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The Ins and Outs of Doing Business in Quebec

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The Ins and Outs of Doing Business in Quebec

  1. 1. Lionbridge Learning Series The Ins and Outs of Doing Business in Québec Robin Ayoub Lionbridge
  2. 2. What Will Be Covered: 1. Canadian Multiculturalism 2. Introduction to Canadian Language Laws 3. Localizing for Québec French 4. The Marketing Mix Québec Responds to
  3. 3. Canadian Multiculturalism Canada is the first country to adopt multiculturalism as an official policy. – Affirms the value and dignity of all citizens regardless of ethnic origins, language, or religions affiliation. The 1971 Multiculturalism Policy of Canada: – Protects rights of the Aboriginal people – Confirmed the status of Canada’s two official languages
  4. 4. Canadian Language Laws Canada’s two official languages, English and French, are a fundamental characteristic of Canadian identity. • Official Languages Act – Enacted in 1969 – Equal status given to English and French – Gives citizens access to federal services in language of choice
  5. 5. INTRODUCTION TO QUÉBEC LANGUAGE LAWS
  6. 6. Québec Language Laws • The Official Language Act & The Charter of the French Language – Makes French the sole official language of Québec – Allow Québécois population to live and assert themselves in French
  7. 7. Québec Language Laws EXCEPTIONS TO THE RULE • Products for export • Educational products (teaching of another language) • Cultural, ideological companies • Your company has an OQLF exemption WHAT GETS TRANSLATED? • Product Labels • Instructions • Manuals • Warranties • Certificates • Restaurant menus • Software • Catalogues • Brochures • Commercial directories • Signage • Posters
  8. 8. Company Names Any business registered in Québec must comply with the Québec Language Charter. • Exception: Company names with registered trademarks are not required to be translated into French – Registered French versions of your trademark will get priority – Optional regulations ask you include a French descriptor or slogan to clarify your business offerings
  9. 9. Rule of Thumb To comply with language laws: • French must be predominant • If text size is the same, French must come first
  10. 10. Internal Requirements All workers in Québec have the right to work in French. • Under the charter, you must provide documents, tools, and more in French WHAT GETS TRANSLATED? • Documentation • Internal communications • External communications • Work tools • Computer software • Technology • Reference manuals • Catalogues • Forms • Internal company networks • Training documents • Use during meetings
  11. 11. WHY LOCALIZE FOR QUÉBEC FRENCH
  12. 12. Why Localize? Increase Sales in Québec Increase Revenue Increase Local Market Share Customer Experience Customer Loyalty
  13. 13. Importance of French in Québec • French is the official language of Québec • Québécois are proud of their linguistic and cultural heritage • Residents want to preserve the use of the French language • Want to safeguard the survival of the Québécois nation Need to be respectful of this when operating locally.
  14. 14. Speak the Local Language Metropolitan French is what we are accustomed to translating and localizing for. • Metropolitan French evolved directly from European roots • Québec French differs, as it has had a stronger English influence in the past 300 years – Once France ceded in 1763, Québec French evolved in isolation from Metropolitan French as we know it now
  15. 15. Localizing for Québec French TERMINOLOGY ANGLICISIMS USE OF CAPITALIZATION
  16. 16. THE MARKETING MIX
  17. 17. Demographics Québec is home to 8.3 million people - roughly a quarter of Canada’s population. 895,455 823,048 1,073,946 1,142,742 1,066,620 1,260,526 1,045,551 1,018,221 Age 0 to 9 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60 to 69 70+ Gender Female Male
  18. 18. French Language Dominance - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Mother Tounge Spoken at Home French English Both
  19. 19. Ethnic Origins - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 5,000,000 Country Canadien/Canadian French Other
  20. 20. Québec is too big to ignore for national and international brands seeking growth and relevance.
  21. 21. Global Consumers Today 90% 70% 75% 20% of all online business is done in English of web users are not native English speakers of non-native speakers will not buy from an English-only platform of non-native speakers feel comfortable with English-only platforms
  22. 22. Touchpoints in the Customer Journey
  23. 23. Consumer Preferences • Generally speaking, you will see a higher ROI using traditional advertising methods • Local publications, programming is more likely to be in local • Add local flavor to your offerings and your advertising • Make your brand easily searchable TV ADVERTISING DIRECT MAIL PRINT SEARCHABLE LOCAL
  24. 24. Social Media • Focus attention to Facebook and YouTube • French speaking users log onto social media to connect with friends, family before engaging with content Consider local social execution. – Customer interaction should be near instantaneous and in language 0% 10% 20% 30% 40% 50% 60% 70% Daily Social Media Usage Facebook YouTube Google+ LinkedIn
  25. 25. Mobile & Connected Devices • Low penetration of mobile devices in Québec • Becoming more connected, especially millennials • TV, radio, and other traditional media are still quite popular in the province 9.1 6.7 6.5 Hours Spent Online per Week, by Device Desktop Laptop Mobile
  26. 26. Providing Customer Support • Global brands need local contact pages, service reps • Respond to inquiries in language – No response, or response in English will damage reputation 0 0.1 0.2 0.3 0.4 0.5 0.6 Why Do Consumers in Québec Stop Liking a Brand? Stopped Liking Brand No Response to Inquiry No Content in Preferred Langauge Content not Relevant Posts too Frequent No Response in Preferred Langauge
  27. 27. Different Levels of Marketing Translation
  28. 28. Develop the Right Set of Linguistic Tools Translation Style Guide A set of rules for how your brand presents itself textually and visually Terminology Glossary A database containing key terminology used by your brand and their approved translations in all languages Design Templates Culturally neutral templates for imagery, web interface, digital ads, etc. Global Creative Briefs Brief providing key information to translators and copywriters
  29. 29. Case Study: Why Target Failed in Québec Target failed to align their localization strategy with their global strategy. – In 2013: Local integrated marketing campaign launches in English and French. – In 2015: Local shopping habits unaccounted for. Stores close across Canada – In 2017: Ecommerce only, no global gateway page. No localization options until checkout
  30. 30. Case Study: Why Target Failed in Québec
  31. 31. Case Study: Why Target Failed in Québec
  32. 32. Key Takeaways Speak the local language. Businesses will be rewarded for tailoring their story to the market. Adjusting your offer and adapting your messaging will go a long way to creating stronger bonds with customers in market.
  33. 33. Thank you

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