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THE RACE is on! Saturated domestic markets are providing the impetus for direct marketers to go outside U.S. borders to look for new customers in Japan, Mexico, Europe, Africa and definitely Canada. Because of its proximity, direct marketers often choose Canada as a launchpad into global marketing. However, culture, language and behavior is sometimes vastly different from practices in America.
Take the experience of service bureau Market USA, an IL-based marketer of financial services and supplemental insurance products. According to Patricia Richards, vice president and general manager, Market USA didn't think of Canada as being very different in a marketing sense, but as it got more involved in setting up shop in Montreal and Toronto, the service bureau found its perceptions to be wrong.
Sy Okner, president...