PowerPoint Presentation

SUCCESSFULLY LANDING BRANDSIN qubec and elsewhere

BEST PRACTICES AND A CASEMarie-Jose Gagnon, APR, CEO and Founder, CASACOM

A Cision WebinarAugust 6, 2014BY CASACOM

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ABOUT CASACOMFounded in 2001Across Canada with Montreal headquarters and Toronto office20 dedicated professionals, many of which speak more than 2 languages140 partner firms through Worldcom PR GroupIntegrated PR with unique approachSpecialized in adapting brands for Qubec and Canada

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ABOUT CASACOMSOME OF THE brands we HELPED LAND IN Qubec and IN CANADA3

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4WHY IS THIS IMPORTANT?Many companies are expanding their business beyond the limits of their own countryGoing international is very costlyYou only have one chance to make a good first impressionFailure is not an optionCommunicators play a critical role

INTRODUCTION

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The Michaels case1

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INTRODUCTION

8 million inhabitantsFrench is the official language (83%)80% CatholicWomen keep their maiden nameQubec Star SystemQUBEC : DISTINCT NATION6

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INTRODUCTION

Joie de vivreImpulsive buyersNovelty is keySo are low pricesLooking good is very important

QUBEC : DISTINCT NATION7

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The pepsi CASE

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About Michaels StoresNorth American Retailer Leader in Arts and CraftOffers framing, floral, wall decor and seasonal merchandise for the hobbyist and do-it-yourself home decoratorBased in Dallas, TexasMore than 4 billion of annual revenue1 026 stores in USA96 in English Canada11 stores in Qubec

The Michaels case9

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ObjectivesThe Michaels case11Drive consumers to stores=Enter the Qubec market smoothlyEstablish Michaels as a creative hobbies leader+

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Main TargetsThe Michaels case12ConsumersMothers, women, teens, event planners and teachers

Influential craftersMostly bloggersOQLF and Qubec GovernmentMinister of Culture, Minister of Industry

EmployeesManagers and floor levels

MediaBusiness, consumer and local media

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10 BEST PRACTICES

Start early and partner with a local firmFully acknowledge the differenceUnderstand the consumerAdapt the styleManage issues aheadGo the extra milesHire local suppliersPartner with local organizationsBe represented locallyConnect with clientele base

The Michaels case13

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The casacom team

1. START EARLY and partner WITH A LOCAL FIRM14

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1. START EARLY and partner WITH A LOCAL FIRMMICHAELS EXTENSION IN THE MARKET Corporate CommunicationsExecutive Visibility Internal CommunicationsIssues/Crisis ManagementExecutive Coaching MICHAELS + CASACOM

15Marketing Communications Media Relations Digital CommunicationsEvent Management Product/Brand LaunchesBrand Positioning and Implementation

Public AffairsCorporate Social ResponsibilityGovernment RelationsCommunity Relations

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SAYING THE RIGHT THING FROM THE START2. Fully acknowledge the difference

Michaels recognizes the uniqueness of the Qubec market. It is our intention to exceed expectations on every level said TomMaking, CEO of Michaels Canada. We understand we have to adapt our approach, not only commercially, but also, culturally. Our in-store experience, our branding, and our marketing will reflect that.11

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2. Fully acknowledge the differenceGREAT INITIAL COVERAGE

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Research

3. Understand the consumer18

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Some of the adaptationsNo outside merchandiseCleaner lookDifferent graphic designAdvertisingCircular

4. ADAPT YOUR STYLE19

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SOME Key issues

Local family-owned competitorAmerican retailers imagePricing differencesHot language issuesContentious labor relations

5. Manage issues ahead20

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Christine ST-PIERRE,Minister of Culture, Communications and the Status of Women

Louise MARCHAND,President of the Office Qubcois de la langue Franaise (OQLF) Sam HAMAD,Minister of Economic Development, Innovation andExport Trade

5. Manage issues aheadMeeting with officials

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22FRENCH TAGLINE6. Go the extra mile

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THE WAL-MART STORY

7. HIRE LOCAL SUPPLIERS23

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MONTREAL FINE ARTS MUSEUM PARTNERSHIP

8. PARTNER WITH LOCAL ORGANISATIONS24

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Guy BOISVERT,Qubec General Manager,Michaels storesMicheline PETIT,Crafting Ambassador,Michaels stores Brigitte LAFLEUR,Celebrity Spokesperson,Michaels stores9. Be locally representedMichaels TEAM

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PASSIONATE CRAFTERS10. CONNECT WITH CLIENTELE BASE26

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10. CONNECT WITH CLIENTELE BASEPRE LAUNCH: TEASING CELEB VIDEO27

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28PRE LAUNCH: CREATIVE CONTEST10. CONNECT WITH CLIENTELE BASE

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29MICHELINE AS AMBASSADOR10. CONNECT WITH CLIENTELE BASE

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10. CONNECT WITH CLIENTELE BASELAUNCH ACTIVITIES: vip night

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10. CONNECT WITH CLIENTELE BASED-Day EVENTS32

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33Client testimonial

THE MICHAELS CASE

Paula Puleo, Former-CMO, Michaels

THANK YOU

@CASACOM

@CASACOM_Toronto

CASACOM MONTRAL

407 McGill, Suite 1000Montral (Qubec) H2Y 2G3514 286-2145CASACOM TORONTO

179 John Street, Suite 400Toronto (Ontario) M5T 1X4416 944-2145Visit our websitecasacom.ca