Kate’s photo is up on our company website. Her title is “Digital Media Director”. Would you like to take Vanessa’s photo out our website, or keep her as our Media Consultant?   Also, Kate suggests to use her old business cards. The only difference between the old cards and new cards are the company logo and her email. Let me know.

The Changing Face of the Homebuyer

For over a decade, Canada has been the fastest-growing country in the G7, outpacing both the US and the UK. Roughly two-thirds of the population increase is due to international migration, with a projection of 280,000 to 320,000 new entries into Canada in 2017 alone. Around 2050, it is projected that nearly all population growth could be caused by migration as Canada has vowed to maintain an inclusive immigration policy and welcoming atmosphere. [1]


Part of what makes Canada so hospitable has been the ability to cater and adapt to different cultures from nations around the world. EthnoDialogue continues to lead the charge in helping organizations navigate this world of culture within Canada in order to better service the needs of specific community members.


EthnoDialogue recently conducted a one day training seminar for one of Canada’s largest home developers in order to provide insight on the most popular traditions and customs amongst some of the most prevalent cultures in Canada. A home is one of the biggest purchases any Canadian will make and offering cultural understanding ensures a more inclusive buying process for everyone.


First generation Canadians often have very traditional methods of cohabitation. For example, members of the South Asian community often have strong ties to their families, with multiple generations living in the same home. This explains why the real estate search may be concentrated on the suburbs; city homes simply do not offer enough space. The kitchen, which is the center of the home for families around the world, is an equally important room for South Asian Canadians. Having a spacious, well-lit, modern kitchen will be a huge selling point. A large backyard also means extra space for entertaining and plenty of room for a grill.


Chinese immigration to Canada is also prominent, the Chinese-Canadian population in the GTA alone is well over half a million.[2] In addition, the construction boom in Canada’s largest cities has attracted Chinese investors, many of whom buy condo properties for their children to live in while studying abroad. Even with rising housing costs in the GTA, Canadian homes are relatively affordable compared to urban Chinese real estate.


A common factor of importance for Chinese-Canadian homebuyers centers on the house being compatible with the system of feng shui, which relates to the flow of energy. Many will look for south-facing homes, an unblocked main entrance and long hallways but T-shaped intersections or stairs that lead right out the front door may be avoided. A flexible floor plan, which can be customized to a family’s individual needs, will be appreciated.


The Muslim homebuyer is another demographic that holds specific traditions and beliefs. A display of wealth and extravagance is often frowned upon, so simpler homes may be of interest. It is also common for members of the Muslim community to not believe in paying or receiving interest, which is why many will find alternative financing options. Privacy is also a major concern and homes that have distinct separate rooms are preferred.


Canada remains unique in their ability to welcome citizens from around the world. Canadians come from all different backgrounds and cultures but they all share the common desire for a place to call home. In helping a home developer cater to cultural nuances, EthnoDialogue was able to help a variety of Canadians find their new home.


Looking to increase your company’s market share? Drop us a link today.


[1] http://www.theglobeandmail.com/news/national/census-2016-statscan/article33931243/

[2] Canada 2016 census.


10 Tips for a great multicultural marketing campaign

1.Think long term

For your multicultural marketing campaign to be a success, you need to make a serious effort and commit to learning and improving as you go.  Your multicultural marketing plan will need time and resources if you want to see the best possible results.  Plan to engage with the targeted multicultural group over a period of years, not months.

2. Know the Demographic

Research is a key component of any marketing strategy. Multicultural marketing is no different in that respect.  Do your research and tap into some key strategists that have been following multicultural marketing trends across Toronto and Canada.  You need to understand the key aspects of your target demographic before you can plan the communication strategy.

3. Be flexible

You do not need to stick to the script of your more mainstream message for the mass market.  As you learn more about your ethnic consumers you should be dynamic in your approach in developing creative and choosing your media platform.

4. Don’t forget that we all love Canada

The immigrant community is in Canada because they want to be.  This is important to bear in mind when putting together campaign messaging.  You may be surprised how much a positive Canadian message resonates with the ethnic communities.

5. Don’t be an extra burden

The whole immigration and settlement process is not easy.  You need to bear this in mind when you target this demographic.  Your product or service should be easy to understand and address the unique needs of newcomers in Canada.


6. Be there

You should make sure that you have a strong presence in the ethnic community.  Look to local events and area marketing to establish and maintain a top of mind status in target communities.


7. Don’t wait until they land in Canada

You should do everything you can to speak to your future customers before they land in Canada.  In the pre-arrival stage, many are excited and will be doing research online about the country they are about to land.  Starting the conversation around your brand at this stage is very valuable in the long run.


8. Go digital

Due to the complexities of reaching specific demographics within the ethnic community, your multicultural marketing campaign should have a strong digital component.  Research has shown that immigrants spend more time online than Canadians in general. The key is to find out where your specific target is online.


9. Use the multicultural media sphere

The ethnic community in Toronto have access to a huge amount of media that caters to them and their interests.  This includes online as well as traditional channels such as print, TV and  radio.


10. Word of mouth is very important

Include a marketing component specifically for your existing customers aimed at converting them into evangelists of your brand.  The multicultural community, especially newcomers, rely on each other to help point them in the right direction after they landed so this is a very important part of any multicultural marketing strategy.


Any multicultural marketing campaign will need careful planning and a great deal of work before it can reach its full potential.  There will be lots of subtle things to watch out for depending on the product or brand.  With careful finessing of a plan, reaching the multicultural community with an effective message can be very rewarding.


New Measurements of Success from a “Modern Marketer”

If you’ve ever run a digital campaign for retail, you’ve probably looked at click through rates, cost per click, and conversions as measurements of success. But what do they really mean to you? Let’s face it – all you really want is to drive people into stores. With that in mind, how can you really tell just how much impact your campaign has in driving in-store traffic? Let’s explore new metrics that better tell the success of your campaign.


1)      Measuring Store Visits

In this day and age, mobile devices run rampant. Just about everybody has one within arm’s reach. It has been difficult to quickly attribute a campaign to in-store visits in the past. With the popularity of mobile devices, it is now easier for advertisers to better understand the impact a campaign has in driving brand awareness and foot traffic since every device has a GPS embedded. Facebook has taken advantage of this technology and are now able to provide store visits metric in their reports so you can see how many people actually go into a store after seeing an ad.


2)      Click to Call Campaigns
If your business relies on call-in’s as well as walk-in’s, such as a travel agency, consider running a click to call campaign. Given that mobile advertising is expected to exceed desktop advertising this year, it only makes sense to have users click a button and talk to you rather than redirect them to a mobile landing page. Not only does this make it easier for prospective customers to talk to advertisers, it allows advertisers to closer a sale quicker. Google Adwords allows advertisers to easily set up call-only campaigns so you can easily track call conversions.


3)      Content is King

Did you know 64% of shoppers research purchases online before buying offline? For this reason, it is important for advertisers to create informative content that appeals to shoppers. Promoting product reviews via native ads allow advertisers to deliver branded content without disrupting user’s browsing experience while increasing user engagement and time on site. Many DSP’s (demand side platform) allows advertisers to buy in-feed native advertising programmatically.


These are just a few things to consider the next time you run a digital campaign. Whether you are running a broad campaign or a niche/ethnic campaign, these metrics will surely provide a better picture of success.


Targeting Ethnic Millennials: Challenges and Opportunities




Everyone is trying to decode millennials these days. As the most attractive market segment and the most disruptive force in the market, they’ve become the subject of countless studies and have been looked at from multiple angles, multiple times.

However, not all millennials can be grouped into a single category. Millennials who belong to various ethnic groups, for instance, have their own unique tastes and habits, and they won’t respond in the same way to generic millennial marketing. So how are millennials with ethnic backgrounds different? And how should brands approach them?

First, let’s define the general characteristics of the millennial segment:

  • Millennials were born between 1980 and 1998.1
  • There are currently more than 90 million millennials in North America.2
  • Millennials are estimated to be responsible for $70 billion in spending in Canada, 1 and by 2018, they’ll have more spending power than any other generation.2

According to the Millennial Disconnect Study by Dentsu Aegis Network Canada3, 42 percent of millennials can be described as socially conscious, constantly connected, and interested in luxury items. The remaining 58 percent of millennials include groups like: alter-natives (who are less active in the digital space and value knowledge, experience, and factual information), LYFPreneurs (who are driven by offline relationships and are healthy and environmentally-conscious), and BetaBlazers (who are brand loyal, focused on achieving success, and purchase based on quality).

Millennials generally value community relationships, engaging experiences, and giving back to society. They’ve lead the transition to mobile commerce and expect brands to deliver consistently smooth, multichannel, digital interactions. Overall, millennials represent the greatest lifetime value in the marketplace, and they remain very loyal once they choose their preferred brands or services.

As for ethnic millennials, they tend to be slightly older (over 25) and slightly further along in their careers than their Canadian-born counterparts.1 They generally have higher household income rates, and they’re more likely to have a family. This makes ethnic millennials an excellent population for household goods brands to target, as opposed to the general millennial segment.

Additionally, many male ethnic millennials are highly career-driven (40 percent) and a large number of them strive to advance their careers at any cost (29 percent).4 One study also showed that ethnic millennial males depend less on peer opinions when it comes to their buying decisions, compared to the average Canadian millennial. They believe in premium quality, but they’re also economical: they want to pay the least for the best. 4

One prominent commonality among Canadian millennials of various ethnic backgrounds is their desire to eat healthier and buy organic, hormone- and antibiotic-free products whenever possible. 26 percent of ethnic millennials would also like to see more ethnic products in grocery stores, creating a golden opportunity for food brands to introduce more ethnic flavours to the market targeted at the ethnic millennial segment. Overall, the key to targeting ethnic millennials is to identify products that lie at the intersection of culture and segment characteristics — products that are also able to fit with millennials’ quickly evolving tastes.1

Although ethnic millennials do share common traits with the general millennial population in Canada, and reaching them can be part of a general marketing strategy, it’s also important to adapt one’s strategy by using target-specific tactics, such as in-language ads, cultural event marketing, multicultural website advertising, and/or targeting by specific interests and topics.

Want to know more about targeting ethnic millennials? EthnoDialogue has extensive research, outreach, and targeting capabilities with this and other multicultural markets in Canada. We can help brands develop multicultural campaigns grounded in strategy and in-depth understanding of ethnic markets. If you’re interested in knowing more, reach out to Canada’s leading multicultural specialists at 416 445 6629 or [email].


1  http://www.marketingmag.ca/consumer/micro-segmenting-ethnic-millennials-115546

2 http://www.marketingmag.ca/consumer/how-millennials-are-reshaping-the-retail-industry-175627

3 http://www.marketingmag.ca/brands/marketers-have-four-new-ways-to-think-about-millennials-184529

4 http://www.bppgcreative.ca/marketing/pdf/ethnic-millennial-males.pdf










Report on South Asian and Chinese brand relationships and how they differ from the general population.



Recently IPG Mediabrands conducted a study on the relationship that South Asians and Media-brand-01Chinese Canadians have towards a number of brands. The study was to take a look at how ethnic advertising has an effect on people within this demographic, with an aim to inform multicultural strategy and insight in Toronto as well as Canada as a whole.

To understand the significance of the potential audience we are looking at here, immigration for these groups are set to massively increase over the next 15 years. The numbers themselves tell a fascinating story of how important it is to reach out to through cultural marketing and advertising.

When looking at the average population of Canada, under half of people actually believe that advertising keeps them aware of upcoming releases of products and services. When we compare this number to the learnings of the ethnic consumer research on the effect of South Asian and Chinese advertising, over two thirds of South Asian and Chinese Canadians believe that this communication keeps them informed and up to date. This is a big learning in its own right, and is compounded when we examine those from within this demographic that consider themselves to be brand loyal. Chinese and South Asian consumers are significantly more likely to be brand loyal than the general population; 58% of South Asian and 52% of Chinese people.

Once this is understood, there can be no denying the importance of multicultural focused advertising and marketing communication. Especially due to the greater brand loyalty of this multicultural demographic group translating to a greater return on investment. This type of ethnic marketing communication is not without its challenges. Based on EthnoDialogue’s research around half the people have stated that brand loyalty will be present with brands they are familiar with from their home countries and that they place a lot more faith in culturally sensitive advertising in their own ethnic language. So the opportunity is there to seize this fast growing segment of the Canadian market for some time to come.


When it comes to media consumption, it is important to take a close look at the media habits of the demographic you are targeting, this goes double for when developing a multicultural marketing strategy. Not only does the platform you choose to advertise on matter, you also have to consider that brands that take the time to address their multicultural audience in the native ethnic language in advertisements will engender much greater brand loyalty.


When it comes to digital, the multicultural demographic of Chinese and South Asian were very connected. Spending around 20 hours a week online cannot be ignored as a platform to be present in. Once you factor in the previous leanings regarding the importance of ethnic language advertising alongside the targeting ability of many sites, digital is a very good way to communicate directly to the desired audience. This is especially true for the use of social media when employing the language targeting tool. Finally, and the most important facet of any multicultural advertising campaign is to ensure that the message is correctly adapted and contextualized appropriately for the target consumer market.













With the rise of globalization and the rapid-fire spread of digital advances, perfecting your multicultural marketing has become more important than ever. Over 50% of the GTA’s residents were born outside of Canada, and half of them arrived in the past 15 years alone. Today, in order for a business to truly reach their full audience and grow market share, they need to build a comprehensive multicultural marketing strategy.
Considering that Canadians also spend more time online than any other country in the world, digital must be an important part of your multicultural strategy. To do so, you need to bring your brand online, communicate with your target audiences in their native languages, and engage with them on their social media platform of choice. However, many marketers find it challenging to include social media in their multicultural marketing plan, which is where we come in. With this infographic, we wanted to give you an enlightening look at just one way we engage a target audience, by describing how an incredible Chinese social media platform operates and how it can be harnessed as part of an effective multicultural marketing strategy.
Business on WeChat
WeChat is a free, all-in-one communication app available on most Windows, Apple iOS, Android, and Blackberry devices, and research in 2014 showed that over 62 percent of Chinese Mandarin shoppers in the GTA are active on this platform. WeChat also uses QR codes, which can be used to engage with your customers in their native language, drive increased brand impression and awareness, and more importantly, it helps you learn about your targeted audiences.

infographic-01 infographic-02

Grow Your Multicultural Reach Today
The number of Chinese immigrants in Canada grew 63.9 percent from 2001 to 2011, making Chinese Canadians the second largest foreign-born group in Canada. Over 49 percent of those Chinese immigrants reside in Ontario, and most of them live in the GTA. They’re one of the largest target communities brands in Canada can — and should — be reaching.
WeChat is a new tool to many marketers, making it a very powerful (albeit underused) gateway to the Chinese Canadian market. By meeting your target audience where they’re at — and the numbers definitively show that they’re on WeChat — you make it easy for your business to be their No. 1 choice. By crafting a multicultural, social media-driven marketing strategy, you can attract your target cultural consumers, outpace competitors, and use the reshaping of Toronto’s population to grow market share. Contact us today to learn more.




In order to succeed in today’s business world, you need to prepare an integrated marketing strategy that includes social media. Whether you are a small business or part of a Fortune 500 company, the numbers are clear. The masses have spoken and you can no longer ignore it: your customers are online. According to a ComScore Canada study, Canadians spend more time online (hyperlink to: http://www.torontosun.com/2015/03/27/canadians-spend-the-most-time-online-study) than any other country. They spend over 36 hours a month browsing online, and spend the majority of their time on the Internet on social media and online shopping.

Canadians are using social media everyday. They use it to share articles, pictures, opinions, what they had for breakfast, their hopes and dreams, and their frustrations. Marketers and business owners can no longer see social media as a passing fad that isn’t worth the investment. Even if your brand isn’t online, make no mistake: your customers are still talking about you there. Whether they’re singing your praises on Facebook or complaining about your customer service on Yelp, they’re already engaging in that conversation.

Blog post image Ethno-05-01

Another harsh truth when it comes to social media marketing is that the digital landscape has transformed tremendously in the past decade. Platforms have come and gone: audiences have migrated from Facebook and Twitter to Instagram and Snapchat and then back, but by no means this social train is slowing down. On the contrary, what once was a “free” medium is now one of the most profitable industries in the advertising world, and it’s now surpassing traditional media’s engagement levels.

Since a large portion of the customer experience is online, social media allows brands to engage in a customer’s entire brand experience. By taking the leap into social media marketing, you’ll be able to engage your customers on an entirely different level when it comes to customer service, gaining valuable feedback, and remaining consistently on their radar. You’ll be reaching them where they already are — online.

Our customers have already seen such as 455% growth on their social media communities with minimal media support, and +730 content pieces created with over 11 million impressions over 11 months. To help you unpack the benefits of adding social media to your marketing strategy, we’ll be reviewing a few of social media marketing’s key elements. Tune back in on the last week of April to find out how to deal with the comment section on your social media channels.




Over the past few decades, our world has become much smaller and more connected as a result of new technologies, such as the Internet, smartphones, and improved transportation. Nowadays, speaking to several people around the world at the same time is an every day occurrence. Companies with various offices around the globe are able to communicate with ease. With the help of the Internet, online business conferences have become a daily routine.

Most industries are adapting to this freedom of communication. With smartphones you have access to the Internet around the clock, and is available in nearly any location. With the right application you can communicate with other people for free, or almost no cost. Some cities are even starting to offer free Wi-Fi. Thirty years ago it was unimaginable that something like this could ever work, but new trends have opened up boundaries and making moving abroad much easier. The market has adapted to these trends as well: more and more immigration platforms are emerging, helping people find jobs, and start a life. According to The Guardian more than 10.000 Britons emigrated in 2012 to locations like New Zealand, Australia, Canada, Germany and Singapore, and the numbers are continuing to rise. Such waves of immigration lead to a mix of cultures everywhere, which demands for changes. This is why multicultural marketing is increasing in popularity.

How to find the right marketing strategy for a changing consumer landscape:

Having a target audience with lots of different cultural backgrounds, it is important to widen marketing strategies and tackle more than only local cultures. This is especially the case in Toronto, which, according the government’s website is amongst the most multicultural cities in the world. This is why successful Toronto based multicultural advertising agencies, such as “EthnoDialogue” do everything to adapt their clients’ marketing plans to minorities. EthnoDialogue’s multicultural strategies and insights help target the changing consumer landscape. They craft slogans in a way that is most appealing to specific cultures, and word their advertisements specifically in the language the target audience speaks. In addition to that, professionals at Ethno Dialogue use colors, designs and motives, which research has proven to be effective on people in certain cultural backgrounds.

Through the right research and analysis methods, Ethno Dialogue is able to understand the qualitative and quantitative differences between cultures. Thus they can adapt their multi-lingual and multicultural digital marketing strategies, depending on which culture they are targeting.

Social Media Marketing

Social media platforms are another important and growing market to advertise in. Advertising through social media is growing in popularity, however, for an advertising agency to target the right people, they have to know their market. Which social media platforms does your target audience use, and how do they use it? You will find that there are big differences in social media usage when you compare cultures. One example is Facebook, while Facebook is the perfect platform to target a North American audience, it is not as popular in Asia, South America, or India. The Brazilian version of Facebook, called Orkut, is owned by Google, while Japanese people use Mixi.jp as their primary social media network. Ethnic marketing agencies like Ethno Dialogue take all of this into consideration when designing the right, customized, strategic marketing plan for their clients.

It might sound like customizing advertisements to certain cultures is more work, and can be complicated, but once you see the increases in your revenue, you will know it was worth it.

To adapt your marketing strategy to our multicultural society, or for more information, please visit our website or call to make an appointment.




As multicultural advertising is becoming increasingly popular, one of the questions that many clients raise is, how to choose a good agency. Ethnic marketing is still a developing field and obviously, some do it better than others. To help you make a good decision, here is a list of 6 basic questions that you should ask your agency before you hop on board.

  1. Is your agency staff culturally diverse?

This one seems so obvious that it is often overlooked. Experience in ethnic marketing doesn’t necessarily translate into competence, let alone excellence. A diverse agency staff allows quick and easy access to immediate cultural insights and understandings. Those allow to bridge gaps and construct viable, strong messages for specific ethnic groups.

  1. What is the success rates of your previous campaigns?

Marketing is an investment. It is crucial to understand how an agency’s course of action directly influences their clients’ ROI. There are three factors to take into account here. One is sales, which is obvious. Then there is awareness. How aware are consumers in a certain segment of the brand? Last are loyalty and engagement. Those are hardest to quantify but still measurable. Ask about those things and base your decision on the answer.

  1. How does the agency work with your marketing needs?

Some clients have their own formidable marketing capabilities, and only need them complemented with types of outreach they don’t have. Other clients may need a top to bottom restructuring approach to their entire cultural marketing plan. Make sure the agency you choose is adaptable and offers flexible plans based on client needs. The ability to tailor a strategy to complement and work with existing resources is very important. Ask to see other client portfolios or a proposal from their creative team.

  1. What is the work and communications process?

A good, reliable agency will have an established work process with weekly meetings, reports and follow ups. How are the ads planned, what materials are required from you to develop a strategy, who are the people in charge of a client’s account? Is it one person or a team? What are the deliverables and timetable? The creative work (advertising and ad creation) should never overshadow things like market research, marketing needs and other aspects without which adequate, sound planning is simply impossible. Make sure they understand your company’s needs and know how to approach different segments of customer populations, representing your brand properly to each of them.

  1. Is the agency’s culture in line with your own?

Category experience is important, but it should not be the sole deciding factor on which to base a good client-agency relationship. Mindsets and behaviours that company cultures promote tend to be different from one organization to another. If your company or brand are very conservative, it may not be good to choose an agency that practices radical, risky marketing methods, unless you wish to go into a full rebranding.

  1. How does the agency work with the account?

This mainly has to do with deliverables and feedback, which may have been mentioned above, but could use some elaboration. The agency-client relationship and communication are crucial to the success of their mutual efforts. It won’t do to have your account passed from one person to another. If everybody is handling it, then nobody is. Make sure you have a person on the other side of the line for your questions and concerns, always ready to produce reports and numbers on request.

Good luck in your search!

For more information or to set up an appointment with one of the best multicultural advertising agencies in Toronto and the GTA, call us now.




If you still have a separation between regular work and multicultural outreach strategies, then this article is definitely for you.

To summarize it, there is no such thing anymore, as “regular” work. The Canadian market has, in fact, always been composed of cultural and linguistic subdivisions, but they were mostly ignored by everyone except people within those same groups. Now let’s consider the new and changing world of Canadian multicultural marketing.

What it means to be Canadian is not the same now as it used to

If you look at people on Toronto’s streets, foods we eat, music we listen to, then you will start to realize that immigrant cultures are no longer discarded in favour of a larger Canadian identity to be preserved only as oddities in souvenir shops and ethnic food restaurants.

People who come here today are inclined to retain their own cultural identity more than ever before, just as they are adapting to the local language and culture. One doesn’t rule out the other, not anymore, and people’s ethnic identities are preserved and celebrated.

Breaking the wall within the wall

Many marketing companies, brand makers and promoters, seemingly understand this but another important aspect is still somehow left behind. What we mean is that not only new immigrants are ethnic audiences. Even fully adapted and assimilated “old” immigrants still have unique cultural roots that may have been put aside, even partially forgotten, but never fully discarded.

Moreover, children in Canadian schools are taught about different cultures and traditions, and are more likely to identify with the culture that their immigrant parents may have almost shed. This breathes new life into ethno-cultural identities of young people all over Canada, and those young people are all our future customers.

Knowing this, consider the question – who is the typical Canadian consumer today? Who is this segment of population that you can call “default” and apply a non-ethnic marketing strategy? Do they really exist anymore? Have they ever? Not only immigration makes ethnic marketing necessary, or not directly, at least. If you wish your marketing strategy to work, all of it needs to be multicultural, adapted to the segment of population that it targets.

The more ethnic marketing and advertising works for new immigrants, the more it works on old immigrants who wake up to their own cultural identities and embrace them. Automakers, financial institutions, large retailers and more are all catching on to this new ethnic and demographic reality.

All Marketing is Ethnic Marketing

The addition of the Internet to the game has turned it upside down. Consumers cannot be talked “at” anymore. They have to be talked “with”. PR and marketing companies are putting huge budgets into social media campaigns, where consumers are engaged, where a dialogue can be created. This makes marketing companies more attentive to their audiences, dividing them not only by ethnicity anymore, but into more subtle distinctions such as regions, age groups and even dialects within cultures.

Canada is, and has always been, a country of immigrants. We are all immigrants here, with our unique cultural – linguistic heritage, semiotic system and feeling of self within those systems. By respecting and seeking out the self in the consumer, and addressing them in their language – only then your marketing strategy can produce real results in this new reality.

This is applicable to communities, neighbourhoods and other sub categories within the diverse Canadian culture. To understand them is to understand the market. If you wish your multicultural marketing strategy to be led by one of the best ethnic marketing groups in Toronto, call us today!