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About this Event

Marketing Canadian Products to the United States from Vancouver, BC

Welcome to our online event dedicated to showcasing and promoting Canadian products to our friends south of the border in the United States! Join us from the comfort of your home and learn valuable insights on how to effectively market your products in the US market. Whether you're a small business owner or a seasoned entrepreneur, this event is perfect for anyone looking to expand their reach and increase sales. Don't miss out on this opportunity to connect with like-minded individuals and grow your business internationally.

Target Audience: Entrepreneurs, businesses, marketers, and export managers from Vancouver, BC who are interested in expanding their products or services into the U.S. market.

1.1: U.S. Market Overview

Size and diversity of the U.S. market
Key regional differences: East Coast vs. West Coast, Urban vs. Rural
U.S. consumer behavior and trends

1.2: Cultural and Economic Factors Affecting Marketing

Understanding U.S. consumer preferences and values
Language and cultural nuances (e.g., differences between Canadian and American English)
Economic and political factors that influence buying decisions

1.3: U.S. Trade Relations and Cross-Border Dynamics

Canada-U.S. trade relationship (USMCA, tariffs, regulations)
Logistics and supply chain considerations for cross-border marketing
Tariffs, duties, and taxes: what to know

Activity:

Group Discussion: What are the unique challenges and opportunities Canadian businesses face in the U.S. market?
Interactive Poll: Quick survey to identify the types of products/services participants are interested in exporting.

Session 2: Adapting Your Marketing Strategy for the U.S. Market (1 Hour)

Objective: Learn to tailor marketing strategies to effectively reach American consumers.

2.1: Market Research and Consumer Insights

Understanding U.S. demographics and psychographics
Identifying consumer pain points and product fit
Tools for conducting U.S. market research: Surveys, focus groups, and analytics

2.2: Product Positioning and Branding

Adapting Canadian products to appeal to U.S. audiences
Tailoring your brand messaging and tone
Building a brand presence in the U.S. (logo, packaging, design considerations)
Case study: Successful Canadian brands in the U.S.

2.3: Competitive Analysis and Differentiation

Analyzing U.S. competitors: How to stand out
Unique Selling Proposition (USP) for Canadian products in the U.S.
Pricing strategies and perceived value

Activity:

Group Exercise: Participants will break into small groups and choose a Canadian product. They will discuss how they would reposition it for the U.S. market and identify potential competitors.

Session 3: Digital Marketing & Social Media Strategy (1 Hour)

Objective: Leverage digital marketing channels to build brand awareness and drive sales in the U.S.

3.1: Digital Marketing Trends in the U.S.

Overview of U.S. digital landscape (online shopping behavior, preferred platforms)
Key differences in digital marketing between Canada and the U.S.

3.2: Building an Effective Online Presence

Developing a U.S.-centric website: SEO, language, user experience
U.S. e-commerce platforms: Amazon, Walmart, Shopify
Social media strategies for U.S. audiences: Facebook, Instagram, X (Twitter), TikTok, LinkedIn

3.3: Paid Advertising in the U.S.

Google Ads, Facebook/Instagram Ads, LinkedIn Ads: Targeting American consumers
Localizing your ads for the U.S. market
Best practices for paid search and display ads

Activity:

Hands-on Exercise: Participants will create a basic digital marketing strategy for their product, choosing an appropriate platform, targeting criteria, and ad format.

Session 4: Sales Channels, Distribution, and Partnering with U.S. Retailers (1 Hour)

Objective: Identify effective sales channels and strategies to distribute Canadian products in the U.S. and explore partnership opportunities.

4.1: Sales Channels in the U.S.

Direct-to-consumer (DTC) vs. Wholesale/Distributor models
Online marketplaces (Amazon, eBay, etc.) vs. physical retail
U.S. distribution networks: Finding the right partners

4.2: Retail Strategy & Partnerships

How to approach U.S. retailers for wholesale opportunities
Negotiating with U.S. distributors and retail buyers
Working with U.S. influencers and affiliate marketers

4.3: Logistics & Shipping to the U.S.

Shipping and fulfillment considerations: Customs, packaging, costs
Building an efficient U.S. distribution network
Returns and customer service for U.S. customers

Materials Provided:

Workshop slide deck
U.S. market research tools and templates
Case studies of successful Canadian product launches in the U.S.
List of useful resources for U.S. market entry

Post-Workshop Support:

Access to a private online group for ongoing discussion and collaboration
Follow-up email with additional resources, discounts on U.S. market research tools, and local export programs
One-month follow-up call for business consultation

This workshop will provide participants with practical strategies, real-world examples, and actionable insights to successfully market Canadian products to the U.S. market, specifically tailored to Vancouver-based companies. The focus on both digital marketing and traditional sales strategies ensures that businesses can leverage multiple channels for success.