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.
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 firstname.lastname@example.org.
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)