How do you promote the same product to Indians, Chinese, Africans, Eastern Europeans, and Filipinos? One size doesn't fit all when it comes to reaching these growing ethnic markets. Differences in socio-economic, region, education, and country of origin all shape the attitudes and behaviors of multicultural consumers and how they respond to marketing messages. With our in-depth knowledge of each ethnic market, ASB helps you formulate effective marketing strategies that resonate with your target audience.
Even though ethnic groups consume mainstream media, they also identify closely with ethnic newspapers, TV channels, and radio programs. With over 13 years of close working partnerships, ASB has cultivated strong relations with the various ethnic media outlets. In addition to traditional media, ASB has also developed strong expertise in utilizing non-traditional media channels such as outdoor advertising, online media, and social media that connect directly with ethnic consumers, We can create a comprehensive media plan that best fits objectives and budget. At ASB, we find the best ways to reach your audience and negotiate the best rates for you.
Do you have an idea that you want to test? To increase the success rates of your product or service among certain ethnic markets, ASB can organize focus group discussions to discover how specific ethnic groups make purchases, how they perceive your product, how much they are willing to spend, and how to position your product for that specific market. Our marketing experts provide context and interpretations for the results and translate those into useful insights on how to improve products and services.
ASB keeps itself up-to-date with the current events happening around various ethnic communities. We will recommend the best event that will most effectively reach out to your target market. ASB's team will come up with a powerful positioning strategy that sets you apart from your competition. We commit to make your brand stand out among other companies, generate buzz, and get people to talk about it even after the event.
With our in-depth cultural understanding and extensive network of ethno-specific media contacts in print, radio, online and broadcast, we are equipped with the strategy and tactics that create the right kind of headlines for our clients. From planning to execution of media activities like organizing press conferences, creating press kits and distributing press releases, ASB helps you get press-worthy topics out on the wire in a quick and efficient way.
Does having Asian faces in an ad equate to multicultural advertising? One mistake of using a mass-advertising approach is generalizing the whole ethnic community into one homogenous market segment. This erroneous practice results to stereotypical ads that marginalize ethnic groups. ASB will help you avoid this error. We know how to create advertisements that speak their language, appeal to their emotions, reposition your brand, and incorporate it into their culture.
ASB speaks to create unique, memorable grassroots activities that captivate the target audience and motivate them to buy the product. We handle all details from timeline, logistics, staffing, promotional premiums, and activity execution aimed to deliver maximum results. We are represented by more than 150 seasoned representative across the USA, Canada, and UK in such cities as New York, New Jersey, DC Metro, Boston, LA, San Francisco, Houston, Dallas, Atlanta, Detroit, Chicago, Toronto, Vancouver, Montreal, London, and Birmingham.
Connections and relationships play a central role in many ethnic societies. Having the right person introduce you to the community usually provides a strong endorsement that money cannot buy. Throughout the years, we have built strong relationships with various community leaders and professional trade groups among various ethnic communities. ASB helps you bridge connections to this dynamic sphere of personalized network and establish stronger brand credibility within these ethnic markets.
Some companies do very well in certain markets, yet fail to explore the potential of other unfamiliar ethnic markets. ASB offers training and consultation sessions to provide you and your employees with valuable insights on each ethnic group's psyche, purchasing habits, likes, dislikes and customs to help you understand the best practices that work for each particular market.
Many of our clients do no have a multicultural team in place; writing copy, slogans, or coming up with brand names in a foreign language can be a trick business. It is essential to have a native speaker capture the essence of your message and present it in a culturally relevant manner. Whether you require storyboards or copy, posters or promotional materials; ASB offers translation services that effectively conveys your brand message to each ethnic market.
In a market that is high diverse and segmented, ASB narrows down the mailing list and helps you zero in to the people that matter of your business. Using our in-depth knowledge of ethnic markets, we can suggest various filters that provides clients with a very targeted audience. As such, you are able to stretch your budget and get a higher rate of return on your marketing dollars.
In events, you see people waiting in long lines, eagerly anticipating premiums that your company gives away. But the key success factor in events isn't the attendance, it's the sales that did or did not result from the activity. ASB offers the right tools to measure and evaluate audience response to your company's promotional activities. We then use the results of these tracking studies to provide meaningful evaluations and managerially-useful recommendations.
It is no longer a question of when the workforce will change. It already has. Top companies are in the race to further expand the diversity of their employees by recruiting talented and skilled individuals from various ethnicities to stay competitive and innovative. If you always recruit from the same places, using the same methods, you'll always get the same people. With our strong networks across the different ethnic communities, ASB's targeted diversity recruitment service can enhance your company's recruitment program by finding the best candidates for your employment openings.