The Ins and Outs of Doing Business in Quebec

Lionbridge Learning SeriesThe Ins and Outs of Doing Business in Québec

Robin AyoubLionbridge

What Will Be Covered:

1. Canadian Multiculturalism

2. Introduction to Canadian Language Laws

3. Localizing for Québec French

4. The Marketing Mix Québec Responds to

Canadian Multiculturalism

Canada is the first country to adopt multiculturalism as an official policy.– Affirms the value and dignity of all citizens regardless of ethnic origins,

language, or religions affiliation.

The 1971 Multiculturalism Policy of Canada:– Protects rights of the Aboriginal people– Confirmed the status of Canada’s two official languages

Canadian Language Laws

Canada’s two official languages, English and French, are a fundamental characteristic of Canadian identity.

• Official Languages Act– Enacted in 1969– Equal status given to English and French– Gives citizens access to federal services in language of choice

INTRODUCTION TO QUÉBEC LANGUAGE LAWS

Québec Language Laws

• The Official Language Act & The Charter of the French Language– Makes French the sole official language of

Québec– Allow Québécois population to live and assert

themselves in French

Québec Language Laws

EXCEPTIONS TO THE RULE

• Products for export

• Educational products (teaching of another language)

• Cultural, ideological companies

• Your company has an OQLF exemption

WHAT GETS TRANSLATED?

• Product Labels• Instructions• Manuals• Warranties• Certificates• Restaurant

menus

• Software• Catalogues• Brochures• Commercial

directories• Signage• Posters

Company Names

Any business registered in Québec must comply with the Québec Language Charter.

• Exception: Company names with registered trademarks are not required to be translated into French– Registered French versions of your

trademark will get priority– Optional regulations ask you include a French

descriptor or slogan to clarify your business offerings

Rule of Thumb

To comply with language laws:• French must be

predominant• If text size is the

same, French must come first

Internal Requirements

All workers in Québec have the right to work in French.• Under the charter, you must provide

documents, tools, and more in French

WHAT GETS TRANSLATED?

• Documentation• Internal

communications• External

communications• Work tools• Computer

software• Technology• Reference

manuals

• Catalogues• Forms• Internal

company networks

• Training documents

• Use during meetings

WHY LOCALIZE FOR QUÉBEC FRENCH

Why Localize?

Increase Sales in Québec

Increase Revenue

Increase Local Market Share

Customer Experience

Customer Loyalty

Importance of French in Québec

• French is the official language of Québec• Québécois are proud of their linguistic and

cultural heritage • Residents want to preserve the use of the

French language• Want to safeguard the survival of the Québécois

nation

Need to be respectful of this when operating locally.

Speak the Local Language

Metropolitan French is what we are accustomed to translating and localizing for.

• Metropolitan French evolved directly from European roots• Québec French differs, as it has had a stronger English influence in the

past 300 years– Once France ceded in 1763, Québec French evolved in isolation from

Metropolitan French as we know it now

Localizing for Québec French

TERMINOLOGY

ANGLICISIMS

USE OF CAPITALIZATION

THE MARKETING MIX

Demographics

Québec is home to 8.3 million people - roughly a quarter of Canada’s population.

895,455 823,048

1,073,946 1,142,742

1,066,620

1,260,526

1,045,551 1,018,221

Age

0 to 9 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60 to 69 70+

Gender

Female Male

French Language Dominance

- 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000

Mother Tounge

Spoken at Home

French English Both

Ethnic Origins

- 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 5,000,000

Country

Canadien/Canadian French Other

Québec is too big to ignore for national and international brands seeking growth and relevance.

Global Consumers Today

90% 70% 75% 20%

of all online business is done in

English

of web users are not native English

speakers

of non-native speakers will not

buy from an English-only

platform

of non-native speakers feel

comfortable with English-only

platforms

Touchpoints in the Customer Journey

Consumer Preferences

• Generally speaking, you will see a higher ROI using traditional advertising methods

• Local publications, programming is more likely to be in local

• Add local flavor to your offerings and your advertising

• Make your brand easily searchable

TV ADVERTISING

DIRECT MAIL

PRINT

SEARCHABLE

LOCAL

Social Media

• Focus attention to Facebook and YouTube• French speaking users log onto social media

to connect with friends, family before engaging with content

Consider local social execution.– Customer interaction should be near

instantaneous and in language

0%

10%

20%

30%

40%

50%

60%

70%

Daily Social Media Usage

Facebook YouTube Google+ LinkedIn

Mobile & Connected Devices

• Low penetration of mobile devices in Québec

• Becoming more connected, especially millennials

• TV, radio, and other traditional media are still quite popular in the province

9.1

6.7 6.5

Hours Spent Online per Week, by Device

Desktop Laptop Mobile

Providing Customer Support

• Global brands need local contact pages, service reps

• Respond to inquiries in language– No response, or response in English

will damage reputation0 0.1 0.2 0.3 0.4 0.5 0.6

Why Do Consumers in Québec Stop Liking a Brand?

Stopped Liking Brand

No Response to Inquiry

No Content in Preferred Langauge

Content not Relevant

Posts too Frequent

No Response in Preferred Langauge

Different Levels of Marketing Translation

Develop the Right Set of Linguistic Tools

Translation Style Guide

A set of rules for how your brand presents itself textually and visually

Terminology Glossary

A database containing key terminology used by your brand and their approved translations in all languages

Design Templates

Culturally neutral templates for imagery, web interface, digital ads, etc.

Global Creative Briefs

Brief providing key information to translators and copywriters

Case Study: Why Target Failed in Québec

Target failed to align their localization strategy with their global strategy.

– In 2013: Local integrated marketing campaign launches in English and French.

– In 2015: Local shopping habits unaccounted for. Stores close across Canada

– In 2017: Ecommerce only, no global gateway page. No localization options until checkout

Case Study: Why Target Failed in Québec

Case Study: Why Target Failed in Québec

Key Takeaways

Speak the local language.

Businesses will be rewarded for tailoring their story to the market. Adjusting your offer and adapting your messaging

will go a long way to creating stronger bonds with customers in market.

Thank you