japanese+shrine

They’re moving the marketing goalposts at Japan 2019

Regardless whether it is in Advertising, Marketing or PR there has always been a need to understand the audience.

Major sporting events have traditionally been an area where the audience and, therefore, the opportunities are widely recognised and relatively easy (if a little expensive) to capitalise upon.

This year’s Rugby World Cup in Japan is a more interesting concept.  The last four years have seen a huge shift in the game’s following and the home nation is also undergoing some significant step-changes.  As a result the audience may not be the one traditionally expected to accompany this particular sport or the one generally thought to reside in this part of the world.

The global fan base for rugby is estimated to be in the region of 780 million. Interestingly, around 115 million of the fans are thought now to be in Asia.  This wasn’t always the case and is in no small way due to the success of the Japanese team in the 2015 World Cup, the decision to hold this current World Cup there and also the inclusion of Rugby 7’s in the Olympic Games.

Whilst England are amongst the teams tipped to do well in this year’s tournament, the key to which brands will perform successfully lies with an understanding of the diversity and fluidity of the audience.  The new wave of Asian fans undoubtedly bring with them a new set of trends to take into consideration, the Japanese element perhaps providing the most interesting mix of challenge and new opportunity.

For example, the Work Life balance is notoriously different in Japan than it is here in the UK or elsewhere in Europe.  The tradition has always been to work long hours and to remain loyal to an employer.  Whilst there have been some indications of a relaxing in this approach – indeed some Japanese corporations are sending senior management teams to find out more about how flexible working works elsewhere – a 360 degree shift will take some time to happen and a generous nod to the more traditional loyalty is still a necessity if a brand wants to show that it is indeed in line with the cultural beliefs of the majority of the audience.

Referred to by some as the Galapagos of Marketing, Japan has not been widely known for its global outlook.  However, the accepted future crisis of a shrinking population has initiated a greater degree of global thinking and it is now more common to find English being taught and spoken within the younger Japanese population.  Immigrant workers have also been enlisted to bolster the predicted future deficit in home-grown talent, so we are now more likely than ever to find workers within many industries who have Japanese as their second language.

Taking just these last two areas of a gradually changing Japanese culture into consideration, it’s easy to see how the evolving home audience will provide its own challenge, never mind the fact that the global Rugby audience might bear only a feint resemblance to the one we’d have been marketing to in the 2007, 2011 or even 2015 tournaments.

Brands who wish to take advantage of the opportunities which Japan 2019 has to offer will have to have their wits about them (and their cultural knowledge well and truly in check) and the team here at RDZ PR will be watching with interest to discover who the winners and the ‘could do betters’ will be.

Posted in

Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

No risk with a FREE initial 45 minute consultation

To find out exactly how we can help you achieve your ambitious goals get in touch with us today. Our initial meeting is completely FREE and we promise you’ll leave with three brand new ideas that you can take away and implement immediately.

For your FREE consultation simply pick up the phone and call us today on:

What Our Clients Say...

Sangeeta Patel, Joint CEO, Reaching People

Rachel provided us with a day of free support in association with the LLEP programme. Despite it being ‘free’ Rachels support was professional and dedicated. We received a full day of practical support including a discussion to fully understand our organisation, an assessment of our need, the production of a communications and marketing plan that was realistic, manageable and practical aimed at helping us move ahead on the communications front and, ultimately, with our organisational objectives. Rachel achieved so much in the time she had including writing and issuing a press release that appeared in the Leicester Mercury, wording for our website homepage and a letter to go with our membership pack. She also shared her hints and tips about social media, her press contacts and she connected me with a potential Reaching People member! In all it was an invaluable experience. Thank you, Rachel for giving up your time to help us.

Heather Johnson, Botanical Artist & Stationery Designer

I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.

Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

Paul Gerrard, MD, Gerrard Cranes

Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.

Victoria Beale, CEO, Business Live Global

I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!

Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.