Chapter 4 Birth of Setsuden-mushi (a profitmaking device) 4.2 Setsuden-mushi's Growth Expectations and Setbacks 4.2.6 Internet 4.2.6.2 Disappointing PR Effect of the Web Site
At this time in February 1996, one year and eight months had passed since the development of Setsuden-mushi. In addition to planning PR and sales via the Internet, we also exhibited our products at the Small and Medium Business Messe held in Osaka by the Small and Medium Enterprise Agency to promote our products. As I mentioned earlier, the development of Setsuden-mushi was approved as a research grant project by Hiroshima Prefecture in 1995, so we were given the privilege of exhibiting Setsuden-mushi for free.
It was the first time in my life to exhibit at such an exhibition, and at first I did not even know how to interact with the visitors. On the two days of the exhibition on February 27 and 28, 1996, I handed out the pamphlets I had prepared and tried to let them know about Setsuden-mushi as much as I could by showing the newly opened Internet site on my computer screen.
Ms. Momoi, a friend of my wife's since her days at TOYOBO, who still lives in Kyoto, came to the exhibition from Kyoto to help us not only with the PR work but also mentally.
Until this Business Messe, Setsuden-mushi had been exhibited and promoted under the name SOD, an acronym for Switch on Demand. However, we received several questions from visitors who saw our products for the first time, such as "What is SOD?” So after the exhibition and PR at the Business Messe, we changed the name of the device to Setsuden-mushi because we judged that SOD was not good enough for people to immediately understand the functions of the device.
Even though we subscribed to the Internet and created an expensive website, we did not see any good sales results on the Internet even after a month or two had passed. It was very contrary to our expectations.
The Internet is a world where name value and brand power take precedence, not much different from the traditional business world. Even on the Internet, there is no doubt that name value based on history and achievements, product quality, and product power such as cost-effectiveness are the most important factors. Sales efforts are necessary. Once again, I was almost disgusted with myself for my naive outlook.
In the meantime, spring and the holidays of May (1996) came. With the Internet at my fingertips, I began to think that I needed to make the most of its characteristics in addition to selling products. In other words, I thought it necessary only to sell products directly on the Internet, but also to sell my ideas.
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