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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
How to reach the mother lode of ethnic groups: Asian Americans
Published: 03/06 - Fuel Magazine |
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For some companies, the Asian-American market is like a rich vein of gold just a
few yards below a miner's feet. Numbering some 12 million, Asian-Americans are the fastest-growing
ethnic group in the U.S., have the highest median household income of any buying group (an average
of $55,000) and, by 2009, are expected to spend $528 billion annually on products and services.
It's a mother lode, yet it can seem miles out of reach. With a host of barriers culture and language
among them many marketers have been gun-shy abut trying to gain a foothold in this lucrative
demographic. Here's how to stake your claim.
Trash the stereotypes. As their buying power suggests, Asian-Americans as a group are a long way
from the stereotypical immigrant often portrayed in movies and other media. There's a perception that
Asian-Americans are disadvantaged, says Saul Gitlin, executive vice president of Kang and Lee Advertising,
a multi-cultural marketing and communications firm in New York. The truth is they exceed every other
group in almost every kind of socioeconomic indicator.
Provide product education. However accomplished, Asian-Americans who have lived in the U.S. a short
time may not possess the depth of product knowledge of other consumers. A few years ago, we did
focus groups with immigrants on Allstate Insurance. Gitlin says. They kept asking, What's Allstate?
Unless a company has a significant presence in an immigrant's country of origin, you'll need greater
product education.
Consider the native language. Although Asian-Americans as a group are quick to embrace English, media
both broadcast and print in native tongues retain a strong appeal. But that's not consistent across
the board. Chinese-Americans, for example, respond very positively to the use of Chinese language
in marketing, while people of Indian heritage prefer English.
Target via the Internet. Asian-Americans are leaders in the internet use, within 70 percent going
online regularly, according to the Pew Internet and American Life Project. Once in cyberspace,
they're likely to make a buying decision. They buy products online at roughly double the rate of other
internet users, says Peter Koeppel, President of Koeppel Direct in Dallas, a leading multi-channel
direct response media buying firm.
Don't overlook direct mail. Ninety percent of Asian-Americans open and read direct mail, according to
Koeppel, a direct response marketing expert. They seem to be much more interested in what they're receiving
than other ethnic groups, he says.
Emphasis heritage. Asian-Americans value heritage. Consider Tiger Beer, a popular Asian brand that
emphasizes its rich history in its U.S. marketing efforts. We've kept in mind the same world-class
quality brew their grandfathers, fathers, and they themselves will come to rely on, says Vivien Teo of
New York-based Vroom Media Group, which markets Tiger domestically.
Promote longevity. If a product or service has been around for a while, it will likely resonate with
Asian-American buyers. They often equate the greetings of a brand with longevity, Teo says. Companies
with a solid history should market themselves as being here today for the new generation of consumers
and growing with them tomorrow.
Follow Asian marketers leads. Many Asian-Americans are still very much influenced by the experimental,
edgy marketing of their parents countries. The marketing strategies used in these countries are rather
aggressive and mostly portray a lifestyle of the fast lane, Teo says. Whatever message used should
appeal to that aspect.
Know where to focus your efforts. Asian-Ameicans tend to settle in concentrated groups. More than half
this market lives in three states California, New York, and Texas. Additionally, the population is
concentrated in healivly metropolitan areas such as Los Angeles and San Francisco.
Beware cultural snafus. No matter the potential, cultural and social barriers can often prove
problematic when marketing to Asian-Americans. As a point of caution, Gitlin cites one Western
ad spot that won countries awards. It depicted a female executive who, thanks to technology,
can take her daughters to the beach while attending to business. The reaction of
Asian-American focus groups: Where's the father?
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