Unraveling the way businesses and customers communicate! [PRM Practical Company Visit] Announcement of the 4th visit to 'Kadoya Sesame Mills Incorporated'


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.

Part 4: Kadoya Sesame Mills Incorporated Interview with Hiroaki Nakayama and Nana Kikuchi, explaining the value that corporate communities can bring.

Vol. 4 "Community Initiatives Are Not Completed Online. What Reconnecting with Shodoshima, the Land of Our Founding, Brings to the Kadoya Brand" >>

From left to right: Hiroaki Nakayama ( Kadoya Sesame Mills Incorporated), Nana Kikuchi ( Kadoya Sesame Mills Incorporated), Tatsuo Ishii

Kadoya Seiyu, well-known for its yellow-capped sesame oil, launched the online community "Sesame Labo" in May 2022. Although it has only just been launched, it is notable for measures that do not end with the online community, such as sending out content linked to the real community on Shodoshima, the island where the company was founded, and adopting user-generated recipes for the menu at "goma to," a sesame specialty cafe in Jiyugaoka.
How does community work for branding? We asked about the company's efforts to coordinate offline and online activities.

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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