Posted on July 18, 2006 by nicknoorani
What does the word immigrant mean? The dictionary meaning is “A person who leaves one country to settle permanently in another.” To me and many immigrants I know it has come to mean “one who loves two countries – the one I was born in and the one I adopted”.
“No, I am not an immigrant – I am a Canadian” I have heard this phrase many times in the past eight years living in Canada. What surprises me always is the inevitable explanation that comes next. “I became a citizen x years ago” It seems some immigrants feel the logical progression from a ‘landed immigrant’ to a citizen means that one no longer is an immigrant. That shows the value that immigrants place on their citizenship. Canada has the highest rate of immigrants becoming Canadian and their pride in being citizens is evident in their explanation. Curiously though, immigrants like Michael Lee -Chin, David Ho and even our Governor General – Michaelle Jean almost always use the ‘immigrant’ term to describe their background.
Read more…
Posted on July 14, 2006 by nicknoorani
PAUL TYNDALL explains the three Cs every marketer should know before launching a direct campaign to ethnic consumers
Selling to ethnic communities sounds simple enough: Identify and pursue target communities, and watch the profits roll in. Canada’s independent retailers have long catered to an ethnic clientele and now, a growing number of national merchandisers tailor offerings to multicultural communities surrounding their stores.
But how do you tap into quality data about potential customers? And how do you avoid costly mistakes? The first step is to drop all assumptions about Canada’s ethnic communities. The second is to pay attention to the three Cs: caution, care and commitment.
CAUTION: One widespread assumption holds that the ethnic market is one big monolithic segment. It is, in reality, dozens of smaller, distinct segments. What sells to people from Southeast Asia may not sell to those from China. And speaking of China, is that the mainland, Hong Kong or Taiwan? Rather than pursuing all ethnic communities, marketers should identify target communities and focus directly on those.
Read more…
Posted on July 3, 2006 by nicknoorani
Monday, July 03, 2006
Canada Day. A day of so much significance for immigrants and Canadian born individuals alike.
Great day to have the official launch of the second edition of a book my wife Sabrina and I co-authored and thanks to my editor Margaret Jetelina, have updated for 2006.
Launched by Dave Hayer, MLA Surrey Tynehead – British Columbia – Parliamentary Secretary for Multiculturalism and Immigration.
Read more…
