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Fact Sheet Linguistic marketing Linguistic and non-traditional marketing Two key tools used for differentiation Linguistic marketing is a powerful tool that provides an organization with an opportunity to optimize the returns on its francization projects. It differentiates the organization from its competitors by emphasizing the importance it accords to the use of French. It consists of designing striking activities or events that are carefully targeted and highlight the quality of French being employed by the company, emphasizing the effort it is making to integrate into the Québec market. It may also take the form of original marketing tools that bring to light the French language itself. In either case, linguistic marketing aims to attract media coverage that can position the organization as a leader in the Québec marketplace. For example, here are some initiatives that might fall within the scope of a linguistic marketing program: o o o Non-traditional marketing Creation of events which highlight the quality of French used by the organization Launch of a French language website Creation of events that promote the French language Closely related to linguistic marketing, non-traditional marketing consists of creating a positive element of surprise for customers and/or other target audiences. Depending on an organization’s need for visibility, non-traditional marketing can be used either discreetly, or in a manner designed to create more of a splash. o o o o The more outgoing approach is designed to attract as much media coverage as possible, a platform which is recognized as being worth three to five times the price of any paid advertising in a newspaper or magazine. This type of marketing consists mainly of organizing an event with a social or environmental theme, or one that is simply meant to be fun. However, regardless of the form it takes, such events must be organically linked to the interests of both the organization and its target audiences. This approach is capable of positioning an organization very favourably with respect to its competition, and is likely to provide a sound launching platform for its business development initiatives. The more discreet approach aims at tightening up links with target audiences or in other words, promoting customer loyalty. This softer style of marketing might take the form of a carefully targeted event which is not intended to attract media coverage, but rather features an unusual product or service designed to capture customers’ attention. © 2012 Francisation InterGlobe Inc. All rights reserved.