Caribbean Public Relations blogger Karel McIntosh thinks that many large companies just don’t get it when they design marketing plans that consider the Caribbean to be one culture – or worse, throw us in with South or Central American campaigns.
As usual, Karel provides a good read for those interested in marketing and communications within the Caribbean.
Here’s an excerpt…
Caribbean people tend to be very critical, especially of their own, and very selective or dismissive about celebrity worship. However, as much as we “bad talk” our heroes, the reality is that we do love them. So why haven’t more companies capitalised on Caribbean pride by embracing more Caribbean celebrities?
Marketing to Caribbean people
I think it’s because they really don’t understand us. If you’re not from the Caribbean, then you won’t understand that just labelling us all Caribbean doesn’t define one niche. You won’t understand the offence caused when you ask if Trinidad is part of Jamaica. A Barbadian is very different from a Jamaican, who is different from a Trinidadian, who in turn is very different from their sister Tobagonian, and I could go on and on.
(big snip)
Adidas, here’s a tip. While Latin America and the Caribbean may share some similarities, you really just can’t lump us together and assume that the same strategy will work for all and sundry. So, you’ve got to mix your team. Adidas you’ve got to hire some Caribbean persons to join your marketing efforts. Give me a call or e-mail caribbeanprblog@yahoo.com.
(big snip)
As companies like Adidas seek to increase its presence and overt commitment to Caribbean markets, I hope that they consider our culture, understand it, and use it to boost their brand in a way that does not dilute or ignore our identity and way of life.
… read the entire article at Caribbean Public Relations (link here)
11 Comments
May 12, 2007 at 10:37 am
Bye the way Karel…
Google has discovered you in a big way. I received notice of your article through a Google alert “barbados celebrity”.
Robert
May 12, 2007 at 10:55 am
The entire (American!) concept of “celebrity” is BS.
It was devised to replace a Royalty setup, to look up to. That’s why we devise ourselves a “God” and “Royalty”. Someone for ordinary humans to look up to, to emulate.
Amerikinz,now, divorced themselves of Royalty, crossed the Atlantic, and then had…. no-one to look up to, other than Prezidents. – oooh..Big deal.
Then they started manufacturing their own home-grown quasi-Royalty outa Football stars? movie actors and actresses, etc. Eeeuuwww!
How pathetic!
May 12, 2007 at 5:42 pm
Truth is probably that the Caribbean is too small to warrant the effort, and the individual countries even less likely to be worth the effort. Local subsidiaries or companies licensed to produce US products do differentiate and use local celebs (see B-mobile, Banks/Coca Cola, for instance). But even that creates another problem: some of the celebs chosen have some dicey images (eg the “gangstas”), but may sell well.
May 12, 2007 at 7:11 pm
it always amuses me how sports ‘heroes’ get to be celebrities – why? are we(society) looking for something? making something outa nothing?
for commercial purposes? is this a form of prostitution? nawwww.
May 12, 2007 at 7:23 pm
BFP DELETED THIS COMMENT…
Stealth Bomber seems to think that he has the right to copy and paste one comment into seven different discussions.
If this persons wants to discuss, then discuss.
If you just want to cut and paste the same comments everywhere – then get your own blog.
BFP Robert
May 13, 2007 at 8:02 am
You cannot get American companies to recognize any Caribbean culture because they do not believe their is a “Caribbean” culture. They believe it is a part of Latin American culture and that’s why Caribbean countries get overlooked for Latin America. Europe breaks the Caribbean(or their former colonies) outside of “Latin America” so more European companies then American ones recognize Caribbean culture.
May 13, 2007 at 8:02 am
You cannot get American companies to recognize any Caribbean culture because they do not believe there is a separate “Caribbean” culture. They believe it is a part of Latin American culture and that’s why Caribbean countries get overlooked for Latin America. Europe breaks the Caribbean(or their former colonies) outside of “Latin America” so more European companies then American ones recognize Caribbean culture.
May 15, 2007 at 8:39 pm
Karel looks too young (and attractive) to have been exposed to Caribbean marketing for many seasons I suspect.
Advertising companies in Trinidad, Jamaica and Barbados have struggled long before Karel was born to produce advertisments which appeal to each area of the Caribbean, offending none. It is too expensive to film separate ads for each market.
You have only to look at ads of the detergent companies, beverages, Courts and Trinidad Cement to see examples of this. They usually do a pretty good job.
If an international firm such as Adidas uses ads produced for a global market they certainly run the risk of being out of step with our various Caribbean cultural identities. Those companies with marketing savvy will use a Caribbean advertising agency to guide them on such matters. We occasionally get ads which are blatantly foreign e.g. Scotch whiskey, but as its an imported product, we take no offense.
Karel is right to stress the differences between our Caribbean atttudes, but this has to be balanced with an understanding of the cost constraints with which every marketing company is faced.
May 15, 2007 at 8:48 pm
as an example of how poorly Americans know and understand the Caribbean region (geographically,too) I know a Trini woman who, back in the late 1960s, was trying to get herself back to Trinidad, but the travel agent or airline could only get her as far as Jamaica,
assuring her that once she got to Jamaica it should be no problem getting the train from Jamaica, home to Trinidad.
- tek dat!
May 16, 2007 at 3:10 pm
Traintalk that was funny, and sad if you wanted to get all philosophical about it.
Deb, I hear you loud and clear. In no way was I suggesting that separate ads be filmed for individual islands. Obviously, that is not a very cost effective or efficient approach. I was simply stating some of the complexities to be considered when attempting to connect with Caribbean people.
Surely, some companies get it right when marketing to us. Similarly, some get it wrong. What I have also found is that sometimes, ad agencies can take a client for a ride and not produce ads that attract measurable attention and affect behaviour change. I’m saying this based on my observations and conversations with some people in Trinidad.
The thing is that products that have a “cool” factor don’t have to go through much trouble to get someone to buy them. Case in point, Adidas has some great designs that young people love, e.g. the rasta coloured ‘Adis’. Many people who buy athletic shoes, but them for style and for the “cool” factor. The truth is that a company like Adidas can use ads created for the global market, which will work. Why? The world is flat. We’re tuned into the latest fashions, movies, music etc. When Spiderman 3 opens in the US, it opens in Trinidad the same time. You can even walk down the road, lime with you regular pirate DVD seller and watch the film or buy a pirate copy for a measly TT$10.
Since we’re plugged in, we know who these celebrities and various spokespersons are, and depending on our personal situations we relate to them. Or we simply relate to tasteful fashion, which is what connects with the majority of people.
On a much more philosophical note, Caribbean people should start flexing their buying power muscles. Otherwise, people will continue to fling all sorts of marketing or advertising collateral our way. Moreover, people will continue to misunderstand us or think that we’re not worth the effort of understanding.
P.S: Has Clive paid you to call me attractive? Lol. Thanks for the compliment, but I like to separate my looks and my age from my ability.
May 20, 2007 at 3:09 pm
Karel- I am sure Robert has told you himself, one way or another. These days beauty and brains are not incompatible, obviously.
It sounds to me as if you are riding an ambivalent track. You know how copy-fashion we tend to be, and the with-it companies like Adidas don’t have to cater to local likes and dislikes when they can set a trend for us to follow. So companies talk creole to sell detergent, and talk LA hip to sell trendy threads?