Aligning Publicity & Channel Marketing 🎯

🪡 A series on the planning and direction of a brand launch in Japan (7/n) 🧵

Sustained channel engagement is often an incredibly opaque effort for B2B in Japan.

Most often there are no established blueprints for building relationships with media outlets, trade partners, and industry influencers.

Therefore, it's crucial to map, understand and leverage the interrelation among those 3 categories of stakeholders.

We set our media and influencer activations to secure attendance of 40+ significant stakeholders in Tokyo (Kanto) x 2 invitations sessions (Channel – B2B), and 100+ noteworthy participants in an open event (Consumer – B2C).

While our initial channel expectations for Osaka (Kansai) were in the range of only 20 stakeholders, exceptional recruitment resulted in 60+ participants at 3 invitations sessions with many also attending from even Kobe / Kyoto.

📝 3 Tiers for Publicity Planning 📝

Relationship Mapping 🔁
↳ Matrixing impact of targeted stakeholders / participants
↳ Selecting partners from influencers and respective press / trade channels

Narrative Alignment ✳️
↳ Reinforcing captivating and premium brand attributes
↳ Amplifying those elements in choice and style of activations

Metrics & KPIs 📊
↳ Partner response rates, inquiries and follow-ups
↳ Media coverage quality in tone, relevance and frequency

We gauged engagement quality through key placements in 3 trade journals, and 1-to-1 interviews in 4 major online / offline publications (Whisky Galore, My Navi, Forza Style, AERA Style Magazine).

In total, efforts generated clippings of more than 150, 100+ referral site pick-ups, and unique online visitors tracked at 5,000+ across 90+ sites 📰

All this gave credibility to our brand narrative and positioning, helping to ensure solid recognition as a new premium experience in the market (B2C / B2B) 🔷

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Stay tuned as we next take a closer look at targeting, creation of personas / customer journeys.

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#strategy #branding #brandcampaigns #marketingstrategy #scenarioalignment #campaignplanning #communicationsplanning #penelopebourbonjp

#ストラテジー #ブランディング #ブランド・キャンペーン #マーケティング戦略 #シナリオ・アライメント #キャンペーン企画 #コミュニケーション企画 #ペネロピバーボン