Purchasing decisions are emotional. Marketers know that to sell you a luxury item, they need to appeal to your heart, not your head. Advertisements that effectively bypass our rational sensors (through product positioning, engaging music, cute children, cuddly animals) and go straight to the heart are most successful.
Vancouver, home to over 40,000 cherry trees, celebrates the Cherry Blossom Festival since 2006. Many of us take this opportunity to go for long strolls under the boughs in our neighbourhoods or visit local botanical gardens.
So you're ready to expand into new markets? Have you maximized growth opportunities here in North America?
In Canada, bilingual labels are a translation company’s bread and butter, and companies that make bread and butter need translation companies! This symbiotic business relationship is not only bound by law; it’s bound by common sense. If you want your food product to reach as many markets as possible, speaking to people in their native language is the first step.
In communities like Brampton and Markham in Greater Toronto, or Richmond and Surrey in Vancouver’s Lower Mainland, there are enough customers and employers who speak specific non-official languages to allow immigrants to earn a living in their native language. In today’s highly competitive marketplace, if you’re a B2B company, it makes sense to engage with these businesses in their own language - that's multicultural marketing.
How can businesses reach out to an increasingly diverse marketplace and make returning and potential customers feel welcome? Celebrating important holidays like Chinese New Year is a great place to start.
Learn how to create an account on popular Chinese e-commerce site Taobao so you can sell products to the Chinese market.
Canadian cities are increasingly diverse. By 2031, 78% of Toronto's population will be either foreign-born or born in Canada from immigrant parents. In Vancouver, over 70%. Diversity in the workplace has been a popular theme for many years, but the next step for companies to differentiate themselves will be to connect with our cities’ growing Chinese, Indian, Filipino and Hispanic populations. LAT President Lise Alain reflects on the need for cultural diversity in marketing.
WeChat has gone from strength to strength since it was released in 2011. Its mix of text messaging, hold-to-talk voice messaging, photo and video sharing has already attracted more than 400 million users. Companies who want to market their products or services are starting to include WeChat as a must-have promotional tool for their brand.
