Having your introduction material in the local language of the target market is essential. Many think that in Japan it is enough to have presentations in English because Japanese people can read it. It is true that many Japanese can read English text, but some may not be very good at it. Also in general, even if you can read in English well, it is more comfortable to read in your mother tongue. On top of that, taking the effort to make your introduction in Japanese shows that you are committed to the local market. Most of the time it is considered a gesture by your potential clients.
Your introduction material (brochure, catalog or presentation) should not include only your products, but also how you suggest them to be used. Many local product brochures explain about the most popular ways their products are used in Japan. Your competitors may have already taken the trouble to do their market research. It would be best if you also made an effort to find the best potential uses and advantages of your products. If you add these pieces of information, your clients will immediately have an idea of why they should consider dealing with your product. Initial conversations with your prospective buyers will also become much more comfortable and more effective. Besides, you can also avoid targeting the wrong market segment, or finding out later that there are many similar but better-marketed products already.
The goal of company introductions is to connect with potential distribution partners or buyers. It is not enough to introduce only your product line up and the unique features and uses. A company who meets you for the first time will be interested in the production process and also the people in your company and behind your brand. The goal is to create trust for your team and your professionalism in your industry. Sharing information about your production technology can differentiate you from your competitors. While you must pay attention that you do not share anything confidential, you must find aspects of your production processes that can separate you from the competition. In trade shows your brochure or catalog should be in printed form. For emails, you should have it in PDF format and available for downloading. The file is better not be too large so that it can be handled easily by any mail servers and accounts.