/\/tam-tamlo.com\/en\/?p=900"},"modified":"2024-03-22T16:38:10","modified_gmt":"2024-03-22T07:38:10","slug":"how-tamlos-workshops-help-clients-break-into-new-markets","status":"publish","type":"post","link":"https:\/\/tam-tamlo.com\/en\/900","title":{"rendered":"How TAMLO\u2019s workshops help clients break into new markets"},"content":{"rendered":"\n

We (TAMLO) discuss how we use workshops to help clients break into new markets and create better digital marketing.<\/p>\n\n\n\n

Did you know that in Japan 75% of Twitter users are anonymous, or that Google isn\u2019t the only go-to search engine? No? Well, you wouldn\u2019t be alone. <\/p>\n\n\n\n

Japan is one of the leading economic and technological centres of the world. But it also has a distinct culture, full of unique practices and traditions that, unless you\u2019re Japanese or have spent considerable time in the country, you\u2019re unlikely to be aware of. It\u2019s this lack of awareness that presents problems for brands trying to break into the Japanese market.<\/p>\n\n\n\n

From internal communication styles and sales approaches, to local regulations and digital literacy, there\u2019s lots to consider when expanding into a new market. Skilled in localisation between Japanese and Western markets - and with a bilingual and bicultural workforce - independent agency TAMLO helps foreign brands find success in Japan and vice versa. <\/p>\n\n\n\n

So how do we do it?<\/p>\n\n\n\n

The TAMLO process: getting to know clients<\/h2>\n\n\n\n

\u2018The first thing we do is run a workshop for a new client, which we believe is absolutely crucial,\u2019 says Nanako<\/a>, TAMLO\u2019s Chief Localisation Officer. \u2018We all need to start on the same page. Our workshops help us understand the client and their needs, but they also help clients better understand themselves.<\/p>\n\n\n\n

\u2018Then, it\u2019s about educating them on digital marketing and working together to build a strategy. Once we\u2019ve done this we can start creating content using our transcreation methodology.\u2019<\/p>\n\n\n\n

The service we provide at TAMLO is niche but necessary. Brands entering the Japanese market aren\u2019t aware of the cultural aspects or specific policies that dictate Japan\u2019s marketing sphere. And these brands aren\u2019t startups or SMEs. We count NetApp and the British Council among our clientele, proving that localisation between Japan and the West is something most companies, no matter their successes back home, need help with.<\/p>\n\n\n\n

TAMLO\u2019s workshops start by stripping everything back. We build a digital strategy from scratch for clients, focusing on accommodating the new market.<\/p>\n\n\n\n

\u2018One of our recent workshops was with a major European truck manufacturer,\u2019 reveals Nanako. \u2018Despite being present in Japan for 15 years already, they\u2019d never done digital marketing here. And their name was completely unknown in Japan.<\/p>\n\n\n\n

\u2018So, we needed to start by getting to know the brand and understanding their USPs. Then, we had to establish everything from what differentiates them from the competitors in the Japanese market, to what challenges they face at the Japanese office.\u2019<\/p>\n\n\n\n

Communication and a lack of understanding of Japan\u2019s truck policies had been huge hurdles for the brand in Japan. But our workshop brought about a shift.<\/p>\n\n\n\n

\u2018The team gave us really positive feedback,\u2019 says Nanako. \u2018They all thanked us, saying they\u2019d never done anything like this before - it brought everyone together and everyone understood the challenges. I think it gave them some big realisations.\u2019<\/p>\n\n\n\n

The language of trust<\/h2>\n\n\n\n

Of course, the most obvious difficulty when marketing abroad is the language barrier. But overcoming it isn\u2019t as simple as just using a translation service. Transcreation is key to bringing brands to life outside of their own culture - as well as to avoid causing offence (think: McDonald\u2019s\u2019 slogan \u2018I\u2019m lovin\u2019 it\u2019 altered for the Chinese market where using the word \u2018love\u2019, publicly, is offensive).<\/p>\n\n\n\n

\u2018It\u2019s really important to use the native language for anything you do in that country in order to generate trust,\u2019 explains TAMLO Consultant James Lovell. \u2018Trust is really important, especially in Japan. People, no matter where they are, are hesitant in buying from a new, international brand. These days, most people understand the value of proper localisation and that we\u2019re not just a translation agency. Helping companies build trust is a big part of what we do.\u2019<\/p>\n\n\n\n

When you assume, you make an\u2026<\/h2>\n\n\n\n

TAMLO\u2019s workshops also help to dismantle assumptions which, no matter how small, can cost brands dearly.<\/p>\n\n\n\n

For example, 34 million people in the UK use LinkedIn, and it\u2019s 202 million in the US. \u2018But only three million people use LinkedIn in Japan\u2019, says James, \u2018so when we work with a brand and we bring them insights like this, they start to realise, \u201cOkay, we can\u2019t market our services on LinkedIn then, right?\u201d\u2019<\/p>\n\n\n\n

Instead, TAMLO works to uncover a brand\u2019s strengths in the context of the new market. We use classic digital strategy components, but we work with clients to ensure everything makes sense culturally.<\/p>\n\n\n\n

\u2018There\u2019s a big difference in media channels between countries,\u2019 explains Nanako. \u2018During our workshops we\u2019ll help our clients discover where it\u2019s best to be visible. We\u2019ll create personas, list out keywords and select the most appropriate channels and apps for those personas.\u2019<\/p>\n\n\n\n

Rethinking search engine marketing (SEM)<\/h2>\n\n\n\n

Search engine optimisation (SEO) is, of course, integral to clients\u2019 strategies. SEM plays a critical role in digital marketing and will continue to do so as search engines become more sophisticated. However, considering Google is not the only major search engine platform in Japan, there is much to be learnt here, for both Western brands marketing to Japan and Japanese brands marketing to the West.<\/p>\n\n\n\n

\u2018Our SEO workshops give the company an overall understanding of how SEO works and how to do it for their company,\u2019 says Nanako. \u2018We help them facilitate<\/a> or organise their thoughts and put it all together to build their SEO strategy<\/a>.\u2019<\/p>\n\n\n\n

Ultimately, TAMLO\u2019s client workshops are a chance for agency and client to understand one another. They\u2019re usually the starting point of a long, mutually enriching, professional relationship.<\/p>\n\n\n\n

\u2018We include our clients as much as possible in the process - we\u2019re all growing together. We know what the objectives are, they know what the objectives are,\u2019 Nanako explains. \u2018When there are successes, the client understands why they\u2019ve happened because they\u2019ve been part of the process.\u2019<\/p>\n\n\n\n

A team with first-hand experience<\/h2>\n\n\n\n

These successes are due, in part, to the fact we have an empathetic workforce. Most are bi or tricultural so, essentially, they get it because they\u2019ve lived it. As Nanako puts it:<\/p>\n\n\n\n

\u2018In a way, I've experienced similar confusions and culture shocks returning to Japan as a Canadian who looks Japanese. Now that I've been here long enough, I understand most of the cultural norms in Japan - what's acceptable, what isn\u2019t. So I understand our clients\u2019 pain and I feel like we have the solution for them.\u2019<\/p>\n\n\n\n

Need help with marketing to Japan<\/h2>\n\n\n\n

Please get in touch<\/a> for more information on our workshops or any one of our services. We are happy to help in any way we can.<\/p>\n","protected":false},"excerpt":{"rendered":"We (TAMLO) discuss how we use workshops to help clients break into new markets and […]","protected":false},"author":9,"featured_media":901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[23,15],"yoast_head":"\nHow TAMLO\u2019s workshops help clients break into new markets | TAMLO<\/title>\n<meta name=\"description\" content=\"We (TAMLO) discuss how we use workshops to help clients break into new markets and create better digital marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tam-tamlo.com\/en\/900\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How TAMLO\u2019s workshops help clients break 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