Sakumi Group

11/15/2024

This past month, we had the opportunity to participate in the Hokkaido Food Fair in San Jose & Portland, where fourteen food and beverage companies showcased specialties from their respective Sanchi (places of origin). Among the offerings were indulgent desserts made with fresh Hokkaido milk, savory snacks crafted with wild Hokkaido salmon, animal-free Hokkaido ramen, and award-winning Otaru wine. Of course, we had to taste test everything to be able to help :)

While some of these product ideas are relatively new in the U.S., the local buyers and professional foodies were struck by the exceptional quality of the ingredients, gaining a true understanding of what "Made in Hokkaido" means.

On the other hand, based on these buyers' feedback, what surprised many of the purveyors themselves was new insight on just how special Hokkaido's food truly is. Positioned in Japan’s northernmost region, Hokkaido is blessed with pristine natural resources, expansive pastures and a cooler climate which results in some of the freshest seafood and finest dairy products in the world.

Attending the fair also underscored an important takeaway: the importance of storytelling. For many of these companies — some spanning three or four generations and built from the ground up — their histories and connections to Hokkaido are deeply authentic. The story isn’t something that needs to be made-up, it’s already there, rooted in their daily experiences, family heritage, and the environment, all working hand-in-hand to bring something unique to the world.

Hosted by: Hokkaido Newspaper
Coordination by: Live Your Colour Inc.

08/08/2024

It’s a wrap! Our clients have presented their new collections at the Shoppe Object and NY NOW trade shows, and the experience was about so much more than just selling products.

In a world where most of our presence and marketing efforts take place in the digital realm, it’s refreshing to reconnect with clients in person, gather direct feedback from buyers, and witness the industry’s movement firsthand. But what truly sets these events apart is the chance to experience the artful creations in concentration—products that makers have infused with their inspiration and technical skill into one functional piece. It’s like being a kid in a candy shop for marketers!

07/06/2024

What's the secret ingredient to a successful product launch?

It's the thorough understanding of your audience's deepest desires, likes and dislikes and purchasing behaviors and places they like to shop - through extensive market research.

Prior to Tanzen's product launch, we conducted monitoring sessions in New York and Los Angeles by asking Vegans and Vegetarians to try Tanzen's Japanese Vegan Curry, allowing us to develop key phrases such as "Plant-Based Curry" that "Taste Like Home Cooking" and gain deeper insights on the differences in vegan cultures in the East vs West Coast.

By the the time we're officially showcasing the product at the Fancy Food Trade Show, we had a clear sense of what type of buyers we want to cater the curry to, and answer detailed questions on what makes their curry different from other prepared meals already offered in the U.S. market.

Often times, the best key phrases and taglines are generated by the target audience and it's essential to listen to their real voice and integrate their feedback to ensure you're catering to your long-term supporters.

P.S. By the satisfied look of the participants, you can tell the curry is pretty tasty!

03/01/2023

https://vimeo.com/712840400

As we wrapped up the project, we were reminded once again that the lifestyle photoshoot requires so much more than taking high quality images -- (well that part, we can always rely on Timeline Visuals).

How much we can accomplish on the day of the photoshoot is highly dependent on how much preparation is done during the "pre-production phase." The planning process often involves:

1. Finding the "Dream Team" - As corny as that sounds, photoshoot requires the right crew to make your dream vision come to life.
This photoshoot involved: Producer, photographer, videographer, make-up and hair artist, production assistant, and models.

2. Location Scout - Whether it takes place in the studio or outdoor, finding an aesthetically-welcoming location that tells the background story is essential part of the planning. We physically check out the locations in advance to make sure it offers enough natural lighting and space for the crew members and their gears.

3. Budgeting - 5K budget photoshoot would look a lot different than a 50K budget photoshoot. No matter the budget, we customize the production by adjusting the details to fit within your capacity (ex: hire 2 models instead of 3) and still maintain the quality and intention of the shoot.

4. Logistics - Depending on the budget, there will be a limit to how long we can book the location, models, and the crew - typically this requires making deposits in advance and providing proof of liability insurance. Let us worry about the dull (but NECESSARY) paperwork.

5. Communication - Is what ties all the above together. Throughout the planning, there will be changes, updates, and even misunderstandings. We will make sure your requests are clearly communicated to the crew, and keep you up-to-date on the status of the photoshoot.

6. Care - Last but not least, making sure every crew member is well-fed, paid, and comfortable on the day of, the task we take seriously, because who can perform their best when they're not well-taken care?

Comes the shoot day, we hate to be honest but something unexpected is always expected to happen. Whether someone is stuck in the traffic, props didn't arrive on time, or not enough natural lighting, we have learned to improvise and be creative.

Here it is...BTS of a 10 hour shoot day - Part 1.

7. It's not over just yet, here comes the editing and post-analysis meeting to discuss how we can make the next shoot even better!

Client: Knitido+
Services: Photo + Videography Production

This is "Knitido + - Day 1 BTS - V1" by Timeline Visuals on Vimeo, the home for high quality videos and the people who love them.

05/25/2021

Hello! It's been a while since we've shared about our projects!
Promise we've been working hard for the most part :)

Aderia is one of our new clients, who makes artisanal glassware with in Tsugaru-City, Japan that are visually and technically inspiring and reminded me again what "quality products" actually look and feel like. Design, craftsmanship, and affordability - they've got it all - achieved through over 200 years of uncompromising development.

No matter what your products and services are, asking good questions becomes the key component of marketing in communicating your strengths. Here are some of the questions we've asked our clients before creating content:

1. How are your sake cups made differently than other brands (technical aspects)?

Answer: Typically, sake glasses are made out of ceramics. Glass sakewares do already exist but it's not the most common materials used to make traditional sake cups. Each piece is carefully-hand finished by the master Tsugaru craftsmen who have perfected the art of glass blowing. We also blend our own mixture of glass colors that cannot be imitated by other glass makers.

2. What is your source of inspiration when designing (visuals)?

Answer: We're inspired by the ever-evolving scenery and myriad colors of Japan's four seasons; The soft pink hues of spring cherry blossoms, vitality of summer festivals, golden shades of autumn foliages, and the calmness of winter snow. Beauty of nature has no bounds.

3. Why do you and your team do what you do (mission) ?

Answer: Sake is enjoyed at all types of ceremonies, rituals, and daily occasions, and we believe small details can offer even more quality and thoughtfulness to these moments. Tasting the sake at its best temperature, sipping cold sake in glassware on a hot day, using sake cups that bring you a piece of nature to the table - are some of the ways we intend to enhance your sake experience.

You can read more about their creative process on their new website we just launched here!

www.aderiaglass.com

These are some of the core questions you want to ask yourself when branding or enhancing your company.
We all have something unique to share, but it's not always so obvious to the eyes of the consumers (or even to yourself). It all starts from asking yourself these simple yet important questions that leads to the re-discovery of your company's core strengths.

09/29/2020

We often get caught up in the idea, "Do What You Love" or else, we will never be fulfilled with our career and end up spending the rest of our lives "soul-searching." I believe there are other practical ways to identify your core purpose other than simply pursuing your passion. I am not saying that your purpose should not make your heart sing. If the career path you choose is what brings you joy on a daily basis, then consider yourself blessed!

But even if you haven't figured out your "dream career," you can use your current position as a vehicle to start making a positive impact in the lives of people near you and even beyond. There is so much joy to be gained from that alone. You don't necessarily need to switch careers and advance on your skills to feel like you're ready to offer. You can be in service with what you have at the moment, and continue to develop your skills.

You can do what you have now...
• To help your people - your family members, close friends, co-workers, and your next door neighbors. Who doesn't need the helping hand these days?
• To offer information or services your community is missing. You never know who would pay for them!
• To volunteer your time for the social cause you care about - whether it's rescuing animals or fighting for racial equality.
• To organize a meet-up group about a topic you want to learn and share about. This also creates a networking opportunity for other like-minded individuals.
• To mentor someone who needs guidance and offer them useful advice, small or big. This is how you learn how much you actually know.
• To entertain those around you with your "I'm still working on" talents. People always appreciate creativity.

When you apply the "do what you have" thinking, you can immediately start collecting hints of what your true purpose may look like, instead of waiting around to participate in doing until you perfect your crafts. Waking up every morning, and working with diligence and a sense of honor in what you already have, I tell myself, is the first step in clarifying your path!

09/10/2020

We have been expanding our services beyond Market Research and Branding at the moment – offering customized help to businesses who are struggling to remain connected with their customers since they can no longer interact in person or use their physical platforms like retail stores, shows, and events to present their new designs.

Some of the concerns we often hear...

• I don't know how to meet new customers without trade
shows and store events.

• My physical store isn't bringing enough traffic anymore.

• I have a website but it needs an immediate upgrade and
make it more shop-pable.

• I have a website but it's not attracting "the right crowd".

• I want to build a stronger presence on social media but
not sure which channel is right for me.

If any of these relate to you, don't hesitate to reach out for your FREE initial consultation:

[email protected]

Let's figure out realistic and sustainable solutions – ALL within your budget and timeline. Successful marketing does not always require "corporate" budget, there are small changes that can be made, that could bring big improvements in the flow of your business!

09/03/2020

As a company whose mission is to help sustainable businesses flourish, we at Sakumi Group have taken some time to reevaluate what it actually means to be "sustainable." 𝗦𝗶𝗺𝗽𝗹𝘆 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝗲𝗰𝗼-𝗰𝗼𝗻𝘀𝗰𝗶𝗼𝘂𝘀𝗻𝗲𝘀𝘀 𝗱𝗼𝗲𝘀 𝗻𝗼𝘁 𝗺𝗮𝗸𝗲 𝘆𝗼𝘂 𝗮𝗻𝗱 𝗜 𝗰𝗼𝗻𝘀𝗰𝗶𝗼𝘂𝘀 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘄𝗻𝗲𝗿𝘀. We've been convinced by the idea that if you drive a Tesla, avoid plastic straws and consume only organic food, that you're part of the sustainable crowd. Recent events, however, highlight the necessity to focus on another aspect of sustainability that involves social responsibility.

I'm not saying that protecting the environment and generating profits is less important, however, business is only a cash cow if it's operating without responsible, fair, and ethical working conditions for employees, contractors, freelancers and everyone involved in the process of making your business viable.

Here are some of the questions I asked myself when imagining what "social sustainability" looks like in a business setting.

I understand this just scratches the surface, I believe every step counts in order to reflect within our own experiences and start contributing to real sustainability that does not exclude anyone due to their race, gender or belief system.

Please share - what does "sustainable" mean to you and ways we can remain accountable!

08/14/2020

We're pleased to announce the launch of our client, ION-Sei! This was one of the most challenging projects, to say the least, involving science, technology, and design all in one toothbrush! Since the official launch of their website a month ago, hundreds of toothbrushes have been sold globally. Extra thanks to those who participated in the market research, and provided us with insightful feedback necessary to introduce the product in the U.S. for the first time!
But before we celebrate, we wanted to share our marketing tips that were required to design an effective e-commerce site, which we believe are applicable to almost ALL product marketing.

𝟏. 𝐊𝐍𝐎𝐖 𝐘𝐎𝐔𝐑 𝐏𝐑𝐎𝐃𝐔𝐂𝐓
We cannot communicate the strengths of the products and services when you haven't taken the time to clarify them. Ask questions (to the makers, or yourself if you're one making the product decisions) like...what material is it made out of, why did you choose this material, and how does this make a better experience for the customers? This does not necessarily mean you need to come up with new designs, it simply means to dig deeper into the products/services you're trying to sell and find values that have not yet been communicated to the audience.

𝟐. 𝐒𝐏𝐄𝐀𝐊 𝐓𝐇𝐄 𝐋𝐀𝐍𝐆𝐔𝐀𝐆𝐄 𝐘𝐎𝐔𝐑 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑𝐒
There is a difference between sharing technical information about the product and actually conversing with your customers.

For example, this is what the ION-Sei engineers have communicated:
"𝘞𝘩𝘦𝘯 𝘵𝘩𝘦 𝘐𝘖𝘕-𝘚𝘦𝘪 𝘪𝘴 𝘢𝘤𝘵𝘪𝘷𝘦, 𝘪𝘵 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘦𝘴 𝘯𝘦𝘨𝘢𝘵𝘪𝘷𝘦 𝘪𝘰𝘯𝘴 𝘧𝘳𝘰𝘮 𝘵𝘸𝘰 𝘢𝘳𝘦𝘢𝘴: 1. 𝘛𝘩𝘦 𝘤𝘰𝘯𝘥𝘶𝘤𝘵𝘰𝘳 𝘱𝘢𝘯𝘦𝘭 𝘰𝘯 𝘵𝘩𝘦 𝘩𝘢𝘯𝘥𝘭𝘦 𝘸𝘩𝘦𝘳𝘦 𝘪𝘵'𝘴 𝘩𝘦𝘭𝘥 𝘢𝘯𝘥 2. 𝘈 𝘵𝘪𝘵𝘢𝘯𝘪𝘶𝘮 𝘥𝘪𝘰𝘹𝘪𝘥𝘦 𝘣𝘢𝘳 𝘱𝘭𝘢𝘤𝘦𝘥 𝘪𝘯𝘴𝘪𝘥𝘦 𝘵𝘩𝘦 𝘯𝘦𝘤𝘬 𝘢𝘳𝘦𝘢 𝘸𝘩𝘦𝘳𝘦 𝘪𝘵 𝘵𝘰𝘶𝘤𝘩𝘦𝘴 𝘵𝘩𝘦 𝘜𝘝 𝘓𝘌𝘋 𝘭𝘪𝘨𝘩𝘵. 𝘛𝘩𝘦𝘴𝘦 𝘯𝘦𝘨𝘢𝘵𝘪𝘷𝘦 𝘪𝘰𝘯𝘴 𝘩𝘢𝘷𝘦 𝘢 𝘩𝘪𝘨𝘩𝘭𝘺 𝘶𝘯𝘴𝘵𝘢𝘣𝘭𝘦 𝘯𝘢𝘵𝘶𝘳𝘦 𝘥𝘶𝘦 𝘵𝘰 𝘵𝘩𝘦𝘪𝘳 𝘶𝘯𝘱𝘢𝘪𝘳𝘦𝘥 𝘦𝘭𝘦𝘤𝘵𝘳𝘰𝘯𝘴. 𝘈𝘴 𝘢 𝘳𝘦𝘴𝘶𝘭𝘵, 𝘵𝘩𝘦𝘺 𝘴𝘦𝘦𝘬 𝘰𝘶𝘵 𝘢𝘯𝘥 𝘵𝘢𝘬𝘦 𝘦𝘭𝘦𝘤𝘵𝘳𝘰𝘯𝘴 𝘧𝘳𝘰𝘮 𝘱𝘭𝘢𝘲𝘶𝘦 𝘢𝘯𝘥 𝘣𝘢𝘤𝘵𝘦𝘳𝘪𝘢 𝘮𝘰𝘭𝘦𝘤𝘶𝘭𝘦𝘴, 𝘵𝘩𝘦𝘳𝘦𝘣𝘺 𝘮𝘢𝘬𝘪𝘯𝘨 𝘵𝘩𝘰𝘴𝘦 𝘮𝘰𝘭𝘦𝘤𝘶𝘭𝘦𝘴 𝘶𝘯𝘴𝘵𝘢𝘣𝘭𝘦 𝘢𝘯𝘥 𝘦𝘢𝘴𝘪𝘭𝘺 𝘳𝘦𝘮𝘰𝘷𝘦𝘥."

𝐀𝐫𝐞 𝐲𝐨𝐮 𝐬𝐭𝐢𝐥𝐥 𝐫𝐞𝐚𝐝𝐢𝐧𝐠 𝐭𝐡𝐢𝐬? 𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐈 𝐰𝐚𝐬 𝐟𝐚𝐥𝐥𝐢𝐧𝐠 𝐚𝐬𝐥𝐞𝐞𝐩!

Now let's explain this product in one sentence without twisting the truth:
"𝘐𝘖𝘕-𝘚𝘦𝘪 𝘪𝘴 𝘢𝘯 𝘪𝘯𝘵𝘦𝘭𝘭𝘪𝘨𝘦𝘯𝘵 𝘵𝘰𝘰𝘵𝘩𝘣𝘳𝘶𝘴𝘩 𝘵𝘩𝘢𝘵 𝘪𝘯𝘵𝘦𝘨𝘳𝘢𝘵𝘦𝘴 𝘵𝘩𝘦 𝘱𝘰𝘸𝘦𝘳 𝘰𝘧 𝘪𝘰𝘯 𝘢𝘯𝘥 𝘢𝘥𝘷𝘢𝘯𝘤𝘦𝘥 𝘦𝘯𝘨𝘪𝘯𝘦𝘦𝘳𝘪𝘯𝘨 𝘵𝘰 𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦𝘭𝘺 𝘪𝘮𝘱𝘳𝘰𝘷𝘦 𝘺𝘰𝘶𝘳 𝘰𝘳𝘢𝘭 𝘩𝘦𝘢𝘭𝘵𝘩 𝘢𝘯𝘥 𝘩𝘺𝘨𝘪𝘦𝘯𝘦."

This way, your customers will be interested to know a little more, instead of being burdened with too much information from the beginning.

𝟑. 𝐁𝐀𝐒𝐈𝐂 𝐒𝐄𝐎 𝐆𝐎𝐄𝐒 𝐀 𝐋𝐎𝐍𝐆 𝐖𝐀𝐘
SEO is not only about the search engines but its practices improve the user experience and usability of a website. One of the simplest ways to implement this is to replace proper nouns like "ION-Sei" with more commonly searched keywords like "ionic technology toothbrush" as long the sentence still flows well. Since this is the first time ION-Sei was introduced to the U.S. market, the word "ION-Sei" is not the most popular search on the internet, however, we wanted to make sure we attract customers who are searching for "the best electric toothbrush available."Think of what your audience will be looking for and how they would phrase the questions when they search on Google.

Hope these tips come in handy when you're revamping your website! If you need further help clarifying the strengths and communicating effectively, send us a hello!

Agency: Actus Consulting
Services Provided: Market Research, Technical Writing

ION-Sei is the only online at-home oral and dental hygiene products shop offering the patented Ionic electric toothbrush. Visit our website now to learn more.

05/17/2020

When we found out that our clients will not be attending tradeshows for rest of the year, we had to come up with alternative paths for them, immediately.

During the last few months or so (it's all a big blur), we have been working on the launch of our client MIZSEI’s new product, Micro-Bubble Showerhead, through an Indiegogo Campaign!

"Micro-Bubble" technology is well-known in Japan for its ability to offer gentle, deep-cleansing for your pores and scalp (micro-bubbles are 1/3 of the size of our pores and are able to pe*****te inside).
Our favorite feature of this showerhead is its "Water-Saving" function where built-in hydrodynamic cavitation generates more pressure with less water flow. It's also designed with a one click stop button so you can prevent water waste while you're lathering up and shampooing. If you're interested in the product, trust me, I can tell you A LOT more about it!

Since the Indiegogo launch on 5/5, they surpassed their original goal in just 1 hour -- followed by hundreds of inquiries showing interest. It was a pleasant surprise we had not expected especially during the pandemic (we later found out many of the customers are working on upgrading their home during this time and are looking for interesting products online). What we found extremely helpful about Indiegogo, besides being able to raise production funds, is that we were able hear the direct voices of our customers which helps us make more detailed and calculated decisions for our future marketing and product development. This is a type of feedback we cannot get from just attending tradeshows.

We're so proud of our agency, Actus Consulting Group & Tom's Interesting Finds (Indiegogo Specialist) for paving the path to MIZSEI's future success in the U.S. market.

We wanted to share this new case study as an example of taking a risk to do something completely out of our past "formula" even when the situation is far from perfect. It was years of our hard work (MIZSEI has been our client of over 3 years!!) coming together like a complicated puzzle. Every small business is either suffering or going through drastic changes right now, know that you're not the only one. Our hope is that we see it as a challenge to get creative on every outlet, whether it's coming up with a new method of interacting with your customers or shifting your design direction to making essential products that help others. And not just assume it's as a sign for giving-up everything you've built when things were "normal".

Our mission is here to stay - to provide marketing services for thoughtful brands who seek to connect with conscious customers through deeper, more personalized engagement.

Services provided for MIZSEI: Tagline Creation, Content Writing, Website, Social Media Management

Award-winning showerhead that feels fantastic, cleans deep, and saves over 6,800 gallons of water. | Check out 'MIZSEI - Japan’s Revolutionary Microbubble Shower' on Indiegogo.

03/21/2020

What would a fast, coordinated, collective response to climate change look like?