Original article is published in Esomar’s .
A recent study by BBC Radio declared Toronto the most ‘multicultural metropolis’ – 51 per cent of Toronto’s population is foreign born, and some 230 different nationalities call the city home.
This cultural diversity has opened up new opportunities for marketers in Canada, as well as thrown some challenges along the way. Here are a few pointers on how marketers can engage with these diverse consumer groups in a meaningful manner.
Providing a sense of familiarity
The wide availability of ethnic food products offers more than just convenience. It provides consumers with the access to the same products they grew up with, thereby engendering a sense of ‘being at home’. So when a popular grocery store uses a grandmother recently arrived from India to communicate the variety of ethnic foods, they are indeed confirming the relevance and connection the store has with this particular ethnic group. Continue reading
Anagha Patwardhan has recently been promoted to the role of Executive Vice President at Research & Incite.
Anagha has been with R&I for more than 13 years and during this time she has become a trusted partner to many of our clients as well as being instrumental in developing and growing our multicultural practice, including Ethnibus.
To learn more about our Multicultural practice including Ethnibus, please contact her using her contact form or phone (1) 416 467 7101 ext 017
As Globalization continues to break down borders is there a chance that brands will become synonymous the world over? For instance, a number of celebrities and musicians have a global reach, portraying a consistent image across the globe – a case in point being the omnipresent Kim Kardashian and the singer Taylor Swift.
Could brands be facing a similar future?
The recent and swift exit of Target stores from Canada is a prime example that this is not the case and simply implanting a brand into a different country without truly understanding the local market place, can have huge financial consequence, as well as potentially a longer term impact on the brand itself.
However, the increasing pressure on marketing budgets, the rise of online shopping and social media has meant that some companies are underplaying or simply ignoring the important role that ‘on the ground’ research can play in highlighting the needs and habits of local consumers, which ultimately drives the success or failure of a brand. Continue reading
From a marketing perspective, there are several more opportunities to reach out to your consumers. As always, Ethnibus is poised to measure the impact of your activations in a meaningful manner.
As we head into the Dragon Boat Festival and Ramadan, be sure to use the current wave of Ethnibus 2015 to establish a baseline read for your activations. Continue reading