Marketing to a Multicultural Marketplace

The translation industry is one of the most affected by technological advances in language technology. Small agencies must compete with large corporations who, driven by their focus on profit maximization, rely on sophisticated computer assisted tools to cut cost. Like any business, LAT had to adjust to this changing landscape. How did we do that? We decided to focus on our clients’ bottom line ahead of our own. To maximize profit in your own competitive markets, you need to reach more than the mainstream customers. You need to reach everyone.

As a boutique multicultural marketing agency with decades of experience in the field, we drive success for our clients by helping them reach deeper into Canada’s multicultural communities. We focus on communicating to diverse target audiences through an authentic and genuine voice.

Our staff diligently works with clients to uncover their unique positioning and value. We leverage this information in the […]

Big Benefits to Diversity in Advertising

In 1971, Canada was the first government in the world to implement multiculturalism as official state policy. A commitment to multiculturalism became official Canadian policy during the tenure of the late Pierre Elliot Trudeau, the father of the current Prime Minister Justin Trudeau.
“Canadian multiculturalism is fundamental to our belief that all citizens are equal. Multiculturalism ensures that all citizens can keep their identities, can take pride in their ancestry and have a sense of belonging. Acceptance gives Canadians a feeling of security and self-confidence, making them more open to, and accepting of, diverse cultures. The Canadian experience has shown that multiculturalism encourages racial and ethnic harmony and cross-cultural understanding.”1

– Government of Canada

However, embracing diversity and multiculturalism in advertising has been a struggle in North America. Indeed, for decades companies pushed marketing collateral that often reflected a homogenous view of the population, neglecting to include marginalized and diverse voices and […]

Reaching French Canadians: The Key to Success in Quebec

Quebec has the second largest economy in Canada,[1] and accounts for 24% of the country’s population. If you’re doing business in Canada, it is an important market to reach. But it is also the only province where French is the official language.

Expanding your business and tapping into the Quebec market is a smart business decision, but to truly capture the heart of Quebecers, you need to go beyond meeting the basic requirements of Law 101.
To break into the Quebec market the marketing messaging must be well thought out and strategic.
Quebecers can be weary of any business that is seen as foreign. There is a distinct cultural identity tied to the province and far higher brand loyalty to local boutiques and stores.

To overcome these bumps in the road, businesses will need to do their homework to establish a strong foothold in Quebec.

Our Quebec based subsidiary, LAT Marketing, works with […]