Can you afford to ignore over a million potential new customers that were not in Canada last year – not to mention an existing addressable segment that is equivalent in size to the population of Quebec?
This session will feature the latest Vividata research on South Asian and Chinese consumers in Canada. It will also provide insights into how the pandemic has changed marketing to these communities, drawing from Ethnicity Matters’ proprietary research.
Some of the topics that will be covered include:
- The changing face of Canada, including new government policies and trends
- The importance of language and culture in multicultural outreach
- Traditional, digital and ethnic media habits
- Tips on where ethnic consumers over-index
Presenters: Howard Lichtman, Partner & Co-founder, Ethnicity Matters and Rahul Sethi, Director of Insights, Vividata
Date: Monday, February 8, 2021
Time: 11:30 a.m. – 12:30 p.m. ET
Howard Lichtman, Partner & Co-Founder, Ethnicity Matters
Howard Lichtman is a co-founding Partner of Ethnicity Matters. Prior to Ethnicity, Howard was the President of The Lightning Group and Executive Vice President of Marketing Communications at Cineplex. He is also responsible for all of the marketing, programming and sponsorship for the Taste of the Danforth. He served as the CMO of the Ethnic Channels Group- Canada’s largest distributor of Ethnic Channels from home. He created the American Express Front of the Line program, transformed cinemas from just movie theatres to media outlets with launch of screen advertising and has sold the largest sponsorship to live theatre in history – $15 million to Amex, Pepsi and Labatt.
Howard is Juris Doctor and MBA, and has taught a course at Ryerson on How to Launch an e-Business. He is an angel investor in the Interior Design Show, Sensibill, NXM Labs, DotHealth, MediSeen, LifeWire, Geogram, My Broker Bee, Halvana and NISE Technologies. In addition, he is a member of the Schulich School of Business Global Management Program’s “Devil’s Advocate” Panel. He also serves as a Judge of The Global Hult Competition. He has served on numerous non-profit Boards, including as the Vice Chair of the Board of the Ontario Science Centre. Howard currently serves on the Board of Governors of Exhibition Place. He is also very active with the Schulich School of Business.
Rahul Sethi, Director of Insights at Vividata
As the Director of Insights at Vividata, Rahul spends a lot of time looking at numbers. He uses various data analysis methods to uncover stories about Canadians that lie within Vividata’s extensive databases. He is always in search for stories to tell and for better ways to tell them; whether through data-visualizations, infographics, articles, reports, or through simple data reporting tools.
Rahul’s background is in communications. He holds an Honours B.A. in Communications and Information Technology, and an M.A. in Creative Writing. For over a decade, Rahul has lectured in various communications and data analysis related courses at the University of Toronto, he is a frequent guest lecturer in marketing and research related courses at colleges and universities across the GTA, and he is often called upon to provide insights into consumer behaviours and attitudes for client presentations and industry webinars.