Sunday, May 29, 2011

It's Coffee Time!

Did you know that with 3.3 kg per capita / year, the total coffee consumption in Japan ranks no. 3 in the world (after US and GE), representing a strong, competitive market?

According to All Japan Coffee Association fresh coffee beans were mainly imported in 2009 from Brazil, Columbia, Vietnam and Indonesia.
Japanese consume a large variety of products (43% instant, 30% regular) and mainly enjoy their coffee at home.
The target group ages 40-59 consume 30% more than average and is highly attractive.

Popular are also "ready to drink coffee", e.g. liquid coffee in a tin which can be purchased at any convenient store or vending machine (available warm):

Have a good week,


Sunday, May 22, 2011

Naka Tsuri Advertisement

Every one of us is familiar with advertisement on public transportation, such as huge images printed on the side of buses. Some countries are famous for their advertisements on taxi roofs, whereas Japan has it's uniqueness in advertisement in trains/subways.
In Japan this form of advertisement is called naka(inside) tsuri(hang) koukoku(advertisement).

In Tokyo millions of people are using trains/subways every day, so the reach of the advertisement is enormous.

Here are some numbers of the busiest stations in greater Tokyo (from Wikipedia):

Passengers carried daily (2007):

Shinjuku Station- 3.64 million (Registered with Guinness World Records)
Ikebukuro Station- 2.71 million
Shibuya Station- 2.18 million
Yokohama Station- 2.09 million
Tokyo Station- 1.12 million
Shinagawa Station- 0.91 million
Takadanobaba Station- 0.90 million
Shimbashi Station- 0.85 million

Naka tsuri advertisement is often used for promotion such as weekly magazines, concerts or brand new beverages. Most popular are the posters hanging in the middle of the train, with the two following available sizes: B3 size (single), 51.5 cm x 36.4 cm, or double size (wide), 103 cm x 36.4 cm.

Considering the huge amount of people using public transportation every day, naka tsuri advertisement and also advertisement at major stations are very popular in Tokyo.

Here some examples:

Advertisement for beer festival

Advertisement for green tea

Christmas campaign of Starbucks

Have a great week,


Tuesday, May 17, 2011

Direct Marketing Monitor International

The Direct Marketing Monitor International (DMMI) is a survey of the Direct Marketing climate in 30 countries, based on interviews of 18,500 private consumers worldwide. The study provides up-to-date economic data, information regarding the acceptance and use of dialogue marketing as well as consumer, industry and mail-order trends worth knowing.

The six core issues/questions are:
1. In which countries are mailings the most widespread?
2. Which countries are most receptive to mailings?
3. Which consumers are particularly interested in mailings?
4. What do consumers find appealing about mailings?
5. How high are penetration levels for mailings compared to other advertising media?
6. Which products and thematic areas get the best responses from consumers?

Here are some findings about the Japanese market from 2008:

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PS: You can also order a free copy of the international marketing facts 2008(CD and/or printed version) here. The side is in German only, please contact me for assistance.

Wednesday, May 4, 2011


QR-Codes (QR= Quick Response) is a specific matrix code, readable by camera phones. Founded 1994 in Japan, the code usually consists of black modules arranged in a square pattern on a white background.

For marketing it's a very easy and cheap way to to link offline marketing campaigns to online. Consumers just have to take a picture of the code and will then be transfered to the specific page of the advertiser. These QR-Codes are great to integrate in Direct Mail campaigns.

In Japan QR-Codes are very popular, whereas in many other parts of the world they are hardly used.

These days technology is so sophisticated, so designers are able to develope creative, colored QR-Codes.
I found some great examples on this webpage; here already some impressions:

Louis Vuitton

Marc Jacobs

Glico Dororich

Once again here the Link.



Welcome to YDM's Blog Dialog+

Who we are
YDM (Yamato Dialog & Media), which is specialized in Direct Marketing, is a joint venture between DHL Global Mail (Japan) K.K. and Yamato Transport. The two different cultures coming together is the basic of an interesting work atmosphere with a lot of different ideas in the marketing sector.

Why am I blogging?
We want to give our English speaking customers, business partners and also colleagues abroad, a better understanding of the Japanese market. Some marketing ideas seem to be normal for Japanese, but for others totally interesting and new. Japanese consumers are different, which also means that foreign companies have to adjust their marketing activities accordingly. Therefore I’m blogging; to show the rest of the world what’s going on in the (Direct) Marketing sector in Japan and what’s different.

What I will be blogging about
Basically I will blog anything interesting about the Japanese market, which is different to other markets. This can be outstanding advertisement, data about consumer behavior, differences about Direct Mail, trends, or what ever I think will be interesting to read about.

Ideas are welcome any time!