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Marketing to Asia - What to Know, What to Do

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@joshsteimle Marketing to Asia What to Know, What to Do


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@joshsteimle Why?


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@joshsteimle “Those who have a 'why' to live, can bear with almost any ‘how'.” — Viktor Frankl


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@joshsteimle Why? Because loads of people with money.


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@joshsteimle Why? Because loads of people who need stuff.


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@joshsteimle Four largest countries: 1. China, 1.357 B 2. India, 1.252 B 3. U.S., 318.9 M 4. ? Source: Wikipedia


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@joshsteimle Four largest countries: 1. China, 1.357 B 2. India, 1.252 B 3. U.S., 318.9 M 4. Indonesia, 253.6 M Source: Wikipedia


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@joshsteimle Southeast Asia, 618 M Source: Wikipedia


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@joshsteimle 7.4 Billion World Population, 2015 Source: http://www.worldometers.info/world-population/


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@joshsteimle 4.3 Billion Asia Population, 2013 Source: http://www.worldpopulationstatistics.com/asia-population-2013/


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@joshsteimle 4.9 Billion Asia Population, 2030 Source: http://en.wikipedia.org/wiki/World_population


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@joshsteimle 525 Million Asia Middle Class, 2013 Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-twothirds-of-global-middle-class-will-be-in-Asia-Pacific


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@joshsteimle 3.1 Billion Asia Middle Class, 2030 Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-twothirds-of-global-middle-class-will-be-in-Asia-Pacific


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@joshsteimle 9.4% Asia-Pacific Internet Penetration, 2005 Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx


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@joshsteimle 38.8% Asia-Pacific Internet Penetration, 2015 Source: http://www.internetworldstats.com/stats3.htm


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@joshsteimle 344 Million Asia-Pacific Internet Users, 2005 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/ Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/ 2013/03/state-social-asia-march-2013/


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@joshsteimle 1.56 Billion Asia-Pacific Internet Users, 2015 Source: http://www.internetworldstats.com/stats3.htm


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@joshsteimle 0 Asia-Pacific Mobile Internet Users, 2005 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/ Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/ 2013/03/state-social-asia-march-2013/


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@joshsteimle 1.02 Billion Asia-Pacific Mobile Internet Users, 2015 Source: http://www.emarketer.com/Article/Asia-Pacific-Boasts-More-Than-1Billion-Smartphone-Users/1012984


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@joshsteimle So Again, Why Asia? 1. Lots of people 2. Growing middle class 3. Online


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@joshsteimle Asia Startup Hotspots


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@joshsteimle Hong Kong + Shenzhen Uniquely positioned for IoT, hardware startups.


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@joshsteimle Taiwan Manufacturing know-how.


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@joshsteimle Singapore Marketing and media. Gateway to Southeast Asia.


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@joshsteimle Pros


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@joshsteimle Pros 1. Location 2. Rule of law 3. English 4. Ease of doing biz


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@joshsteimle But China got them loads of people.


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@joshsteimle China Challenges


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@joshsteimle China Challenges 1. Language 2. Rules 3. Old boys network 4. Culture 5. Internet


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@joshsteimle Safety Safe everywhere.


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@joshsteimle Banking Can be a pain, just like everywhere else.


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@joshsteimle 10 Things To Understand Before Marketing to Asia


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@joshsteimle 1. You can’t market to Asia


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@joshsteimle 2. Everyone’s the same, everyone’s different


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@joshsteimle 3. Google Translate


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@joshsteimle Lost in Translation


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@joshsteimle “Coca-Cola”


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@joshsteimle “Come alive with Pepsi”


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“Pepsi brings your ancestors back from the dead”


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@joshsteimle "Finger-lickin' good"


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"Eat your fingers off"


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@joshsteimle 4. Some businesses transfer, some don’t


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@joshsteimle 5. There is competition


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@joshsteimle


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@joshsteimle 6. The name card


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@joshsteimle 7. Face


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@joshsteimle 8. My word is my bond?


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@joshsteimle 9. “Yes” means…no?


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@joshsteimle 10. Business takes time


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@joshsteimle 5 Marketing Tips When doing business in Asia


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@joshsteimle 1. Do some homework


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@joshsteimle 2. Go MVP


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@joshsteimle 3. Localize Language and culture


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@joshsteimle 4. SEO vs. SEM


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@joshsteimle 5. Mobile first But don’t ignore traditional


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@joshsteimle Questions? Twitter: @joshsteimle Blog: joshsteimle.com


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