In Part Four of our conversation with Ken Okazaki, host Elin Barton asks Ken if there are differences in marketing from one culture to another.
Ken Okazaki teaches coaches, trainers and consultants to create irresistible videos that land leads and sales. Ken loves helping businesses plan, optimize, and launch their video campaigns. He offers both done-for-you video agency services, done-with-you video coaching programs, and specializes in helping promote and market personal brands.
I think it\’s worth it for anybody who\’s penetrating a different market, a different culture, to figure out what makes these people tick.
Welcome to Amplify
You\’re in Tokyo. You work with people all over the world. Are the principles of creating an effective campaign, a good campaign, are they different if you\’re working with clients in Tokyoor London or the US, or are those underlying principles always the same?
You know, that\’s tough. I\’d say it\’s different. It\’s very different.
Japan and the US are probably some of the most polar opposite cultures that you can find in the world. The difference between social media behavior of somebody who grew up in Japan and someone who grew up in the States is so different that if you don\’t take that into account and you just work with the same frameworks and same ideas from one culture to another, you\’re going to flop.
I think it\’s worth it for anybody who\’s penetrating a different market, a different culture, to figure out what makes these people tick. What kind of humor do they love? What kind of things are offensive to them? What kind of things are going to get them to take one step closer to knowing, liking, and trusting you? And when you do this video, there\’s hand gestures that some people are gonna find offensive.
Maybe video is not even the most appropriate medium for certain cultures. Maybe it\’s text. Japanese read a lot more than most other countries in the world. It\’s a really big question. And all I gotta say is research your market, figure out what makes them tick, and use the knowledge you\’ve already got, but be willing to adapt that into whatever culture you\’re going into.
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