The relationship between Japan and Germany is growing stronger in various aspects, particularly in terms of economic security, which presents business opportunities for both markets. More than a decade ago, Björn Eichstädt recognised the potential of this burgeoning business landscape and foresaw the significant opportunities that could emerge from this robust bilateral relationship.
Björn Eichstädt, Managing Director and Co-Owner of Storymaker, shared the story of how he led the successful expansion of the business into working with Japanese companies. Storymaker is a communication agency that provides support to multinational corporations and Japanese companies through services such as story conception, public relations, digital communication, and content creation in Germany and across Europe.
Read through the article below, based on an interview conducted by our consultant, Shoko Ganz, to gain insights into how Björn turned his passions into a successful business field.
Turning Passion into Profession
From his personal interests in Japanese films and video games, Björn was inspired to expand the reach of Storymaker to working for Japanese companies. During his private travels to Japan in the early 2010s, he began compiling a list of Japanese companies he encountered, which ultimately led to the realisation that many of these companies had branches in Germany that needed assistance in increasing their visibility in the German and European market.
Driven by his fascination and passion for Japan, Björn envisioned sharing the stories of these Japanese companies to enhance their presence through digital and communication channels, thereby supporting their endeavours in Germany and Europe. Despite lacking prior connections to Japanese companies, Björn remained undeterred. Viewing these challenges as opportunities, he embarked on the journey to establish a foothold in this niche market, even without prior experience working with Japanese companies or fluency in the Japanese language. His perseverance paid off when he was presented with the opportunity to pitch his services to them.
Overcoming Cultural Challenges
In his initial encounters with Japanese clients, Björn quickly realised that navigating cultural differences presented certain challenges in terms of communication and working styles. However, instead of viewing these differences as insurmountable obstacles, he saw them as opportunities for growth and development. To address these challenges, Björn embarked on a journey of continuous learning and research, regularly visiting Japan to deepen his understanding of its culture.
His dedication and perseverance yielded tangible results, with Storymaker experiencing incremental growth and initial profitability from its very first year of serving the Japanese market. As a communication agency specialising in crafting compelling narratives for companies, Storymaker secured its inaugural project with TOTO, Japan's leading toilet manufacturer. They provided support for a high-profile press conference at a trade fair. This success was further solidified through subsequent collaborations with Panasonic, a major Japanese manufacturer renowned for its electric appliances and consumer electronics products.
Driving Success Through Innovation
In the early stages, Björn's primary goal was to emphasise the crucial role of media engagement in Germany, highlighting its pivotal contribution to shaping a company's identity and historical narrative. However, he faced the significant challenge of introducing PR communication methodologies that diverged from the established norms of Japanese companies.
Nevertheless, Björn's profound expertise in the field, coupled with his innovative strategies, set Storymaker apart from its counterparts. While many agencies tend to prioritise product-centric narratives, Storymaker adopts a more comprehensive approach by integrating six dimensions of a company's story into its communication framework:
Expertise
Relevance or benefit
Origin or history
Future of the company
Culture
Protagonists or people
Furthermore, Björn took the initiative to establish Storymaker's own digital business media platform dedicated to sharing the stories of their clients, known as J-BIG. Japan Business in Germany (J-BIG) is an email magazine specifically crafted to showcase the endeavours of Japanese companies in the German market. With the aim of fostering engaging discussions with company executives, J-BIG quickly gained traction and facilitated the acquisition of two new projects.
In addition to their digital ventures, Storymaker underscored its commitment to expansion by actively participating in various trade fairs, solidifying its network, and increasing its visibility.
These innovative approaches were underpinned by their internal motto: “We are Story-Makers, not Story-Waiters,” emphasising their proactive stance towards pursuing new projects and constantly moving forward.
Unveiling Opportunities for Japanese Companies in Europe
Japanese companies have undergone a notable shift from consumer goods to B2B sectors, emerging as producers for other brands. This transition extends to the transformation from the hardware industry to storytelling mediums such as manga, anime, and video games. These strategic shifts underscore the persistence of brands and signify immense potential for expansion into European markets, provided they adhere to two key principles:
Understanding the European market intricately: To thrive in Europe, Japanese companies must delve deeply into the nuances of local markets, comprehending consumer preferences, cultural nuances, and regulatory frameworks.
Providing not only products but also value: Simply offering products is insufficient in today’s competitive landscape. Japanese companies must also deliver tangible value propositions that resonate with European consumers, addressing their evolving needs and preferences.
Furthermore, partnering with recruitment agencies can bolster their market presence. In today’s landscape, recruitment and communication are intertwined, offering collaborative opportunities. Björn recognises the potential for joint action between agencies like Storymaker and companies such as JAC Recruitment, aligning communication strategies with recruitment efforts to support Japanese companies' expansion in Germany. While Storymaker excels in enhancing business presence through strategic communication, JAC Recruitment specialises in connecting companies with high-calibre professionals who can drive their business objectives forward.
For Japanese companies seeking to establish and fortify their foothold in Europe, collaborating with Storymaker offers a pathway to elevate your business visibility in Germany. Furthermore, by engaging with us as a recruitment agency, you can tap into a pool of top talent and receive comprehensive support in hiring activities. Together, we can navigate the complexities of the European market landscape and propel your business towards success.