CASE STUDY

Enhancing U.S. Market Engagement for a Japanese Company in the Tourism Industry

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Case Study: U.S. Marketing - Bridge Intercultural Consulting

Introduction

Successful marketing across borders requires understanding the target audience’s behaviors and expectations. A Japanese company aiming to attract American tourists realized it needed to engage its U.S. audience better to boost its performance. They enlisted Bridge Intercultural to face challenges from not fully grasping American consumer habits, social media, and SEO. Bridge Intercultural’s specialization in cross-cultural marketing and U.S. organizational performance helped improve their marketing strategies in the U.S.

Objective

The primary goal was to improve the company’s U.S. marketing strategies to enhance business and marketing performance. This included:

  • Strengthening engagement with the U.S. user base through targeted social media and SEO strategies
  • Achieving better alignment with American consumer behaviors and expectations for sustained growth and market penetration.
  • Enhancing U.S. marketing initiatives, social media presence, and SEO performance

Challenges

The company faced obstacles that limited its success in the U.S., including:

  • Missing American-based insights in marketing strategies and business planning
  • Limited understanding of U.S. consumer behaviors, trends, and expectations in social media and content marketing
  • Lack of comprehensive customer research and market knowledge, resulting in unfocused marketing strategies that negatively affected the company’s reputation and trust.

Solution

To address these challenges, a comprehensive strategy was adopted, focusing on the following key areas:

  • Comprehensive Marketing Audit: Thoroughly reviewed the company’s social media, content, website, and SEO to find weak spots and engagement issues.
  • SWOT Analysis: Analyzed strengths, weaknesses, opportunities, and threats related to the U.S. market.
  • Market Research: Explored how American consumers view the company, defined the ideal customer profile, and identified what appeals to American users, offering insights for our strategy.
  • Strategic Plan Development: Formulated a custom strategy to meet key objectives, boost conversions, improve the company’s image in the U.S., build trust and engagement, and secure a lasting business model. This plan outlined where the client is, where the client wants to go, and how to get there.

Results

The implementation of the strategic¬†plan significantly improved the company’s U.S. performance:

  • Unified Marketing: The company achieved a consistent approach in content and social media marketing, engaging the U.S. audience effectively
  • Targeted Efforts: By identifying an ideal customer profile, marketing became more focused and aligned with U.S. expectations
  • Clear Strategy: The company now has clear positioning, goals, and the steps to success in the U.S. market
  • Actionable Roadmap: A detailed plan covering the short and mid-term strategies laid out specific improvements and internal actions, providing clear guidance for the next six months
  • Enhanced Engagement and Results: This structured method improved engagement with U.S. customers, leading to better marketing and business results.

Conclusion

This case underscores the value of tailoring your strategy to meet your target audience’s needs. By focusing its efforts, the Japanese company enhanced its engagement and marketing in the U.S., laying the groundwork for ongoing growth and success.

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