Holding your own events

Japan, Inc., Summer, 2005

In a fast-paced city like Tokyo, it's hard to meet each and every potential client on a one-to-one basis. If your goal is meeting 20 new people a week, that averages out to at least 3 hours of your time per day, not to mention travel time. So how does one fast-forward towards achieving that goal? Very simply, attending or holding events is an effective way to do so.

With the right speakers and targeted at a specific audience, events can significantly increase business opportunities for both host speakers and attendees. Events allow you to meet about 20 people, which percolates down to quality time talking with about 8 of them. Out of these, an average sales yield would be 2 or 3 good business leads. For companies, it is the most effective way to reach an audience and establish one's "presence" and competence. It also provides a forum for speakers to personally interact with the target audience, helping them to create a bond of trust and familiarity. All of the aforementioned benefits enhance one's corporate image, facilitate client development and retention, and ultimately create more revenue for businesses.

The magazine spoke to Elizabeth Chee, Japan Inc. Communication's Events Planning Manager, about the merits of running events.

JI: You just recently produced a seminar for the Ibaraki Prefecture Government?

Chee: That's right. We had speakers from the academic, corporate and governmental sectors come together to present a joint medical forum to foreign managers who are interested in the business opportunities that Japan's medical industry, in particular Ibaraki Prefecture, has to offer.

JI: How was the overall response and feedback from the audience?

Chee: The overall feedback was very positive and just by looking at the number of attendees alone, we had an overwhelming response. We were able to attract a substantial qualified audience. The presentations were informative and the networking generated a lot of potential business tie-ups for participants.

JI: How long has Japan Inc. been organizing such events and seminars?

Chee: We have been doing it since 1996. We now have a strong image in the foreign community and are recognized for our ability to attract a qualified audience through our media. We also pride ourselves on consistent quality, timely topics and sterling presentations.

JI: Do you just do logistics for events?

Chee: No, we also help to find speakers that will be appropriate for the event. For this seminar, which is medical specific, we engaged speakers from the medical industry, preferably from non-competing sub-sectors, to give the audience a rounded and informative session.

JI: So, everything is taken care of by your team once the client gives the green light?

Chee: That's right. Once the client has given the go-ahead for the event or seminar, we will take care of all the logistics that include sourcing and confirmation of the venue and speakers, publicity to ensure attendance, staffing, rehearsal, setting-up of tables, gifts, etc., and an overall follow-up after the event to gather feedback from both the client and attendees. This is to allow for future service improvements and to address any immediate concerns.

JI: How long does it take to organize an event such as the medical seminar?

Chee: Depending on how soon the client gives us the green light, it ranges from two to eight weeks.

JI: There are many events management companies here in Tokyo. What sets you apart?

Chee: I would say the effectiveness of our media, our commitment to quality service, our knowledge of the Japanese market and the thought processes behind Japanese and foreign companies--not to mention our qualified network, including prefectural governments. It initially took us a good three years to establish the first point of contact, after which the business just took off and we have been able to secure repeat business from various prefectures and corporations.

JI: It is interesting to note that JIC, which has traditionally targeted the foreign community, is holding an event for a Japanese government body. Have you switched your focus?

Chee: No. I would say that we have extended our services to the Japanese market as well. After all, our mission is to help the world understand and do business with Japan.

In the past, most Japanese companies were interested in only doing business with their own counterparts, giving little or no attention to foreign companies. However, with the bursting of the bubble economy and various market changes, Japanese companies are looking beyond new domestic opportunities and seeking new markets, in particular, the gaishikei [foreign-affiliated companies] market.

These companies, however, have no idea of how to approach foreign companies, due to a lack of contact with the key persons, the appropriate sales and marketing approach, language communications, etc. That's what Japan Inc is here for--to bridge the gap between the two markets and in the process create a win-win situation for them.

For information on Events & Seminar Coordination, please contact: Elizabeth Chee (In Japanese or English) Events Planning Manager Sales Department Japan Inc Communications