Asian American Market
Higher WOM Rates Among Minorities in the U.S.
Minority groups are more likely to have conversations about brands and use technology tools to facilitate those conversations than the general public, according to The Keller Fay Group.
Killerspin Revolutionizes Table Tennis through Innovation
Robert Blackwell, CEO of Killerspin, discussed how Killerspin revolutionized the table tennis industry, and drove business results through innovative products, content, and strategic partnerships.
Killerspin Revolutionizes Table Tennis through Innovation
Robert Blackwell, CEO of Killerspin, discussed how Killerspin revolutionized the table tennis industry, and drove business results through innovative products, content, and strategic partnerships.
Marketing to Asian-Americans
Asian-Americans are one of the most prosperous and fastest-growing groups in the U.S. Here’s how — and why — more marketers should consider using mail to reach them.
The Color of Change
As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.
Nielsen: State of the Asian American Consumer
This Q3 2012 report from Nielsen provides insights to marketers on the growth opportunity available to businesses via the Asian American consumer base.
Multicultural Agency Search
Bill Duggan, group executive vice president, ANA, led a panel discussion with leaders from multicultural agencies representing the Hispanic, African-American, and Asian categories to address the sensitivities of multicultural agency search.
Asian Americans: A Consumer Segment You Can't Ignore
Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.
Asian Americans: A Consumer Segment You Can't Ignore
Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.
Asian Americans: A Consumer Segment You Can't Ignore
Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.
Asian Marketing Best Practices
Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.
Asian Marketing Best Practices
Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.
Marketing to Asian-American Consumers: An Untapped Opportunity
This ANA Insight Brief explores the reasons why more marketers have not reached out to the Asian-American community, as well as best practices for doing so and the challenges that marketers may face along the way. Case studies from the California Department of Public Health, as well as ANA members, Verizon Wireless and Farmers Insurance, are shared.
Verizon Wireless Case Study: Lunar New Year
Andrea Kimmet, director, Multicultural Marketing, Verizon Wireless Inc., discussed Verizon Wireless’ efforts to reach Asian-American consumers through the brand’s Lunar New Year campaign.
PepsiCo: Marketing to the New Mainstream
Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.
PepsiCo: Marketing to the New Mainstream
Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.
PepsiCo: Marketing to the New Mainstream
Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.
Asian Marketing Best Practices
Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.
Multicultural Excellence
Learn about winners of awards for multicultural excellence in the Hispanic, Asian, and LGBT categories and what made their campaigns such successes. Brands featured include Scotts Miracle-Gro, the California Department of Public Health’s Tobacco Control Program, and Allstate.
Yahoo!: Ethnicity in the Digital Age
Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.
