Filipino brands need to woo and win advertising dollars with their food

By Dennis Clemente How do you woo and win America over? In 2009, I wrote a piece about how Filipinos could start with food--and how pretty much everything else will fall into place. It was called "Where is Filipino food in the US marketplace?" Full story http://lifestyle.inquirer.net/food/food/view/20100701-278459/Where-is-Filipino-food-in-the-US-marketplace Four years later this month, I wrote a sequel...

3 reasons why marketing to Filipinos in the US means using Taglish

By Dennis Clemente I've often been asked why Filipino/Tagalog ads in the US are mixed with English. I have three answers. The first and most obvious reason is that Filipinos use English in school and in the corporate world in the Philippines. It's what was inculcated in us being a former American colony. The second...

Content marketing for Asian Americans? That’s a tall order

By Dennis Clemente As Rosie Siman, social strategist, ended her content marketing talk on February 19, she urged the hundred or so attendees to write a word on a white paper plastered on a wall. Soon enough, I saw a woman write “bilingual,” on the board. I introduced myself and asked her why she wrote...

A Facebook page is a magazine…of sorts

Treat your Facebook page like an editor would with his magazine. Content plays a crucial role in helping keep Facebook buzzing with likes and comments. For those without a budget, the slides below for the Filipino market in the States primarily shows how you can keep your audience engaged, taking a cue from editors and...

Young Asian American TV spot: Look Ma, no tropes

By Dennis Clemente If you're watching this as an Asian American or acculturated Asian in America, you'll exclaim, "They (ad agencies) finally get it!" It's certainly a thoughtful piece that should earn Subaru love from the young Asian American family as target market. Casting an all-Asian cast in American car TV ads? Unheard of years ago....

Watch this before marketing to Asians

By Dennis Clemente What do non-Asian marketers need to be sensitive about when targeting the Asian American market? Here's how one video breaks it down for you. And for those wondering why he didn't mention other Asians, well, I would ask him to do a sequel. It's just the kind of video that he could...

Your social media ad gets Asian Americans’ attention the most–Nielsen study

Social media ads are tied to your ethnicity, after all. Asian American consumers are the most receptive to social media ads, according to Nielsen's Social Media Report 2012. Asian Americans' response resulted in typical social activities--shares, likes and even purchases based on their response to an ad. Conversely, the study reports that whites were the least interested in social media...

‘Rise’ of Asian Americans study simply confirms other substantiated studies

For those already immersed in so many studies (eg. Selig Center, American Community Survey, eMarketer, IAB Interactive) about Asians and Asian Americans through the years, the latest Pew Research nationwide survey is just one more affirmation why advertising to Asian Americans is crucial for companies like  McDonald's, which has been at it early and longer, counting more than...

Does New York need a stronger ad campaign to curb Asian smoking?

A report by the NY Times, "For Many Asian New Yorkers, Smoking Is Still a Way of Life," intrigued us. It states that the city’s Asian population has been stubbornly resistant to the successful efforts by the Bloomberg administration to curb smoking among New Yorkers. Smoking among the city’s Asian communities has not budged since...

Hennessy gets Pacquiao for $1M

http://www.youtube.com/watch?v=4Rey7qsLtE8 Three years ago, one of Manny Pacquiao's handlers called to ask me if I could get Pacquiao a brand he can endorse. The deal: $200,000. Fast-forward to 2012: Hennessy got him for $1M. Only a year before that, Pacquiao got his first mainstream ad for HP. Unfortunately, HP Touchpad was discontinued. Filipinos living in...