The Marketing “Must Haves” you need to be successful in Canada.
The 4 P’s of Marketing (with a Canadian Slant)
So, you have an excellent product. It may be a new entrant to the consumer space. Or you may even have had success in one, two, or more markets around the globe. And now you have decided you want to offer this terrific consumer good to the Canadian market.
Being experts on the Canadian retail market, we, at Odyssey Partners, can confidently assist your company to successfully market your item (or items) to the Great White North. We suspect you already know the 4 P’s of marketing, consequently, Odyssey Partners will help “Canadian-ize” your marketing plan or your use of the 4 P’s.
Let us review four basic ideas about Canada, Canadian shoppers, and the Canadian retail space with a thought to the marketing “must haves” your efforts need to be the most effective.
Must Have #1: Social media
Naturally, when you have a product to sell you want to notify your target market of such a product. To do this, one needs to advertise their product. Traditionally, one would use print, TV, radio, mailers (post or electronic), retailers’ flyer advertising, plus other vehicles to highlight their product. In today’s world, the use of social media to create awareness is quickly becoming the “must have” advertising vehicle.
This “must have” is particularly true in Canada. With 81.9% of Canadians using social media, having a social media presence is particularly important to one’s success in Canada. Facebook, Instagram, and YouTube are naturally extremely popular social media platforms but so are TikTok, Snapchat, Twitter, and Pinterest. Specifically, TikTok and Snapchat are especially popular amongst teens and consumers in their twenties.
Must Have #2: Consider New Canadians
An obvious early step in marketing a product is to know your target market and its demographics. After which you tailor your message to the different members in your target market.
The above first step is especially necessary in Canada because 23% of Canadians are immigrants. This means over 20% of today’s Canadian population was not born in Canada. The result is it is impossible to define a “typical” Canadian consumer. Or what one once considered a typical Canadian has changed and will continue to change over time. Consequently, multi-language messaging may be appropriate and depicting different ethnic groups engaged with your product is essential.
Canada is a mosaic of different people, cultures, and preferences and your marketing efforts “must have” suitability to appeal to a mosaic target market.
Must Have #3: Legitimacy
Being authentic, trustworthy, and dependable are all good business traits to have but all are particularly important to Canadian consumers. Why? Are Canadians more demanding of this than other consumers? Canadians are likely no more demanding than other consumers, but research shows Canadians are by nature risk averse. Canadian consumers undertake extensive, pre-purchase research, engage in comparison shopping, and are slower to embrace new products or services. Consequently, an engaging and impressive website with thorough product information for research and comparison shopping by consumers are marketing “must haves.”
Investment in one’s Canadian website is a “must have” first step in insuring success in Canada.
Must Have #4: Do not forget who got you here
Businesses always want to be increasing their market size, grabbing share from their competitors, or growing new audiences for their products. This makes total sense for this is how a business grows. However, keep in mind, Canadians, once they have chosen a product or service, tend to be very loyal to that vendor or provider. Consequently, Canadians do not like to be taken for granted or not valued. As you grow your Canadian business, do not neglect existing customers, especially Canadian consumers.
Business knows it is far more expensive landing new customers than retaining existing customers. This business truism is magnified in Canada. Value and treat fairly a Canadian consumer and you will have a loyal customer, often for life. Simply observe the success of Canadian institutions such as Tim Horton’s, Canadian Tire, London Drugs, Canada Goose, Lululemon, or Swiss Chalet. These companies know the importance of not forgetting one’s loyal consumers. Loyalty programs and shoutouts to loyal customers go a long way with Canadians.
Round-Up of Marketing “Must Haves”
One may look at the above and think – “All of the above are motherhood marketing lessons. All businesses in any market need these marketing “must haves”.” Yes, but they are especially important in Canada and this blog is about marketing to Canadians.
In short, to find success in Canada, Odyssey Partners recommends the following marketing “must haves” as a minimum starting point for finding business success in Canada:
- Visibility: Have your product or service seen, commented about, and discussed on social media.
- Diversity: Ensure your marketing approach appeals personally to the huge mosaic of consumers who call Canada home. One size does not fit all.
- Legitimacy: Be legitimate, trustworthy, and dependable. These score you big points with Canadian consumers.
- Loyalty: Remember and reward your customers who brought you initial success. Acknowledge their loyalty and Canadians will reciprocate with their wallets.
We recommend one more “must have”: work with Odyssey Partners to achieve your Canadian success.