Question

Topic: Strategy

How Would You Market Japanese Tubs In States?

Posted by Peter (henna gaijin) on 4/14/2005 at 8:23 PM ET 2000 Points
A friend of mine is looking to import Japanese soaking tubs into the States. These are hand made from ceramics, so each is unique. Also rather expensive (likely $50k for the tub, related materials, and installation). Given the price and costs of shipping/storage, the plan is to not stock the tubs, but instead have each custom ordered from Japan.

The tubs are expected to be used Japanese style - so not for cleaning, but instead for relaxing (like a hot tub). There is a web site at https://www.aquapal.jp/roten/index.html that provides some photos (text is in Japanese only - sorry). More often than not, they would be installed outside rather than in a bathroom.

Target is high end homeowners, asian style spas, and hotels that service Japanese clientele. She would like to get sales of around 100 units per year, so not mass market at all.

Expensive ads or trade show displays are likely not in the budget. My initial thoughts on a low cost way to approach marketing these tubs are:
- press releases to key media (architecture, hot tub, and bathroom trade media)
- try to get an article which talks about an installation published in the same media
- perhaps direct mail to a very targeted list - but getting that list would be a challenge
- beyond that, mostly using direct sales

I would be interested in hearing other people's thoughts on how they would approach marketing these tubs.
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RESPONSES

  • Posted on 4/14/2005 at 10:41 PM Accepted
    I'd find a high-profile home in the US to let me install one at low/no cost (to the home-owner) and then take lots of pictures, have designers and architects give me testimonial quotes, etc. and publicize to the architects and designers.

    There's also the NEOCON show each year in June (Chicago?). That's where all the new ideas and products show up, and every worthwhile architect and designer is there, or reads about it afterward in the trade press.

    I'd target the message to that market (architects and designers) and use publicity to get the word out. It's just unusual enough that you might be able to get some ink that would spill over into the high-end consumer market -- e.g., Architectural Digest, etc.
  • Posted by Peter (henna gaijin) on 4/16/2005 at 3:45 PM Author
    Many great thoughts. Much appreciated.

    Ok, a few comments/responses:

    - Mgoodman and Shamacharya - high end place to have installed - working on that. I have a contact at a Japanese style hot springs in New Mexico who we may be able to use. Or my friend has some contacts with architects here in the San Francisco area that could work for that.

    Leaving behind literature at the spa on the products is an interesting thought. Definitely worth looking in to.

    - Sanjeev - Web site is in progress. URL is reserved already. Not much starting on the development yet because she is in info gathering mode. She has made a simple brochure which she will take to a bath trade show in may in Vegas, along with to other pertinent contacts (architects, etc.) so she can get their thoughts on whether the product will sell and what issues she has to overcome.

    - Billc24 - Giving exclusive for regional access in exchange for publicity - another good one. The challenge will be finding the right people to partner with, as she will be locked with them for x amount of time. Always a concern when you are doing something like this.

    - Querciwa - good PR ideas. I am already pushing for her to work on getting articles published. I think this has to follow a first installation in the States, unless we use one in Japan for photo purposes.

    - Rajur - I like the regional focus aspect, particularly related to aiming at high end owners. Not sure I like the billboard idea, as they are rather expensive in many areas and could easily blow through the budget. Interesting idea about a contest - how many XX in the tub - that could be good for live demo type areas. Find an XX that is somehow related to Japanese life or spas, to tie it in.
  • Posted by Chris Blackman on 4/17/2005 at 6:20 AM Accepted
    My understanding of Japanese culture tells me that typically men would bathe in one of these hot tubs together - perhaps for a business meeting, or to relax after a big contract success - while women would bathe independently of the men, so this definitely doesn't replace the redwood hot tub so often portrayed as a convivial party atmosphere creator in popular teen-flicks.

    But if you could get some high profile customers that might start a real buzz about the tubs, your friend would probably struggle to keep up with demand.

    I'm thinking the northern suburbs of LA might be just the place to target those high profile customers.

    Certainly the Bathroom/Spa Shows and Architectural Shows are great places to start. I would also target the upscale architectural practices in LA and Beverley Hills for personal presentations.

    But to make a big splash (oops, sorry!) why not try to get some national TV coverage on something like Letterman, Oprah, Good Morning America, or one of those... The GMA show often has people showing their products in the pedestrian mall outside the studios - imagine if you had a couple of people in the tub relaxing for the whole of the show with multiple crosses between news items?

    Now, how to get on one of those shows...

    Hope this helps...

    ChrisB
  • Posted by ROIHUNTER on 4/18/2005 at 12:24 AM Accepted
    I would begin my research with architect and luxury homebuilder magazines. I would then move to luxury spa resorts that cater to this type of treatments.

    The goal would be to find as much information about my competition at that price point (+/- %50) and begin studying the advertising tactics of those groups. My goal would be to have three campaigns designed for possible use.

    Trade shows would be next. I would plan a full one to two year calendar of floor time for the above audiences.

    Lastly, I would begin reviewing my options for TV by focusing my attention to the audiences segmented for this product. (HGTV, Travel, etc.)
  • Posted by Peter (henna gaijin) on 4/19/2005 at 1:33 PM Author
    Thanks for all the very helpful comments.
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