A World Of Opportunities

By Dave Erdman
Wednesday - December 05, 2007
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Dave Erdman
Dave Erdman

By Dave Erdman
President & CEO of PacRim Marketing Group Inc. and PRTech LLC

A high school Rotary Exchange Program to Japan sparked my interest in cross-cultural marketing. Later, I discovered that the University of Hawaii had excellent Japanese/East Asian language and Travel Industry Management programs.

I transferred from Bucknell University to UH - never expecting that I would stay in Hawaii and end up owning Hawaii’s most unique and diversified international marketing firm and its related companies, which help clients market throughout the Pacific Rim.

In 1990, PacRim Marketing Group Inc. began as a three-person shop offering direct marketing services to companies wanting to sell to the Japanese market.

Today, PacRim Marketing Group and its related companies - PRTech and PacRim Marketing Tokyo KK - employ more than 40 talented marketing and PR professionals in Hawaii, the U.S. Mainland and the Pacific Rim. One of PacRim’s strengths is its talented and multicultural staff. Their skills and understanding of cultural nuances help clients deliver the right message to the right markets, through a multitude of communications channels.

PRTech staff
PRTech staff reviewing a web development project: (from left) Dave Erdman, Yumiko Tsutsumi, Young Jim Han, Yuko Akiba, Jon Kaneshiro, Mika Tsuchida, Stephen Curtis, Mari Hirano, Yumiko Seki, Brian Newman and Hiroko Tsukamoto

In addition to offering traditional public relations and marketing services, we also direct market to international consumers using the latest technologies, enabling us to niche market and track results.

Our primary goal is to help clients achieve a return on their investment. Our toolbox to help clients maximize sales results is full of solutions, from unique services and products to exclusive sales channels, including the most highly accessed Japanese web portal site about Hawaii, www.hawaii-arukikata.com, and Hawaii’s Official Podcast, www.hawaiipodcast.jp, a 20-minute audio show recorded in Japanese, launched recently in partnership with Orbitune Inc. and Nickong Enterprises Inc.

To further enhance our “performance marketing” goal, our new video department creates video content for the Podcast and multilingual customer web sites. These video clips - in combination with blogging and other marketing efforts - are key to reaching today’s tech-savvy consumers.

Like technology, PacRim Marketing Group has grown exponentially over the past few years. In 2005 we started a separate company, PRTech, which focuses on multilingual technology solutions. PRTech products include JpRes (a bilingual reservations booking system), market survey tools, bilingual blog systems and customized bilingual online customer relationship management programs. Our staff develops web sites and other programs and uses the latest approaches to Search Engine Optimization and Search Engine Marketing in Japanese, Korean and Chinese.

Our Tokyo staff-now located in Shinjuku, the heart of Tokyo - assists clients with marketing, media relations, press events, sales promotions and trade show exhibitions.

One of the more exciting projects for our Tokyo team was the Japanese marketing communications program they designed and implemented to launch the sales of the Trump Tower at Waikiki Beach Walk. The program included an official press conference attended by Mr. Trump. The publicity resulted in an unprecedented one-day sellout, which was the talk of the real estate industry.

With Japan having the second-largest economy in the world, I’m always an advocate for tapping that consumer segment. Now visa restrictions are being lifted in Korea, and the Pacific Rim economies are strengthening, giving marketers new opportunities to grow their businesses.

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