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Session Details
Day 1 Focus: CONSUMER INSIGHT Overview of Quebec Consumer Insight Crop's latest research into the mindset of the Quebec consumer, to include:
Women in Quebec Martin Dalpé will examine the different types of women in Quebec by revenue, age, education, unemployment rate, housing, ethnic origin, etc. What differentiates them from women in the other provinces? How do you identify their various consumption patterns by cluster and carry out effective and efficient marketing actions? Allophones in Quebec Tony Lea will examine some of the new census data to see which ethnic groups are now significant in Quebec and explore several of the Quebec allophone clusters for evidence of attributes that make them different from the allophone clusters found in other areas of Canada. Addressing Common Challenges: Brainstorming Session Our skilled moderators will address the specific challenges that those in the audience face in the Quebec marketplace. We'll open it up to the floor to consider ideas and propose solutions related to the challenges presented. This will be a great opportunity to apply insight gained from consumer insight sessions and will facilitate interaction with your fellow delegates. Québécois Outside Montreal Can you segment the Quebec population into two groups: Montrealers vs. the others? Do Québécois outside Montreal have the same profile? Are there common points between them or should you target them differently in order to reach the appropriate population? Seniors in Quebec Except for in the Prairies, Quebec has a larger percentage of persons that are seniors than any other area in Canada. Tony Lea will examine the attributes Quebec seniors have that make them different from seniors found across English Canada. He will also examine products that are consumed by Quebec seniors and see if non-francophone seniors have similar preferences. Youth in Quebec Quebec youth from 7-18 are quite different from other Canadian kids. During this presentation, you'll get a better understanding of:
Baby Boomers in Quebec In this session, Craig Dorning and Robert Langlois will present results from the most recent BBM-RTS consumer survey of over 57,000 Canadians (over 21,000 in Quebec). They will show how baby boomers in Quebec differ from their counterparts in the rest of Canada. Day 2 Focus: THE COMPETITIVE ENVIRONMENT Au Courant: What's Hot in Quebec A look at what's hot in Quebec today. To include:
Retailing in Quebec Following an overview of the retail marketplace in Quebec and how it differs from the rest of Canada, Françoise and David will take you on a tour of the top retailers in Quebec and identify the fading stars. Learn the key insights into what the retail winners in Quebec have done differently to succeed; what works, what doesn't, and why. Media Planning in Quebec When planning your national campaigns, why copy and paste your media plan for the Quebec market when:
Advertising Creative in Quebec We all need to produce outstanding, world-class creative to get the results that are asked of us. In order to do that in Quebec, you need to understand the language and the culture. Bertrand Cesvet will discuss the kind of creative that resonates with Quebec consumers and how that differs from consumers in the rest of Canada. Promotions in Quebec Promotion has evolved from a below-the-line sales tactic to a vital brand
building and relationship-driving marketing strategy. In this session,
Pierre Parent will share and discuss how Quebec consumers respond
differently to promotions than consumers in the rest of the country.
PR in Quebec
Direct Marketing in Quebec Used correctly, direct marketing could be the most powerful tool in your marketing arsenal. Hear how Quebec consumers respond differently to direct marketing than their counterparts in the rest of Canada. Trade Channels in Quebec A strategic and executional look at how the channels for different categories of merchandise (e.g. apparel, hard goods, food, and furniture) are unique and how each of these markets differ from English Canada. Guerrilla Marketing in Quebec It is said that guerrilla marketing can be defined as a below-the-line methodology that simply seeks to get your brands into consumers' hands through unexpected, dynamic and progressive campaigns. Certainly, guerrilla marketing is more than that. And in Quebec, waging a guerrilla campaign means an emphasis on tactics over strategy. Max Lenderman will discuss how winning small battles might be just as important as winning the big war. How it all comes Together: Critiquing a Great Campaign Strategy presents one of the most successful campaigns of the past year that targeted Quebec consumers distinctly from those in the rest of Canada. Hear some of our experts then comment on why they think this case was so successful and what we can all learn from the experience. | |||||||||||||
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