2009-04-10
5 Ways to Market to Asians

Asian's buying power is estimated at $253 billion annually and make up 4.2% of total US population. An encouraging factor is that this demographic is known for brand loyalty and quality consciousness and is expected to grow at a fast rate. Asians have the highest level of income, home ownership, and education among ethnic groups. However, the term Asian American can derail marketing efforts as there are vast differences in language, identity, and buying preferences. For instance, Chinese Americans take long to respond to direct response campaigns while South Asians tend to more spontaneous and respond more quickly. Even still, there are some shared cultural characteristics that you can work with as you begin marketing to Asians; here are 5 ways to do so.

1. Strong belief in family, frugality, and community
Asians have strong work ethic and sense of family, and tend to be savers and long-term planners. Effective words that for ads and product packaging appealing to the Far Eastern cultures include: family, belonging, cost-efficient, investment, long-lasting, time-savings, and guaranteed. That doesn't entail simply getting a good translator, either. Advertising copy must be written specifically for that market. Brands are important when they reflect signs of upward mobility, so if your brand is upscale a prominent logo is ideal.

2. Know the critical aspects of the community
In the Asian community there is an overwhelming preference for in-language marketing, high consumption of print media and high Internet usage (computer penetration is 70% in Asian homes). Some 80% of Asians are reachable in-language, even when they conduct their day to day affairs in English they are more receptive to marketing communications in their native tongue. If you decide to use English, the style of writing is still important. For example, the South Asian community tends to use the Queen's English rather than American English.

3. Avoid common mistakes in advertising
Representations of Asians in advertisements are critical. It you are targeting a specific market be aware that most Asians know the difference between images of people who are Chinese, Japanese, Korean, etc. The most common mistake many advertisers make is to put the same photos in all their Asian creative. In addition there are distinct differences in music, dress, food, and many other aspects of Asian culture. Be sure not to ignore the importance of color which can influence whether a message is acceptable. Whereas in the general American market white can represent cleanliness or simplicity, it signifies mourning to the Chinese. A postcard or a direct mailer with a bright yellow background could have negative connotations in some Asian cultures. You must be completely familiar with the group you are trying to reach.

4. Where they are
This wealthy demographic has been gradually moving out of cities and into the suburbs. Fully one-third of Asians earn $75,000 or more annually. Almost half of Asians in the U.S. are concentrated in three states - California, with 4.8 million, New York, with 1.2 million, and Hawaii, with 0.7 million (58 percent of the Hawaiian population). Asians are also concentrated near colleges and universities, reflecting their interest in higher education. Meanwhile, almost a third of the Asian population is under age 18, compared with about a quarter of whites of the same age; only 7 percent of Asians are over 65, half the number of whites in the same age group.

5. Market in their communities
Asian-Americans seek affirmation that their decisions are correct. This is why it is very important to market to them correctly the first time. They are extremely loyal to companies that take the time to invite them to the American experience. It is critical that you "earn the right" to market to Asians. Get out into the community, support events and institutions to show your commitment to Asian culture in America before sending out your sales message. Call the CosPro agency for details on how your product can be marketed at Asian festivals and events throughout the nation.