There’s a lot more to corporate francization than simply following Quebec’s language laws. Once that hurdle has been cleared, the real work begins – developing a relationship with your French-speaking customers. The FIG team has the localized marketing know-how to turn your investment in francization into business results.
FIG has an in-depth knowledge of the Quebec market. We can help you get the most out of the investment you’ve made in integrating French into your business by offering strategic marketing services aimed at giving your company the right tone with your Quebec clientele.
Our key services in this area include:
- Providing meaningful market insight
- Validating your marketing strategies in view of Quebec’s unique sociocultural landscape
- Ensuring your key marketing messages are locally relevant (mission statement, customer service policy, tag lines, advertising concepts, etc.)
- Building your brand image in Quebec through linguistic and non-traditional marketing
A recent survey showed that one of the most important values among Quebecers is a sense of belonging to Quebec society.
For companies doing business in Quebec, this observation confirms the importance of being properly integrated into the Quebec market. It is critical that your francophone clientele recognizes certain aspects of the company as reflecting their own values. Thus localization is part of a winning strategy for attracting and gaining the loyalty of Quebec customers.
What does localization consist of?
Localization consists of providing an organization with a character and voice that are both distinctly French, by adapting its marketing messages to the characteristics and sensitivity of the Quebec market. When performed effectively, localization reflects the culture of francophone clients while remaining true to the essence of the organization.
Localization is not simply about translation
Experience has proven that translation by itself rarely results in a communication of the same caliber as the original message. An English text is the reflection of an Anglophone’s thoughts, culture, and imagination. Translation associates French words to these anglophone references in the hope of connecting with Francophones.
However, even when the words translated are in perfect French, a translation often fails to convey the original message successfully because Francophones cannot fully relate to the thoughts and images behind the words.
That’s why, at FIG, we adapt your message in such a way as to speak to your francophone clientele using the mode of thought and culture with which they are familiar, and appealing to their collective unconscious. Through accurate localization, we create organic links with the target clientele by going right to the heart of the matter, and referring to well-known images, concepts and ideas, all of which contributes to creating a sense of belonging.
For example, we might translate “It’s easy” by “C’est facile.” However, we can go one step further and use the expression “C’est simple comme bonjour,” which adds authenticity and gives the text a distinctly Quebec flavour. This flavour can be delivered by our professional team of translators by using our English to French Canadian translation services.
Our work is based on the principle that your marketing messages will be significantly more effective if they are adapted to include forms, expressions, examples and visuals that are recognized by Francophones and evoke genuine respect for the French language and culture.
To discuss the contribution we can make to your Quebec market strategies and success, contact us.