The "How Companies and Customers Should Communicate with Each Other! PRM Practice Company Visit] 3rd release!


What is "Visiting PRM Companies"?

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Nowadays, there are more and more companies trying to directly connect with their customers.
In this series of interviews with partner companies that practice PRM (Partner Relationship Management), which we advocate, we will clarify "Why is it necessary to connect directly with customers?
The interviewer is Tatsuo Ishii, Executive Advisor of Kao Corporation, who has long been involved in brand marketing at Kao.

Tatsuo Ishii, Executive Advisor, eLife Inc.
He served as manager of a number of brands for 14 years at Kao Corporation, where he also launched Agience as a new business. In 2003, he established the Digital Marketing Center, where he was involved in the planning and operation of web-based strategies and established the Digital Marketing Center as the head of the center. In 2017, he was appointed as Executive Advisor for eLife Inc..
Marketing Meister, Japan Marketing Association; Member, Digital Media Committee, Japan Advertisers Association; Chairman, Brand Experience Jury, Dentsu Advertising Awards; Part-time lecturer, Graduate School of Business Administration, Waseda University; Executive Fellow, Adobe; Auditor, C Channel Inc. He is a leading expert in the field of marketing.

The third issue is TOEI ANIMATION CO., LTD. Interview with Kohei Ukita and Eri Shimomura, explaining the value that corporate communities can bring.

Vol.3 "Targeting Elementary School Students 24 Years Ago? Toei Animation is rebuilding its brand based on old fans' love for Digimon"

From left to right: Eri Shimomura ( TOEI ANIMATION CO., LTD.), Kohei Ukita ( TOEI ANIMATION CO., LTD.), Tatsuo Ishii

Digimon is a series with a history of over 20 years, but because of this, there were so many titles that the brand had not been fully established as a single series. Each title in the series targets children, mainly elementary school students at the time. With the exception of a few enthusiastic fans, there was a structural problem in that they would "outgrow" the series as they grew older.
How can we continue to reach fans who support us even after they become adults? How can we nurture the brand so that the love for our works will be passed on to their children and grandchildren? Through this interview, we will unravel their efforts.

PRM (Partner Relationship Management) that we advocate

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*PRM = Partner Relationship Management. A marketing concept that views consumers as partners and seeks to create value and expand contact points through collaboration with partners.

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