Marketing for Financial Services

I have been invited to speak in a conference on Marketing for Financial Services by The Canadian Institute. The conference is being held on November 29th and 30th, 2012 at One King West Hotel, Toronto. The Canadian Institute operates as a think tank, monitoring trends and developments in all major industry sectors with a view to providing information on the leading edge.

I will speak on Integrated Marketing for Ethnic Markets and will use research and case studies to present effective ways for reaching and connecting with target markets. Check out the details on the conference, fees and registration by clicking here or at the link below for the information brochure.

Marketing for Financial Services

Register for this epic event to raise your game in the highly competitive financial services market. See you there.


The AMA Roundtable on the Emerging Ethnic Markets in Canada

It was good to see a full-house in the AMA round-table discussion on The Emerging Ethnic Markets in Canada: The Pioneers of Multicultural Marketing held in Toronto last week. It highlighted the interest in the multicultural and new-Canadians markets.

The panellists for the discussion were from the CPG, Market Research, Telecommunications and Banking sectors. Panellists shared their multicultural marketing approach that differed from each other based on the industry / category they represent. Rubicon Foods primarily focuses on other drivers than ethnicity to expand in Canadian market. Rogers caters to all major ethnic segments with cable TV as TV watching differs across cultures. The RBC engages new-Canadians and also promotes multiculturalism within for continued customer satisfaction and engagement.

There was also discussion on how marketers are still trying to get the multicultural marketing on the map. I think “multicultural marketing not on the map” is an effect and feel that it would be useful discussing the cause to this effect. Why the multicultural marketing has not received the recognition yet? Is it because, Read more of this post

My Popular Marketing & Business Articles

So far I have written more than 80 articles and posts on this and the CMA blog. A visitor to this blog asked which ones were the most visited / viewed. Following are the top five articles by number of visits. Click on the titles to read and do let me know what do you think about the ideas discussed in these articles by providing your comments here.

Happy Reading and cheers,

Putting Multicultural Marketing On The Fast Track

Though Multicultural Marketing a.k.a. Ethnic Marketing is in vogue for years, its potential hasn’t been harnessed yet. Primarily due to short-term approach, heavy focus on paid-for advertising and lack of measurement. I wrote on putting multicultural marketing on the fast track for the Canadian Marketing Association blog. You can click here or on the CMA icon to learn more.CMA

Please let me know what do you think by providing your comments.

Advertising Gone Wasted

Half the money I spend on advertising is wasted; the trouble is I don’t know which half – this is a 100 years old quote that stands true for many ad campaigns even today. I saw few ads where 100% money was wasted and I think the advertisers have no clue.

The following ad appeared in a Georgetown, Ontario newspaper trying to reach South Asians with a divine public service message. Besides the models standing on the wrong sides of the flags, the ad targeted a geographical area where hardly any South Asian live. Can you guess how many South Asian families live in Georgetown? According to my findings, THREE, yes THREE. Money Wasted Ad
The above advertisement ran several times in a wrong medium spending $1,000+ per household, basically putting thousands of $$$ down the drain and it was public money intended for a good cause 😦 Read more of this post

Canadian Muslims – Another market segment to grow with

Market segmentation is the foundation for developing sound marketing strategies and successfully implementing marketing programs. It is especially vital for marketing in Canada that thrives on diversity, mosaic and multiculturalism. Anecdotally, immigrant groups in Canada retain their identity and likes & dislikes longer than in other countries, like the USA and Australia.  South Asians, East Asians and Afro-Canadians are some of the discrete groups that are pursued and catered by forward-looking organizations.

There is another market segment, Muslim-Canadians, which is sizeable, promising and untapped. It is evident from the highlights and facts provided below that Muslim-Canadians market segment will be highly lucrative for the companies with relevant products and services for this group.Grocery Shopper For example, meat producers, clothing companies, financial services, restaurants, capital goods, grocery stores and travel and tourism. Highlights of Muslim Canadian market segment are as follows: Read more of this post

Results of a Survey on South Asians – Jan 2010

I conducted an online poll and survey among South Asians using email and the social media, that is, LinkedIn, this blog and Facebook. People from India, Pakistan, Bangladesh and Sri Lanka were contacted for this survey. The aim was to find out what inspires South Asians more, money or pride. The question posed was what is more important to you, Money or Pride? Please refer to the post below and the poll at for details about the poll question and possible answers to choose from. 

Read more of this post

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