Dear fellow B2B DM’ers,
I am off to Canada, "my home and native land", later this week for a 10 day visit with family and friends. I will also be meeting with various direct marketing leaders there and, when I return, I will write about the opportunities I now see there. Essentially, the CDN dollar is now trading in the 95-96 cent US range, the highest it has been in well over a decade. Canadians love to buy from US catalogs as the range of product offered usually vastly exceeds anything available in Canada. The stronger CDN$ makes this possible. Start scouring your buyer files for evidence of an increase in business coming from Canada. Remember to look at increased sales to border towns like Buffalo, NY, Burlington, VT and Bellingham, WA. where many Canadian companies will have delivery addresses. Remember, 80% of Canadians live within 100 miles of the US border. If you look, I suspect you will find positive trends. When I return, I will talk about how to maximize this opportunity. In the meantime, if you have a specific question about Canada, please email me at email@example.comTerence Jukes is president of B2B Direct Marketing Intelligence LLC, a strategic B2B direct marketing consultancy based in Fort Lauderdale, Fla., that services B2B catalog company clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at tjukes @ b2bdmi.com or (954) 383-5221
Comments or questions are welcome.