Bobby Sahni (Ethnicity Matters)
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On this episode of Marketing News Canada, Ted Lau interviews Bobby Sahni, the Co-Founder and Partner of Ethnicity Matters.
Bobby is a veteran and globally recognized thought-leader in the multicultural marketing and advertising industry. He enjoys teaching and often lectures at universities and industry events. Most recently, he was elected to the Hockey Canada Board of Directors and is on a mission trip to help grow the game of hockey for all Canadians.
The way that marketing differs around the world is dependent on the way different cultures see things. For example, “Canadian and American humour differs greatly from Russian humour,” says Bobby. Years ago, with a group, he was asked to come up with a five-minute comedy skit, which took him and his team about four days. They had to understand the culture and make adaptations for it to be considered humorous.
Canada has an ageing population, states Bobby. “Canadians are not having enough babies.” This makes marketing difficult at times because reaching an older demographic is often more challenging. Younger demographics are more likely to be educated on the use of technology, making them easy to target. Canada has a large immigrant population that keeps the country from having a declining population.
A mistake marketers often make is trying to target a whole racial group the same way. They forget that there are different demographics within a race such as their age and gender. “Ethnicity is one layer,” says Bobby.
Certain activities are more popular in certain countries such as cricket. Cricket is commonly played in Indian and other commonwealth countries, however, not many Canadians participate in the sport. Bobby is passionate about hockey, but growing up with immigrant parents it was not something he was introduced to at a young age. Since he is raising his children in Canada he is ensuring they have the opportunity to play if they desire.
When asked what marketing book he would recommend, Bobby said, “How to Win Friends.”
Bobby is a culturally aware individual which makes him the ideal Partner and Co-Founder for Ethnicity Matters. Using his knowledge that he has gained from extensive travel, he shares his experiences and ideas with others.
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