You may not have heard of Jebsen & Co but you will recognize some of the brands they carry in Greater China. Companies such as Porsche, Champagne Bollinger, Casio and Pentax have partnered with Jebsen for distributing their products in China for the past 20 years or more.
Clearly, Jebsen has been crucial to the success for these foreign brands in China. At any one point, Jebsen represents a portfolio of over 200 foreign brands. How can one company manage all the branding and public relations in a fast paced and ever changing market like China?
The key to Jebsen’s success is to make sure all marketing activities and efforts are aligned with the growth of the brands, according to Darren How, Branding & Communications Manager for Jebsen. For example, Porsche is growing in popularity in China and there has been increased media coverage from all parts of the country. It is important for Jebsen to identify when and where the media coverage is coming from so they can understand how the market may react.
Media Monitoring Keeps Jebsen on Top of the News
To achieve branding and marketing purposes for both Jebsen and its huge portfolio of brands, Jebsen retains a PR agency for pushing out press releases and organizing events but the media outlets have increased dramatically in the last few years. Media monitoring plays a more important role in a dynamic market like China. “What we really need is a tool that keeps us informed given the dynamic landscape. Also, with a massive portfolio like Jebsen, we need a tool that helps us stay on top of any potential crisis”, says How.
Jebsen Interacts With Fans Through Video Campaign
Jebsen is also keeping up with the latest marketing trends. Apart from conducting the usual marketing campaigns and events for the brands, Jebsen has implemented a host of modern marketing initiatives that include QR codes and social media. One successful example is the short video campaign that Jebsen launched last November to promote its own corporate brand on both Facebook and Sina Weibo. The video shows a thief breaking into a house, caught red handed by the owner. Jebsen asks its audience to come up with a creative ending to the story on social media. “The success is phenomenal, and within a week of the campaign launch, we have increase our fan base by five fold.” At the moment, Jebsen has over 24,000 fans on Sina Weibo.
About Jebsen & Co
What started over a hundred years ago as a general trading company has now evolved into a focussed marketing and distribution organisation, deeply embedded in the industries and markets it serves. With a unique long established presence in China, Hong Kong, Macau and Taiwan, the Jebsen Group offers local market access with a high degree of specialisation and knowledge to companies from around the world. From a broad spectrum of consumer, industrial, beverage and luxury products, Jebsen is responsible for bringing unparalleled quality to the regional markets, adapting to the rapidly changing business landscape in East Asia. Outside the region, the Jebsen Group enjoys close ties with sister companies in Australia, Bangladesh, Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam, Denmark, Germany, Saudi Arabia, Sri Lanka, United Arab Emirates and the United States.