Growing Your Client Base with Cultural Marketing

Growing Your Client Base with Cultural Marketing
Growing your Client Base with Cultural Marketing
Page 2 of 34  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
Page 3 of 34  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.
Page 4 of 34 21% of the population are immigrants By 2031, one in three Canadians will belong to a visible minority; …making them the majority.
Page 5 of 34 58%21.7% 20.3% Mother Tongues - Census 2011 English French Other
Page 6 of 34 71.60% 5.40% 27.00% Mother Tongues in BC English French Other 45.000 new immigrants in 2013 +23% compare to 2012
Page 7 of 34 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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Page 9 of 34  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
Page 10 of 34 Source: “New Canadians Report on Financial Services” & “The Canadian Chinese Media Monitor”
Page 11 of 34 Source: “New Canadians Report on Financial Services” & “The Canadian Chinese Media Monitor”
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Page 13 of 34 Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
Page 14 of 34  Audience Profile: 48% male and 52% female 25 - 64 years old  Over 10 Chinese TV channels in Vancouver  2 major Chinese TV stations: Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
Page 15 of 34 Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
Page 16 of 34  Listener Profile: 46% male and 54% female 18 - 49 years old Majority listen to news and information most often  3 major Chinese radio stations Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
Page 17 of 34 Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”, “Reaching the Chinese Community”
Page 18 of 34  Reader Profile: 48% male and 52% female 25 - 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”
Page 19 of 34  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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Page 21 of 34  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
Page 22 of 34  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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Page 24 of 34 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
Page 26 of 34 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.
Page 27 of 34 A Very Specific Market 94.60% Mother Tongues in Quebec City French English Spanish Arabic
Page 28 of 34  235,000 Small & Medium businesses  7 million French speaking customers
Page 29 of 34 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
Page 30 of 34 Source: HeadSpace Marketing “What Québec Wants”, March 20, 2014
Page 31 of 34 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)
Page 32 of 34 How? Professional Translation SEO
Page 33 of 34 What is Multilingual SEO: Ensure your website content is easily found in your target market Keywords Sourcing Content Adaptation Pictures Optimization Technical SEO Analytics
Page 34 of 34 1. Keywords Sourcing: Find keywords related to the business and that are used in the target market
Page 35 of 34 2. Content Adaptation: Replace titles, description, URLs and content bases on keywords
Page 36 of 34 3. Pictures Optimization: Adapt pictures for the target market and replace alt description = files name
Page 37 of 34 4. Technical SEO: Server location and Sitemaps  Explain to Google that you website is multilingual
Page 38 of 34 5. Analytics: Measure results and adapt the strategy as needed
Page 39 of 34 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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Growing Your Client Base with Cultural Marketing

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