Altus Strategy Group

Altus Strategy Group was at Tuesday's ethnic consumer conference where speakers shared their thoughts about this lucrative consumer segment. Many inspirational insights:
1) Eddie Joon, The Cambridge Group - "Multicultural is the nexus of mega trends. Culture is not a birthright, it's a choice." Great talk about potential and misconceptions regarding this segment.

2) Canada Dry shared its ethnic campaigns - 16mil impressions for Chinese and 19mil for S Asian - extremely impressive numbers! Love how they did research before launching executing any campaigns. It's time for other CPGs to invest into research & really understand this lucrative segment!

3) MacLaren McCann & Environics Analytics shared segmentation insights - "niche within a niche", very sophisticated Prizm5 model to further sub-segment Chinese & S Asian Canadians.

4) Barrett & Welsh creative showcase - heart warming, touching, sleezy, exciting ads batted against each other!

5) BMO & Scotiabank - Banks are seeing higher net worth clients, starting to approach before immigrants even enter Canada. Scotiabank leverage opportunity to teach new immigrants to play hockey!

6) Marion Chan - great deep dive into ethnic male millennials; highly ambitious, hard working brand loyal group of customers. Huge potential!

7) Agencies panel discussion - what's the best (not necessarily the most ideal) way for agencies to approach multicultural marketing?

Fantastic day, lots of great content!

http://www.marketingmag.ca/microsite/ethnic-consumer-marketing-conference-2015/

Please spread the word, thanks!!

We're currently looking for US or Canadian immigrants to fill out a quick survey for a chance to win one of five $200 gift cards! All you have to do is fill out the survey - you're also helping a non-profit organization understand financial services needs of immigrants!

www.AltusStrategy.com/Immigrant_Survey

Thanks for spreading the word and good luck for the draw!

Targeting Chinese consumers in Canada

A discussion on one of the largest ethnic groups in Canada - Chinese Canadians. What should businesses understand so that they may better target this population?

http://www.starbusinessclub.ca/people/diversity-marketing-as-strategy-jaime-christian-on-targeting-chinese-consumers-in-canada/

Diversity Marketing as Strategy: Jaime Christian on Targeting Chinese consumers in Canada | Star Bus Over the past few weeks, we discussed the basics of ethnic marketing. Now we’ll examine the fastest growing segment of the population within Canada. It’s a segment so big that they can no longer be ignored.

For those eagerly waiting for the next edition of "Diversity Marketing as Strategy"... we discuss about considerations for an ethnic-specific campaign in this Toronto Star article. Enjoy!

http://www.starbusinessclub.ca/people/considerations-for-an-ethnic-specific-campaign-diversity-marketing-as-strategy/

Considerations for an ethnic-specific campaign – Diversity Marketing as Strategy | Star Business Cl Last time, we talked about how we can segment immigrants of various tenures in Canada. Now that we understand behaviours of immigrants, let’s examine the value of ethnic-specific marketing campaigns.