Asian Marketing Is Different, But Not Necessarily Difficult

An American executive told me the reason he delayed marketing to Asian American was the fear of offending Asian American. I could understand his worry. Eastern culture is indeed very different from the Western, not to mention the variance among the subgroups.

While there are books about African American and Hispanic marketing, not much reliable and updated reference on Asian marketing are available. That certainly doesn't help the concerned marketers.

Actually, it doesn't matter if you are Asian or White, human being has the basic needs. We all want to be loved, to be protected, to be successful, to live happily. Yes, the audience media consumption and buying behavior are different from the general market. But difference is not necessarily difficult. As long as you respect the audience culture, willing to learn and adapt, you will succeed. Work with Asian advertising agencies and consultants if you are clueless how to begin.

Though Asian represents only 5% of American population, their purchase power will reach $528 billion by 2009. Their household income is the highest among all minorities. It is the market that marketers should not miss, especially if their products are high-end or high-tech. Go ask who buy the most LV and Prada bags in the U.S. and around the world.

The biggest risk is not taking risk. The worst fear is fear itself.