There is a hidden online advertising marketing gem not far from the New York border that deserves your attention.
If you’ve already targeting North America, there is a good chance you’re missing out on one of the fastest growing North American markets: the Quebec province.
The French-speaking Canadian province has a population of over 8.2 million; with Montreal listed as the 2nd largest city in Canada. What does that mean in terms of your market? You have the chance to get your brand in front of a major cosmopolitan population that rivals Toronto and Manhattan; in terms of spend, and ultimately, return.
Maneuvering the French language and culture is no longer daunting, with global agencies ready to do the work for you. This is a low competition, high return market; every brands’ dream.
1. HIGH RATE OF RETURN ON LOWER INVESTMENT DOLLARS
If there is one major takeaway about investing your ad dollars in Quebec, it’s this: rates tend to be lower than the rest of Canada and the US because there is less competition, but with a large volume it tends to pay a higher return.
According to Michael Walton, Creative Marketing Director at Mediahub, an international advertising agency with a newly appointed Montreal office, “American and European companies have started asking about the market. We have a specialized French team with a strong pulse for online advertising in Quebec to capitalize on the high returns. It’s a relatively untapped area that yields great results for our clients. We now allocate a percentage of all media budgets here. Once clients see the strong, long-term returns, they’re sold.”
2. YOU’RE ALREADY BEHIND OTHER BUSINESSES
We’re sorry to tell you, but if your marketing budget has neglected Quebec you’re already losing business. In 2015, major global ad agencies made the move to Quebec to work, not only with small businesses but power players like Pepsi Cola Co. and Molson Canadian.
With agencies zeroing in on Quebec as the next value market; high-calibre companies see the cost benefit of advertising there. Agencies have won big new clients that need a national presence; the multilingual province offers just that.
It also means that big corporations, like Pepsi, have laid the groundwork for you; if they’re putting a percentage of their ad dollars in cities like Montreal, why aren’t you?
3. QUEBEC MAKES UP ALMOST (A WHOPPING) 25% OF THE CANADIAN MARKET
If you’re advertising in Canada, why ignore a quarter of your target market? The opportunity here of connecting your brand with over 8 million people is huge. Quebec is the highest growing province for online revenue in Canada. Whether you’re in Ontario or New York, there is a vast land of opportunity right next door.
As savvy marketers know; population statistics don't explain everything. Marketers shouldn’t spend solely based on how many people live in a given area. What you should care about is how much money those consumers spend and what products they buy.
4. LUCKILY, QUEBECERS ARE HUGE SPENDERS
The good news is that Quebecers enjoy a high quality of life and more importantly, they like to spend.
They spend more than most any other Canadian.
According to Canadian Demographics magazine, despite the fact that per capita GDP in Quebec is lower than in Ontario, per capita consumer spending is roughly equivalent. Quebecers tend to favor luxury goods, clothes and personal care products, while Canadians spend more on housing, transportation and entertainment.
5. QUEBEC RESIDENTS TEND TO BE LOYAL TO BRANDS
Marketing should never be a one-off. Over time, returns should be sustainable with little effort. After one big push, to be able to taper off with the same return is a business dream. Quebec residents tend to be loyal, long-term customers once converted. While this may take a more aggressive marketing approach at the beginning for new products/services, you have the chance for a lifetime loyal customer.
6. BILINGUAL AD AGENCIES WILL DO THE WORK FOR YOU
Online advertising for Quebec needs to be treated as distinct from English North America. But don’t let the French language scare you. Full-service bilingual companies, like MediaHub, will do the heavy lifting for you.
“Clients don’t need to know the culture or the language. That’s our job. All they need to see are the increase in sales to know this isn’t a territory to ignore.” Says Mr. Walton, Mediahub.
North American online advertising is competitive. Adding Quebec to your list of target markets is sure to give a competitive edge. With nearly a quarter of Canada’s population, and higher consumer spending per capita, there’s little doubt that Quebec represents an important market. How much money to devote to a Quebec advertising budget are based on facts and figures alone, and these facts look pretty good.