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Bow & Shake Hands

Bow & Shake Hands . Strategies to Asian marketing. Today’s Agenda. 1. Background & Demographics 2. Understanding the Culture 3. Key Strategy: Education 4. Branding 5. Moving Forward. Background & Demographics. U.S. Population. U.S. Population: 301,668,897 Asian:

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Bow & Shake Hands

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  1. Bow & Shake Hands Strategies to Asian marketing

  2. Today’s Agenda 1. Background & Demographics 2. Understanding the Culture 3. Key Strategy: Education 4. Branding 5. Moving Forward

  3. Background • & Demographics

  4. U.S. Population • U.S. Population: 301,668,897 • Asian: • 13,952,184 (4.62%) • Hispanic: • 45,327,524 (15.02%) • Add African American data

  5. Greater Bay Area 2005 Population Data (By Race & Ethnicity By Counties)

  6. Key Demographic Data • Between 2000-2020 more than 80% of the US population growth will be Latino, Asian Pacific Islanders or African-American. • Asian American have the highest median home values of any group in the U.S of $57,518 according to 2004 census data. • Asian American have the highest educational level of any group in the U.S. • Homeownership rate is approximately 60%

  7. Buying Power • Asian will rise from $117.6 billion in 1990 to $363 billion in 2004 to $528 billion in 2009. • A 347% increase over 19 years.

  8. Households by Race

  9. California Median Income by Race 42,675

  10. Asian American Population Composition •The sub group distribution changed from 2000 to 2004 • Asian Indian has grown to 2nd largest in the sub markets •Chinese continues to be the largest segment

  11. Asian-American Population Growth Rate • Overall population registered a growth increase of 18%

  12. 2. Understanding the Culture Communications • High context vs. Low context • Dos when working with Asians

  13. Language

  14. Key Terms within the Culture • Asian Groups consist of Chinese, Korean, Japanese, Vietnamese, Filipino, Indian and many more. • Relationship Marketing = Kuan Xi Marketing

  15. High Context Communication • What is High Context Communication?

  16. What are some Dos? • Bi-lingual staff / Culturally Competent Staff • Greet warmly and respectfully • Establish a social relationship • Avoid assumptions

  17. 3. Education • Bilingual resources- brochures, websites • Culture competency training • Resources to consider

  18. Title.com • FNTIC.com • CTIC.com • Ticortitle.com • Websites in Chinese, Korean, Vietnamese

  19. At Fidelity National Financial, we take pride in offering our customers and our staff competency training!

  20. Culture competency training • What and Why? • What is Culture? • Assumptions • Basic Dos • FNF can help you

  21. Resources to Consider • Websites in Chinese, Korean, and Vietnamese • Title.com • FNTIC.com • CTIC.com • Ticortitle.com • Immobel Website Editing • Over 10 languages! www.Immobel.com

  22. More Resources …..… • Publication References • BOOK - Kiss, Bow or Shake Hands • DVD– Joy Luck Club • http://recenter.tamu.edu/store/

  23. Enhance your credentials • CIPS - Certified International Property Specialist • AREAA - AREAA Certified Professional • TRC - Transnational Referral Certification • Expand Your Market Course • At Home with Diversity • NAR- At home with diversity

  24. 4. Branding • Relationship building • Media/Press • Key communication mediums • Being recognized as a partner in the community

  25. Relationship Building • Trade Associations (Information and Networking Opportunities) • AREAA – AREAA.org • FAREPA – FAREPA.com • SAREAA – SAREAA.com • International Consortium of Real Estate Associations – automatic for all Realtors® • Various chambers of commerce • Non-profit Housing Associations

  26. Media/Press • TV Media & News Paper • World Journal San Francisco • Asian American Times, Inc. • Asian Week • KMTP TV 32 • KTSF Channel

  27. 5. Moving Forward Your business plan • 1. Identify and understand the business opportunity >Why. • 2. Self-analysis-> What do I have to offer? What skills and resources do I have? • 3. Establish target -> find your niche • 4. Action plan

  28. Arigato Thank you Xie Xie Gracias Salamat • Let’s Bow and Shake Hand • You and FNF

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