Strategies Marketing Direct specializes in the French Canadian Market. For the past 12 years, the Montreal-based agency has created or interpreted direct marketing campaigns in French for mostly Anglophone (English-speaking) Canadian or American marketers. Clients include Daytimers and L.L. Bean.
Approximately 25% of the Canadian market is French, and only 20% of those who speak French speak English. So DMers have three choices when it comes to targeting the Quebecois: translation, adaptation or re-creation. Mark Morin, president of Strategies Marketing Anglophone, refers to translation as a quick fix.
Because of laws such as the one that prohibits soliciting Francophone Quebecois in English without prior consent, there is a considerable infrastructure in Quebec to translate from English to French. The fix, however, is illusory.
Morin rites a piece he received. The English version began "Dear Mark" and went on to address him in a friendly fashion as Mark or "you." The catch is that to start a business letter in French with such a familiar greeting without permission, is unheard of. It's bad manners.
Compounding the sin was the me of tu for you. Correctly, vous is used in formal language. To tu someone in this context is overfamiliar, if not insulting. Adaptation works better, Morin explains, became it acknowledges linguistic differences.
To reap real dividends in response rates, re-creation addressing cultural norms probably works best. Morin illustrated his point by describing a campaign for gasoline. For Anglophone Canadians, the pitch stressed how the gas helped smooth driving; for Francophone Canadians, the copy stressed how the gas helped fast driving. The French, Morin explains, respond emotionally.
Prestige and quality of life are important issues. In contrast, the English respond rationally. Cost and benefits are important factors. The Quebecois respond to insurance, publishing and leisure time offers, as well as sweepstakes and premiums. However, financial and real estate offers don't do well.
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