Download Linguistic and non-traditional marketing

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.