Presentation to

August, 2010

Advertising to Asian Market

Asian in the U.S.

Census 2000 reported Asian population on 11 groups, each of these groups composed at least 1 percent of total Aisan Population.

Of the total United States population, 11.9 million people, or 4.2 percent, reported they were Asian

Detailed Asian group aloneDetailed Asian group alone or in

combination

Detailed Group Number % of US Pop. Number % of US Pop.

Total 10,171,820 3.61 11,859,446 4.21

Asian Indian 1,645,510 0.58 1,855,590 0.66

Cambodian 178,043 0.06 212,633 0.08

Chinese 2,422,970 0.86 2,858,291 1.02

Filipino 1,864,120 0.66 2,385,216 0.85

Hmong 170,049 0.06 184,842 0.07

Japanese 795,051 0.28 1,152,324 0.41

Korean 1,072,682 0.38 1,226,825 0.44

Laotion 167,792 0.06 196,893 0.07

Pakistani 155,909 0.06 209,273 0.07

Thai 110,851 0.04 150,093 0.05

Vietnamese 1,110,207 0.39 1,212,465 0.43

Other Asian 478,636 0.17 561,485 0.2

Asian in Utah

Utah State Quick Facts USA UtahPopulation, 2009 estimate 307,006,550 2,784,572

Asian persons, percent, 2009 estimate 4.60% 2.10%Asian-owned firms, percent, 2002 estimate 4.80% 1.50%

2006 Utah Total Asian Population 49,079

ASIAN ALONE BY SELECTED GROUPAsian Indian 4,125Chinese 13,653Filipino 3,513Japanese 6,074Korean 5,727Vietnamese 6,944Other Asian 9,043

The estimates for 2009 on Asian population and Asian-owned firms in the US and Utah indicates Utah having a much lower percentage of them than the average.

A 2006 study on Utah Asian population breaks it up to 7 groups, with Chinese being the majority or about 28% of total Asian population.

Roughly 70% of Asians in the US are foreign-born, and in Utah, many are students.

Asian in Utah cont.

Asian Culture

Being the largest continent on earth, Asia hosts diverse cultures. While most of them differ from one another, there are some similarities.

Because of Western influence, there is an obvious generation gap between the older (30+) more traditional group and the younger (<29) group in the perceptions of values and cultural significance.

Advertising to Asian

When advertising to Asians, the message is important, but more importantly is how you position yourself in that message:

o Focus on the customer and not the business entity. Asians are not impressed by the success of a bank but how a bank can help them be successfulo The message will need to connect on a personal and emotional level, assuring the customer that the bank is here to help you accomplish your dreamso Speak to the values Asians hold close to their heart: their future and the future of their childreno The best message will accomplish two things, cultural association and promote a product or service. (example: Chinese New Year and AmEx card)o Build trust by participating in Asian community events through sponsorshipo Having a high level Asian executive in the bank speaks louder to the community than giving the best savings rateo

Sample Bank Ads

What is banking to Asian

To Asians, being frugal is a virtue, and this type of thinking directly influence their spending habits and views on how money should be handled.

Asians practice the idea of saving money from when they are young, and are among the group with the highest personal savings rate in the world.

So how do Asians view banking?

oBanking is a way to accumulate wealthoNever put all your money with 1 bank, spread it out and find the one with the best rateoA good bank will have the options for me to easily transfer money back homeoAll rates being equal, the bank with the best incentive will get my businessoI need a bank I can trust, but don’t expect my loyalty unless you take good care of me

Festivals

There are several significant Asian holidays and festivals advertisers often target. Asian cultural activities are colorful and generally derived from historical events or mythical stories. Here is a list of the more well-known ones, some shared by different ethnicities:

1.Lunar New Year (according to lunar calendar), which is celebrated by not just Chinese but also Korean and Vietnamese.2.Lunar Festival (or the moon-cake day)3.Dragon Boat Festival4.Oshogatsu (Japanese New Year) & Golden Week5.Star Festival (for Japanese) or Seven Evenings (for Chinese) which is Asian’s Valentine’s Day celebrated by Chinese, Japanese, Korean and Vietnamese.6.Sakura Matsuri – Cherry Blossom Festival (for Japan)7.Water Festival, which is the New Year celebration around mid April for Thailand, Burma, Laos, Cambodia, and Yunnan.

Title

Asian Newspaper

Some Asian Organizations in UtahAsian Association of Utah – Utah Refugee & Employment CenterAsian Chamber of CommerceCambodian Community of Utah, Inc.Chinese Heritage FoundationChinese Seniors United of UtahChinese Society of UtahEastern Trend Chinese Community ServicesFijian Association of UtahFilipino American Association of UtahFilipino American National Historical SocietyFilipino American United Families of UtahGujarati Samaj of UtahJapanese American Citizens League, Mount Olympus ChapterJapanese American Citizens League, Salt Lake ChapterJapanese American Society of UtahKorean American Society of UtahKorean American Women’s AssociationKorean Senior Citizens GroupLao Association of UtahThai Student Association of UtahUniversity of Utah, Asian American Student AssociationUniversity of Utah, Taiwanese Student AssociationUnited Chinese Association of UtahUtah State Office of Ethnic Affairs, Asian AffairsUtah Tibetan Association

Thank you