Presentation to August, 2010 Advertising to Asian Market

Asian in the U.S. Census 2000 reported Asian population on 11 groups, each of these groups composed at least 1 percent of total Aisan Population. Of the total United States population, 11.9 million people, or 4.2 percent, reported they were Asian Detailed Asian group alone Detailed Asian group alone or in combination Detailed GroupNumber% of US Pop.Number% of US Pop. Total10,171, ,859, Asian Indian1,645, ,855, Cambodian178, , Chinese2,422, ,858, Filipino1,864, ,385, Hmong170, , Japanese795, ,152, Korean1,072, ,226, Laotion167, , Pakistani155, , Thai110, , Vietnamese1,110, ,212, Other Asian478, ,4850.2

Asian in Utah Utah State Quick FactsUSAUtah Population, 2009 estimate307,006,5502,784,572 Asian persons, percent, 2009 estimate4.60%2.10% Asian-owned firms, percent, 2002 estimate4.80%1.50% 2006 Utah Total Asian Population49,079 ASIAN ALONE BY SELECTED GROUP Asian Indian4,125 Chinese13,653 Filipino3,513 Japanese6,074 Korean5,727 Vietnamese6,944 Other Asian9,043 The estimates for 2009 on Asian population and Asian-owned firms in the US and Utah indicates Utah having a much lower percentage of them than the average. A 2006 study on Utah Asian population breaks it up to 7 groups, with Chinese being the majority or about 28% of total Asian population. Roughly 70% of Asians in the US are foreign-born, and in Utah, many are students.

Asian in Utah cont. There are two main groups of Asians in Utah, those who came here for educational purposes and those who are business owners. Although the Asian population in Utah is relatively small, those who are here are usually affluent earners, well educated or from wealthy family. The Asian population is spread thin in Utah, with higher concentration around universities. Most Asians in Utah associate themselves with one or more community organizations. Asians in Utah feel under-represented and under-served and often form small and tight social groups. With no banks in Utah having any Asian market strategy, the first one to approach the Asian communities will benefit the most.

Asian Culture Being the largest continent on earth, Asia hosts diverse cultures. While most of them differ from one another, there are some similarities. Because of Western influence, there is an obvious generation gap between the older (30+) more traditional group and the younger (<29) group in the perceptions of values and cultural significance. Wealth accumulation Cash > Credit Ownership > Rental Focus on children and future Family oriented Culturally influenced/traditions Respect Savings > Spending Debt accumulation Credit > Cash Rental > Ownership Focus on material and leisure Self-oriented Affinity to Western culture “I Don’t Care” Spending > Savings

Doing Business with Asian Depending on the culture, Asians have very unique and different ways of conducting business affairs and establishing business relationships. Chinese: Non-direct approach; get to know each other first and business later; deal seekers; favors and negotiations is a must. Japanese: direct approach; less humor and more “get down to business”; value tradition and respect; politeness is a must. Asian Indian: like to take the time in discussing the finer details; follows structure and hierarchy; view directness as intimidating; establishing trust is a must. Korean: aggressive and protective; sees business as something personal and often involves emotions; demonstration of strength is a must. Vietnamese: casual; likes to social and get to know you; impressed by one’s resourcefulness; seeks openness from business partners.

Advertising to Asian When advertising to Asians, the message is important, but more importantly is how you position yourself in that message: o Focus on the customer and not the business entity. Asians are not impressed by the success of a bank but how a bank can help them be successful o The message will need to connect on a personal and emotional level, assuring the customer that the bank is here to help you accomplish your dreams o Speak to the values Asians hold close to their heart: their future and the future of their children o The best message will accomplish two things, cultural association and promote a product or service. (example: Chinese New Year and AmEx card) o Build trust by participating in Asian community events through sponsorship o Having a high level Asian executive in the bank speaks louder to the community than giving the best savings rate o

Sample Bank Ads

What is banking to Asian To Asians, being frugal is a virtue, and this type of thinking directly influence their spending habits and views on how money should be handled. Asians practice the idea of saving money from when they are young, and are among the group with the highest personal savings rate in the world. So how do Asians view banking? o Banking is a way to accumulate wealth o Never put all your money with 1 bank, spread it out and find the one with the best rate o A good bank will have the options for me to easily transfer money back home o All rates being equal, the bank with the best incentive will get my business o I need a bank I can trust, but don’t expect my loyalty unless you take good care of me

Festivals There are several significant Asian holidays and festivals advertisers often target. Asian cultural activities are colorful and generally derived from historical events or mythical stories. Here is a list of the more well-known ones, some shared by different ethnicities: 1.Lunar New Year (according to lunar calendar), which is celebrated by not just Chinese but also Korean and Vietnamese. 2.Lunar Festival (or the moon-cake day) 3.Dragon Boat Festival 4.Oshogatsu (Japanese New Year) & Golden Week 5.Star Festival (for Japanese) or Seven Evenings (for Chinese) which is Asian’s Valentine’s Day celebrated by Chinese, Japanese, Korean and Vietnamese. 6.Sakura Matsuri – Cherry Blossom Festival (for Japan) 7.Water Festival, which is the New Year celebration around mid April for Thailand, Burma, Laos, Cambodia, and Yunnan.

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Asian Newspaper

Some Asian Organizations in Utah Asian Association of Utah – Utah Refugee & Employment Center Asian Chamber of Commerce Cambodian Community of Utah, Inc. Chinese Heritage Foundation Chinese Seniors United of Utah Chinese Society of Utah Eastern Trend Chinese Community Services Fijian Association of Utah Filipino American Association of Utah Filipino American National Historical Society Filipino American United Families of Utah Gujarati Samaj of Utah Japanese American Citizens League, Mount Olympus Chapter Japanese American Citizens League, Salt Lake Chapter Japanese American Society of Utah Korean American Society of Utah Korean American Women’s Association Korean Senior Citizens Group Lao Association of Utah Thai Student Association of Utah University of Utah, Asian American Student Association University of Utah, Taiwanese Student Association United Chinese Association of Utah Utah State Office of Ethnic Affairs, Asian Affairs Utah Tibetan Association

Thank you