How to market to Asian Americans.

• Position: Marketing News

According to the most recent U.S. Census Report, the Asian-American population numbers 10.2 million or 4 percent of the U.S. population. This is a highly valued market segment, according to Dan Tarantin, president and CEO of Progency Marketing Innovations, a Nashville, Tenn., marketing company that creates revenue generation and client relationship strategies for banks and credit unions.

Asian Americans have the highest education home ownership and business ownership levels and the largest median household income of all U.S. consumer groups, Tarantin notes. "These statistics make the Asian-American market worthy of attention," he says.

He cautions, however, that marketers need to do their homework before trying to capture this lucrative and growing market.

"Asian Americans are not one homogenous groups," says Lawrence Kwon, president of SAESHE Advertising, a Los Angeles agency that specializes in Asian marketers. "They do not share similar cultures or language, therefore, marketing strategies must be specific to each ethnic group."

Swetal Patel, vice president of RAJA Foods, the largest Indian food distributor in the United States agrees. "When you market to Asian Americans, don't make the mistake of thinking of them as just one group. What works for Indians does not necessarily work with Chinese or Koreans."

Here are a few suggestions to keep in mind when marketing to Asian Americans:

1. Talk their language. "Two-thirds of the U.S. Asian population are foreign-born," says Bill Imada, chairman and CEO of IW Group Inc., a marketing communications firm that specializes in reaching the growing U.S. Asian community and represents clients such as Merrill Lynch, Washington Mutual, Blue Cross and Farmers Insurance. "It is essential that companies have the ability to service consumers in a language that they understand and appreciate."

2. Keep in...