{"id":2088,"date":"2014-12-17T14:02:38","date_gmt":"2014-12-17T19:02:38","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/ou-sen-va-le-marketing-multiculturel-au-canada\/"},"modified":"2020-07-07T12:49:32","modified_gmt":"2020-07-07T16:49:32","slug":"ou-sen-va-le-marketing-multiculturel-au-canada","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2014\/ou-sen-va-le-marketing-multiculturel-au-canada\/","title":{"rendered":"O\u00f9 s\u2019en Va Le Marketing Multiculturel Au Canada?"},"content":{"rendered":"<p><em><strong>Par Howard Lichtman, associ\u00e9, Ethnicity Multicultural Marketing &#038; Advertising<\/strong><\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-8101 alignleft\" style=\"margin-right: 10px;\" alt=\"Ethnicity LOGO\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2014\/07\/Ethnicity-LOGO-150x150.jpg\" width=\"150\" height=\"150\" \/>Aux \u00c9tats-Unis, de nombreuses entreprises \u2013 pouss\u00e9es par les forces du march\u00e9 et motiv\u00e9es par l\u2019app\u00e2t du gain \u2013 ont embrass\u00e9 le marketing multiculturel avec enthousiasme. Ce n\u2019est pas nouveau : elles travaillent depuis de nombreuses ann\u00e9es avec les meilleures agences sp\u00e9cialis\u00e9es dans la publicit\u00e9 s\u2019adressant aux communaut\u00e9s afro-am\u00e9ricaines ou hispaniques.<!--more--><\/p>\n<p>Ce qui a chang\u00e9 r\u00e9cemment cependant, c\u2019est leur approche du marketing multiculturel. Elles n\u2019ont pas abandonn\u00e9 la cr\u00e9ation de messages adapt\u00e9s aux hispanophones, aux afro-am\u00e9ricains, aux asiatiques ou autres.  Ce qui a \u00e9volu\u00e9, c\u2019est que les agences multiculturelles et les agences conventionnelles travaillent maintenant  de fa\u00e7on beaucoup plus int\u00e9gr\u00e9e d\u00e8s le d\u00e9part. Coca Cola appelle cette pratique \u00ab Le marketing total \u00bb. Lors d\u2019une conf\u00e9rence sur la diversit\u00e9 et le marketing multiculturel organis\u00e9e par l\u2019Association of National Advertisers, Toyota a appel\u00e9 le ph\u00e9nom\u00e8ne, le \u00ab T2 \u00bb c\u2019est-\u00e0-dire le mod\u00e8le \u00ab Total Toyota \u00bb. Les briefings de cr\u00e9ation, les plans m\u00e9dia, les budgets de production et m\u00e9dia, de m\u00eame que les strat\u00e9gies de mise en march\u00e9 sont combin\u00e9s. Toutes leurs agences, les multiculturelles comprises, s\u2019assoient \u00e0 la m\u00eame table et collaborent d\u00e8s de d\u00e9part. Pour Toyota, cela ne change rien : chaque agence conserve son identit\u00e9, son \u00e9quipe et son point de vue.<\/p>\n<p>Clorox int\u00e8gre la diversit\u00e9 culturelle beaucoup plus t\u00f4t dans son processus de d\u00e9veloppement et abandonne son approche en silo. Kraft ne va pas encore aussi loin : l\u2019entreprise applique la communication marketing totale cas par cas, selon que cette approche soit appropri\u00e9e ou non \u00e0 ses diverses cat\u00e9gories de produits. <\/p>\n<hr>\n<p><em>Bobby Sahni, l\u2019associ\u00e9 de Howard Lichtman et co-fondateur de Ethnicity Multicultural Marketing + Advertising, pr\u00e9sentera le nouveau cours de l\u2019ACA sur le marketing multiculturel, le 28 janvier 2015, \u00e0 Toronto. Les participants apprendront comment \u00e9laborer et ex\u00e9cuter avec confiance et efficacit\u00e9 une strat\u00e9gie marketing multiculturelle qui \u00e9limine l\u2019improvisation et permet d\u2019obtenir des r\u00e9sultats tangibles. <a href=\"http:\/\/imisapp.acaweb.ca\/imis15\/courses\/Events\/Multicultural_Marketing.aspx?MULTICULTURAL=1\">Pour en savoir plus.<\/a><\/em><\/p>\n<hr>\n<p>Compte tenu de son multiculturalisme, on pourrait s\u2019attendre \u00e0 ce que le Canada ait adopt\u00e9 cette approche de marketing total beaucoup plus rapidement que les Am\u00e9ricains qui pensent encore en termes de \u00ab Melting Pot \u00bb. Or, il n\u2019en est rien. Le fait d\u2019avoir consid\u00e9r\u00e9 le march\u00e9 du Qu\u00e9bec comme une entit\u00e9 distincte ayant besoin de messages distincts aurait-il frein\u00e9 l\u2019\u00e9volution du marketing ethnique au Canada? La population du Qu\u00e9bec atteint quelque 8 millions de personnes. Or, 1 Canadien sur 5 est n\u00e9 \u00e0 l\u2019\u00e9tranger, ce qui repr\u00e9sente environ 7 millions de personnes. Le fait est que la population immigrante croit chaque ann\u00e9e, et on pr\u00e9voit que le pays accueillera quelque 285 000 personnes en 2015. Ceci ne tient pas compte des plus de 200 000 \u00e9tudiants internationaux qui fr\u00e9quentent nos maisons d\u2019enseignement, ni des centaines de milliers de travailleurs \u00e9trangers temporaires vivant au pays. La population ethnique est non seulement \u00e9tendue, son pouvoir d\u2019achat est tr\u00e8s important : des \u00e9tudes r\u00e9v\u00e8lent par exemple que les Canadiens d\u2019origine chinoise et d\u2019Asie du Sud d\u00e9pensent chaque ann\u00e9e environ 104,4 milliards $ au pays (soit, respectivement, 53,4 milliards $ et 51 milliards $).  Ils constituent l\u2019\u00e9quivalent canadien des communaut\u00e9s hispanophones et afro-am\u00e9ricaines des \u00c9tats-Unis. Si vous \u00eates une entreprise en mal de croissance, dites-vous que celle-ci ne viendra que par les acquisitions, l\u2019innovation ou un marketing multiculturel plus efficace.<\/p>\n<p>Avant de passer au marketing total, cependant, les entreprises canadiennes doivent commencer par le \u00ab M2 \u00bb, soit le marketing multiculturel. Pour y arriver, elles devront allouer une portion suffisante de leurs budgets marketing aux occasions d\u2019affaires multiculturelles. Si le march\u00e9 ethnique repr\u00e9sente 20 % du march\u00e9 total, consacrez-vous 20 % de vos budgets au march\u00e9 multiculturel? Pour la plupart de nos entreprises, poser la question c\u2019est y r\u00e9pondre. Heureusement, l\u2019\u00e9volution est en marche certaines d\u2019entre elles. <\/p>\n<hr \/>\n<p><span style=\"font-size: x-small;\"><strong>Howard Lichtman<\/strong><\/span><br \/>\n<span style=\"font-size: x-small;\">Howard Lichtman est associ\u00e9 et co-fondateur de la firme Ethnicity Multicultural Marketing and Advertising. Avant de fonder l\u2019agence, il \u00e9tait pr\u00e9sident de The Lightning Group. Il a aussi \u00e9t\u00e9 vice-pr\u00e9sident principal pour l\u2019Am\u00e9rique du Nord, Marketing et communications, de Cineplex, o\u00f9 il s\u2019occupait \u00e9galement des relations avec les investisseurs. Il a aussi \u00e9t\u00e9 \u00e0 l\u2019origine de plusieurs initiatives que l\u2019on consid\u00e8re comme courantes \u00e0 l\u2019heure actuelle. Mentionnons par exemple, la publicit\u00e9 sur \u00e9cran, la distribution d\u2019\u00e9chantillons en cin\u00e9ma, le m\u00e9dia sur fauteuils et les coupon-rabais sur le prix d\u2019entr\u00e9e sur les emballages. Il a aussi \u00e9tabli le programme coupe-file d\u2019American Express.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par Howard Lichtman, associ\u00e9, Ethnicity Multicultural Marketing &#038; Advertising Aux \u00c9tats-Unis, de nombreuses entreprises \u2013 pouss\u00e9es par les forces du march\u00e9 et motiv\u00e9es par l\u2019app\u00e2t du gain \u2013 ont embrass\u00e9 le marketing multiculturel avec enthousiasme. Ce n\u2019est pas nouveau : elles travaillent depuis de nombreuses ann\u00e9es avec les meilleures agences sp\u00e9cialis\u00e9es dans la publicit\u00e9 s\u2019adressant [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[416],"tags":[31,32,33,439,89,402,440,53,441],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>O\u00f9 s\u2019en Va Le Marketing Multiculturel Au Canada? - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2014\/ou-sen-va-le-marketing-multiculturel-au-canada\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O\u00f9 s\u2019en Va Le Marketing Multiculturel Au Canada? - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par Howard Lichtman, associ\u00e9, Ethnicity Multicultural Marketing &#038; Advertising Aux \u00c9tats-Unis, de nombreuses entreprises \u2013 pouss\u00e9es par les forces du march\u00e9 et motiv\u00e9es par l\u2019app\u00e2t du gain \u2013 ont embrass\u00e9 le marketing multiculturel avec enthousiasme. 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