ISLAND VOICES
Governor's Japan trip measured differently
By David Koch
David Koch is president of Starr Seigle Communications. SSC markets Hilo Hattie and the Marianas Tourism Authority in Japan and has been awarded the nation's Visit Japan Campaign for the United States.
The marketing effect of 15-second sound bytes and column inches of newspaper stories has little relevance.
It's not about gross impressions by the millions. Japan is all about single impressions.
What is the value of our new governor meeting face to face with Japanese dignitaries in their home islands? No doubt Gov. Linda Lingle expressed her confidence in Japan's ultimate economic recovery. No doubt she thanked them for the 1.5 million Japanese citizens who annually vacation here. No doubt she promised we would welcome them with aloha and send them home refreshed, rejuvenated and ready for work.
What is the value of her travel industry entourage in wall-to-wall meetings with their Japanese counterparts? No doubt they expressed grave concern and understanding of the hard times for Japanese tourism. No doubt they thanked them for their business and asked, "How can we help? How can we tie-up (Japanese for cooperative marketing)?"
Japan is all about one-on-one proper respect slowly building to trust, and unbroken trust leading to powerful business relationships that last years.
Every successful American, marketing to Japan, knows that. The principle is even ingrained in our Island business culture.
Some time ago, Harry and Myra, the Japanese American owners of Bankoh's fictitious "Harry's Market," went to a local house party. Myra looked down at the pile of slippers at the front door and said, "Harry, you know what those are?" Harry replied, "Sure, Ma, slippers. Now, let's go in."
"No, Harry," she said, "see how every one is a little different? Those are our customers. We must always remember to put ourselves in each customer's shoes. Then we will know what they want, how well we are doing and what more we can do."
One pair of slippers at time.
One impression at a time over time. That will prove the true value of the governor's mission to Japan.
