November 29, 2010
The Asian American Advertising Federation (3AF) was an exhibitor at the 2010 Association of National Advertisers’(ANA) Multicultural Marketing and Diversity Conference in early November in Miami, Florida.
More than 600 people attended the conference, which focused on multiculturalism as the new mainstream. The Census Bureau estimates that Asian Americans, Latinos and African-Americans will constitute a majority of the nation’s overall population in about three decades and a majority of Americans under age 18 in only one decade. According to the ANA, “the implications to marketers are clearer than ever before—that multicultural markets are no longer “niche” markets or “add on” segments. Rather, ethnic is the new mainstream and marketing, as well as work-force diversity, must reflect that.”
Conference attendees who visited the 3AF’s table were greeted by several 3AF board members. They learned about the 3AF’s mission and upcoming events and programs. In addition, everyone was invited to participate in the 3AF’s Asian market trivia contest. Those who answered a question correctly won a lucky Asian frog business card holder. Sample questions included “What is the projected spending power of the Asian American market in 2013? (Answer: More than $752 billion) and “What percentage of Asian Americans were on Facebook in December 2008?” (Answer: Almost 40 percent.) Many people walked away with a much better understanding of what the 3AF does and the size and importance of the Asian American market.
September 29, 2010
New York City
Fall Membership Mixer Sponsored by State Farm a Big Success
Members, supporters and friends of the Asian American Advertising Federation (3AF) gathered at a successful membership mixer held in New York City in late September. The evening’s program, generously sponsored by State Farm’s Northeast Zone Multicultural Division, featured brief remarks by 3AF officers and board members, including the top ten reasons for joining the 3AF, the availability of the 3AF’s groundbreaking ethnographic research on DVD and an invitation to join the 3AF at its annual Asian marketing conference in May 2011 in Las Vegas, Nevada.
“The 3AF is the premier organization for everyone interested in Asian marketing and Asian advertising. Members are the first to hear about 3AF projects and initiatives, and they also receive valuable discounts on 3AF programs and conferences. No one connects you closer or better to anything Asian than the 3AF,” said Nita Song, President.
May 20-21, 2010
Las Vegas, Nevada
The 3AF organized and hosted a successful national Asian marketing conference entitled, “Model Minority to Model Consumer—Capturing Your Share of the Asian Consumer Market,” in Las Vegas, Nevada on May 20 -21, 2010. The agenda was packed with provocative and innovative sessions covering everything from the impact of Chinese food on American life and advice from Fortune 500 companies who have successfully tapped into the Asian market to insights from Asian creative directors, the historical 2010 U.S. Census, the video debut of the 3AF’s recent ethnographic research study results, engaging Asian millennials and much more. Special thanks to our generous sponsors, Nielsen and Multicultural Radio Broadcasting, Inc., for making the conference possible.
February 27, 2010
The 3AF celebrated the Year of the Tiger by holding its annual membership meeting on February 27, 2010 in San Francisco. The meeting was a great opportunity for members to meet 3AF officers and hear an update on future 3AF plans, initiatives and programs, including the Asian marketing conference, set for May 20-21 in Las Vegas. In addition, the 3AF elected a new treasurer and a new board member.
October 4-6, 2009
Phoenix, AZ—The Asian American Advertising Federation was a major sponsor of the Association of National Advertisers’ (ANA) Multicultural Marketing and Diversity Conference held October 4 through 6, 2009 in Phoenix, Arizona. In addition to organizing an informative panel on the Asian market, the 3AF co-sponsored the 9th annual ANA Multicultural Excellence Awards. The event honors the year’s best multicultural advertising campaigns in seven categories: African-American, Asian, Digital Media, Hispanic, Radio and Significant Results. At the dinner, the 3AF debuted two videos. The first video showcased the buying power and significant opportunities in the Asian market and dispelled myths about advertising to Asian Americans. The second video highlighted the 3AF’s ethnographic research study which will be released in early 2010.
August 20, 2009
Los Angeles, CA
The 3AF hosted a day-long conference entitled, “Spotlight on Korean Americans: Buying Patterns, Marketing Opportunities, and Power,” at the Sheraton Hotel in Downtown Los Angeles. The conference is the first of many events the 3AF plans to present focusing on the Asian-American consumer and was also featured in Adweek.
Attendees at the conference received an in-depth look at the Korean American consumer and enjoyed dynamic presentations from various speakers and panelists as well as a media exhibition hall and lunch time entertainment. A popular session during the conference focused on the Korean American National Survey Results 2008 (KANS), which was presented by Dr. Je Hoon Lee and Angela Killoren from the University of Southern California.
May 07, 2009
Redwood City, California
The Asian American Advertising Federation (3AF) participated recently in “Get the Inside Track on Marketing to U.S.-Filipino Consumers,” a media forum in Redwood City, California, organized by the Philippine American Press Club – USA (PAPC) and the PAPC’s member publishers. The event, co-sponsored by the 3AF, included a presentation on the latest facts and figures about the Filipino American consumer market, a segment on how to market to FilAms and consumer behavior, and a ‘fireside chat” featuring a distinguished panel of FilAm print, radio, television and new media representatives. 3AF President Nita Song gave opening remarks, which highlighted the need for advertisers to do more in-language marketing and the benefits of joining the 3AF organization. The event concluded with a networking session between 3AF members/agencies, advertisers and representatives from many FilAm media publishers from throughout Northern California. After the media forum, attendees were invited to watch a taping of “Balitang Amerika,” the daily news program of ABS-CBN aired via The Filipino Channel (TFC) and Adobo Nation.
PAPC-USA President, Esther Chavez, said, “Some of the information floating in the market is outdated. The FilAm market is a strong consumer base that needs to be tapped. There is tremendous earning potential for companies who have the right marketing plan for their products and services.”
The 3AF would like to thank Chavez and her committee for spearheading this comprehensive look into the Filipino American market and 3AF Board Member Olivia deJesus for hosting the event at the beautiful ABS-CBN International offices.
April 22, 2009
New York, NY
The 3AF participated recently in the Diversity in Advertising Career Day. The event, New York City’s largest minority career fair, brought together multi-cultural jobseekers in advertising, media and public relations together with companies looking to recruit top-notch candidates and showcase their commitment to diversity. Representatives from the 3AF were on hand to speak to career fair attendees about the 3AF and its mission, the benefits of joining the organization, and to provide highlights of the 3AF’s events in 2008 and a summary of 3AF events planned for 2009.