Question

Topic: Strategy

Marketing To Local Korean Community Leaders In Us

Posted by Anonymous on 11/17/2009 at 2:41 PM ET 750 Points
Our Adult Day Services center is trying to niche themselves to the local Korean community. We usually market to referral sources, rather than to consumers and are looking to continue that strategy with this new market.

We have done a little networking with community business leaders and we are learning about the culture, but the learning is slow and the push to get out there is strong.

We have prepared a letter to Korean church pastors introducing the care of Adult Day Services and offering that the center director come to speak with the pastor or to a congregation group who may be interested in learning more about the service.

My question is...should the letter be sent only in English, or should a Korean translation of the letter be sent as well. I ask because I have not learned enough yet about the Korean/American culture and I don't want to offend the recipient and do damage.

Thanks in advance for your help.
Theresa
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RESPONSES

  • Posted by sl/fc on 11/17/2009 at 3:00 PM Member
    Theresa,

    I take you don't have a Korean heritage. please provide me with some details of what this service entails. Most cases, if there are enough people, the Korean community will provide their own set up. I grew up with a community where the local elders will set up a elder community center where they can gather, chat, play bd games, nap, etc. All this is done very inexpensively.

    if you send me some detail, i will be able to help you.

  • Posted by michael on 11/17/2009 at 3:23 PM Accepted
    It would likely help the english speaking pastor if you provided Korean language flyer that he could distribute. Don't make him the translator of your marketing piece.

    Michael
  • Posted by Gary Bloomer on 11/17/2009 at 4:06 PM Accepted
    Dear Theresa H,

    In the mid 1990s I was involved in the creation of a PLC launch in the UK. The launch document had to be presented in English and Welsh.

    So as not to offend either nationality, the publication was designed so that it could be read from front to middle page in Welsh, then flipped over and read from the other front to the middle page in English.

    So there were, in essence, two front covers: one Welsh, one English.

    For your letter you may want to present it as a double sided, head to toe job so that it's English on one side and, when flipped over and turned top to bottom, it then reads in Korean.

    And at the bottom or top of each side, in the relevant language, clearly spell out that the other side of the sheet has the letter in the opposite language.

    This way, Korean speakers get your message in Korean, and English speakers get it in English.

    Before your do this seek opinion from local community leaders and IF you do this, make sure the Korean side is written, translated, typeset, and proofread by someone who is a native Korean speaker. And get the Korean version proofed by at least three other Korean speakers.

    CYA and all that. I hope this helps. Good luck to you.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted by Jay Hamilton-Roth on 11/17/2009 at 5:31 PM Accepted
    Why not ask your local Korean business owners what they think? It'll give you lots of opportunity to show you care, make contacts, and sincerely get help for your issue.
  • Posted on 11/17/2009 at 6:22 PM Accepted
    Why not meet with a few of your target audience Korean pastors and see if they would help you with this issue? Who would know better than they what's likely to offend or be accepted? Some of them might even have suggestions for content in your letter than could really make a difference.

    Their input certainly won't be any less valid than anything we might come up with in answer to your question.
  • Posted by sl/fc on 11/18/2009 at 4:30 PM Accepted
    In Korean culture, sending the elderly (parents) to a "Day Care Center" is not practiced. Most often than not, 1st son in the family has the responsibility of taking care of the elders. Although, this is changing rapidly, it might be a good idea to learn their culture in how they deal with elders' needs. I would assume the age group of Korean elders you are targeting was born 1930-40's. Those folks still retain the old world Korea; which means caring within. It is not about the service or care, but who and how. Service may be excellent but it does not fit into their way then a mute point. if you wish please call; will gladly guide you through.
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