‘Multicultural’ – The new mainstream.

“By 2026, approximately 36% of the Canadian population would be made up of visible minorities”. Canada is a rich mosaic of peoples, cultures & languages. And the process has only begun. Each new day adds a brand new facet to the national demographic mix. Europeans, North Americans, South Asians, Chinese, Filipino, immigrants from the Middle East & Africa….the marketplace is growing exponentially. For local businesses, that’s brilliant news…but it does come with a few challenges. Good News! Inspite of the dwindling ‘baby-boomer’ numbers across North America, the Canadian marketplace is thriving – fueled by the more than 250,000 new immigrants who arrive in the country each year. That’s a lot of new people to sell to!

FACT:

The days of the ‘one-size-fits-all’ communication approach are over. To be able to harvest these new market segments, communication needs to be tailored to the actual needs of the buyers – through concepts and stories that resonate with them and make them feel at home in their new environment.

MARKETERS’ CHALLENGE:

To successfully navigate through a disparate variety of languages & cultures and connect with these consumer groups on a 1-O-1. And once they have their attention, not only to sell to them but to keep them coming back for more.

THE SOLUTION:

SPAN Communications. An ultra multicultural agency that has the ability to deeply permeate more than one market, in addition to the general market, at the same time.

SPAN FORTE:

We have over 45 years of hands-on experience of dealing with cross-cultural markets – in most cases in their countries of origin. This includes North America, Europe, South Asia, Middle East, Africa, South America & Hong Kong. SPAN is a full-service marketing communication agency. Our range of services runs the gamut from market research (coordinated through 3^rd party sources) to formulation of communication strategies, providing creative & media buying services to production of Television & Radio commercials.

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