Delivered on July 6, 2026
From flyers to area marketing: evolia's vision for the evolution of paper, location information, and AI
Speakers:
Hiroyuki Takano, Producer, Area Solutions Department, evolia Co., Ltd.
Affiliation and position information is as of the time of distribution
We will discuss the background behind the company name change from its former name, "Orikomi Service Co., Ltd.," to evolia, and the area marketing expertise cultivated starting with newspaper insert advertising. We will also discuss store analysis combining GPS data, membership information, and resident data, the essence of data utilization revealed through experience analyzing over 8,000 locations, and the role of a "business translator" in the age of generational AI. Even as the paper media market shrinks, how can the value of analog media such as flyers and direct mail be redefined and evolved by combining them with location information and AI? We will hear about evolia's vision of not limiting advertising to just an end point, but using data to guide businesses to their next move.
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Background to the Name Change and the Meaning Behind "evolia"
Evolia Co., Ltd. changed its name from "Orikomi Service Co., Ltd." on April 1, 2025. This change was not merely a name refresh, but a major decision to respond to changing times and diversifying needs.
This is a strategic shift in anticipation of a future where the market for newspaper insert advertising, the root of our founding, will shrink along with the decline in newspaper readership. The growing recognition that we are also skilled in areas other than newspaper insert advertising also encouraged the name change. The name "evolia" is a coined word combining "evo," meaning evolution, and "lia," a Latin element representing a collection or business itself. It embodies our determination to continuously evolve ourselves, incorporating the latest data and methods, and providing optimal solutions to our clients. While the administrative procedures and internal acceptance of the name change required considerable effort, it more importantly clarifies "continuous change" as the organization's mission.
Advanced Area Marketing Leveraging Expertise from Newspaper Insert Advertising
evolia's strength lies in its deep insight into "areas" cultivated over many years through newspaper insert advertising. By combining this with digital data, we develop unique area marketing strategies.
We utilize GPS location data provided by KDDI to precisely analyze the characteristics of specific locations. We combine not only GPS data but also basic resident information and CRM (customer relationship management) data held by businesses to maximize customer resolution. We provide promotional support to a wide range of industries, including retail chains, restaurants, education, real estate, and mail order. We don't simply deliver advertisements; we propose the next step from a CRM perspective, such as understanding who repeatedly visits a store. For over 10 years, we have continuously increased the proportion of digital advertising, including Google and social media, enabling optimal planning that is not tied to specific media.
The Truth of Data and the Art of ""Combination"" Revealed from Analysis of Over 8,000 Locations
Amidst growing calls for the importance of data analysis, evolia has already accumulated analysis experience at over 8,000 locations. Through this vast experience, we have gained essential insights into how to handle data.
While we previously focused on thoroughly exploring "location data" as a methodology, we are now returning to the importance of "editing" and "combining" the data itself. Our goal is not simply to increase the number of analysis points, but rather to understand that the procedures and the selection of data to rely on significantly impact the results. By carefully organizing and aggregating our own internal data, rather than relying solely on external location data, we often discover previously unseen facts. We have built an analysis team structure that emphasizes the inherent fascination and challenges of data, recognizing that value is created through data combination. While approaching data with hypotheses in mind, we also recognize the risks of over-reliance on external data when other materials are scarce, and we thoroughly maintain multiple perspectives.
Redefining the "Business Translator" in the AI Era
In the field of data utilization, a "bridge" between the technical and business sides is indispensable. At evolia, we call this the "Business Translator," and we have always emphasized this role.
A gap in understanding still exists between those who pursue technological advancements and those who drive sales and business. With the rise of generative AI, much of the data structuring and translation work previously performed by humans is becoming replaceable. While AI excels at presenting success stories, it has limitations in considering the gritty factors behind failures and the unique success factors influenced by human relationships. In areas where AI cannot currently completely replace AI, such as map interpretation, the value of human analysts is being re-examined. In an era where generic answers invented by someone can be instantly provided, the "translation ability"—how to implement that output within an organization and gain client acceptance—has become even more crucial.
Redefining the Value of Analog Media: Strategic Use of Flyers and Direct Mail
Even as digitalization accelerates, the value of analog media such as flyers and direct mail has not been lost. Evolia redefines these as "powerful weapons depending on how they are used."
While the market size for paper media is shrinking, this does not mean that the media itself is unusable. Beyond cost-related discussions such as "flyers are expensive," we are pursuing print media as the most effective method for specific timings and target audiences. Paper flyers possess a unique strength that transcends boundaries, representing a kind of "special design that crosses boundaries," appealing to people's visual senses. We continuously explore effective uses that go beyond traditional media boundaries, including collaborations with other businesses and integration with digital strategies. We believe it is the role of professionals to constantly update the design and delivery timing of print media in line with changes in consumer lifestyles and behavior.
Data Analysis Unlocks Businesses' "Next Steps" and Future Prospects
Evolia aims to go beyond the role of a mere advertising agency and become a partner that points the way to the future of businesses through data.
By arranging location data chronologically and dynamically aggregating and analyzing it, we visualize issues that are invisible in one-off promotions. We are confident that by combining data and generative AI, we can provide value on a completely different level. We aim to evolve beyond an exit strategy of "placing an ad and being done with it," so that data itself becomes an indicator of the direction of the business. While focusing on the success of our clients' businesses, we maintain a commitment to continuous self-evolution, as our company name suggests. We envision contributing to regional economic revitalization by skillfully utilizing a hybrid approach of analog and cutting-edge technology.
Summary
Evolia Co., Ltd. has evolved into sophisticated area marketing utilizing digital data and AI, without losing the "regional perspective" cultivated through its traditional business of newspaper insert advertising. The name change reflects this determination and marks the beginning of a challenge to delve into the essence of data utilization in a shrinking analog media market.
The importance of "data combinations," derived from our experience analyzing over 8,000 locations, and the necessity of "business translators" in the AI era offer valuable insights into the challenges faced by many businesses. Evolia's stance of redefining advertising not merely as a promotional tool, but as a valuable data source for determining the next business move, symbolizes the future of area marketing. By seamlessly integrating paper, digital, and AI, evolia visualizes the charm of local areas and drives business success. Its evolution will continue to accelerate.