Marketing in Canada Can Be a Completely Different Task Than That of Marketing in the United States.

1. Product Promotion:

Marketing in Canada can be a completely different task than that of marketing in the United States. For instance, in the United States, television is still a major player in marketing strategies. Although Canadians still spend a hefty amount of time watching television, there is still a major gap between the two countries. The average American spending around 32.6 hours watching, while the average Canadian spends 29.3 hours a week watching television. Television advertising in Canada runs about $103 CAD per capita which is around $90 USD less than what is spent in America. With these statistics, it is still Canada’s best way to advertise to consumers. At least half of our advertising should be dedicated to television ads. However, though television is a major player, we will diversify their means of advertising. The next major player for their product promotion will be that of radio, but more specifically podcasts. The facts are that Canadians spend 17.75 hours a week listening to the radio. This gives us the ability to market through different channels at a fraction of the price. Through podcast marketing, this enables us to effectively advertise through a different channel that still has a vast reach with our audience. Most of the time, podcast hosts will market a company’s product in exchange for some of said product. This leads into the social media part of the product promotion. Nowadays, there are rarely any more brick and mortar stores, which leads us to advertise through digital media, and the three traditional outlets of television, email, and radio. Digital media is now a key player in marketing, especially in Canada where online surfing is almost double the amount of time spent online by Americans. Canadians are spending 27.8 hours on the internet. Of the 27.8 hours spent surfing the web alone, 25% of that time is spent on social media platforms such as Twitter, Instagram, Facebook, and Snapchat. This opens up the chance to market through micro-influencers, as well as the use of Google Adwords. Marketing through micro-influencers can prove to be cost effective and can reach a wide array of people. Through them, we would be able to give them a bottle of our product and in exchange, depending on how extensive their following is, we could reach anywhere from 1,000-10,000 people through one micro-influencer. Also, with their heavy engagement with the internet, we will be marketing through email. Many speculate that email marketing is a dead form of marketing but contrary to belief, email marketing is the most effective form of marketing and produces the best ROI. With using Google Adwords, we can specifically target certain keywords that will reach a massive audience. Hashtags, keywords, most searchable words, can all be targeted through the use of Google Adwords. Through all the different channels of promotion, we will be using prestige pricing , which will give off the appearance that our whiskey is of high-quality and luxurious and will only be marketed by micro-influencers who give off the appearance of a higher quality profile and share the same values as the company.

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