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What: We analyzed Nielsen’s study on behaviors of ethnic consumers as opposed to non-ethnic consumers in Canada.
Why it matters: 20% of Canada’s population is composed of ethnic consumers, and nearly half of Canadians identify with more than one ethnic group. Yet, there is not enough attention to multicultural marketing above the U.S. border.

According to Nielsen‘s new study “Understanding the Power of Ethnic Consumers in Canada“, there are about 7.7 million ethnic consumers in Canada, which amounts to %20 of the total population. This amount could nearly double by 2036; statistics indicate there will be 15 million ethnic consumers in Canada by then.

Why aren’t Canadian marketers as engaged as Americans in better understanding the impact of ethnicity on consumer behavior? For Jack Jedwab, executive director of the Association for Canadian Studies, it could be due to “demographic differences between the two countries and the respective importance they attribute to certain expressions of identity”. As he explains, immigration into Canada has evolved over the past decade, substantially changing the amount and variety of visible minority groups.

Not understanding ethnicity risks leading marketers to define their target segments too narrowly.

It is vital for retailers, manufacturers, and marketers to pay appropriate attention to increasingly dominant groups. According to ACS’s Jack Jedwab, In the last 10 years, 80% of Canada’s population growth came from visible minority groups, which are expected to soon account for the majority of inhabitants of cities like Vancouver and later Toronto.

There is a strong opportunity for multicultural marketing in Canada. As Jedwab points out, “Not understanding ethnicity risks leading marketers to define their target segments too narrowly.” Thus, research studies like Nielsen’s are a truly useful tool to approach ethnic consumers’ behavior.

How Do Ethnic Consumers Shop in Canada?

The first step to come up with a plan to better reach ethnic consumers, says Nielsen, is analyzing data related to the extent to which shopping trips are planned. In other words, retailers and manufacturers can benefit a great deal from knowing whether a consumer bought an item because they intended to do so or because something in the store prompted them to do it. The study identifies three possibilities:

 

 

  • Planned: Consumers previously plan to make the purchase.
  • Reminded: In-store prompts remind consumers of things they might have thought to purchase before.
  • On impulse: Unplanned purchases, made on impulse upon seeing something that appeals to a certain desire.

According to the study’s results, ethnic consumers don’t plan their shopping trips as much as average Canadians, which makes them more receptive and responsive to in-store prompts and displays.

What Do They Buy?

As Nielsen explains, the second step after finding out how ethnic consumers buy is knowing what they buy. Results show these consumers are drawn to products with “better-for-you” attributes, and interestingly, all six attributes taken into account by the study are more relevant to ethnic consumers than they are for average Canadian consumers. The attributes considered in the study were: natural ingredients, no artificial ingredients, health benefits, low/no fat, environmentally friendly, and organic.

The biggest purchase-influencer is natural ingredients, but it doesn’t play the same role in all categories. As the graph below shows, natural ingredients are a major influencer when purchasing fresh food, with 31% of ethnic consumers vs 26% of average Canadians considering it an important factor, but not so much in other categories such as snacks.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Marketing campaigns that focus on specific target groups are more successful than others. In order to succeed in multicultural markets, retailers should pay close attention to consumers’ habits, and while it’s true that it’s virtually impossible to take into account each and every one of the visible minorities in Canada, there should be at least the attempt to approach a multiethnic society with the mindfulness it demands, and give diversity the importance it needs.

 

What:The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks.
Why it matters: The global alliance of T-CAAN and SJN will allow member agencies and their respective clients in Canada, US, and Latin America to meet the challenges of an increasingly global marketplace with strategic and actionable solutions.

descarga (3)The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks. T-CAAN is the one of the largest Canadian independent agency network with 27 member agencies and SJN is the largest MARCOM group servicing cultural convergent markets in the U.S. and Latin America.

The alignment will create a significant footprint of expertise in the Americas that spans every significant market in the U.S., Latin America and Canada, with a combined network of 44 agencies in over 20 countries. The networks total US $950+ million dollars in combined global billings.

Executives from both networks met to formalize the alliance and develop plans for leveraging their combined footprint to bring greater opportunities to their members and clients. The global alliance of T-CAAN and SJN will allow member agencies and their respective clients to meet the challenges of an increasingly global marketplace with strategic and actionable solutions.

All members of both networks are independent agencies, highly regarded in their respective markets. Clients who engage the networks for marketing programs in multiple Canadian markets can centralize all activity through T-CAAN and SJN, instead of having to work with multiple agency partners around the world. The member agencies operate as branch offices, providing fast, top-quality and dependable service for all member agencies.

“This alliance is truly a game-changer for today’s brands and will provide expertise, local knowledge and insight into economically important regions and cultures,” stated Bill Whitehead, Managing Director of T-CAAN. “Some of our members were looking to tap into the growing Latin American markets, and SJN delivered the best model to achieve that objective. Joining forces enhances all of our members’ expanded reach and capabilities,” he added.

“While the world has become smaller, media fragmentation and consumer sophistication have grown exponentially.  This alliance allows our affiliates and members to converge our diverse marketing and channel expertise, from traditional advertising, to the full spectrum of digital and public relations, to better serve our clients throughout the Americas”, said George L. San Jose, President & COO of SJN.

“As Bill and I first started talking, we quickly realized that we shared the same objective: To provide our clients with the kind of powerhouse talent, spirit, innovation and agility that you can only find in best-in-class independent agencies,” he added.

T-CAAN (Trans-Canada Advertising Agency Network) has been Canada’s local connection for marketing communications since 1963.

The San Jose Network (SJN) was established in 1992 and is one of the largest marketing communications group servicing multicultural convergent markets in the U.S. and Latin America. Made up of 17 independently owned agencies, SJN offers clients access to local expertise in countries via a centralizedmanagement approach.

 

What: Major League Soccer (MLS) and U.S. Soccer have closed an 8-year agreement with sports and entertainment powerhouse IMG to market and distribute international media rights.
Why it matters:The deal includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles but leaves out media rights of MLS, U.S. Soccer in the United States and Canada. IMG will market the rights across all platforms including digital and gaming.

mlsMajor League Soccer (MLS) and U.S. Soccer have partnered with sports and entertainment powerhouse IMG to market and distribute international media rights for the two soccer organizations for the next eight years. The deal was closed between IMG and Soccer United Marketing (SUM), which represents MLS and U.S. Soccer’s commercial rights.

The long-term agreement, from 2015-2022, includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles. It does not affect the media rights of MLS, U.S. Soccer in the United States and Canada. The rights to MLS and U.S. Soccer matches were already picked up by ESPN, Fox, and Univision through a deal early this year.

IMG, a company that specializes in events and media licensing, will market the rights across all platforms including digital and gaming. Since 1999, the IMG Academy has become a factory for developing quality MLS and US Soccer players under the program “Project 2010.” Despite Project 2010 no longer exists, the IMG Academy is still used to house U.S. U-17 residency program as well as provide the training grounds for Generation Adidas.

“With two new expansion clubs in New York and Orlando, global stars like David Villa, Frank Lampard and Kaka set to join the league, and players representing almost 60 countries, 2015 will be an exciting year for MLS. IMG’s expertise and unique position in the global marketplace make them the right partner for us and together we’ll grow the league’s global footprint.” said Gary Stevenson, President and Managing Director, MLS Business Ventures.

Ioris Francini, President of IMG Events and Media, said: “Football in the U.S. is very much on an upward curve following the U.S. Men’s National Team’s excellent showing in the World Cup in Brazil and the continued expansion and development of MLS.MLS is experiencing vast growth in attendance, investment, stadia infrastructure, TV audience and domestic and international player transfers. This is unlike any other league today.”

Longtime partners

This is not the MLS and US Soccer’s first partnership. The organizatons are tied since the MLS’ formation in 1994 for developing both club football and the National Team. This partnership was recently brought up by MLS Commissioner when criticizing U.S. Men’s National Team Coach Jurgen Klinsmann.Currently the MLS regular season runs from March to October with 19 teams – 16 from the U.S. and three from Canada – taking part in the Eastern and Western Conferences. The top ten teams compete in the post-season MLS Cup Playoffs in November, culminating in the championship game, MLS Cup, in December.

In 2015, the league will increase to 21 clubs with New York City FC and Orlando City SC joining MLS. Both teams have announced marquee signings with Chelsea’s record goal scorer Frank Lampard and Spain’s leading marksman David Villa joining NYCFC, and Brazilian Ballon’Dor winner Kaka signing for Orlando City. In 2017, Atlanta will take the number of clubs to 22.

 

What: Major League Soccer (MLS) and U.S. Soccer have closed an 8-year agreement with sports and entertainment powerhouse IMG to market and distribute international media rights.
Why it matters:The deal includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles but leaves out media rights of MLS, U.S. Soccer in the United States and Canada. IMG will market the rights across all platforms including digital and gaming.

mlsMajor League Soccer (MLS) and U.S. Soccer have partnered with sports and entertainment powerhouse IMG to market and distribute international media rights for the two soccer organizations for the next eight years. The deal was closed between IMG and Soccer United Marketing (SUM), which represents MLS and U.S. Soccer’s commercial rights.

The long-term agreement, from 2015-2022, includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles. It does not affect the media rights of MLS, U.S. Soccer in the United States and Canada. The rights to MLS and U.S. Soccer matches were already picked up by ESPN, Fox, and Univision through a deal early this year.

IMG, a company that specializes in events and media licensing, will market the rights across all platforms including digital and gaming. Since 1999, the IMG Academy has become a factory for developing quality MLS and US Soccer players under the program “Project 2010.” Despite Project 2010 no longer exists, the IMG Academy is still used to house U.S. U-17 residency program as well as provide the training grounds for Generation Adidas.

“With two new expansion clubs in New York and Orlando, global stars like David Villa, Frank Lampard and Kaka set to join the league, and players representing almost 60 countries, 2015 will be an exciting year for MLS. IMG’s expertise and unique position in the global marketplace make them the right partner for us and together we’ll grow the league’s global footprint.” said Gary Stevenson, President and Managing Director, MLS Business Ventures.

Ioris Francini, President of IMG Events and Media, said: “Football in the U.S. is very much on an upward curve following the U.S. Men’s National Team’s excellent showing in the World Cup in Brazil and the continued expansion and development of MLS.MLS is experiencing vast growth in attendance, investment, stadia infrastructure, TV audience and domestic and international player transfers. This is unlike any other league today.”

Longtime partners

This is not the MLS and US Soccer’s first partnership. The organizatons are tied since the MLS’ formation in 1994 for developing both club football and the National Team. This partnership was recently brought up by MLS Commissioner when criticizing U.S. Men’s National Team Coach Jurgen Klinsmann.Currently the MLS regular season runs from March to October with 19 teams – 16 from the U.S. and three from Canada – taking part in the Eastern and Western Conferences. The top ten teams compete in the post-season MLS Cup Playoffs in November, culminating in the championship game, MLS Cup, in December.

In 2015, the league will increase to 21 clubs with New York City FC and Orlando City SC joining MLS. Both teams have announced marquee signings with Chelsea’s record goal scorer Frank Lampard and Spain’s leading marksman David Villa joining NYCFC, and Brazilian Ballon’Dor winner Kaka signing for Orlando City. In 2017, Atlanta will take the number of clubs to 22.

 

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