Marketing for media, entertainment, and fashion is the dream of many. Rich production standards and professionally produced materials for theater, movies, and clothing designers provide great content. If you’re in a sales or marketing position within your company, you know the challenge of gathering materials and content. Quite often, locating either of those in good quality can be a challenge. And writing about the most recent corporate merger doesn’t read like a blockbuster movie to-be.
The problem is that most of our expected prospects are drowning in marketing. In fact, many have come to the point of finding ways to tune out your messaging. Playlists, Fast forwards (whenever possible) on Youtube® videos, and paid services like Hulu® or Netflix® are ways around your marketing message. Thanks to professional translation services, it’s possible to connect to diverse audiences.
Engage a Fresh Audience in Toronto through Translation
Over the past decades, more than 1 million people have immigrated to Canada. Four of the leading countries of origin are China, India, the Philippines, and Pakistan.
With over 50% of Toronto’s workforce comprised of immigrants, this influx of working citizens may represent your greatest opportunity for marketing and engagement. Let’s first look at points of origin. The following nations contributed to those immigrating to Toronto:
- China (9.1%)
- Pakistan (3.8%)
- United States of America (2.8%)
- Iran (2.2%)
- France (2.1%)
- United Kingdom & Colonies (2%)
- Eritrea (1.6%)
- Nigeria (1.5%)
- South Korea (1.4%)
Top-skilled jobs that cross several industries:
- Healthcare sector: Cardiology Technologist, Respiratory Therapist
- Applied Sciences: Geoscientist, Engineering
- Skilled Labor: Land surveyors
Within each of these disciplines, there is a high expectation for training. The first stage is for immigrants interested in these areas of study. In many cases, transferring from Europe and Asia can create a challenge in simply overcoming the language gap. The occupations noted above require qualified applicants to meet current needs, and most of those needs are expected to continue to grow. Video and document translation for printed materials will be required to help immigrant applicants get up to speed during their transition into training for these careers.
Looking beyond work hours and career planning, remember that these immigrants are now consumers with preferences and prerogatives all their own. What would you do once you’ve finished your day at work or university? Consider how simple it is to find a meal in Toronto. There are more than enough restaurants and cafés to choose from. But as immigrants arrive, many find themselves looking for something from home. Along these lines, marketing to prospective clients seeking Pakistani or Iranian cuisine or cultural entertainment may be an untapped market for you. Marketing translation services, coupled with language localization, are essential for effectively conveying messages to these clients.
Given their presence in an open, western culture, imagine approaching these new international consumers with messages in their native language, but delivered via text campaigns and online video. Video engagement is an effective tool, and having your video translated, localized, subtitled, or dubbed can help you reach broader audiences more effectively.
Is moving to the suburbs an opportunity?
Along with many manufacturing facilities that have moved outside the GTA, a considerable number of immigrants concede they’ve been “priced out” of Toronto. For those in the marketing community, this may present yet another opportunity. As immigrant couples and families look to establish their homes, real estate agencies, lenders, and numerous other home-related services can position themselves through culturally relevant messaging.
And it’s growing
Previous generations of immigrants to Toronto often remained within the GTA. However, with more than 51% of immigrants moving to Toronto’s suburbs, this may present an enormous opportunity for growth. These homeowners represent a key target market for many clients as they are often:
- Raising young families
- Consuming entertainment and occasional travel
- Purchasing weekly foodstuffs and other home-relevant services
One key element to successful marketing is being trustworthy. Keeping your message to these varied language groups on point will become increasingly important. So, be sure to work with translation and marketing experts in these respective languages and cultures. With the help of professional translation services in Toronto, you will present your services to your target audience with accuracy in messaging, a critical link in the chain of developing new markets.
