Successfully landing brands in Canada
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Marie-Josée Gagnon, Founder and CEO of CASACOM, shares her 10 best practices for creating a bilingual PR strategy and cross-cultural communications plan.
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Successfully landing brands in Canada
- 1. SUCCESSFULLY LANDING BRANDS IN QUÉBEC… AND ELSEWHERE BEST PRACTICES AND A CASE Marie-Josée Gagnon, APR, CEO and Founder, CASACOM A Cision Webinar August 6, 2014 BY CASACOM
- 2. ABOUT CASACOM ∕ Founded in 2001 ∕ Across Canada with Montreal headquarters and Toronto office ∕ 20 dedicated professionals, many of which speak more than 2 languages ∕ 140 partner firms through Worldcom PR Group ∕ Integrated PR with unique approach ∕ Specialized in adapting brands for Québec and Canada
- 3. ABOUT CASACOM SOME OF THE BRANDS WE HELPED LAND IN QUÉBEC AND IN CANADA 3
- 4. 4 WHY IS THIS IMPORTANT? / Many companies are expanding their business beyond the limits of their own country / Going international is very costly / You only have one chance to make a good first impression / Failure is not an option / Communicators play a critical role INTRODUCTION
- 6. INTRODUCTION 8 million inhabitants French is the official language (83%) 80% Catholic Women keep their maiden name Québec Star System QUÉBEC : DISTINCT NATION 6
- 7. INTRODUCTION Joie de vivre Impulsive buyers Novelty is key… So are low prices Looking good is very important QUÉBEC : DISTINCT NATION 7
- 9. ABOUT MICHAELS STORES / North American Retailer Leader in Arts and Craft / Offers framing, floral, wall decor and seasonal merchandise for the hobbyist and do-it-yourself home decorator / Based in Dallas, Texas / More than 4 billion of annual revenue / 1 026 stores in USA / 96 in English Canada / 11 stores in Québec THE MICHAELS CASE 9
- 10. 10
- 11. OBJECTIVES THE MICHAELS CASE 11 Drive consumers to stores = Enter the Québec market smoothly Establish Michaels as a creative hobbies leader +
- 12. MAIN TARGETS THE MICHAELS CASE 12 Consumers Mothers, women, teens, event planners and teachers Influential crafters Mostly bloggers OQLF and Québec Government Minister of Culture, Minister of Industry Employees Managers and floor levels Media Business, consumer and local media
- 13. 10 BEST PRACTICES 1. Start early and partner with a local firm 2. Fully acknowledge the difference 3. Understand the consumer 4. Adapt the style 5. Manage issues ahead 6. Go the extra miles 7. Hire local suppliers 8. Partner with local organizations 9. Be represented locally 10. Connect with clientele base THE MICHAELS CASE 13
- 14. THE CASACOM TEAM 1. START EARLY AND PARTNER WITH A LOCAL FIRM 14
- 15. 1. START EARLY AND PARTNER WITH A LOCAL FIRM MICHAELS’ EXTENSION IN THE MARKET Corporate Communications Executive Visibility Internal Communications Issues/Crisis Management Executive Coaching MICHAELS + CASACOM 15 Marketing Communications Media Relations Digital Communications Event Management Product/Brand Launches Brand Positioning and Implementation Public Affairs Corporate Social Responsibility Government Relations Community Relations
- 16. SAYING THE RIGHT THING FROM THE START 2. FULLY ACKNOWLEDGE THE DIFFERENCE Michaels recognizes the uniqueness of the Québec market. It is our intention to exceed expectations on every level” said Tom Making, CEO of Michaels Canada. “We understand we have to adapt our approach, not only commercially, but also, culturally. Our in-store experience, our branding, and our marketing will reflect that. ” “ 11
- 17. 2. FULLY ACKNOWLEDGE THE DIFFERENCE GREAT INITIAL COVERAGE 17
- 18. RESEARCH 3. UNDERSTAND THE CONSUMER 18
- 19. SOME OF THE ADAPTATIONS / No outside merchandise / Cleaner look / Different graphic design / Advertising / Circular 4. ADAPT YOUR STYLE 19
- 20. SOME KEY ISSUES / Local family-owned competitor / American retailers image / Pricing differences / Hot language issues / Contentious labor relations 5. MANAGE ISSUES AHEAD 20
- 21. Christine ST-PIERRE, Minister of Culture, Communications and the Status of Women Louise MARCHAND, President of the Office Québécois de la langue Française (OQLF) Sam HAMAD, Minister of Economic Development, Innovation and Export Trade 5. MANAGE ISSUES AHEAD MEETING WITH OFFICIALS 21
- 22. 22 FRENCH TAGLINE 6. GO THE EXTRA MILE
- 23. THE WAL-MART STORY 7. HIRE LOCAL SUPPLIERS 23
- 24. MONTREAL FINE ARTS MUSEUM PARTNERSHIP 8. PARTNER WITH LOCAL ORGANISATIONS 24
- 25. Guy BOISVERT, Québec General Manager, Michaels stores Micheline PETIT, Crafting Ambassador, Michaels stores Brigitte LAFLEUR, Celebrity Spokesperson, Michaels stores 9. BE LOCALLY REPRESENTED MICHAELS’ TEAM 25
- 26. PASSIONATE CRAFTERS 10. CONNECT WITH CLIENTELE BASE 26
- 27. 10. CONNECT WITH CLIENTELE BASE PRE LAUNCH: TEASING CELEB VIDEO 27
- 28. 28 PRE LAUNCH: CREATIVE CONTEST 10. CONNECT WITH CLIENTELE BASE
- 29. 29 MICHELINE AS AMBASSADOR 10. CONNECT WITH CLIENTELE BASE
- 30. 10. CONNECT WITH CLIENTELE BASE LAUNCH ACTIVITIES: VIP NIGHT 30
- 32. 10. CONNECT WITH CLIENTELE BASE D-DAY EVENTS 32
- 33. 33 CLIENT TESTIMONIAL THE MICHAELS CASE Paula Puleo, Former-CMO, Michaels
- 34. @CASACOM @CASACOM_Toronto CASACOM MONTRÉAL 407 McGill, Suite 1000 Montréal (Québec) H2Y 2G3 514 286-2145 CASACOM TORONTO 179 John Street, Suite 400 Toronto (Ontario) M5T 1X4 416 944-2145 Visit our website casacom.ca THANK YOU