Media Consumption

How is 11:11 creating an impact in Canada and why should brands participate in it?

If you haven’t heard of Single’s Day before, you’re probably missing out on a lot! Single’s Day, now popularly known as Double 11... started off as an entertaining festival for young Chinese people to celebrate that they were proud to be single. Celebrated on the 11th of November, the date is especially specific of what [...]

How does the media influence South Asians during Diwali?

Diwali, the festival of lights not only marks the beginning of a New Year for the South-east Asians but is also symbolic of fond childhood memories, awaited re-unions, temptation of sweets and the victory of light over darkness. It’s one of the most important festivals celebrated in India and other parts of the world where [...]

Why does WeChat matter to Canadian companies?

You probably have already heard of WeChat, whether on the news or from a friend, this dominate “Super APP” in China is a collective app with the functions of all social and personal finance apps combined. With Facebook, Instagram, Twitter and Google blocked in China. It was designed primarily to be a personalized social app [...]

Shouldn’t you be where your Asian-Canadian consumer is hanging out?

Recently, well-known Asian-Canadian artist Rick Tae, talked about the perceptible difference between Asian-Americans and Asian-Canadians. “There is a much louder expression of race and culture in the U.S., likely all the way down to branding and marketing for lack of a better way to explain it,” noted the actor who has produced and acted in [...]

Three out-of-the-box experiential marketing ideas for courting ethnic consumers

Experiential marketing campaigns can be bold, ambitious or audacious even. Pulling off a successful promotion, however, hinges on a fundamental premise: how well do you know your audience? Are you able to break that familiarity into a granular level to pinpoint precisely when, where and how marketers can utilize your insights? Event marketing for the [...]

Five ethnic marketing trends that will dominate in 2019

Emerging technologies: What does this mean to a marketer? Well, for starters, it’s time for marketing professionals to become acquainted with Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), etc. since customers are increasingly demanding unique experiences. Through emerging technologies brands can customize the shopping experience for each consumer. E.g. installing bots that help [...]

The one thing you can do to get more customers

"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular" ~ David Ogilvy How is that this nugget from Ogilvy, the father of advertising, is [...]

How you can nail Experiential Marketing ?

If you’re out grocery shopping on the weekend, chances are you will be ambushed by several cheery product demonstrators inviting you to sample their wares. That’s experiential marketing in its most basic form. So essentially, experiential marketing aka engagement marketing connects consumers to experience a brand up, close and personal. Remember Red Bull’s Stratos Jump? [...]

How Canadian retailers can thrive on Chinese appetite for luxury ?

“There’s rich, there’s filthy rich, and then there’s crazy rich.” — People.com while reviewing Kevin Kwan’s New York Times bestselling series that reveals the outrageous world of high net worth Asian society with humour and heart. Remember, Canadian funnyman Russell Peters’ sketch about him bargain-hunting in a seedy Toronto mall, manned and frequented by Asians selling knock-off brand name goods? Well, the joke [...]

Five reasons why your multicultural marketing isn’t working

Most brands assume they can make a splash in multicultural market segments with some help from the same agency or boutique that has been handling their promotional needs so far. After all, as humans, we all have similar responses to emotions and biases? Right? Wrong. So wrong. And this is probably why your current ethnic [...]

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