What to consider when marketing to clients in Canada
Introducing an American brand to the Canadian market does not simply involve crossing borders. There are many things to consider, especially in terms of marketing strategies.
- Know your market. American consumers are different from Canadian consumers, so your marketing strategy should take these differences into consideration. Know their spending habits. Find out their spending power. How do they handle money? What grabs their attention? Study how other American brands have successfully conquered the Canadian market and learn from them.
- Speak their language. In the US, where 13 percent of the population speak Spanish, American brands trying to get a chunk of the Hispanic market have launched Spanish-language banner advertisements and purchased online ads in the Star Media Network, which caters to the Spanish- and Portuguese-speaking audiences. Similarly, when marketing to Canadian consumers, French and English are the major languages spoken, but Chinese is increasingly common among migrants. Italian and German are among the other most commonly reported languages spoken.
- Be sensitive. Certain issues may be taboo or may incite violent reactions. Stirring up negative feelings will not endear your brand to this market. Know what is acceptable and what is not. Remember that you are a guest of the country. As the famous saying goes, “When in Rome, do as the Romans.” Celebrate their special occasions with them with promotional items that bear Canada symbols.
- Give them a figure they can relate with. When choosing a spokesperson for your brand, it wouldn’t be wise to bring in an American icon. Canadians will find it easy to relate to one of their own, so it would be a good marketing move to find a true-blue Canadian to give your brand a local face.
- Source promotional items in Canada. When choosing giveaways for your promotions, it is best to purchase locally. This helps the local industry and helps you get on the good side of the market. This practice is also environment-friendly, as your order does not need to come all the way from the US and minimizes its carbon footprint.
- Understand their ethical considerations. The promotional items industry in Canada is as committed and concerned with the environment as its US counterpart. There are many suppliers of eco-friendly promotional items in Canada that you can source from.
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Remy is a Promotional Adviser specializing on Promotional Magnets Canada, Promotional Watches Canada and Promotional Gift Bags Canada Store.