As a marketing agency, you expect to reach customers wherever they live. But, when advertising in Atlantic Canada, the message falls flat for some reason. What is it about this region that your message doesn’t get through?
The answer to the problem is in the research of what makes a market different. And, though they may look like the rest of Canada, the Atlantic provinces have prominent differences.
Every part of Canada has a unique culture, so it’s important to understand their customs. Atlantic Canada is likely the hardest to grasp because of the subtleties in its culture.
Yet, with the wealth of information available today, you can learn more about a region for answers. There’s no better place to start for marketing services than right here.
Keep reading for a simple guide to marketing in Atlantic Canada.
1. Define the Culture
Like other countries, lifestyles in Canada vary from region to region. It may not be immediately obvious, but Atlantic Canadians are a very different breed.
Atlantic Canadians tend to be more conservative in their spending habits. This has a lot to do with the economic makeup of the region. Atlantic citizens generally have less wealth than their western comrades. As a result, they are less prone to impulsive buying habits.
Maritimers keep strong family bonds and are community-oriented. Many are descendants from the British Isles, which favors dry humor. More traditional music is a distinct trait among Atlantic Canadians.
On the outside, the people of the Maritime provinces may look like the people in Ontario and Quebec. But, if you look closer, you will notice that coastal residents live a simpler life.
Like Quebec, you must be more careful when advertising to Atlantic Canada. Residents of New Brunswick, for example, live in a bilingual culture. Yet Newfoundlanders use a language style all their own in English.
These are all important characteristics for advertising services to take into account. Less income means less extravagance for Atlantic Canadians.
And, though the level of education is generally lower, Maritimers have a keen sense of who they are. That fact is often reflected in their humor.
As a result, you will see an openness and friendly nature unlike other parts of the country. It is good for marketing services to know that Maritimers are givers first. They tend to be trusting of others and not as cynical as their counterparts in larger centers.
2. Keep A Regional Focus
Marketing services in Canada are aware of the regional differences with Atlantic Canadians. With this knowledge, they know what pitfalls to avoid in their advertising plans.
Regional advertisers should focus on function before the flashy features of a product. For example, in Toronto, a marketer of financial products will emphasize wealth potential. This is because the people of Ontario are more financially success-driven than their Eastern neighbors.
In Atlantic Canada, potential buyers are more interested in protecting their families. As a result, promises of future wealth get less reaction because of their homier natures.
Advertising the relative safety of an investment will gain a better response. Success here means protecting loved ones and helping the community.
Being of simpler means, residents are less likely to react to hard-sell tactics. “Must have” and “get it before it’s too late” don’t have the expected appeal. In addition, Maritimers are not boastful people, so they aren’t easily impressed by style over substance.
Study closer how people generally look in the Atlantic region. They are less likely to identify with a person in Ontario than, say, in Manitoba. Maritimers work more with the environment. Fisherman and tour boat operators have different interests than tech employees in cities.
Broken down in simplest terms, what all of this means is…
3. Stop Selling
This is the one key to winning over people when marketing in Atlantic Canada. People of this region need an emotional connection to the items sold to them. If you show that something is useful to them, they are more likely to respond positively.
Halifax marketing services have learned, a sense of community involvement is also important. Advertising services will encourage clients to become active players with residents’ concerns.
Nothing speaks to these people better than a company that cares. Fundraisers and charity events get much better results than flashy ads. Become part of the community when advertising in Atlantic Canada and create relationships.
People of this region are more impressed by ads that use humor over facts and figures. As mentioned before, they’re more intrigued by subtle suggestions than hard selling.
For example, look at how Atlantic Canada advertises for tourism. The ads talk about leaving a light out for you while showing the spectacular scenery. Nova Scotia goes as far and suggests the best thing you can do there is stay longer.
This may sound folksy to the average person, but that is what the people there are about. Like any other culture, they want to feel understood. So make a connection with Atlantic Canadians on this level, and they will be with you for life.
Advertising in Atlantic Canada
There is no deep dark secret for advertising services to follow. Instead, successful marketing in Atlantic Canada comes down to learning the culture.
Each place in the world has characteristics they call its own. Atlantic Canada is no different in this regard. A clear understanding of how people live helps marketing services send the best message.
Halifax marketing services know the region better than most advertising agencies.
You can reach customers in Atlantic Canada by working with local marketing services. They will help you identify the messages that resonate with them.
For help with your branding needs in Atlantic Canada, contact us today for a consultation.