Sponsor (July-Dec 1952)

Many think of Canada this way. But nation is varied As view of Ottawa shows Canada is highly developed III. Tips on selling In Canadians English-area tips start below; French-area suggestions follow on page 78 Tips on English Canada i. Set up a Canadian subsidiary. All you need is a manufacturer's license, actually a mere registration for federal tax purposes, from the Dept. of Trade & Commerce in Ottawa. You save some money by establishing a sales organization only; this splits your U.S. and Canadian tax. You save more by packaging or assembling your product in Canada. You save most by producing your entire product here. There are no curbs in Canada on outgoing capital; these were ended a year ago. Lorne Campbell, Dept. of Planning & Development Ontario Provincial Government 2. Study these five marketing zones: (a I Maritime Provinces, Newfoundland I agriculture, lumbering, fishing) ; I hi Quebec ( 75'/r French-speaking; agriculture, lumbering, mining, fishing, industry): (c) Ontario I primarily industrial, agricultural with mining, lumbering important I ; Id) Prairie Provinces— Manitoba. Alberta. Saskatchewan (largely agricultural, now oil. mining l : lei British Columbia I agriculture mining, lumber, industry, oil. (',. C. Hammond, Vice President Cork field. Brown & Co., Ltd., Montreal 3. Concentrate on one market at a time. If you're just starting, begin in Ontario or some of the biggest cities there. Don't dump your products into Canada overnight and expect success. You'd need a staggering budget to sell them. But after you've sold Ontario — which incidentally has 30% of the total drug stores in Canada — then go into Quebec Province where Montreal is the chief city of all Canada. But remember Montreal must be handled as two markets — English and French. Each must be dealt with completely in its own language. After Quebec you can try the other three marketing areas. Adam J. Young, Jr., President Adam J. Young. Jr.. Inc.. New York 4. Remember these five things: (a I Canadians today are, in common with the rest of the world, becoming extremely nationalistic. They don't like having references to U. S. holidays or historical events used in appeals, (b) Times which may be O.K. for certain products in the U. S. market are not necessarily the best times for a similar appeal in Canada. Canada has variations across its own breadth and outlook. Ic) Canadian pronunciations of many words differ from American; for instance: lieutenant is "lootenent " in U.S., "left-tenant" in Canada, (d) Canadians are slower to react to situations than Americans. They do not panic fast or get in a stew about things. Often this means the difference between success and failure of a shortterm campaign. Get-out-and-buy-now appeals don't get the action in Canada that they do in the U. S. (e) The pace of business is not as feverish in Canada as in the U.S. A letter will often do where telegrams are the usual thing in the U.S. Except on metropolitan city stations the demand for immediate answers on availabilities, etc., is not so heavy. A. A. (Andy) McDehmott, Manager Radio & Television Sales, Inc., Toronto 5. Speak to Canadians in their own idiom. It's wise to seek the counsel of Canadian stations, talent and agencies. Examples: An American drove his car up to Toronto for the Shrine convention the other day — the temperature was up in the nineties — with skis strapped to the roof. Some commercials written in the states are in the .same vein. There's a deplorable lack of knowledge of how people work up here. Remember, Canadians don't feel PROGRAMING TIP: LOOK INTO DISK SHOWS LIKE ZIVS BLACKIE; ALL-CANADA'S REFLECTIONS; CALDWELL'S JONES MUSICALE 1