Growing Your Client Base with Cultural Marketing

Growing your Client Base with Cultural

Marketing

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Marketing to a Chinese AudienceTraditional Media (Radio, TV, Newspapers)

Social Media (Chinese platforms)

Engaging your French Customers (Québec)The 5 “Heart Strings” of the Québécois customer

Being found effectively online In French or any other language

SUMMARY

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Since 2006, more than 600 newcomers arrive in Canada each day.

By 2030, more than 80% of Canada’s population growth is expected to depend on immigration.

WHY ADOPT A MULTILINGUAL STRATEGY?

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CANADIAN DEMOGRAPHICS

21% of the population are immigrants

By 2031, one in three Canadians will belong to a visible minority;

…making them the majority.

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MOTHER TONGUES IN CANADA

58.0%21.7%

20.3%

Mother Tongues - Census 2011

EnglishFrenchOther

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71.60%5.40%

27.00%

Mother Tongues in BC

EnglishFrenchOther

45.000 new immigrants in 2013

+23% compare to 2012

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METRO VANCOUVER DEMOGRAPHICS

40.10%

24.20%

8.30%

6.00%4.30%

Metro Vancouver Population by Non-Official Spoken Languages

ChineseSouth AsianTagalogSpanishKorean

Metro Vancouver’s population growth from net immigration has ranged from 27,000 to 43,000 per year

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REACHING A CHINESE AUDIENCEON TRADITIONAL MEDIA

Presented by Amber & Co. Solution Marketing

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Plays a significant role in Chinese communitiesMajor channel to deliver local and overseas

news and informationOver 50% are engaged with traditional media

One of the marketing methods to reinforce market impactEffective & efficient

WHY TRADITIONAL MEDIA?

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WHY TRADITIONAL MEDIA?

Source: “New Canadians Report on Financial Services” & “The Canadian Chinese Media Monitor”

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Source: “New Canadians Report on Financial Services” & “The Canadian Chinese Media Monitor”

WHY MARKET IN CHINESE?

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EXAMPLES

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Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”

CHINESE MEDIA - TV

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Audience Profile: 48% male and 52% female25 - 64 years old

Over 10 Chinese TV channels in Vancouver

2 major Chinese TV stations:


CHINESE MEDIA - TV

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CHINESE MEDIA - RADIO

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Listener Profile: 46% male and 54% female18 - 49 years oldMajority listen to news and information most

often

3 major Chinese radio stations


CHINESE MEDIA - RADIO

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Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”, “Reaching the Chinese Community”

CHINESE MEDIA - NEWSPAPERS

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Reader Profile: 48% male and 52% female25 - 64 years old

More than 15 Chinese newspapers in Vancouver

4 major Chinese newspapers:

Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”, “Reaching the Chinese Community”

CHINESE MEDIA - NEWSPAPERS

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Generates high reach & frequent exposure

Costs less than mainstream media

Creates better communications

Builds your brand awareness & trust in the Chinese communities

BENEFITS OF TRADITIONAL MEDIA

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CHINESE SOCIAL MEDIA

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80K active Weibo users in Metro

Vancouver; the majority of social

media users are mobile internet users

Most of Chinese social media users

are young, middle-income, well-

educated urban Chinese

56% are male, on average 25 years

old, and spend 46 minutes each day

visiting social sites

CHINESE SOCIAL MEDIA - THE USERS

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MORE EXAMPLES OF POPULAR ACCOUNTS ON CHINESE SOCIAL MEDIA

GAP – Tmall Store Jack & Jones – Tmall Store Nutrilon – Tmall Store Casio – Tmall Store Nikon – Youku Channel Infinity – Youku Channel Hermes - Youku Channel Piaget – Youku Channel

MCL Motor Cars,Vancouver Yyoga, Richmond Hilton Hotel, San Francisco Science World, Vancouver Tourism BC, BC Star Alliance, worldwide Starbucks, China DeBeers Jewellery, China

http://gap.tmall.com/

http://gap.tmall.com/

http://jackjones.tmall.com/






http://nutrilon.tmall.com/

http://nutrilon.tmall.com/

http://casio.tmall.com/

http://casio.tmall.com/

http://tvs.youku.com/nikon

http://tvs.youku.com/nikon

http://tvs.youku.com/infiniti

http://tvs.youku.com/infiniti

http://tvs.youku.com/hermes

http://tvs.youku.com/piaget

http://tvs.youku.com/piaget

http://www.weibo.com/mclmotorcars





http://www.weibo.com/experienceyyoga

http://www.weibo.com/hiltonsanfrancisco




http://e.weibo.com/vanscienceworld



http://www.weibo.com/tourismbc



http://www.weibo.com/xingkonglianmeng



http://www.weibo.com/starbucks

http://www.weibo.com/debeersjewellery

http://www.weibo.com/debeersjewellery

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CHINESE SOCIAL MEDIA PLATFORMS

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KEY PLATFORMS

SinaWeibo

WeChat QQ Youku Taobao

Micro-blogging site

Micro-messaging app

Social networking site

Video sharing site

E-commerce site

500 million registered users

400 million users

712 million users

300 million users

500 millionregistered users

Tier 1 & 2 cities

Tier 1 & 2 cities

Tier 3 & 4 cities

All All

Link Link Link Link Link

http://www.weibo.com/

http://www.wechat.com/

http://www.qq.com/

http://www.youku.com/

http://www.taobao.com/

REACHING THE QUÉBEC MARKET

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54.40%

13.20%

5.00%

4.90%

Mother Tongues in Montreal

FrenchEnglishArabicSpanish

In 2031, more than 30% of Montreal’s population will be new immigrants.

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A Very Specific Market

Mother Tongues in Montreal

94.60%

Mother Tongues in Quebec City

FrenchEnglishSpanishArabic

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GROWING YOUR MARKET SHARE: QUÉBEC 235,000 Small & Medium businesses 7 million French speaking customers

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5 “HEARTSTRINGS” OF QUÉBEC CONSUMERS

1. Living In the Moment- Quebeckers are inclined to live for the moment; less likely to worry about the future

2. Chez nous – Quebeckers’ sense of place is central to their identity, and they’ll enthusiastically support things that reinforces local pride

3. Joyful Living - The proverbial “joie de vivre” is real, Quebeckers are more inclined to seek pleasure in all aspects of their lives

4. All About Me - Quebeckers are quicker to ask “what’s in it for me,” and can be relentless in pursuing what they want

5. Simple Living - seeking simplicity in all things, and will reward those who deliver it for them

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CULTURAL ADAPTATION: QUÉBEC

Source: HeadSpace Marketing “What Québec Wants”, March 20, 2014

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WEBSITE LOCALIZATION AND SEO

Doing business in Québec? Reaching French Markets?You need a well localized French Canadian Website!

Website Localization: Adapt your website to each target market with content that resonates with your audience.

Why?

1. Canada is bilingual

2. To target immigrants who live in Canadian cities

3. To reach people all over the world (tourism, specific business)

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How?

Professional Translation

SEO

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What is Multilingual SEO:

Ensure your website content is easily found in your target market

Keywords Sourcing

Content Adaptation

Pictures Optimization

Technical SEO

Analytics

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1. Keywords Sourcing: Find keywords related to the business and that are

used in the target market

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2. Content Adaptation: Replace titles, description, URLs and

content bases on keywords

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3. Pictures Optimization: Adapt pictures for the target market and

replace alt description = files name

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4. Technical SEO: Server location and Sitemaps Explain to Google that

you website is multilingual

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5. Analytics: Measure results and adapt the strategy as needed

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UVIC CASE STUDY

The Challenge

Programme DIRE needed to increase visits from French-speaking Internet users who live in English-speaking cities

LAT’s Involvement

Providing guidance and training to one of their own internal team member who spoke the language and had basic knowledge of coding

Results

+90% of new users who speak French in the last 3 months

+10% of new users from Québec

1st page ranking on Google for selected keywords

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QUESTIONS? TWEET US @LATMULTILINGUAL

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Growing Your Client Base with Cultural Marketing

Marketing

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