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| Mayfair
Packing Company :1989-1995 |
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Coming up with fruitful ideas that can brand the
client's products a winner. |
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 When
Mayfair Packing Co. decided to take a stab at the Japanese market for its fresh-picked
cherries in 1989, imports were limited to only a few weeks in late May and early
June. The company wanted to begin a series of promotional activities in preparation
for complete liberalization in 1992.
 But
there was one sticking point. Mayfair marketed its product
in the United States as "Farmkist." As the
Japanese media is reluctant to refer to specific brand
names, we suggested that the product be called generic
name, "Santa Clara Cherry," from the area
where 80 percent of the cherries were harvested. The
media "ate" it up, so to speak, and with a
Miss Santa Clara Cherry Queen selected and brought over
to Japan to add appeal, Mayfair's products received
wide media exposure. |
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| With a budget of less than $150,000, media exposure
valued at nearly $2 million was achieved. |
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Wild Blueberry Association of North America |
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Never losing sight of what appeals to the Japanese consumer. |
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 The
nutritional merits of blueberries are as appealing as
the fruit itself. They are well documented in helping
prevent cancer and aging. But aiming at the Japanese
consumer, we suggested that the Wild Blueberry Association
focus on the presence of anthocyanins. Why?
 Because
anthocyanins have a beneficial effect on eyesight, and
a high percentage of Japanese suffer from near-sightedness.
Since 1996, the association has been involved in trade
shows, bakery seminars, various public relations activities
and the production and distribution of sales promotion
and educational materials emphasizing the benefits on
eyesight.
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| From 1995 to 1998, the import of blueberries to Japan from North America more than tripled. |
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E & Y Kenneth Leventhal-Real Estate Group (1987-present) |
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Providing the building blocks for effective relationship marketing. |
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 Kenneth Leventhal & Company, while well known in the United States, arrived in Japan in 1987 with virtually zero name recognition. We helped get the ball rolling by introducing KLC executives to the right media members to first publicize the firm's name and services.
That accomplished, KLC was perfectly positioned to take advantage of the boom of investment in overseas real estate by Japanese companies. We helped arrange investment seminars and receptions, compiled a list of prospective investors and performed other promotional activities.
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| Based on its strength in real estate, KLC merged with Ernst & Young, the second largest public accounting firm in the USA, without losing its own identity among clients. The company has also become the best known real estate/public accounting firm in Japan, attracting extensive business from Japanese companies. |
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