Media Consumption Among Canadians of South Asian Origin – Part I

OPAL researched media consumption of South Asian-Canadians. The data was collected online in the Greater TorontoSouth Asian Media study and Vancouver areas. Television, Radio, Print and digital media were studied. Media consumption by age, gender, city, time in Canada, HH income and education were reported.

We are sharing top-line insights of this study via a series of blog posts here. So stay tuned and visit us regularly.

  • Internet and TV are the most widely consumed media, as 91% South Asians (SA) use Internet & 89% watch TV at least a few hours in a week.
  • 75% South Asians read newspapers / magazines and 63% listen to the radio. However, engagement, time spent with these two media, is low.
  • South Asians engage more with new media, as 70% use Internet for more than six hours a week, including 25% SA, who use for more than twenty hours a week.
  • TV viewership is similar among SA in the Greater Vancouver Area (GVA) at 91% & the Greater Toronto Area (GTA) at 89%. Though TV engagement (time spent watching TV) is higher in the GVA.
  • Radio listenership & Newspaper readership are higher in the GTA versus the GVA, as 64% SA in the GTA listen to radio versus 54% in the GVA and 77% read newspapers versus 70% in the GVA.

  • Internet usage is also reported higher in the GTA, as nearly one out of four SA use Internet for more than 20 hours a week in the GTA versus one out of five in the GVA.
  • TV watching “Most-often watched TV channel” is largely fragmented with no channel scoring more than 10%
  • About half of the SA listen to both English and in-language radio programs

Please comment and let me know if the above insights are in line with your observations or findings, thanks.

“Share a Coke” campaign – a must-watch

An excellent interactive marketing campaign by non other than Coca Cola using cross-channel, experiential and social marketing to get up and close with customers. Check it out here.

Enjoy the campaign and let us know what do you think by commenting here.

P.S. Though I like the Coke marketing idea and its execution, I am not trying to promote drinking Coke or any carbonated drinks. 

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,

Thank You & Happy New Year

Thank you for visiting and re-visiting this blog.

Happy New Year

The number of visits were much more last year compared to 2010, though due to my preoccupation with a new business venture, I wrote fewer articles and posts in 2011. I will recap with the top five posts on this blog next. So stay tuned.

Thanks, once again, and do keep coming back and provide with your viewpoint on the topics discussed here by commenting on the posts.

Wishing you and your loved ones the best of health, happiness and prosperity in 2012.

Hyper-segmentation – a Caveat

We know from Marketing 101 that Marketing and market segmentation go hand-in-hand. Marketers start by segmenting the market to reach and connect with the customers with relevant products, communication, messages and media mix.  However, if the market segment is too broad, you lose the focus and relevance of the brand. If you cut it too tight, you lose the opportunity, economies of scale and profitability. Thus market segments should be balanced to be relevant and profitable.

Market segmentation is of jugular importance in multicultural marketing and there are 101 ways to segment multicultural markets. Few of these are: culture, language, religion, ethnicity, time in country, country of origin and more, and then sub-segmentation on the basis of age, gender, income, family size and education so on and so forth. This at times lends to hyper-segmentation, which I believe is expensive, time-consuming, prone to pitfalls and ineffective.

Read more of this post

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.

Is Call-to-Action Required?

Call-to-Action phrases like call today, visit us for discounts, or click to learn more are commonly used in advertising to encourage audience to act and buy products or services. How effective are these catchphrases? I haven’t seen a research that supports or discounts call to action verbs but I believe it has been overplayed.

Why would you tell customers to call, visit, click or do this or that? Nobody wants to be taught or spoken at. We live in knowledge economy. People realize their needs and wants and can look for it (thin market concept). Providing information through gentle and frequent reminders about benefits of your offer is more effective than hard sell. I think subtle messages that connect emotionally with the target market do a better job in increasing brand awareness and sales.

Do you think that Call-to-action has diminishing utility in knowledge economy? Please comment and let me know.

McDonald’s coffee versus Tim Hortons

McDonald’s is trying to make in-roads in the $22 billion coffee market with well-planned and well-timed free coffee giveaways. They are generating trial by encouraging customers to experience their premium blend coffee, an effective way to acquire customers, and their timing was perfect, coinciding with the launch of Roll up the Rim by Tim Hortons.  

Though McDonald’s coffee sales increased by 30% since they started free coffee giveaways and must have affected Tim’s sales during current Roll-up-the-ring, I am not sure if they gained market share from Tim Hortons.  There are three reasons for my premise:

The Omnipresent brand: Tim Hortons is one of the top Canadian brand. It’s said that until you like ice hockey, Tim Hortons and snow, you are not a Canadian. Moreover, it has far more outlets than McDonald’s, which is so convenient to pick up a coffee on your way and move on.   

–  Habit: Coffee drinking is a well-ingrained habit and we know how difficult it is to change habits. It may take McDonald’s many more free coffee giveaways to reach there.

–  Price: Though not a critical factor in influencing brand choice, price is a consideration for heavy coffee drinkers. McDonald’s coffee is a costly than Tim’s.

One small thing, however, can influence a shift towards McDonald’s coffee, the Tim Horton’s lids – hard to secure in place and pops up while you take a sip, often hitting nose, creating nuisance. I love McDonald’s lid, these easily sit in the grove while you enjoy coffee.

Both are great marketing companies, so I am amazed why McDonald’s hasn’t leverage this competitive advantage in their communications yet and I wouldn’t be surprised if fixing the lids is in-works at Tim Horton’s.

7 Steps To A Highly Effective Cimmunication Model

I wrote this post for the CMA last month under the heading, If you tell more, you sell more? The idea is to refine the advertising and communication model aligning it with new marketing. I am reproducing it below, in case you missed it earlier.

Many advertisers believe in the cliché, if you tell more, you sell more. It seems these advertisers think as they are paying for ads, they have a right to mention everything about their brand; its features, benefits, sales offer, slogan and their dog’s name. In doing so, advertisers forget the main purpose of the communication is to connect and convey the idea, not to overload the audience with information.

Gone are the days when you could sell more by telling more. Hard core push selling is being replaced with soft and pull-creating marketing and branding. We live in a cluttered world. You go to Chapters and will find hundreds of books on a topic. You Google a topic and get thousands of results. Though how many of these are relevant, is anybody’s guess. People are not hungry for information. They are satiated and have become selective information-seekers. It is critical to understand that less is new more.

Follow these seven proven steps for building an effective and successful communication model and you would be laughing all the way to the bank.

1. You are primarily selling solutions. Solution to the needs and pain points of your target market. So find out what are the needs of your customers, select one or two needs that you can serve best and provide them with better solutions for these needs. The emphasis is on providing solutions that are BETTER than your competition. Read more of this post

How Big Is Your Carbon Footprint?

Carbon footprint is a measure of the impact of our activities on the environment and in particular on climate change. Click here to see in how many ways we impact the environment. Carbon Footprint

We are a consumptive society because of the abundance we enjoy due to advances in technology and production capabilities since mid 1900s. A vast majority of activities we undertake in our daily lives, as individuals, organizations and communities, affect our environment. As individuals, what we eat and drink in, how long we drive, how cool or warm we keep our homes, and how much recycle and waste we produce affects the environment. Up-size food servings, plastics containers, excessive transportation result in direct and indirect emission of CO2 and greenhouse effect. The higher the waste we produce, the more we pollute our seas and quicker we fill-in the land fills.
Read more of this post

Multicultural Marketing

Last week I wrote a post for the Canadian Marketing AssociationCMAIt was an attempt to highlight the significance of market segmentation and multicultural marketing for Canada. If you’d like to read the original post you can view it here;  alternatively you can find a copy below. Please feel free to share your views on the topic.

I attended the Multicultural Marketing Conference yesterday. There were some good presentations by Corporate Canada, Ad agencies and Media on the initiatives within the ambit of Multicultural Marketing. The one I liked most was by Saul Gitlin, EVP, Kang & Lee. Road to SuccessHe provided 360 degrees information on marketing to multicultural markets based on his experience of successfully working for clients in Canada and the USA. He talked about the language of comfort as the gold standard and advised considering brand maturity level with multicultural groups. For example, a well-known brand like RONA could be a new name for new immigrants.

There seems a growing interest in the multicultural marketing and it is not just because of the recent (March 9th, 2010) Stats Canada report on Projections of the diversity in Canada. The highlights of the report are as follows: 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

Brand vs. Commodity

A discussion on the difference between a brand and a commodity is going on at one of my groups on LinkedIn. This discussion was initiated by Marco Monfils from Hungary. More than 150 comments have been made so far, highlighting marketing and sales professionals love for this topic. It is interesting that respondents presented their own definition and description of a brand and commodity, no author was quoted and the comments varied greatly. I noticed two significant trends as follows:

Read more of this post

Not for faint-hearted

Yesterday Mr. Toyoda, the President of Toyota Motor Company, appeared in front of the US Congress committee and apologized for the road accident and other mishaps that are attributed to the defects in the brakes and gas pedals of Toyota. He assured these issues are being taken care of.

Toyota has been selling millions of cars internationally and had no publically reported quality issues that I recall of. The current issue is indeed a significant quality lapse and Toyota brand and financials would be severely hurt by the time it will recover from this mess. However, I think this is a one-off glitch in the car manufacturers’ long history of making reliable quality cars. They will overcome this issue, diffuse the ongoing media hype and would again become a key player in the global car industry. Read more of this post

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