Growing Your Client Base with Cultural Marketing

Growing your Client
Base with Cultural
Marketing

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 Marketing to a Chinese Audience
Traditional 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

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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.

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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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58%21.7%
20.3%
Mother Tongues - Census 2011
English
French
Other

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71.60%
5.40%
27.00%
Mother Tongues in BC
English
French
Other
45.000 new immigrants
in 2013
+23% compare to 2012

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40.10%
24.20%
8.30%
6.00%
4.30%
Metro Vancouver Population by Non-Official
Spoken Languages
Chinese
South Asian
Tagalog
Spanish
Korean
Metro Vancouver’s population growth from net
immigration has ranged from 27,000 to 43,000 per year

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 Plays a significant role in Chinese communities
Major channel to deliver local and overseas news
and information
Over 50% are engaged with traditional media
 One of the marketing methods to reinforce
market impact
Effective & efficient

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

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Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”

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 Audience Profile:
48% male and 52% female
25 - 64 years old
 Over 10 Chinese TV channels in Vancouver
 2 major Chinese TV stations:

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 Listener Profile:
Majority listen to news and information most often
 3 major Chinese radio stations

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

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 Reader Profile:
 More than 15 Chinese newspapers in Vancouver
 4 major Chinese newspapers:
Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”,
“Reaching the Chinese Community”

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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

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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

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 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

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Sina
Weibo
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 million
registered
users
Tier 1 & 2
cities
Tier 1 & 2
cities
Tier 3 & 4
cities
All All
Link Link Link Link Link

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54.40%
13.20%
5.00%
4.90%
Mother Tongues in Montreal
French
English
Arabic
Spanish
In 2031, more than 30% of Montreal’s population will be
new immigrants.

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A Very Specific Market
94.60%
Mother Tongues in Quebec
City
French
English
Spanish
Arabic

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 235,000 Small & Medium businesses
 7 million French speaking customers

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

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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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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

Growing Your Client Base with Cultural Marketing

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