Securing visibility at Asian community grassroots venues is an excellent way of extending a client's Asian-targeted communications programs, particularly given the unusually strong concentration of Asian Americans within a relatively small subset of cities and local communities across the U.S. To this end, K & L works closely with our Asian media partners to identify the most high-profile Asian community events that can offer both brand building, and sales/lead-generation opportunities.
Our agency's philosophy also favors the creation of new programs and events which are both tailored for, and thereby "ownable" by, our clients. Such programs not only further amplify our clients' commitment to Asian consumers, but also allow our clients to address the market in a unique voice, without the hindrance of competitive clutter. Examples of such grassroots initiatives that were conceived, developed, and launched by K & L include the annual Chinese, Korean, and Vietnamese Sears Moon Festival In-Store Celebration, and the annual New York Times Chinese College Preparation Seminar.
Events / Grassroots Marketing
