Best Practices for Marketing to Asian American Segment

LOS ANGELES–(EMWNews)–Phoenix Marketing International announces the second edition of its

award-winning Asian American Market Report, produced in partnership with

Interviewing Service of America (ISA), for Fall 2008. The study

illustrates similarities and differences among Asian Americans and

provides strategies for reaching this lucrative market with a powerful

cultural connection.

“This segment is one of the fastest growing in

America and represents a significant consumer force,”

stated Raul J. Lopez, President of Phoenix Multicultural. “They

have the highest incomes, are the most educated, highly professional,

and geographically concentrated,” continued

Lopez.

Findings show that more than three-quarters of Asian-Americans identify

themselves with their country of origin rather than by the term ‘Asian-American’.

Asians overall stay connected to their heritage through language and

food but some connect via music, religion and festivals, and media

entertainment. The report covers demographics, culture, shopping

behavior, and media usage to provide the most comprehensive resource

available in today’s multicultural marketing

industry, click here for Report

Highlights.

“The initial benchmark study set a high

standard, breaking the mold while expanding the horizon for researching

these important, emerging groups,” says

Michael Halberstam, President of ISA, “We

expect that trend to continue with the 2008 report by expanding the

current knowledge base and opening new exciting opportunities for

marketers.”

The Asian American Advertising Federation (www.3af.org)

is a principal sponsor of the report, along with KSCI Television,

Inquirer.net, and Ten Communications.

About Phoenix Multicultural

Phoenix Multicultural has been at the forefront of multicultural market

research and consulting services for more than 20 years. Working with

the nation’s leading brands, our diverse team

of professionals has led qualitative, quantitative, and consulting

projects to generate unparalleled insights and marketing principles for

African American, Asian American and U.S. Hispanic consumer segments.

About Phoenix Marketing International (www.phoenixmi.com)

Founded in 1999, Phoenix Marketing International is one of the fastest

growing marketing services firms in the United States and partner to

many of the largest companies in the financial services, consumer

package goods, automotive, healthcare, and travel/leisure industries

worldwide.

About Interviewing Service of America (www.isacorp.com)

Interviewing Service of America (ISA) is a market research data

collection, data processing and multicultural information service

company with headquarters in Van Nuys, California and regional offices

in New York, Washington D.C., Chicago, Dallas, and Seattle.

Founded in 1982, ISA is well established in the area of Computer

Assisted Telephone Interviewing (CATI). They also provide Internet data

collection services, including real time on-line reporting features and

extensive IVR/Customer Satisfaction (interactive voice response)

capabilities. ISA is one of the first companies to offer multi-lingual

Domestic and International interviewing and Translation Services in more

than 60 languages and dialects.

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