Learn the nuances of Canadian French to connect with a Québécois audience on an inherent level.

1. Lionbridge Learning Series
The Ins and Outs of Doing Business in Québec
Robin Ayoub
Lionbridge

2. 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

3. 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

4. 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

5. INTRODUCTION TO QUÉBEC LANGUAGE LAWS

6. 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

7. 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

8. 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

9. Rule of Thumb
To comply with
language laws:
• French must be
predominant
• If text size is the
same, French must
come first

10. 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

11. WHY LOCALIZE FOR QUÉBEC FRENCH

12. Why Localize?
Increase
Sales in
Québec
Increase
Revenue
Increase Local
Market Share
Customer
Experience
Customer
Loyalty

13. 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.

14. 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

15. Localizing for Québec French
TERMINOLOGY
ANGLICISIMS
USE OF CAPITALIZATION

16. THE MARKETING MIX

17. 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

18. 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

19. 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

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

21. 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

22. Touchpoints in the Customer Journey

23. 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

24. 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

25. 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

26. Providing Customer Support
• Global brands need local contact
pages, service reps
• Respond to inquiries in language
– No response, or response in English
will damage reputation
0 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

27. Different Levels of Marketing Translation

28. 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

29. 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

30. Case Study: Why Target Failed in Québec

31. Case Study: Why Target Failed in Québec

32. 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.

33. Thank you