Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and culture, and you’ve multiplied that challenge. Direct recently talked about creating multichannel campaigns for the Asian-American market with Saul Gitlin, executive vice president for strategic services and new business at New York agency Kang & Lee.
DIRECT: Are you seeing many companies doing a good job of integrated marketing to the Asian-American market?
GITLIN: Yes. Integration is a mantra now, whether you’re in a multicultural or general market, because no single channel is going to deliver the brand relationship clients are seeking to foster. Companies that step into the Asian market are not expecting a solution driven by a single print ad or radio spot.
DIRECT: What types of media are popular?
GITLIN: Offline, Asian-language mass media is still a mainstay of news, information and entertainment. Print is probably still the bulwark, then radio and television. And third-party studies show this population has high levels of Internet use, so the Web is important (see