Tariff Turmoil: US Tariffs Causing Canadian Marketers to Shift Strategy
Over the last couple of months, fluctuating tariff threats and new global trade measures have prompted many organizations to re-think their marketing and business strategies. Some are shifting market focus, causing them to re-write marketing strategies, cancel planned US events and re-direct their budgets. Here's what they doing instead.
The Shift to International Markets
Some of our Canadian clients selling physical Canadian goods, have traditionally maintained a strong presence in the U.S. market while they dabbled in international markets. Their businesses relied heavily on American retailers and e-commerce platforms, with marketing strategies for both Canadian markets as well as U.S. consumers.
As the rollercoaster of tariffs started rolling out, and pulling back, and rolling out again, it created too much uncertainty for their U.S. focus. Both companies decided that the US market was going to be unreliable for the unforeseeable future and determined they needed to shift their attention. With rising costs tied to tariffs on steel, aluminum and China-sourced components, their once-reliable U.S. business model became increasingly risky. Their U.S. buyers will be looking elsewhere if they increase costs, and they had to make a tough call: were they going to double down on the U.S. and eat those costs, or shift focus elsewhere?
They chose to pivot. Big time. Armed with enough insight and fledgeling partner sales networks due to their experimentation internationally, they knew where they could gain a foothold. One company is placing more focus on their Central and South America clients and the second company made a strategic decision to ramp up their focus on Europe. This meant their entire marketing strategy had to be reimagined from the ground up.
Doubling Down on Canada
For a few of our clients, tariffs have actually created new opportunities domestically. The growing “buy Canadian” sentiment has prompted a strategic shift in their marketing efforts with a renewed focus on proudly showcasing their Canadian-made roots. By highlighting their Canadian manufacturing and tapping into national pride, they are seeing potential for increased domestic sales. They are also shifting suppliers to ensure the components of their products fully support a “Canadian-made” label and are re-packaging their goods and services to re-inforce this identity. Meanwhile, consulting firms are seeing a surge in demand as they guide Canadian companies in re-positioning themselves to better compete for major Canadian Government and Business procurement opportunities.
Even More Focus on the USA?
A couple of our clients in the consulting field are also seeing the tariffs as an opportunity to increase their business, but from a different angle. They are increasing business in American markets by helping American businesses navigate the operational and strategic shifts that are required by ongoing trade changes. This includes consulting on pricing changes in response to tariffs, or providing expertise on cross-border projects involving businesses and suppliers that are now embroiled in a trade war.
What This Meant for Their Marketing Strategy
Switching markets isn’t as simple as changing a few Google Ads and translating a website. This shift requires a strategic look at messaging, packaging, branding, and digital presence. When helping our clients pivot quickly to new markets, here are a few areas we have been focusing on:
Market Research & Consumer Behaviour: Each country has a distinct culture, language (including English spelling in Canada and Europe vs. US) and ways of doing business. They might value different aspects of a product such as sustainability, local craftsmanship, and packaging regulations which vary by country. We've had to conduct fresh consumer research to understand what would resonate most.
Messaging and Branding: Understanding what different markets value most and the language that they use means a shift of messaging and often, branding. This can include packaging, website messaging, checking that translated taglines and messages resonate with the audience, and using different tactics to reach the audience that is their new focus.
SEO & Digital Presence: Understanding what users are searching for country by country and ensuring our client’s SEO strategy is optimized for that country’s search behaviour is a top task. Localizing SEO for new territories and creating content focused on issues that matter in new markets is top of mind. We are looking at keywords, reworking website content, investigating local directories, potential backlinks and even researching different domain variations to gain traction in new geographies.
Social Media & Influencer Partnerships: The platforms and influencers that were driving engagement in the U.S. aren’t necessarily the same in Canada, Europe or other international markets. In addition, many businesses are changing social platforms. Facebook, Instagram, LinkedIn, YouTube and TikTok remain strong in many geographies, but in some regions, platforms like WhatsApp play a more significant role in business communication. Substack is growing and podcasting keeps getting stronger. Many are completely dropping Twitter - X as a social platform for business use. Asian markets use very different platforms altogether. Picking the right medium and adjusting for the right tone for each of these mediums is important.
Pricing Strategy: Pricing has to be adjusted to reflect new shipping logistics, tariffs, and currency differences. This has been extremely confusing for businesses as they determine which tariffs will apply to them with all the shifts and how they can adjust.
A New Reality for Canadian Businesses
Our clients’ stories are not unique. More and more Canadian companies are taking a hard look at their reliance on U.S. markets as they explore alternative international opportunities. For marketing agencies like ours, this means we are continually helping them evolve their playbook from one that’s less reliant on a single market and more about global adaptability.
The reality is, Canadian businesses realize they can’t afford to be caught off guard by shifting U.S. policies over the next 4 years. If tariffs continue to fluctuate unpredictably, the smartest move may be to proactively diversify markets rather than constantly being forced to do so. That’s where having a flexible, globally-minded marketing strategy becomes essential.
Turning uncertainty into opportunity.
We know the road ahead might be uncertain. But one thing is clear: adaptability isn’t just an option anymore - it’s a necessity. If your business is feeling the strain of ever-changing tariffs, you need to consider how you can future-proof your marketing strategy and open up new opportunities beyond the U.S. We have partners we can refer you to to assist with specific business strategies and our agency can help you make the marketing shift you need to be successful in 2025. If there’s one thing Canadian businesses know how to do, it’s weather a storm...and come out even stronger on the other side
Reach out to Brandspot today and let’s start mapping out your next move, whether it’s re-shaping your marketing strategy, exploring new markets, or connecting with trusted partners to support your business goals.
2025 belongs to the bold.
