Know-How Exchange : Advertising/PR

One thing to keep in mind is that the "asian market" within the States is very fragmented. Japanese are very different than Chinese, who are different again from Filipinos. Even Chinese is not often a valid sub-group, as those from mainland are different than those from Taiwan or those from Hong Kong. And those born here are very different than first generation.

But a raffle ticket company sounds more like a business to business sale than a consumer sale. The different ethnicities may not matter that much.

The Asian market in California is not a single market. It's several different markets, each with several different sub-segments. You can't expect someone of Japanese descent in San Francisco to respond to the same messages in the same media as a Vietnamese in Orange County, or someone from India living in Sacramento or San Jose.

Maybe you can convince your client to be more specific, or break the assignment down into a few dozen sub-segments and do what's right for each one.

Please be careful when discussing a demographic of this nature. I am pretty tired of hearing people talking about the 'Asian' market.

Asia is made of of a myriad of diverse countries cultures nad religions.

India, Pakistan, Bangladesh, Sri Lanka etc. south Asia
Vietnam, Laos, Myanmar, Malaysia, Thailand, Cambodia, Philippines.

Korea, Japan, mailnland China, Hong Kong, Taiwan, Macao,
And many more that fall within the Asian region.

Please understand that the culture in Singapore is a million miles away from the culture in Tokyo or in Mumbai and therefore, if you want to get seriuos about marketing to 'Asian People' (people buy, demographics do not) then you need to start to understand the richness and diversity of all the different demographic groups to which you want to reach out to.

To mirror this thought, Greece is now considered part of the EU and so you could say that a Greek person is European. However, the lifestyle and culture is enormously different from that of Europeans in Britain.

marketing in the internet age is all about ficus and segmentation. We now have more available detail about individuals and their buying habits than ever was possible before. Where we used to send 2,000,000 copies of an email to the DB, we now send 20 different versions of the email to 1000,000 users each. As this year moves on, that will become 200 versions of the email to 10,000 each.

If you get the picture.

Finer and finer granularity of detail is what will win the war for you going forward this year.

If a guy is buying blue cars, make sure your selling BLUE cars not RED cars. It is no longer enough to simply sell a car. YOU HAVE TO KNOW WHAT COLOUR WHAT SIZE WHAT BRAND HE FAVOURS.

The good news is that all of this is now possible for the first time in human history.

Good luck.

Matthew