The Asian American Advertising Federation (3AF) Presents:

Asian Marketing Boot Camp:  The Who, What, Where, When,
 How and Why of Reaching the Asian Consumer


May 21, 2013
1:30 p.m. to 5 p.m.
Optional Census Bureau Training from 5 p.m. to 5:45 p.m.
MGM Grand Conference Center (Rooms 312 & 317)


Cost: Free for 3AF members or $150 for non-members. To register, click here.


1:30 p.m.  Welcome and Introductions by 3AF President Edward Chang


1:35 p.m.  Asian Demographics

The Boot Camp will begin with this broad overview of today’s Asian American consumer. Topics include population, segment growth, geography, culture, diversity, acculturation, psychographics and general shopping behaviors.

Presenter: Thomas Tseng, Principal, New American Dimensions


2:30 p.m.  Industry Opportunities and the Asian Consumer

Though currently just six percent of the U.S. population, Asian Americans are the fastest growing immigrant population. They have the highest average disposable income, highest home values and disproportionately higher spending power compared to all other groups. This session will highlight the top Asian spending categories in the United States today.

Presenter:  Carlos Cordoba, Senior Client Advisor, Geoscape and Sandra Lee, President, ES Advertising


3:10 p.m. – 3:20 p.m. – Break


3:20 p.m.  Asian Media 101

Newspapers, radio, television, magazines, and digital/new media have all been used to successfully target the Asian consumer. Hear about recent media measurement and consumption studies for Asian media.

Presenter: Doris Huang, Media Director, Admerasia


4 p.m.  How Two Successful Brands are Reaching the Asian Consumer: Case Studies featuring  AT&T and Coca-Cola

Many savvy marketers are already tapping into the Asian consumer. Learn from AT&T and Coca-Cola as they present case studies.

Presenters: Eveline Lai, Media Specialist, interTrend; Charmaine David, Vice President, Managing Director, IW Group, Inc.


5 p.m.  Bonus Session:

The Boot Camp concludes but attendees are invited to stay for a presentation by the United States Census Bureau. Jerry Wong, Information Services Specialist, will provide a special training session for those interested in accessing online Census data. Learn the basics in accessing the latest demographic information on the Asian population for the U.S., states, counties, and cities. Develop profiles and access detailed characteristics for the Asian population including Chinese, Japanese, Korean, Filipino, South Asian, Vietnamese, and other segments.

Speaker: Jerry Wong, Information Services Specialist, U.S. Census Bureau


Registration fees per person
Name/email address of attendee
Title, address & phone #