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New Tariffs, Who Dis? Smart Marketing Moves for Canadian Businesses

Hey, Feeling a Little Panicked About U.S. Tariffs? Let's talk about how to pivot your marketing strategy.


Yeah, we get it. U.S. tariffs = impact on Canadian businesses. We'll be dealing with rising costs, supply chain drama, and economic uncertainty. It can feel like everything's shifting under your feet (because it is). We're living in uncertain times, which means that we need to get adaptable and ride it out.


In this guide, we're breaking down:

  1. How tariffs are messing with consumer habits (and how to keep up)

  2. Why “Buy Local” is your new marketing BFF

  3. A no-BS, step-by-step tariff survival guide to pivot your marketing strategy without losing your mind


Let’s dive in.


Tariffs Are Shifting Consumer Habits. Is Your Brand Messaging Keeping Up?

Okay, here’s the deal: tariffs mean higher prices. Higher prices mean consumers start side-eyeing their bank accounts, being pickier, and thinking twice before they hit “add to cart.” So, your marketing? It needs to shift gears, too.


What to Do:

Sell the Value, Not the Price: Competing on price alone? That ship has sailed. Instead, shout about what makes you awesome - durability, quality, how you save people time, etc. Right now, being Canadian alone is a selling point.


Keep It Real: Consumers are so over fake, polished perfection. Be authentic. Share your story, your wins, your struggles. People connect with people, not just products. Need an authenticity example? Check out Potato Ty (@heppellspotato) who started Ugly Potato Day right here in Surrey, BC. By championing “ugly” produce and being transparent about the difficulties of modern-day farming in Canada, Ty is reshaping how Canadians think about food waste, sustainability, and farming. It doesn’t stop at potatoes - Ty is a passionate advocate for protecting Canadian farmland and supporting local agriculture. He’s all about reminding us where our food comes from, why buying local matters, and how every purchase can help keep family farms thriving. That's the kind of authenticity we need.


Address the Awkward Stuff: Prices going up? Don’t pretend it’s not happening. Be upfront. “Hey, we know costs are rising. Here’s why, and here’s how we’re still giving you the best value.” Honesty goes a long way.


Why “Buy Local” Campaigns Are More Powerful Than Ever

Guess what happens when imported goods get pricier? Yep - people start looking for local alternatives. This is HUGE for Canadian businesses.


How to Ride the “Buy Local” Wave:

  • Play the Local Card (Hard): Lean into your community roots. “Proudly Canadian.” “Locally sourced.” “Supporting local families.” It works, and it's good for local economies.

  • Tell the Story Behind the Product: Who made it? Where did it come from? What’s the journey? People love that stuff. It ties back to keeping it real and authentic. Your story allows for genuine connection, and that sells.

  • Team Up: Partner with other local businesses for collabs, joint promos, or events. Networking is always a fantastic idea, and community is more important now than ever.


From Panic to Planning: Your No-BS Marketing Survival Guide

Feeling overwhelmed? Here’s your action plan—simple, clear, no BS.


Step 1: Audit Your Current Messaging

  • Scroll through your website, ads, social posts. Is it still relevant?

  • Are you speaking to TODAY’s customer or pre-tariff-world customers?

Step 2: Reevaluate Your Audience

  • Your ideal customer might have shifted. Are they more budget-conscious now? Are new local audiences popping up?

Step 3: Diversify Your Marketing Channels

If you’ve been heavily reliant on one channel (like paid ads), now’s the time to diversify.

  • Email Marketing: Low-cost, high-impact. Focus on nurturing relationships through value-driven content.

  • Organic Social Media: Prioritize engaging content - think reels, carousels, and authentic storytelling to build community without burning through ad budgets.

  • Content Marketing: Blogs, case studies, and SEO-optimized content can drive long-term organic traffic.

Step 4: Focus on Your Ride-or-Die Customers

  • It's WAY cheaper to keep a current customer than get a new one. Reward loyalty, create VIP perks, make them feel special.

Step 5: Crisis-Proof Your Brand

This won’t be the last curveball. Build resilience into your brand.

  • Agile Marketing Plans: Regularly review and tweak campaigns based on performance and external changes.

  • Customer Feedback Loops: Actively listen to your audience to understand shifting needs.

  • Financial Flexibility: Where possible, allocate budget buffers for unexpected marketing pivots.


The Bottom Line

Tariffs? Yeah, they suck. Take a second to freak out, and then gear up. Your business needs to get creative, lean into authenticity, and connect with your audience in new ways.


Your Next Move? Don’t just sit on this info. Pick ONE thing from this guide and start today. Need help pivoting your marketing strategy? Let’s chat - I’ve got your back.


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