Quebec accounts for a whopping 22% of Canada’s population. If you are or intend to operate your business in Canada, you need to make sure to include the dynamic French-Canadian population in your planning.
With over 8.5 million people, Quebec is a great market for businesses willing to invest in a few unique sets of factors to succeed.
Many companies make the mistake of marketing to Canadians the same way across the country with minimal effort.
However, the truth is:
Prioritizing French-Canadian marketing and translation will keep your business at the forefront.
There are several factors to consider while setting out in the French-Canadian market. One is French being the official language and the other is cultural preferences.
Here are 7 tips and insights to successfully engage with your French-Canadian audience.
1. Translate English to French-Canadian language
Marketing to French Canadians in Quebec is a unique and challenging opportunity that requires a thorough understanding of language, culture, and identity. Nearly 90% of Quebeckers are fluent in French and identify it as their primary language. Keep in mind that being surrounded by English culture outside its territory, French Canadians are very keen to protect their language as it is an important part of their history and cultural identity.
However, Canadian French is not the same as European French, and marketers must be mindful of cultural nuances when localizing communications.
Marketers who want to reach customers in Quebec must ensure their strategy is fully localized and includes translation and cultural awareness.
Language laws protect the uniqueness of the Québécois language, and residents are proud of their distinctiveness.
2. Adapt your brand to local preferences
When expanding into a new market, adapt your brand to the local culture and preferences. Especially in Quebec, where most residents are French-speaking and proud of their cultural identity, brands must understand and cater to the unique needs and preferences of French Canadians.
Localize your language and messaging, adjust your business practices to align with local norms, and tailor your HR strategies to attract and retain local talent.
Whether through localized advertising campaigns, partnerships with local influencers, or tailored products and services, there are many ways to make your brand appealing and relevant to your Québec audience.
3. Implement localization strategies
In Canada, it is mandatory to display product information in both English and French and businesses operating in Quebec must adhere to the Charter of the French Language.
This includes having a French version of the website, business documents, and in-store signage.
By implementing these localization strategies businesses can meet legal requirements and establish a strong connection with Quebec consumers to build a positive brand sentiment.
4. Go above and beyond translation
Marketing to French Canadians in Quebec requires more than basic translation. Go the extra mile to show your sincerity and interest in connecting with the local audience. Creating a unique slogan in French, for example. It is a small but impactful step that shows your brand has taken the time to understand and embrace the culture. Personal touches can make all the difference when building a relationship with your customers.
Saje Natural Wellness, a renowned Canadian wellness retailer, got it right when it comes to engaging with Quebec consumers. LAT is proud to support Saje’s dedication to creating products that prioritize wellness and embody environmental sustainability and ethical responsibility. The brand’s approach to communication goes beyond mere translation, striving to connect authentically with its audience.
5. Understand the cultural preferences of Quebec consumers
We discussed cultural awareness and its importance in business communications in one of our blogs. We highlighted the personalities and characteristics of Québécois customers.
Here’s a snapshot:
To effectively reach and connect with Quebec consumers, businesses must understand their unique personalities and cultural traits.
Working with a multicultural marketing team that is local and has a deep understanding of this audience can be extremely valuable in this process. LAT’s team in Quebec will provide insights into cultural differences, preferences, and values, and will help your business craft messaging that resonates and seduces.
6. Relying on automatic translation? Think twice!
Depending on AI-driven translation solutions can lead to serious mistakes and negatively impact brand reputation. This is especially true when dealing with the French-Canadian market, which has its own unique linguistic and cultural references.
To ensure the best results, you must seek the help of a local language expert who has a deep understanding of the Quebec language, culture, and market.
7. Respect Canada’s multicultural community
Canada is a diverse nation that celebrates multiculturalism. When marketing to French-speaking Quebeckers, brands must understand the unique characteristics of the Québécois language and culture and create respectful and authentic messaging.
Brands should aim to develop inclusive marketing strategies that are culturally adapted to resonate with a wide range of cultures and demographics and avoid language or imagery that may be insensitive or offensive.
To truly succeed in the Quebec market, understand the preferences and behaviours of the local population. Brands should also consider the influence of trusted local celebrities when creating marketing campaigns.
Some classic examples of marketing in Quebec:
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In 2014, Target, one of the largest brands in the world, experienced failure in the Canadian market due to its underestimation of the country’s cultural and linguistic diversity. Despite launching its operations in Canada just two years prior, Target was forced to close all of its 133 stores as a result of poor reception from Canadians. The company’s failure has been attributed to various factors such as the inadequate French-Canadian translation of its products, a lack of sophisticated product offerings, and an overemphasis on products that already had local competition. |
Pepsi successfully captured a significant market share in Quebec in the 1980s by humorously portraying the distinct cultural quirks of the region. The ads starred Canadian comedian Claude Meunier playing a stereotypical Quebecer, going crazy for Pepsi. This campaign cleverly tapped into the eccentricities of Quebec, leading Pepsi to outpace Coca-Cola by a 2 to 1 ratio in Quebec by 2009. In 2012, a Pepsi commercial showed a non-local drinking Coca-Cola, only to be corrected by Quebecers with the phrase “Ici, c’est Pepsi” (Here, it’s Pepsi). This showcases Quebecers’ strong sense of pride in their unique French-Canadian culture, and they respond positively to brands that acknowledge and embrace it. |
Check out the video:
Final thoughts
Entering the Canadian market requires a comprehensive and nuanced understanding of Canadian culture, especially with regard to French Canadian culture in Québec. Brands must respect the language laws and local customs and try to connect with people in a meaningful way.
At LAT Multilingual, we have extensive expertise in French-Canadian marketing and translation and have helped many brands successfully enter the Quebec market. Our team of local language experts, in-market and certified translators, and marketing specialists can provide the support and guidance you need to succeed.
If you’re looking to launch a successful marketing campaign in Quebec, get in touch with us today and let us help you reach the heart of this important market.
