New Trade Opportunities Abroad for Canadian
Business Advertising Campaign Pre-Test

1. Executive Summary

Léger is pleased to present Foreign Affairs and International Trade Canada with this report on findings from a series of focus groups aimed at pre-testing its New Trade Opportunities Abroad for Canadian Business Advertising Campaign.

This report was prepared by Léger who was contracted by Foreign Affairs and International Trade Canada (contract number 08170-120150/001/CY, awarded October 29th, 2012.

1.1 Background and Objectives

For Canada to reap the greatest benefit from bilateral and regional trade agreements, businesses must become aware of preferred access and other benefits that have been secured through them. Business must also understand clearly what services are provided by the Government of Canada to help them succeed in foreign markets. To this end, Foreign Affairs and International Trade Canada is launching an advertisement campaign among Canadian businesses that would benefit from this strategy.

• The specific objectives of the research were:
• To measure the effectiveness of artwork and messages;
• To test the campaign’s relevance for the intended target audience;
• To test the language for clarity, credibility, and overall impact;
• To understand participants perceptions of the main message(s);
• To test the effectiveness of the calls to action; and
• To gather suggestions for potential changes.

1.2 Methodology

• A series of six (6) focus groups were held in Montreal, Toronto and Vancouver:
• January 28th: One (1) group in Montreal with Francophone business leaders;
• January 29th and 30th: Three (3) groups in Toronto with Anglophone, Indo-Canadian (in English with Punjabi ads) and Sino-Canadian (in Cantonese) business leaders; and
• January 31st: Two (2) groups in Vancouver with Indo-Canadian (in English with Punjabi ads) and Sino-Canadian (in Mandarin) business leaders.

Seven participants were recruited for each group. A minimum of six participants attended all groups, except for the Punjabi group in Vancouver, where four participants attended.

• Three print and web concepts were tested during the groups and were labelled as follows (see appendix for detailed descriptions and visuals):
• - Person
• - Transport
• - Bridge

• In addition, two radio concepts, presented as scripts, were tested:
• - Seema (“Sarah” in Cantonese and Mandarin)
• - Thinking Big

Each group lasted a maximum of 2 hours. All participants were recruited over the phone using a recruitment screening questionnaire, presented in Appendix A.

1.3 Overview of Findings

In general, the campaign was well-received by participants. They appreciated the efforts of the government and mostly felt this was an important message for business persons like themselves to hear and see. However, some hesitations regarding the exact objective and target audience of the campaign tended to diminish participants’ overall enthusiasm.

The mention of “back home” in the small text included on the print ads and also audible in the “Seema” radio ad created confusion among many participants. Participants in the French (Montreal) and English (Toronto) groups spontaneously stated that the ad was likely targeting immigrants and not established Canadians. In the Cantonese, Mandarin and Punjabi groups, this mention was also a topic of discussion because some participants felt it did not match the campaign’s focus on world markets. They wondered whether this campaign was supposed to be about their country of origin only, or the whole world.

Ethnic origin also had a clear impact on preferences for one concept or another. Thus, Sino-Canadian and Indo-Canadian participants tended to prefer the more personalised approach of the “Person” concept (print and web), as well as the “Seema” radio script. They felt that the image or the story depicted in this concept connected with them because of their ethnic origin and the challenges they faced in their business ventures. On the other hand, French or English participants preferred the “Transport” print ad and the “Thinking Big” radio script because they did not target a specific ethnic group but appeared more universal in their approach.

Print and Web Concept 1 - Person

This was the most effective of the three print and web concepts, especially with the Sino-Canadian and Indo-Canadian participants. They felt this ad spoke to their personal experiences and was motivational for business persons like them. Participants in the French and English groups did not connect with the image of the man shown on the ad (or the other versions presented). Combined with the inclusion of the words “opportunities back home” in the small print, this image of a person of Indian origin made them think this ad was not intended for them.

Participants in all groups felt that the picture needed to more clearly convey that the person shown on the ad was a business person. As such, the picture of a man in a suit standing inside what appears to be an airport terminal was the most effective of the three images shown.

This concept was the preferred one by all in its web version. It was seen to be simple, straight to the point and easier to follow than the transport concept. Nevertheless, most felt the banner ad lacked bright colours and the type of movement that would grab their attention if it appeared on a website.

Print and Web Concept 2 - Transport

Opinions on the “transport” concept varied greatly based on ethnic background and on whether the ad was shown in print or in web format. As a print ad, it was seen as the clearest and catchiest by most participants in the English and French groups. However, the web version was widely seen as being “choppy” and hard to read.

In general, the colours of the ad were also viewed as somewhat bland. Participants would have liked to see more contrasted colours. The choice of countries shown on the boat was not entirely clear to participants, who felt some countries were overrepresented while others were absent. This ad was also viewed as targeting mainly businesses involved in the manufacturing sector, or in shipping goods abroad.

Print and Web Concept 3 - Bridge

Reactions to this concept were the least positive overall. It was mainly criticized for not looking very professional. Similarly, the national icons chosen to represent the countries shown were seen to be unrelated to business ventures, although they had the merit of being clear. Most participants, especially in the French and English groups, wondered why only one country was selected and not many. To them, a campaign meant to encourage international trade should talk about more than one foreign country.

Radio Script 1 - Seema

Similarly to what was found with regards to the “person” print concept, the “Seema” concept was mostly well-received by Sino-Canadian and Indo-Canadian participants, while being viewed as less relevant by French and English participants.

Sino-Canadian and Indo-Canadian participants felt the ad was more connected to their personal experience and they once more appreciated the message that the government was trying to help them expand their business. This radio script was seen to target smaller businesses in general. Participants in all groups shared that view.

English and French participants unanimously believed this ad was not targeting them. This view stemmed from the presence of the words “opportunities back home” in the script, as well as the use of a main character of Indian origin.

Radio Script 2 – Thinking Big

This ad was generally well-received in all groups. It was seen as simple, short, to the point and targeting all businesses and all ethnic groups. Its inclusive nature was mainly viewed as a key strength. The ad did not include the notion of “back home”, making it less exclusive for those who were born in Canada.

The message of the ad was also seen as inspiring. Many participants felt that as a business person it was motivational to hear about someone who had big ideas and made it with the help of the government of Canada.

1.4 Note on Interpretation of Research Findings

The views and observations expressed in this document do not reflect those of Foreign Affairs and International Trade Canada. This report was compiled by Léger based on the research conducted specifically for this project.

While care and consideration was taken to represent the target audience, findings from this qualitative research (i.e. focus groups) should be considered directional only and results should not be projected as representative of the entire Canadian population. It is intended to provide deeper insight into the underlying reasons for opinions or lack thereof.

1.5 Political Neutrality Statement and Contact Information

Léger Marketing certifies that the final deliverables fully comply with the Government of Canada’s political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research.

The expenditure for this project is $59,346.83 (including HST).

The research will be used to ensure that the creative concepts resonate in the intended manner with the target audience.

To obtain more information on this study, please email por-rop@dfait-maeci.gc.ca