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Deborah Weinstein, President of Strategic Objectives in Toronto, Canada, in conversation with Doug Simon at the Counselors Academy Conference, tells us how foreign companies can successfully expand their businesses into Canada. Rule #1: Know your audience and don’t use Target as an example.
Deborah offers her advice for American brands planning a PR rollout in Canada.
“You get one kick at the can when you’re coming to a country. Embrace it rather than kick it”
“Rule 1: Know thy audience. You must know and understand our country. We have two separate and distinct cultures—one English, one French. As a matter of fact, many of our Canadian clients have completely different marketing strategies for Quebec versus the rest of Canada.”
“Target had a massive rollout plan for Canada; now it’s completely slowed down because it affected the bottom line of the company as a whole because they didn’t understand the culture. That really didn’t need to happen, because we were eager, willing, and desirous for Target, but they kind of blew it.”