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 […]

Understanding Today’s Chinese Consumer- with Jessie Li, Marketing Strategist

Who is the modern-day Chinese consumer, and how can you reach them? In this short video, our Inbound & Digital Marketing Strategist Jessie explains to us who the modern-day Chinese consumer is and what their typical purchasing behaviours are, using three simple hashtags.