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This column is quoted from one which Suzuki (our companyfs employee) wrote for Bizloop as they had requested. Please check Bizloop to see the latest issue.

Strategies and Things to Avoid with Japanese TV Coverage

Pros and Cons of Promoting on Japanese TV
  • @I would guess that a lot of people have great faith in the influence of TV.
    No doubt, what appears on TV is usually the best of the best. So by appearing on TV, your product gets that stamp of approval for being the best of the best. However, there are also negative effects that come with TV.
    One common example is that when a product suddenly gains massive attention it sells out everything in stock. This often happens when a talk show host endorses a product. Shops literally run out of the products the next day. This is such a common case that I will describe a case study. A couple years ago, a daytime talk show host introduced a new dieting method using white peas. The white peas later became major news when many people who tried the diet suffered from severe diarrhea and vomiting.
  • @Having watched the show, I thought about trying the diet myself. So I headed to the local farmerfs market to get some white peas. However, once I got there, none of the shops had any white peas.
    I asked one of the shop owners why nobody had the peas. He told me that the peas had sold out early in the morning. There were still many people asking for the white peas so he had been taking a list of requests. The shop owner was disappointed though because he could only watch all these customers with no peas to sell. For such a big hit, it was a wasted business opportunity.
  • @Things quickly turned sour however when news broke about the sickness that occurred from the white peas. After restocking them earlier, the white pea boom suddenly disappeared and nobody was buying any white peas anymore. As a result, the shop owners ended up suffering a tremendous loss.
  • @In fact, the white peas themselves were not what caused the symptoms. Rather it was how the peas were cooked and prepared. But the reality is that these fads are very sensitive to negative press.
  • @So basically, this kind of gdemand created by TVh is a roller coaster. With these kind of ups and downs, there is no way to predict what will happen from one moment to the next. The case of the shop owner is a prime example, not only for white peas, but for all other kinds of fads.
  • @Promoting on TV will definitely put your name out to the public. You will definitely see more new customers, but that also means you will face new problems. And new customers are the first to leave when a boom ends. Instead of running the risk of overproducing a product, expecting a hit, think of TV promotion as another phase in growing your business.
Strategies and Things to Avoid with Japanese TV Coverage
Pros and Cons of Promoting on Japanese TV
Things to Be Careful of in Japanese TV Programs: Pushy Requests
Things to Be Careful of in Japanese TV Programs: Fashioning Yourself for TV
Things to Be Careful of in Japanese TV Programs: Heavy Makeup and Bad Hairdos
Strategies for the Interview: Do Not Be Nervous
Strategies for the Interview: Repeat the Questions
Strategies for the Interview: Don't Look at the Camera
column
TV PR Strategy Column
Basic Knowledge To Publicize Your Business in Japan (PR)
Japanese Television Publicity and Japanese the Television Industry
Basics of the TV advertising and Press release
How to create TV news set up for PR
Strategies and Things to Avoid with Japanese TV Coverage
TV PR and PR Company
An extra Chapter
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  • PRest WEB strategy
  • Risk management by PRest
  • What is PR
  • Consulting by PRest
  • TV PR Strategy ColumnI
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