Question

Topic: Advertising/PR

Canadian Company Entering The Us Market

Posted by Anonymous on 2/12/2009 at 1:45 PM ET 125 Points
Hi all,

I work for an architecture firm in Western Canada, and we're in the midst of registering in California to pursue some opportunities around the design of parking structures (which are in high demand in LA!).

Given Obama's 'Buy American' campaign, we're looking for a strategic way of entering this market. We appreciate the sensitivity around this topic, however my team has been challenged to develop a strategy.

Our idea thus far is to create a landing page showcasing the portfolio of our partner in LA, with a link redirecting the user to our website. Our reasoning behind this is to demonstrate that we employ an american citizen who's portfolio is 100% US projects, but head office just happens to be in Canada. :)

Any thoughts or ideas would be great!

Thanks.
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RESPONSES

  • Posted by CarolBlaha on 2/12/2009 at 2:46 PM Member
    I think you should read about NAFTA https://www.international.gc.ca/trade-agreements-accords-commerciaux/agr-ac.... It was established to encourage trade between the 3 nations-- without the ordeal or stigma of other nations. Buying in Canada is like buying US. I sell for two Canadian manufacturers, and there is no distinction. One is on GSA, and I sell to military bases, etc with them. Sometimes I get some barking, but I remind them of NAFTA and things go smooth as silk.
  • Posted on 2/12/2009 at 4:08 PM Author
    Thanks for your comments Carol!

    I'm extremely familiar with NAFTA. However, given our target market (50+ men, worked in the concrete industry most of their lives, patriotic, etc) we feel we might encounter some objections regardless.

    We're trying to be proactive by preparing for a little back lash, appreciating we may experience none....although, my gut tells me the opposite.

    Thanks again!
  • Posted by CarolBlaha on 2/12/2009 at 4:19 PM Accepted
    I just came from World Of Concrete last week in Vegas. There were several Canadian exhibitors there. (And most other major countries) And a ton of Canadian visitors. Just as busy as the next guy. When someone throws out the buy American vs Canadian, its just a stall. The reality is so most US manufacturers offshore at least part of their products. You aren't going to see that change with Obama. Even the auto companies, who are recieving big bailout bucks aren't closing any offshore facilities. You have an advantage, a US partner. Just frame it that way. They are your "partner", which gives you a US prescence. And the contracting work (being that its LA you target) will bring construction jobs to the US.

    Is your target the concrete guy? Or the land owner who will be convinced that his best use of that land is to build a parking structure? Or the newly constructed building owner that has to build x # of spaces by the city to get his approvals?
  • Posted on 2/12/2009 at 4:29 PM Author
    Interesting - thanks for all of your insight Carol.

    We specialize in the design of parking structures, so our target is the builder (or concrete guy).
  • Posted by telemoxie on 2/16/2009 at 3:50 PM Accepted
    I believe that most of the buy America provisions have been taken away from the stimulus package. There is a substantial difference between campaign rhetoric and the established mountains of procurement regulations and international treaties. I would not be overly concerned by such rhetoric, but I would encourage you to employ someone in the states who have specific experience directly related to your industry.
  • Posted on 2/16/2009 at 4:05 PM Author
    thanks telemoxie - appreciate your comments.

    we have in fact hired an american to lead our parking projects in the US, who has already established strong relationships in the industry, so it appears we may be on the right track.

    thanks again!
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