Betty Huang also notes that it is important to distinguish between Asian-Americans and Asians. Work out the story lines or concepts and choose a plan of implementation. Hold focus group meetings. Train the sales staff in Asian culture. You can spend a bundle on an entire brilliant campaign, get a huge response and your sales team could blow it all by turning off the prospects with greetings and sales techniques that are inappropriate for Asian customers.
Measure progress every step of the way.
Be flexible and ready to tweak and pull at a moment's notice, with your Asian expert at your side. Review everything that went wrong or proved ineffective. Finally, make a third list of how you would do things differently the next time. Build a database of your new market and happy customers. Don't reinvent the wheel over and over again.