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Crouching Tiger, Hidden Dragon, Part 4: Assessing the effectiveness of television ads targeted at Asian Americans

So, when is it appropriate to leverage culture in a marketing campaign? Here’s an instance where the use of culture is very effective. As discussed in “Crouching Tiger, Hidden Dragon: Segmenting the Asian American market based on generational differences,” Indian Americans are the least likely to consider themselves to be typical Americans; and want to […]

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Crouching Tiger, Hidden Dragon, Part 3: Segmenting the Asian American market based on generational differences

According to the Pew Research Center, “[Asian] immigrants themselves are still by far the dominant group and the second generation has only recently begun to come into adulthood in significant numbers”. Furthermore, the center reports that the desire to maintain ties with country-of-origin is most notable among Indian Americans. Indian Americans are the least likely […]

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Crouching Tiger, Hidden Dragon, Part 2: Reaching the fastest growing population in America

What does the rise of the Asian population in America mean in terms of marketing? And how should marketing practitioners develop marketing campaigns targeted at Asian Americans? My guess is that most people learn as much as possible about Asian culture and integrate cultural elements into marketing campaigns. In some instances, this approach is very effective. In […]

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Crouching Tiger, Hidden Dragon, Part 1: The rise of the Asian population in America

You probably know that UCLA is the acronym for the University of California Los Angeles. You may not be familiar with the other UCLA acronym: the University of Caucasians Lost among Asians. I’m guessing you either found that moniker A) insulting, juvenile or stupid; or B) you just LOL’d. If you fall in the latter camp, I’m guessing you might be Asian. As […]

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Marketing lessons from Barack Obama

Whether you are red or blue, you can’t deny Barack Obama’s marketing prowess. Here are a few lessons every organization should consider when they are seeking ‘votes’ from prospects: Develop strategies based on consumer insights. The Obama campaign clearly understood where America was hurting most, and developed strategies in response. Build an organization that can […]

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Everything I know I learned from a marketing intern

Let’s face it, interns get a bum wrap. They work hard, do some heavy lifting and receive little in return. They know they are paying their dues and dutifully do whatever you hand them. Since they are an intern, after all, some people might view them as lightweights, only capable of handling menial tasks and […]

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Can Responsible Marketing save baseball?

I love baseball. And I loved winning our home opener. But as a fan, I’m disappointed, frustrated, even embarrassed, about steroids in baseball. I saw Barry Bonds play in his quest for 756 versus the Cubs at Wrigley Field last year. I’ve never heard so many people yell so lustily (mostly “cheater,” “liar” and F-bombs). […]

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SalesGenie Super Bowl advertising: Better or worse?

Last year, SalesGenie.com was selected by just about everyone with a heartbeat for having the least creative, cheesiest Super Bowl in like, forever. For your review: Yipes. That ad barely belonged on television, let alone the Super Bowl. But SalesGenie wasn’t in it for the branding, they were in it to drive their own sales, […]

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Multicultural marketing on the verge

Have you considered multicultural marketing yet? You should. Now. Seriously. Now. Soon, the minority will be the majority, but most marketers haven’t caught up yet. If you want to know why, read our Friends of Outsource Marketing article Are you serving the minority-majority? Why multicultural marketing matters more than ever. Marketers are starting to take […]

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A multicultural marketing swing and miss

Multicultural marketing is smart. It makes a lot of sense. And it could be your company’s next competitive advantage. A few of my team members at Outsource Marketing wrote a substantive article on the topic awhile back in Are you serving the minority-majority? Why multicultural marketing matters more than ever. It’s definitely worth your time. […]

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