The Many Faces of the Filipino-Canadian in the Marketplace


What we are talking about here is the significant spread of the Filipino-Canadian in practically every aspect of every country's business, personal, and social life that he travels to as a migrant skilled worker and/or as a permanent resident.   Particularly in Canada, the Filipino-Canadian consumer is a dynamic market by itself, separate from the mainstream universe, and representing the third largest Southeast Asian group among the visible minorities, with their own unique characteristics, psychological mechanisms or psychographics that influence buying habits and product choices. 

The Added Reach and Frequency Factor:  The Ethnic Media Advantage

Without questioning the advantages of national media publications and other media vehicles that a major or national advertiser traditionally use, the Philippine Journal, can also be utilized effectively as a supplementary medium to penetrate the Filipino-Canadian market in his/her area of influence among the ethnic communities: the Filipino community.   In this sense, the Philippine Journal can thus provide greater reach and added frequency at efficient cost levels to any national advertiser’s national, regional, or local campaign.

Who Are They?  . . .  A peek into the Spirit of a Community

These are the Filipinos representing various sectors of the workforce: from nannies, nurses, construction workers, caregivers, housekeepers, to successful real estate brokers, medical and dental practitioners, lawyers, journalists, business entrepreneurs, military, civil servants, engineers, academicians, and many others.  There are an estimated over a 100,000 of them in 2006, with the lowest unemployment rate (5.6%) among all visible minority groups, based on population projections using the 2000 census.  The average household annual income is C$45,000 or a total spending power of close to C$1.0 billion annually.

Discretionary spending on the rise

In the first nine months of 2006, Filipinos have sent home a record C$335 million, an amount representing a whopping 225 per cent increase over the C$102.8 million in the same period in 2005.  In 2011, remittances have reached $20 Billion.  It is not inaccurate or wasteful thinking, therefore, to reflect on this fundamental point as any keenly sensitive marketing or advertising practitioner should, realizing that this is what they really are.  And with such awareness, they can exploit this to further capture the Filipino market with his/her significant purchasing power as a consumer/worker.

The increasing Importance of the Ethnic Media:
The Philippine Journal’s  strategic role

Media choices are decisions that should take into account not only what particular types of market the advertiser plans to reach, but also how much and to what extent, to reach that given market in their respective zones of influence.   Such as the Filipino-Canadian ethnic market which the Philippine Journal is primarily aimed at. 

Whereas media planners will acknowledge the importance of reaching them, they often believe they can be reached through normal media channels in one big sweep, by using conventional national media which they normally use, such as mainstream print, television, or radio.  But understanding the consumer behavior and influences  of the Filipino-Canadian consumer at a basic level -- which only the Philippine Journal can reach and articulate with in this highly localized market --, can serve as effective drivers of consumption volume as a necessary complement to the overall national media plan.   True, they can also be reached by the mainstream publications but, most likely, they are only at minimum levels since it is also a basic principle in media planning that local consumers respond more favorably to local media which cater specifically to their own needs. 

Thus, the use of local publications would effectively serve to round off coverage and frequency of a heretofore unreachable market by mainstream publications, such as the Filipino-Canadian consumer which can be reached by the Philippine Journal.




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