This company was already winning a substantial number of unsolicited orders from Japan, and decided to aggressively pursue the market.

The effort began with a needs assessment and goals clarification. The client then used TKAI's market research on the Japanese Internet to clarify opportunities, user demographics and risks.

Next, a non-disclosure agreement was signed. Then it was time to work on the Web site...

Developing this client's Web site meant rewriting it from scratch in Japanese rather than "translating" it. It also needed a little reorganization to make the structure more logical from a Japanese point of view.

Because the company's customers need to carry out online transactions, the process was more akin to writing an instruction manual than creating ad copy.

Nonetheless, our copywriter went over it with a fine-tooth comb. Then it was on to launch preparations...

Launch preparations included locating sites in Japan that offer 1) qualified traffic and 2) cost per thousand impressions (CPM) the client could live with. We then designed the banners and performed the media buys following client approval of both the banner designs and site selections. We also made some carefully selected e-mail newsletter buys.

Next, we sent out strategically targeted e-mail announcements to our network of journalists and contacts in Japan. Launch time!

The new Japanese site went live in concert with the banner, newsletter PR, and e-mail campaign.

The strategically-placed e-mail drove some of the strongest response, even though the CPM for the client in these cases was essentially zero.

Follow-up: This involved comparing the performance of different banner designs, designing benefit message tests for the next month's banner buys, evaluating page visit frequencies, and suggesting new site content. We also started designing an in-depth, two-step market research survey for execution the following month.

Now the survey's been executed and there are 3,000 + responses in a relational Japanese language database. Analysis shows that 1) the core user segments are different from what we all initially thought, 2) some less-costly marketing tactics are actually more productive in acquiring customers, and 3) a new product strategy is likely to be very successful in Japan. We LOVE doing this stuff...

... and we'd love to help you, too. Would you like to view an index of services?

Or would a business research case study or an example of expertise-sharing in the travel industry be of more interest?

Maybe it's time to introduce ourselves....