Ultimate Guide to Event Marketing in Japan

Event marketing in Japan is all about building trust and personal connections. Unlike Western markets that focus on digital strategies, Japan values in-person interactions and long-term relationships. Here’s a quick breakdown of key insights for SaaS companies entering the Japanese market:

Why Japan is Different: Trust, face-to-face meetings, and cultural norms like hierarchy and harmony (wa) are vital.
Goals for SaaS Companies:
- Lead generation through local events like trade shows.
- Brand localization beyond translation, showing respect for Japanese customs.
- Partnership development, as relationships drive over 50% of revenue for many SaaS companies.
Event Types:
- Webinars: Low-pressure, educational content works best.
- Trade Shows: Great for lead generation and networking.
- Hybrid Events: Combine in-person and virtual formats to maximize reach.
- In-person Meetups: Ideal for technical discussions and trust-building.
Timing Matters: Avoid Golden Week (late April to early May) and Obon (mid-August). Leverage cherry blossom season (March–April) for unique themes.
Localization: Adapt content, design, and messaging to align with Japanese preferences. Avoid direct sales pitches; focus on building credibility and trust.

Key Takeaways

Table of Contents

Success in Japan requires patience, cultural awareness, and attention to detail.
Events are not just marketing tools – they’re platforms to show commitment to the market.
Follow up promptly and personally after events to build long-term relationships.

If you’re planning to expand into Japan, understanding these nuances will set you up for success.

Understanding the Japanese Event Landscape

When it comes to lead generation and localizing brands, Japan’s event scene offers a variety of formats tailored to its unique business culture. From traditional exhibitions to hybrid events, the landscape provides SaaS companies with numerous opportunities to connect with local audiences. Formats like exhibitions, symposiums, and seminars cater to Japan’s emphasis on relationship-building and credibility. Meanwhile, SaaS companies often succeed with webinars, trade shows, hybrid events, and in-person meetups, each serving specific purposes in this market. Below, we’ll dive into how these event types align with Japanese business practices.

Webinars are a great way to introduce products to Japanese audiences without the pressure of face-to-face meetings, which can sometimes feel like a commitment in Japan’s business culture. A global webinar with live simultaneous translation, for example, demonstrated how localized content can effectively engage Japanese participants.

Trade shows and exhibitions are still top-tier tools for generating leads. Events like Japan IT Week and NexTech Week attract decision-makers actively searching for solutions. Exchanging business cards remains an effective way to initiate formal relationships and capture leads in these settings.

Hybrid events are becoming increasingly popular, blending the personal touch of in-person interactions with the convenience of virtual participation. This format aligns well with Japan’s preference for minimizing uncertainty (Japan scores 92 out of 100 on uncertainty avoidance). As Mathias Posch, President of International Conferences Services (ICS), notes:

"A professional PCO has to be someone who embraces both offline and online events"
"Hybrid provides greater value and ROI over the long run"

By offering multiple participation options, hybrid events cater to individual comfort levels and circumstances, making them a versatile choice.

In-person meetups and seminars remain important in Japan, especially for fostering trust and collaboration. These smaller gatherings encourage in-depth technical discussions and consensus-building, reflecting the committee-based Ringisho process that is central to Japanese decision-making.

Common Event Types in Japan

The effectiveness of different event types depends on your SaaS company’s goals and target audience. Here’s how various formats can help achieve objectives like building trust, generating leads, and forming partnerships:

Webinars: Perfect for delivering educational content and thought leadership, webinars are ideal for introducing complex SaaS concepts. They allow audiences to gain a detailed understanding before making decisions.
Trade shows: These are lead-generation powerhouses, particularly for B2B SaaS companies. Their structured environments support relationship-building and offer opportunities for joint initiatives, such as co-hosted webinars with early customers to add social proof.
Hybrid events: Combining in-person interaction with the flexibility of virtual participation, hybrid events help international SaaS companies overcome entry barriers. Tools like chat boxes, polls, and social media integration keep audiences engaged across both formats.
In-person meetups: These intimate gatherings are ideal for technical discussions and partnership development. They also signal a long-term commitment to the Japanese market, which resonates with local professionals.

Timing and Seasonal Factors

When planning events in Japan, timing is everything. The country’s corporate calendar, public holidays, and festivals all influence business rhythms. Aligning your event with these factors can significantly boost engagement.

Golden Week (April 29–May 6) and Obon (August 13–16): These are peak travel periods when business activity slows down, making them less ideal for events.
Japanese fiscal year (starting in April): This marks a natural planning cycle, with April through June being a prime time for launching new solutions and forming relationships as companies allocate fresh budgets.
Cherry blossom season (mid-March to early April): This period offers unique promotional opportunities. The cultural significance of cherry blossoms – symbolizing beauty and impermanence – can be woven into event themes to resonate with Japanese audiences.
Regional preferences: Business customs can vary between cities like Tokyo and Osaka, so tailoring events to local practices is essential.
Winter sales and New Year rhythms: Japan’s retail calendar kicks off with sales on New Year’s Day, creating a different pace for business planning during this season.

Webinars: Best Practices for Japanese Audiences

Webinars provide SaaS companies with a low-pressure way to showcase their solutions to Japanese professionals. However, success hinges on understanding cultural nuances and technical expectations. Unlike Western audiences, who may respond well to direct sales pitches, Japanese participants prefer educational content that fosters trust over time. Let’s explore how to tailor webinar content and technical setups to meet these expectations.

Content Localization and Delivery

Trust is central to communication in Japan, and your webinar content should reflect this. The principle of "wa" – harmony and consensus – should guide your approach. Instead of focusing on features, craft stories that evoke emotion and demonstrate how your solution integrates smoothly into existing workflows. Prioritize depth and quality over quantity to align with Japanese preferences.

Your slides should reflect Japanese aesthetics, using culturally appropriate colors, icons, and symbols. Even your call-to-action should reflect respect and politeness. For example, rather than "Sign up now", consider phrasing like, "We’d be honored to continue this conversation", which aligns with Japanese business etiquette.

Case studies are particularly effective, especially when they highlight long-term partnerships and measurable outcomes. Japanese audiences value detailed, reliable information, so include specific metrics and timelines to build credibility.

Localization goes far beyond simple translation. Japanese text often runs 20–55% longer than English, and mistakes in translation can harm your credibility. As Nakano Miyuki, Quality Management Division Manager at Honyaku Center, explains:

"What we’ve learned from years of working with companies who want to enter the Japanese market is the frequent lack of understanding of Japanese business practices, cultural patterns, and linguistic specifics. This shortcoming often makes companies perceive localization as a simple task of replacing words from one language to another. To help them meet that challenge, we always try to come up with solutions that go beyond mere translation. As local partners, we carefully listen to our customer’s needs and explain the local context as much as possible to facilitate their understanding of, and finally, success in the Japanese market."

Incorporate references to Japanese holidays, customs, and trends, as well as local business practices like fiscal year cycles and seasonal rhythms, to make your webinar even more relevant. Once your content is fully localized, ensure your technical setup can deliver it seamlessly.

Technical Requirements

Choosing the right platform is essential for delivering a smooth webinar experience. Your platform should offer dual-language support and simultaneous translation features, given Japan’s relatively low English proficiency.

Key technical features to look for include real-time Q&A functionality and sentiment analysis tools to gauge audience engagement. Cloud-based platforms are ideal for their flexibility and scalability.

Make sure your platform supports mobile access, robust branding customization, and a fast, stable internet connection – modem connections won’t cut it. Testing your computer’s compatibility with the platform beforehand can help prevent technical issues.

Technical glitches can undermine trust, which is crucial for Japanese audiences. A flawless technical setup demonstrates the reliability and attention to detail they expect, reinforcing your credibility and professionalism.

Trade Shows and In-Person Events

Trade shows provide SaaS companies with a unique chance to create meaningful, trust-based relationships in Japan. However, due to the formal nature of Japanese business culture, every aspect – from how your booth is designed to how you follow up with prospects – needs to reflect the level of respect and attention to detail that local professionals expect.

Designing an Effective Booth

Your booth often serves as the first impression of your company. In Japan, professionalism and precision in presentation are highly valued. A cluttered or poorly organized booth can erode trust before you even start a conversation.

Visual Design and Cultural Awareness

A minimalist booth design with clear, organized layouts is key to making a strong impression. Incorporate interactive elements that showcase your SaaS solution in a way that feels engaging yet professional. For example, at Medica 2017, Fukuda redesigned its booth to include bilingual content, a clear information hierarchy, and branding that guided visitors seamlessly through the experience.

Interactive features like virtual reality demos, live product tutorials, or hands-on sessions can help visitors experience your solution firsthand. These personal interactions are especially important in Japan, where building connections is a cornerstone of doing business.

Staffing and Local Etiquette

Your booth staff plays a critical role in how your company is perceived. Ensure you have bilingual team members who are familiar with Japanese business customs. When necessary, hire professional interpreters to bridge language gaps. Train your team in essential practices, such as the proper way to present and handle business cards, as these small gestures can significantly boost your credibility.

Business Card Protocol and Relationship Building

In Japan, business cards are more than just contact information – they’re a formal introduction. Make sure your cards are translated into Japanese and include proper titles and contact details. Present your card with both hands, and take a moment to carefully review any cards you receive. Building trust in Japan is a long-term process, often requiring years of consistent effort and patience.

After creating a strong impression at the event, focus on turning those initial interactions into lasting partnerships through thoughtful and timely follow-ups.

Post-Event Follow-Up

In Japan’s relationship-driven business environment, how you follow up after an event can make or break potential opportunities.

Timing and Prioritization

Quick follow-ups are essential, as leads can lose interest within hours. To make the most of your efforts, prioritize leads based on the quality of your conversations. Consider factors like the prospect’s job title, company size, level of engagement during demos, and any buying signals they displayed. For instance, targeted follow-ups can achieve response rates as high as 57.6%, compared to just 0.65% for generic cold outreach.

Personalized Communication

When reaching out, reference specific details from your conversations rather than relying on generic messaging. Japanese professionals value thoughtful and personalized communication. Combining phone calls with email follow-ups can improve appointment rates to 2–5%, far surpassing the 0.3–0.7% rates typical of standard telemarketing. Companies like SmartHR have successfully used localized materials and tailored calls-to-action – such as “Download Documents” or “Try for Free” – to resonate with Japanese audiences. Global players like Salesforce, Figma, and Deel have also adjusted their communication strategies to align with local business norms.

CRM Integration and Long-Term Engagement

Use a CRM system to score and route leads efficiently, ensuring high-priority prospects are addressed promptly. Develop nurture flows that reflect the specific interests and discussions you had during the event. Regular internal feedback sessions can help refine your approach, ensuring continuous improvement in building and maintaining trust-based relationships.

Creating Hybrid Events for Maximum Reach

Hybrid events bring together the best aspects of webinars and trade shows, merging in-person and virtual experiences into a single, dynamic format. In Japan, this approach caters to both traditional and digital preferences, offering a broader way to connect with diverse audiences.

The secret to a successful hybrid event is treating the in-person and virtual components as two distinct experiences that complement each other. Simply streaming a live event isn’t enough. Each audience – whether on-site or online – deserves dedicated attention. By applying lessons from webinars and trade shows, you can create an experience that meets a wide range of audience needs.

"We should not be comparing one channel over another, as no one channel is a replacement for another. It is simply another channel of engagement that allows you to extend your reach and grow your audience. In the case of PCMA and many other organizations, digital events have proven to increase attendance at physical events."
– Sherrif Karamat, President and CEO, Professional Convention Management Association (PCMA)

Technology Requirements

A strong technology setup is the backbone of any hybrid event. It’s essential to use tools that seamlessly connect in-person and virtual attendees while meeting Japan’s language requirements.

Platform Selection and Language Support

Choose a platform that offers dual-language interfaces and real-time translation to bridge the language gap. Features like live streaming, virtual exhibitor booths, Q&A sessions, attendee networking, and breakout rooms should be equally accessible to both in-person and online participants.

For example, in July 2021, 6Connex partnered with Hitachi Solutions, Ltd. to bring advanced virtual event technology to Japan. This collaboration provided immersive hybrid event experiences, integrating AI tools and secure digital environments.

"Hitachi’s expertise and innovative approach to challenges is a wonderful match for our robust virtual event technology."
– Ruben Castano, CEO, 6Connex

Audio-Visual Infrastructure

Invest in high-quality AV systems to ensure clear communication for all attendees. Equip speakers with reliable headsets to maintain audio clarity and reduce disruptions. Your setup should include multiple camera angles, professional lighting, and backup systems to handle any technical hiccups.

Real-Time Engagement Tools

Interactive tools like live chat, polls, and Q&A sessions are crucial for keeping virtual attendees engaged. These tools should integrate smoothly into the event and be available in Japanese, giving online participants the same opportunities to interact as in-person attendees.

Mobile App Integration

A user-friendly event app can enhance the experience for both audience types. Features like real-time agenda updates, contactless check-ins, digital venue previews, and cross-platform networking tools can make the event more accessible and engaging.

By combining the right technology with thoughtful engagement strategies, you can create a hybrid event that feels cohesive and inclusive.

Audience Engagement Methods

To truly connect with your audience, it’s important to understand their unique preferences and tailor your event to meet their needs.

Tailored Messaging

Different audience segments require different approaches. For example, small and medium enterprises (SMEs) often value practical, cost-focused discussions, while enterprise clients may look for strategic insights and detailed technical content.

Balancing Business Culture

Japanese business culture places high importance on both relationship-building and efficiency. For in-person attendees, include social activities and networking opportunities to foster connections. For virtual participants, structured Q&A sessions and downloadable materials can provide value in a way that aligns with their preferences.

"Face-to-face interactions allow trust to be built. Having a coffee or a glass of sake together is about ‘breaking bread’ and getting to know your guests. In the virtual interaction, people are quite often half-engaged and are easily distracted by incoming emails, the dog running by, or children seeking attention."
– Jennifer Glynn, President, Society for Incentive Travel Excellence (SITE)

Time Zone Flexibility

Japan’s position in global time zones can pose challenges for international attendees. Stretching your online events over several days or weeks can make it easier for global participants to join. Offering recorded sessions at multiple times ensures accessibility for everyone.

Interactive Content Delivery

For virtual audiences, keep content concise and engaging while maintaining depth for in-person attendees. Use live product demos, interactive tutorials, and hands-on sessions that work for both formats. Training your speakers in public speaking and virtual tools can also help create a seamless experience.

Equal Opportunities for Participation

Make sure your event offers the same opportunities to both physical and virtual attendees. This includes access to materials, networking options, and interactive features. Assign moderators to actively engage with your online audience and ensure they feel included.

Compliance and Localization Requirements

Hosting a successful event in Japan requires more than just good planning – it demands a deep understanding of the country’s legal regulations and cultural expectations. By addressing these elements early in the process, you can avoid costly errors and build trust with Japanese audiences. These factors play a crucial role in shaping an event strategy that aligns seamlessly with your broader market entry goals.

Data Privacy and Legal Compliance

Japan’s approach to data privacy is governed by the Act on the Protection of Personal Information (APPI). This law applies to any business collecting or handling personal information of individuals in Japan, regardless of where the company is based. If your event involves gathering registration data, compliance with APPI isn’t optional – it’s essential.

Failure to meet APPI requirements can lead to fines as high as ¥100 million (about $815,000 USD). The growing importance of data security in Japan is reflected in projections that the country’s cybersecurity market will hit $43.3 billion by 2033, growing at an annual rate of 10.3% starting in 2025. This underscores the increasing regulatory attention on data protection.

Key APPI Guidelines for Event Organizers

When collecting attendee information, you must:

Clearly outline the purpose of data collection and secure explicit consent for any changes to its use.
Understand the legal bases for processing personal data under APPI, which include consent, contract, legal obligation, public interest, and the interest of the data subject. Unlike GDPR, APPI does not recognize "legitimate interest" as a basis for data processing.

To ensure compliance:

Assign a Data Protection Officer (DPO) to oversee your data handling practices.
Implement strong cybersecurity measures and physical safeguards to protect personal information.
Create processes to handle data subject requests promptly and keep privacy policies up to date.
Train staff on proper data management and restrict access to sensitive information.
Stay informed about encryption standards to reduce liability in case of a data breach.

Under APPI, you’re required to notify both the Personal Information Protection Commission (PPC) and affected individuals in the event of a data breach. The 2020 amendments to the law expanded data subjects’ rights and imposed stricter rules on transferring personal data to third parties or overseas recipients. Following these guidelines not only ensures legal compliance but also strengthens trust – an essential element in Japanese business culture.

Adaptation vs. Translation

While legal compliance ensures your operations run smoothly, localization ensures your event resonates with the audience. As discussed earlier, understanding the difference between translation and adaptation is key to connecting with Japanese attendees. Translation focuses on linguistic accuracy, while adaptation incorporates cultural nuances to make your messaging feel natural and relatable.

With Japan ranking 87th globally in English proficiency and fewer than 10% of people fluent in English, poor translation can alienate your audience. In fact, 40% of users who reported concerns about using overseas platforms cited "awkward translations", and 22% pointed to a "lack of customer service in Japanese" as major issues.

Adaptation goes beyond words – it involves reworking design, imagery, colors, symbols, and even numerical formats to align with Japanese norms. This ensures that your taglines, slogans, and other creative elements resonate naturally, avoiding confusion.

Cultural Considerations for Event Messaging

Japanese business culture prioritizes trust and community over aggressive sales tactics. Event messaging should emphasize relationship building and reliability. Research shows that 48% of Japanese respondents value "trustworthiness", while 42% prioritize customer experience over price.

When preparing promotional materials or presentations, adjust the tone and formality of your language to suit your brand and audience. Consider regional dialects and appropriate writing styles to ensure your content feels relevant and respectful.

Tips for Effective Adaptation

Instead of merely translating your materials, redesign them to reflect Japanese values and preferences. Highlight practicality and efficiency – qualities that resonate strongly in Japanese business culture. Incorporating local holidays or seasonal themes into your campaigns can also demonstrate cultural awareness and help your event connect more deeply with attendees.

"The first thing to understand is that localization is not just translation – a common misconception."

Using Nihonium for Event Success

Event marketing in Japan requires a deep understanding of local customs and strategies. Nihonium specializes in helping global SaaS companies navigate these challenges by offering services tailored to the Japanese market.

With the current market presenting a prime opportunity for entry, success hinges on working with partners who grasp both the technical needs and the subtleties of Japanese business culture. Nihonium’s services seamlessly integrate with the event strategies outlined earlier.

Localization and Strategy Support

Nihonium provides comprehensive localization services to ensure your event messaging resonates with Japanese business norms. Their team, composed of SaaS experts with experience in leading global operations and building Japan-specific strategies, offers a full suite of localization solutions.

Product and Content Localization for Events

Whether you’re planning webinars, trade shows, or hybrid events, Nihonium adapts your apps, documentation, and marketing materials to meet Japanese expectations. This includes customizing product demos, sales materials, and technical documentation to align with local preferences and terminology.

Language barriers can be a significant challenge for international companies entering Japan. With English proficiency relatively low among Japanese audiences, accurate and thoughtful localization is essential to foster meaningful engagement.

Marketing Funnel Creation Through Events

Nihonium designs marketing funnels that integrate webinars and local partnerships as key elements. Recognizing that purchasing decisions in Japan often involve multiple stakeholders, they craft lead nurturing and follow-up strategies tailored to this unique dynamic.

Their approach includes optimizing SEO and SEM for Japanese search habits, organizing thought leadership webinars, and collaborating with local influencers to expand your event’s reach. This multi-channel strategy ensures your events contribute to a sustainable lead generation system rather than functioning as standalone efforts.

Fractional Sales Support for Event Follow-Up

One standout service is their fractional sales team support, which allows companies to manage event-generated leads without the need for full-time local hires. These teams handle lead outreach, deal negotiations, and account management, ensuring you maintain momentum after your events. This is particularly important in Japan, where local expertise and social proof are critical for building trust and closing deals.

Event Execution Services

Beyond strategy, Nihonium offers hands-on support for executing events tailored to the Japanese market. Their knowledge of local customs ensures your events align with Japanese standards.

Webinar Organization and Management

Nihonium organizes webinars that reflect Japanese business etiquette and presentation styles. From technical setup to audience engagement, they handle every detail to make your webinars feel polished and professional for Japanese participants. They also facilitate joint thought leadership initiatives by connecting you with respected local industry figures, boosting your credibility and reach. Additionally, they create materials that adhere to Japan’s formal communication standards.

Trade Show and Hybrid Event Management

As trade shows regain popularity in Japan post-COVID, Nihonium helps companies maximize these vital lead generation opportunities. Japanese trade shows often feature hundreds of booths and draw tens of thousands of attendees, requiring a tailored approach to stand out. Nihonium provides services such as booth design consultation, guidance on business card etiquette (a key aspect of lead capture), and post-event follow-up strategies that align with local relationship-building practices.

Local Thought Leadership and Evangelism

Building trust and long-term relationships is crucial in Japan. Nihonium helps position your brand as a trusted thought leader by introducing new ideas and fostering partnerships with established Japanese industry influencers. This is particularly valuable for SaaS companies introducing cutting-edge solutions to a market with distinct business practices.

Their services include organizing local meetups, creating educational content to showcase your expertise, and forming partnerships that expand your event marketing efforts. This comprehensive approach helps establish the trust and credibility needed for sustained success in Japan.

Conclusion and Key Takeaways

Japan’s event marketing landscape is a world of opportunity for SaaS companies, but success requires more than just a surface-level understanding. With the country’s SaaS market expected to hit ¥2 trillion by 2027 and only 34% of small and medium-sized enterprises (SMEs) currently using SaaS solutions, the untapped potential is clear.

To thrive, companies need to embrace cultural nuances and plan their strategies carefully. Japanese consumers place high importance on quality, precision, and authenticity. Localization efforts must go beyond simple translation to reflect these values and build trust. Incorporating omotenashi – the Japanese principle of selfless hospitality – into every customer interaction is one way to resonate deeply with this audience. Additionally, understanding the subtle, often non-verbal communication style of Japanese business culture can make a significant difference.

From a technical perspective, ensuring your events are mobile-friendly is crucial. With over 90% of the population online and a strong preference for mobile-first experiences, seamless digital execution is non-negotiable. A well-executed, accessible event sets the stage for meaningful follow-ups, which are essential for turning initial engagement into lasting loyalty.

Post-event follow-ups, when done thoughtfully, play a pivotal role in converting leads into long-term relationships. Partnering with local experts can also provide invaluable insights into adapting to the market and refining your approach for maximum impact.

To succeed in Japan’s unique business environment, companies must be willing to adapt, listen, and evolve. Regularly updating your strategies based on market feedback will help you stay ahead. By blending cultural awareness, strategic planning, and expert support, SaaS companies can unlock sustainable growth in this dynamic and promising market.

FAQs

What are the best strategies for SaaS companies to build trust and lasting relationships in the Japanese market through event marketing?

To thrive in the Japanese market, SaaS companies need to emphasize building personal connections and showing sensitivity to local customs and values. Japanese business culture places a high importance on face-to-face interactions, making in-person events like trade shows or hybrid gatherings particularly effective. These settings allow companies to foster trust and engage directly with potential clients. Webinars, on the other hand, provide a platform to demonstrate expertise while reaching a larger audience.

Organizing events with precision and aligning them with local preferences is crucial. This attention to detail signals a genuine commitment to understanding and respecting the Japanese market. Following up consistently after events and maintaining regular communication are key to strengthening relationships and earning loyalty over time. By dedicating effort to these practices, companies can lay a solid groundwork for trust and achieve lasting growth in Japan.

What cultural factors should SaaS companies consider when planning events in Japan?

When organizing events in Japan, SaaS companies need to consider a few important cultural aspects to ensure success. One of the most important is building strong, lasting relationships. In Japanese business culture, trust and mutual respect are highly valued, and these bonds often require time and effort to develop.

Another key factor is the communication style. Japanese professionals often favor indirect communication, placing significant emphasis on non-verbal cues. Keeping your tone polite and reading between the lines can go a long way in avoiding potential misunderstandings.

Lastly, weaving local customs and traditions into your events can make a significant impact. Japanese audiences value authenticity and cultural sensitivity, so aligning your event with local norms can help your brand connect on a deeper level and leave a lasting impression.

How can I boost engagement during hybrid events in Japan while respecting Japanese business culture?

To create a truly engaging hybrid event in Japan, it’s important to align with the subtleties of Japanese business culture. One of the best ways to achieve this is by focusing on interactive participation. Incorporate tools that allow for real-time feedback and live Q&A sessions. This ensures that both in-person and virtual attendees feel equally included and valued, encouraging active involvement from everyone.

Another key element is offering opportunities for relationship-building, as networking holds significant importance in Japan. Consider integrating virtual breakout rooms or casual chat sessions into your event. These spaces can help participants form meaningful connections, even in a hybrid setting. By combining cultural sensitivity with well-thought-out event planning, you can deliver an experience that resonates deeply with your audience.