UWI ACEM 2008/2009                                                                                      Lesley-Ann Noel   ...
UWI ACEM 2008/2009                                                                                        CGCS Strategic M...
UWI ACEM 2008/2009Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel.            3
UWI ACEM 2008/2009Executive SummaryThe Caribbean Gift and Craft Show (CGCS) is an annual trade fair for handicrafts, gifts...
UWI ACEM 2008/2009BackgroundThe Caribbean Gift and Craft Show (CGCS) is hosted by the Caribbean ExportDevelopment Agency (...
UWI ACEM 2008/2009CuracaoThe goals of the CGCS are:    •    To increase the level of exports of the handicraft, gift and f...
UWI ACEM 2008/20092008 - "Celebrating Handmade Designs and Caribbean Traditions."The 2009 show has been cancelled.The CGCS...
UWI ACEM 2008/2009California Gift FairMarketing Plan ObjectivesThe general aim of the marketing plan is to develop a campa...
UWI ACEM 2008/2009    •    The new show will not take place in September. Either it will be earlier e.g. August         or...
UWI ACEM 2008/2009    5. Host Countries – The host countries can benefit from the publicity, exposure and         goodwill...
UWI ACEM 2008/2009Market Research & AnalysisPESTLE ANALYSIS           A PESTLE analysis was done to assess factors that af...
UWI ACEM 2008/2009                      downturn, fewer remittances, and the slowdown of the tourism sector,              ...
UWI ACEM 2008/2009                           Outside of the tourism based wholesale / retail trade there are few          ...
UWI ACEM 2008/2009                      Ease of movement throughout Caribbean for Caribbean people – VISAS                ...
UWI ACEM 2008/2009Current Competitor AnalysisThough there are few direct competitors several trade shows and festivals tak...
UWI ACEM 2008/2009complained about the absence of an outlet to showcase the rich cultural heritage of theRegion and at the...
UWI ACEM 2008/2009Upon superficial analysis it would seem that there is little threat of new entrants to themarket. Few co...
UWI ACEM 2008/2009also complained about the format of the show which seemed to have stagnated, and aboutthe lack of entert...
UWI ACEM 2008/2009Weaknesses    •    Show has stagnated – has not modified the format dramatically for a long time. Has   ...
UWI ACEM 2008/2009         producers will become more creative as they will try harder to attract buyer attention         ...
UWI ACEM 2008/2009    •    Somebody else will take over the show with better funding, knowledge    •    Wrong approach to ...
UWI ACEM 2008/2009Buyers FeedbackReasons for attending the CGCSBuyers gave various reasons for attending the show includin...
UWI ACEM 2008/2009All the buyers had made long term contacts with suppliers at the show, and all continued tobuy from thes...
UWI ACEM 2008/2009Experiences at the showAll the buyers had positive feedback to give. The overall ‘Caribbean ambiance’ co...
UWI ACEM 2008/2009    •    The host country should assist in the construction of booths.    •    The cost of booth for art...
UWI ACEM 2008/2009or from other exhibitors and business associates. One had found the show online, andanother heard about ...
UWI ACEM 2008/2009Suggestions for activitiesHaving much experience in shows around the world and their own expectations of...
UWI ACEM 2008/2009    •    A new section of the show that deals only with organic and environmental products         – cra...
UWI ACEM 2008/2009Exhibition and Booth set-up as they often had trouble locating tables and chairs, electricityetc.Customs...
UWI ACEM 2008/2009population size and buoyant economy would make the show in that country a success.Exhibitors also expres...
UWI ACEM 2008/2009Marketing StrategiesThe overall strategy being recommended in this plan would be to transform the Caribb...
UWI ACEM 2008/2009Strategic Activ itiesStrategy 1:Re-develop show concept to “Caribbean Gift and Craft Festival” to capita...
UWI ACEM 2008/2009    •    Work with local interior / retail designers to develop a ‘Best of Show’ Show Room         which...
UWI ACEM 2008/2009    •    Include booths with materials and machinery suppliers relevant to craft production         or r...
UWI ACEM 2008/2009               shows – via marketing material, or support for including CGCS logo in their              ...
UWI ACEM 2008/2009Marketing MixPriceThe CGCS should have no entry cost to pre-registered buyers, or buyers register at the...
UWI ACEM 2008/2009plan for the next one, as soon as one show is completed, and allow them to build on pastexperiences. An ...
UWI ACEM 2008/2009impact on the artisans’ trade. However the large population (when compared to otherislands) might offset...
UWI ACEM 2008/2009ProductThe strategy being proposed is to develop the product into a Craft Festival or Craft andDesign Fe...
UWI ACEM 2008/2009            o Include exhibitors/booths with materials and machinery suppliers relevant to              ...
UWI ACEM 2008/2009Horizontal Strip ads to raise awareness of the show Press Ads up to seven days before theeventIn Flight ...
UWI ACEM 2008/2009CGCS PublicationThe CGCS Publication has been well received, and has demonstrated that enoughadvertising...
UWI ACEM 2008/2009Year to Year Marketing Action Plan                          Year 1 - 2010                               ...
UWI ACEM 2008/2009                                                                      US Gift Fairs in the Southern and ...
UWI ACEM 2008/2009AppendicesTable 1 A Calendar of Events in the CaribbeanMonth                 Activity                   ...
UWI ACEM 2008/20092009 SHOWSShow Name                                       Location                                   Sta...
UWI ACEM 2008/2009Chicago Market: Living and Giving               Chicago, IL                                Sep 21       ...
UWI ACEM 2008/200973             Netherlands Antilles                                         $ 16,000           2004 est....
UWI ACEM 2008/2009 Belize              311,500              2,307                8,400 Colombia            44,379,598     ...
UWI ACEM 2008/2009St. Martin (FR)                          29,376         0.0 %        --             n/a           0.0 % ...
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Lesley Ann Noel CGCS Strategic Marketing Plan UWI ACEM submission 2009

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The Caribbean Gift and Craft Show (CGCS) is an annual trade fair for handicrafts, gifts and souvenirs made in the Caribbean and it is hosted by the Caribbean Export Development Agency (Caribbean Export or CEDA). 2008 marked the fifteenth anniversary of the show. The show has reached ‘maturity’ stage and is at a point where it must be developed to ensure growth and avoid stagnation or decline.
This strategic marketing plan outlines several strategies to be used in re-designing the event. These strategies were developed based on SWOT, PESTLE and Competitor analyses, as well as feedback from research with stakeholders.
The main focus of the strategies is to generate interest from the buyers, the media and the general public by transforming the current Caribbean Gift and Craft Show into a more ‘stakeholder-focussed’ Caribbean Gift and Craft Festival. The report outlines the details of each of seven strategies, the marketing mix necessary to generate this interest locally and regionally, as well as the action and implementation plan for the years 2010 - 2012.

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Lesley Ann Noel CGCS Strategic Marketing Plan UWI ACEM submission 2009

  1. 1. UWI ACEM 2008/2009 Lesley-Ann Noel CGCS Strategic Marketing Plan Submission for UWI post-graduate diploma in Arts and Cultural Enterprise Management lesleyannnoel@gmail.comStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 1
  2. 2. UWI ACEM 2008/2009 CGCS Strategic Marketing PlanTable of ContentsCGCS STRATEGIC MARKETING PLAN .............................................................................................. 1EXECUTIVE SUMMARY......................................................................................................................... 4BACKGROUND ........................................................................................................................................ 5MARKETING PLAN OBJECTIVES........................................................................................................ 8STAKEHOLDERS ..................................................................................................................................... 9MARKET RESEARCH & ANALYSIS..................................................................................................... 11 PESTLE ANALYSIS .................................................................................................................................................. 11 CURRENT COMPETITOR ANALYSIS ........................................................................................................................... 15 CGCS SWOT ANALYSIS ......................................................................................................................................... 18 STAKEHOLDER SURVEYS ............................................................................................................................................ 21 BUYERS FEEDBACK ..................................................................................................................................................... 22 EXHIBITORS FEEDBACK ............................................................................................................................................. 25MARKETING STRATEGIES ................................................................................................................. 31 STRATEGIC ACTIVITIES............................................................................................................................................... 32MARKETING MIX ................................................................................................................................. 36 PRICE ............................................................................................................................................................................. 36 PLACE ............................................................................................................................................................................ 36 PRODUCT ...................................................................................................................................................................... 39 PROMOTION ................................................................................................................................................................. 40 PEOPLE ......................................................................................................................................................................... 42YEAR TO YEAR MARKETING ACTION PLAN ................................................................................ 43APPENDICES ......................................................................................................................................... 45Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 2
  3. 3. UWI ACEM 2008/2009Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 3
  4. 4. UWI ACEM 2008/2009Executive SummaryThe Caribbean Gift and Craft Show (CGCS) is an annual trade fair for handicrafts, gifts andsouvenirs made in the Caribbean and it is hosted by the Caribbean Export DevelopmentAgency (Caribbean Export or CEDA). 2008 marked the fifteenth anniversary of the show.The show has reached ‘maturity’ stage and is at a point where it must be developed to ensuregrowth and avoid stagnation or decline.This strategic marketing plan outlines several strategies to be used in re-designing the event.These strategies were developed based on SWOT, PESTLE and Competitor analyses, aswell as feedback from research with stakeholders.The main focus of the strategies is to generate interest from the buyers, the media and thegeneral public by transforming the current Caribbean Gift and Craft Show into a more‘stakeholder-focussed’ Caribbean Gift and Craft Festival. The report outlines the details ofeach of seven strategies, the marketing mix necessary to generate this interest locally andregionally, as well as the action and implementation plan for the years 2010 - 2012.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 4
  5. 5. UWI ACEM 2008/2009BackgroundThe Caribbean Gift and Craft Show (CGCS) is hosted by the Caribbean ExportDevelopment Agency (Caribbean Export) annually, and promotes Caribbean productsespecially in the handicraft, gift and fashion sectors. It is the main tradeshow of this kind inthe region. The show’s exhibitors come from the English, French, Dutch and Spanishspeaking Caribbean and buyers come from the Caribbean and international marketsCaribbean Gift and Craft Show began in 1993 as the Caribbean Craft Market Place, andrecently celebrated its 15th anniversary in 2008. CGCS is divided into the following sub-divisions:Just Gifts At HomeFashion HousewaresTable Tops Embracing DesignBeauty and Wellness Personal AccessoriesThe following countries have been hosts of the show:Antigua and BarbudaSt. MaartenSaint LuciaGrenadaBarbadosStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 5
  6. 6. UWI ACEM 2008/2009CuracaoThe goals of the CGCS are: • To increase the level of exports of the handicraft, gift and fashion sector • To facilitate the development of new export markets for the sector • To assist in the sustainability of new craft businesses and in the preservation of those cultural traditions that contribute to the region’s uniqueness and diversity • To enhance the profile of the Caribbean as a world class producer of unique designs and high quality products • To enhance the profile of Caribbean Export as the premier regional organization for trade and investment development and promotion in the CaribbeanPast themes have included:2005 - "CARICOM Single Market and Economy" and "World Cup Cricket 2007 - A Stagefor Creativity and Innovation in the Region."2006 - "Excellence through innovation, creativity and strategic linkages."2007 - "Celebrating Caribbean Creativity and Cultural Diversity"Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 6
  7. 7. UWI ACEM 2008/20092008 - "Celebrating Handmade Designs and Caribbean Traditions."The 2009 show has been cancelled.The CGCS has been able to successfully attract local buyers to the event, but has had somedifficulty in attracting international and regional buyers to the event, and in positioning theevent firmly into the buyers’ calendars.Caribbean Export is a regional trade and investment development and promotionorganisation of the fifteen (15) CARIFORUM Member States namely:Antigua and Barbuda, Bahamas, Barbados, Belize, Dominica, Dominican Republic, Haiti,Grenada, Guyana, Jamaica, Saint Lucia, St. Kitts & Nevis, St. Vincent & the Grenadines,Suriname and Trinidad and Tobago.As a product the show could be considered at ‘maturity’ stage, as growth has peaked. Thestrategies need to therefore be developed to ensure rejuvenation and avoid decline andstagnation.This kind of event is not unique to the region, and other Gift and Craft Shows existinternationally and could be used as a benchmark for best practices such as:Ambiente Tendence Fair in Frankfurt GermanyNew York International Gift FairAtlanta Gift FairBerlin Import ShopStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 7
  8. 8. UWI ACEM 2008/2009California Gift FairMarketing Plan ObjectivesThe general aim of the marketing plan is to develop a campaign or strategy to raise theprofile of the CGCS regionally and internationally. This will in turn attract interest fromregional and international buyers, exhibitors and corporate sponsors.The specific aims of the plan would be to: 2008 2010 2011 2012 12% 12% 12% • Increase artisan registration by 40% 268 300 336 376 14.5% 14.5% 14.5% • Increase local visitor attendance by 50% 2000 2290 2622 3000 14.5% 14.5% 14.5% • Increase foreign buyer attendance by 50% 195 223 255 293A meeting held with Caribbean Export, in which it was revealed that the target number ofexhibitors is 250 exhibitors. However the actual number that can be accommodated varieswith each venue. CEDA has redefined its strategy and plans to change the format of theshow as follows: • The new show will not include fashion exhibitors nor fashion shows.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 8
  9. 9. UWI ACEM 2008/2009 • The new show will not take place in September. Either it will be earlier e.g. August or later – November. • The new show is anticipated to be smaller in 2010, as CEDA ‘weeds out’ exhibitors that do not have well-designed products. It is expected to grow after the initial shrinkage (in 2010) from 2011.StakeholdersThe stakeholders of this project are: 1. Craft Producers & Designers – producers of hand-made and industrialized goods from the CARIFORUM region, primarily in the areas of: jewelry, gifts and souvenirs made of clay, ceramic, wood, metal, straw among other materials; clothing and accessories such as hats, handbags, footwear; specialty foods such as pepper sauces, jams, coffee, chocolate etc.; producers of bath and body products such as handmade soaps, massage oils, candles etc. 2. Wholesale Buyers –Retail store owners – Souvenirs, gifts, clothing, hoteliers, restaurant owners, distributors 3. General Public – Members of the public, especially from the host country who visit the CGCS for leisure. 4. Sponsors – Sponsors and advertisers benefit from the association with a successful Show, and are adversely affected by factors such as low turn out, disorganization etc.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 9
  10. 10. UWI ACEM 2008/2009 5. Host Countries – The host countries can benefit from the publicity, exposure and goodwill; that come with hosting a regional event successfully. Apart from immediate economic benefits during the period of hosting the event such as higher hotel occupancy rates and other tourism related spending, and increased economic activity through revenue from duties; the host country also has the opportunity (with longer term benefits) to market itself to an audience that might have never had a reason to visit before. 6. Caribbean Export – CGCS is Caribbean Export’s signature event, and it allows the agency to position itself as one of the leading forces in trade, in the region. 7. Trade Promotion Organisations – These organizations are normally government agencies that have the mandate to promote trade for their local exporters who are their stakeholders. Some of these stakeholders participate in Caribbean Gift and Craft Show. 8. Service Providers – Service providers impact the success of the show if they provide good services or not. 9. ‘Friends of the CGCS’ – Organisations who lend support in promoting the Caribbean Gift and Craft Show out of goodwill.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 10
  11. 11. UWI ACEM 2008/2009Market Research & AnalysisPESTLE ANALYSIS A PESTLE analysis was done to assess factors that affect the Caribbean CraftIndustry as that will affect the strategies that should be employed in the marketing of theCaribbean Gift and Craft Show. ‘ Preferential trade agreements exist among CARICOM members in the region Globally there is an interest in the Fair trade movement, though this interest is not so predominant in the Caribbean, this might change with Political the implementation of the EPA The region is relatively stable politically. There are relatively good regional relationships among islands / countries. Cooperation with Cuba and Venezuela never fully explored Some of the territories have very small populations. There is a global recession – including in several of the target buyer Economic markets – US, UK, Canada The regional economies likely to contract as a result of the globalStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 11
  12. 12. UWI ACEM 2008/2009 downturn, fewer remittances, and the slowdown of the tourism sector, resulting in greater unemployment levels, and less disposable income. There is a wide range of GDPs and ‘buying power’ within the region from very high to very low. There are few opportunities for economic activity especially in rural communities in the Eastern Caribbean, Jamaica, Haiti, Dom Rep, Cuba, among others. Lack of economic activity in urban areas leads to high criminality. Consumers have indicated need for more change (new designs) in handicraft production There is a dearth of leisure activities – and a need for low-cost or family activities in many of the territories. There is generally a high education level in most of the region i.e. literacy levels are high, the populations are cosmopolitan and exposed to and interested in other cultures. Social The regional has a Festival culture. There are Carnivals all over the region and in diaspora markets such as New York, Toronto, Miami and London. The standard of living throughout most of the region is high – with basic needs satisfied. The population can therefore pursue ‘higher’ activities such as leisure, enlightenment, etc. However the recession will impact this standard. The majority of the population is 15 – 64 years old(over 60%).Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 12
  13. 13. UWI ACEM 2008/2009 Outside of the tourism based wholesale / retail trade there are few opportunities to market artisan made production – which may help to combat unemployment. The Internet penetration average is 17% - highest % 85.9% Antigua & Barbuda (see rates in Appendix) Most Caribbean artisans have small manufacturing capacity – except in the DR, Cuba and Haiti. Most of the production uses low technology – there is a need for a technical upgrade Many unsophisticated products Ease of access to islands – major hubs: Antigua, Barbados, Puerto Rico Technological and Trinidad. Easy access to Jamaica from North America, but less easy (or more costly) from Eastern Caribbean Production is expensive – due to high material and labour costs Design training available at several levels in several territories Region experienced in hosting conferences – Conference facilities and trained personnel available Acceptable accommodation available in many of the territories Transportation logistics and import / export infrastructure varies throughout. Duty free access for Caricom goods into Caricom territories l LeStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 13
  14. 14. UWI ACEM 2008/2009 Ease of movement throughout Caribbean for Caribbean people – VISAS are required for entry to US and French territories only. CARICOM – Freedom of movement of skilled labour • International interest in Fair trade mental -Environ • Design often incorporates recycled materialsStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 14
  15. 15. UWI ACEM 2008/2009Current Competitor AnalysisThough there are few direct competitors several trade shows and festivals take place in theregion that could be considered indirect competitors. Some of these events could even beused strategically to strengthen the CGCS., through strategic alliances and positioning. Andas marketing opportunities to stakeholders.A survey of the competition revealed that there are no significant regional competitors, asCGCS is the largest regional show of its kind, the closest rivals are CARIFESTA,Expoartesanias de Colombia and the TIC? in Trinidad & Tobago.Expoartesanias de Colombia is an international show of high quality with an excellentreputation among design and handicraft circles, but is not widely known in the English-speaking Caribbean. It takes place in December at Corferias in Bogota, and is the largest artsand crafts fair in Latin America. It attracts around 800 exhibitors from 12 different countriesand 90,000 visitors. The fair presents the best of international arts and crafts that representseach exhibitors cultural heritage. Throughout the fair, special events including music anddance performances are also organized.CARIFESTA stands for the Caribbean Festival of Arts. It is the regions roving,multidisciplinary, mega arts festival which attracts a wide range of creative artists fromvarious Caribbean and Latin American Countries. CARIFESTA was the culmination of theidea that started in 1970 when participants at an Artists and Writers Convention in GuyanaStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 15
  16. 16. UWI ACEM 2008/2009complained about the absence of an outlet to showcase the rich cultural heritage of theRegion and at the same time give recognition to its outstanding artists and art forms.Caribbean Export is exploring the possibility of ‘tying’ the CGCS to Carifesta, so that thetwo events will take place at the same time and in the same country / territory. This is aninteresting link as the two events are non-competing and Carifesta would provide theentertainment forum that some of the buyers are seeking.TIC is hosted by the Trinidad and Tobago Manufacturers’ Association, and is sponsored bythe Ministry of Trade and Industry of Trinidad & Tobago, TSTT, the maintelecommunications provider and RBTT Bank Ltd. In 2008, 260 exhibitors showcasedgoods and services. Approximately 61% of TIC 2008 exhibitors were from T&T and 39%were overseas exhibitors from 21 countries. It is described by the TTMA as an ‘inward trademission’.There are several similar type small local craft exhibitions in Trinidad & Tobago, TheBahamas, the Dominican Republic, Tortola, among other territories. In Trinidad & Tobago,several of the competing events include extra-regional participants as part of the ‘drawingcard’ (Divali, Indian Expos and Emancipation Village). TIC in Trinidad & Tobago is anInternational Trade and Industry Expo, which can also be considered a competitor though itincludes industrial products. In Barbados a similar type of expo is the BMEX Expo which isa trade and industry show.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 16
  17. 17. UWI ACEM 2008/2009Upon superficial analysis it would seem that there is little threat of new entrants to themarket. Few companies or individuals would have the interest, experience, or network ofcontacts to successfully host the show. However, if TIC / TTMA had the interest inproducing this kind of event it would probably be able to do it successfully given its trackrecord and reputation. The Emancipation Support Committee has in the past been able tosuccessfully mobilize artisans from various parts of the Caribbean and the African Diasporato participate in its Emancipation Village. Using a Pan-African and Pan-Caribbean angle inits marketing, but that thrust reached its peak several years ago (circa 2003). As theorganization has not been able to maintain the satisfaction of its stakeholders, it is unlikelythat it will be able to regain its former position in the market. Aragorn Dick-Read in Tortolahas developed a craft festival through contacts made at CGCS This has been able to marketed as an alternative Caribbean Craft Festival. The event is now in its 3rd year.CGCS / CEDA’s competitive advantage comes from its 15 year history in successfullyhosting the show, even outside of its Barbados home base. As an Export DevelopmentAgency with European Union funding, Caribbean Export’s mandate is not to produce afinancially viable event but rather to generate exports for producers of the region, and theshow is one of these avenues. Caribbean Export therefore may be able to draw on resourcesthat may not be available to other event organizers, as well as use its existing infrastructure(offices, web site, systems, etc) and human resources, and its existing network of clients andpartners. This advantage could quickly be eroded however due to the high dissatisfaction ofall the stakeholders particularly at the last two shows: artisans were unhappy because ofproblems in Customs, high costs of the show, low buyer turn-out; and buyers and thegeneral product were unhappy with the limited range of new suppliers and products. BuyersStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 17
  18. 18. UWI ACEM 2008/2009also complained about the format of the show which seemed to have stagnated, and aboutthe lack of entertainment and parallel activities which they could do while at the show.CGCS SWOT ANALYSISA SWOT Analysis of the CGCS among stakeholders (artisans, buyers, support staff and thegeneral public) revealed the following:Strengths • CGCS’ 15 year history and CEDA’s experience and understanding of the regional market. • Caribbean Export has a well established database of all the stakeholders in this industry including buyer and exhibitor contacts in approx. 25 CARICOM and Cariforum territories., as well as in North America. • CGCS is the largest show of the kind in the Caribbean • CEDA / CGCS has a good reputation / good will and is recognised as the front player in the development of craft in the region. • CEDA has human resources with experience in event coordination, operations and logistics • CEDA can draw on Developmental funding / EU resources for the event • CEDA is the appropriate organization to undertake this type of activity as trade is its mandate.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 18
  19. 19. UWI ACEM 2008/2009Weaknesses • Show has stagnated – has not modified the format dramatically for a long time. Has become predictable. Show format needs updating • Buyers do not attend in significant numbers • New exhibitors / with more exciting work needed • Marketing & Sales CGCS not visible at international shows, not considered part of the buyers’ circuit • Caribbean Export doesn’t have enough knowledge about the international craft market • CEDA is not close enough to the clients to really understand problems, opportunities and challenges on each country in the region • Only contact with national coordinators and not policy makers – so cannot influence policy • Not admitting own limitationsOpportunities • Regional and Diaspora Carnivals provide Marketing Opportunity for CGCS • Design Training available provides opportunity to change focus of the show to a design forum • Economic downturn will provide opportunities as more people may be looking for low-cost leisure activities locally and therefore may turn out in greater numbers;Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 19
  20. 20. UWI ACEM 2008/2009 producers will become more creative as they will try harder to attract buyer attention through more well designed products. • High internet penetration in some territories allowing for more effective marketing • Festival culture and Festival tourism in the Caribbean • Caribbean Ambience – Sun Sand etc could be used to attract buyers on a ‘working holiday’ • Existent tourism infrastructure in some of the territories • Well received CGCS Magazine (produced by 3rd party) can be used more effectively to market the show • Finance – Sponsorship is available through the European Union and a higher profile would make it high profile enough to attract cooperate sponsorship. • To assist regional development of craft on a policy levelThreats • Stakeholder (exhibitor, buyers and general public) expectations and dissatisfaction • Global recession • Similar type activities may develop due to deficiencies at CGCS (could also be turned into marketing opportunity) • Low production capacity of artisans • High cost of goods sold at show • Ideas & Innovation – low design quotient of many of the products is a threat because this turns off buyers • Finance – Sponsorship may ‘dry-up’ due to economic downturnStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 20
  21. 21. UWI ACEM 2008/2009 • Somebody else will take over the show with better funding, knowledge • Wrong approach to attracting buyers – promotional campaign concentrated on last month before the show. • The show is not known outside of the region. • Lack of marketing and promotion to buyers outside the region.Stakeholder Surv eysThe surveys targeted buyers and exhibitors as these are the largest and most significantgroups of stakeholders for this event – without either of these groups the CGCS cannotexist. The exhibitors surveyed had participated in several editions of the Caribbean Gift andCraft Show, in different locations and therefore were able to offer very insightfulrecommendations and commentary. The exhibitors are from several countries includingTrinidad & Tobago, Grenada, and Antigua among others. Seven buyers for wholesale orretail outlets were interviewed to give feedback on the CGCS and recommendations onstrategies for the show. They were from Trinidad, Tobago, Antigua and Bermuda. One ofthe buyers had never attended the CGCS, though she knew of it. All but one of the buyerswho had attended the CGCS had been more than once. Three of the buyers had attendedmore than five times. All the buyers had heard about the show from Caribbean Export, fromwhom they received an invitation. One buyer had also received the information from a hotelwith which she conducted business.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 21
  22. 22. UWI ACEM 2008/2009Buyers FeedbackReasons for attending the CGCSBuyers gave various reasons for attending the show including: • To look for items for retail shop • To make contacts and source products for online store. • Was curious to know about show and products. This buyer felt that she was the authority on craft in her island and if this type of show was taking place she needed to be involved. • To support the region and the craft sector. • To source Caribbean flavored merchandise for wholesale and retailBuyer expectations and satisfactionThe buyers anticipated meeting new suppliers and seeing new products and uniquemerchandise. All of the buyers complained that their expectations of meeting new suppliersand seeing new products were not met. They felt that many of the crafts had stagnated andthe artisans were not innovating enough. They also complained of the presentation of thecrafts at the show, saying that booths (display and décor) needed to be more elaborate. Theyalso complained about the ‘chaos’ that takes place on the first day, as exhibitors were neverready.Contacts and PurchasesStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 22
  23. 23. UWI ACEM 2008/2009All the buyers had made long term contacts with suppliers at the show, and all continued tobuy from these suppliers. One buyer complained that the quantities available for purchasewere too small. Most buyers preferred to buy goods at the show and were ‘open – to – buy’from $1,000 to $12,000 in a combination of purchases at the show, and orders to be filledlater.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 23
  24. 24. UWI ACEM 2008/2009Experiences at the showAll the buyers had positive feedback to give. The overall ‘Caribbean ambiance’ contributes tothis positive experience as several buyers made reference to this, as well as to lookingforward to meeting Caribbean artists, and sampling Caribbean products esp. food, ashighlights. The buyers thought that despite some problems the show was generally wellorganized. All but one of the buyers said they would return in the future. One other buyersaid she would not attend the show in the Dominican Republic, as she felt that forum wouldnot be advantageous for CARICOM products.Product InnovationsBuyers indicated an interest in seeing the following at the show: • Pottery at good prices. • Specialty Foods • Organic / Eco-friendly products such as soaps, cloth etc. as most international tourists are more eco-conscious • Regional and Extra-regional Shipping services and freight forwardersOther Suggestions • Lower airfares and hotel rates need to be more available. More Package deals are needed • Prices of items at the exhibition are too high. Artisans may need more information on pricing. Many items are too expensive to be re-sold. • There is too much “lull” time on the buyer days. Recommendation to condense the time for buyers or have buyers view specific areas at specific times.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 24
  25. 25. UWI ACEM 2008/2009 • The host country should assist in the construction of booths. • The cost of booth for artisans should be subsidised, greater link with tourism. • Provide good basic design. Change paradigm from table top and carving • More TV Marketing needed • Need to appeal to high-end retailers more. • Better transportation facilities to and from the show are necessary • Better ATM facilities needed as the ATMs ran out of cash several times during the last few shows, negatively affecting the buying process. • The show could be held at a facility with accommodation e.g. a large hotel, so that buyers would not have so much difficulty with transport and accommodation. • Greater effort must be made to create an inviting and relaxing environment for buyers – during the show and also earlier and later during the day e.g. breakfast events, cocktail events, dinner activities etc. which would also provide networking opportunities for all the stakeholders.Exhibitors FeedbackFifteen exhibitors were interviewed. These exhibitors were from Antigua, Barbados,Grenada, Jamaica, Trinidad & Tobago and St. LuciaShow marketingMost of the exhibitors heard about the show through a trade promotion office such as theBusiness Development Company in Trinidad & Tobago or JTI – Jamaica Trade and Invest,Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 25
  26. 26. UWI ACEM 2008/2009or from other exhibitors and business associates. One had found the show online, andanother heard about it in the newspapers.ExpectationsThe exhibitors anticipated meeting new customers, but many complained that theseexpectations were not fully met. They highlighted that there were not enough buyers andmost of the buyers were not interested in their products. The exhibitors also complainedabout the similarity of the products on display, noting that they thought that only thejewellery stood out. Several complained that they only got retail sales when they wantedmore wholesale buyers.Participation at parallel eventsWhile some exhibitors thought the parallel events were very informative, most were unableto attend as the seminars took place during the trade fair, and they were unable to leave theirbooths unmanned. Some did not attend because they did not know enough about thepresenters and were not sure of their knowledge or experience in the field. Participants saidthat they never had enough information about the fashion show before and during theCGCS, which affected their participation and planning for the fashion segment. Some saidthat the fashion show was always too long, and therefore they could never see the wholething. • Have activities in exhibition hall so exhibitors don’t have to leave the hall to attend. They can announce the event over the PA system so people can turn their attention there without having to leave the exhibition hall.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 26
  27. 27. UWI ACEM 2008/2009Suggestions for activitiesHaving much experience in shows around the world and their own expectations of theCGCS, exhibitors had a considerable amount of suggestions for the CGCS:Pre- CGCS • More information about the economy of the host country is needed prior to the show. • A forum where veterans could share their experiences for new exhibitors would be helpful. This forum could also be a virtual one, or business support agencies / trade promotion agencies could assist in setting up this forum in different territories.At CGCS • More relevant seminar topics such as: o Customer service, dealing with trade enquiries o wholesale vs. retail pricing o Merchandising & display at trade fairs or in-store o Online strategies for selling of Caribbean Art & Craft • Business development workshops would be helpful prior to the show to help artisans analyze their businesses and to determine how viable they are and whether or not it would be feasible to attend the CGCS. This would also help exhibitors to have more realistic expectations of the CGCS. • More suppliers of paper, packaging, raw materials and equipment etc should have booths at CGCS, and should conduct workshops in clusters based on exhibitor needs or specific craft areas of interest.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 27
  28. 28. UWI ACEM 2008/2009 • A new section of the show that deals only with organic and environmental products – crafts and supplies - could be developed.CGCS ActivitiesExhibitors had a wide range of suggestions on new activities that could enrich the CGCSexperience: • Include sampling of Caribbean gourmet foods. Placement of Food and food service could be more integrated in the design of the layout of the show. Food and beverage points should be strategically placed so participants move around more, to stick around have a bite and then move around again. • Ongoing mini-fashion shows, over the course of the CGCS instead of just one show on one evening would allow more artists to be showcased and not compete with the buying activity. Workshops • Producer demonstrations where they could show how their craft is produced would add to the excitement of the show • Seminars for Buyers on trends in tourism, tourist and consumer consumption, display and merchandising would enrich the buyers’ experience.CGCS OrganizationMost exhibitors agreed that the show was fairly well organized but there was room forimprovement, particularly in the areas of:Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 28
  29. 29. UWI ACEM 2008/2009Exhibition and Booth set-up as they often had trouble locating tables and chairs, electricityetc.Customs Department at the port of entrySuggestions for improvementsPre Show:Marketing – Travel with exhibitors to stores in the host island to market the showMore advertising – general public should know that purchases are welcome / possible.More regular communication with artisans and buyers throughout the year.Buyers & Wholesale customers:Provide transport / shuttle service for buyersMore intense marketing among stores throughout the regionNo entrance fee for buyersShow:Fewer speeches and seminars during buying daysMore attention to the schedule of international shows so that CGCS doesn’t competeVenue:Exhibitors had several suggestions on venues that CGCS could be held based on their pastexperiences at the Show, as well as on other experiences. They recommend that the veGrenada was very popular among exhibitors and many expressed the hope that the showcould be hosted there once more. Trinidad was also suggested, as exhibitors felt that theStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 29
  30. 30. UWI ACEM 2008/2009population size and buoyant economy would make the show in that country a success.Exhibitors also expressed concern about the handicraft industry and the cost of handicraftsin the host country, and felt that the show should not be held in a market with very cheaphandicraft e.g. some of the Latin American territories.Exhibitors and some buyers also felt that the CGCS should move outside the region e.g. toMiami, Toronto or London. They also felt a greater collective presence was needed at othershows e.g. Surf Show, Atlanta Gift, Frankfurt, NYIGF etc.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 30
  31. 31. UWI ACEM 2008/2009Marketing StrategiesThe overall strategy being recommended in this plan would be to transform the CaribbeanGift & Craft Show into Caribbean Gift and Craft Festival or even the Caribbean Giftand Craft Design Festival. This change would address some of the concerns addressed bythe buyers and exhibitors, and breathe new life into the Show generating greater interest inthe event locally, regionally and internationally; which should result in more traffic andultimately greater trade.The marketing strategies should be developed around the strategic statements listed below inorder to achieve optimum success. 1. Re-develop show concept to “Caribbean Gift and Craft Festival” to capitalize on region’s tourism advantages. 2. Develop stronger design focus for the show to improve the product offerings. 3. Aggressively attract more wholesale and retail buyers to the CGCS 4. Revitalize show by enhancing product and creating a more stakeholder- focussed product. 5. Raise profile & Improve image of the show By Intensifying Local, Regional and International Marketing. 6. Develop closer links with and provide more benefit to sponsors 7. Choose host country and venue based on GDP, population size and available tourism and conference infrastructureStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 31
  32. 32. UWI ACEM 2008/2009Strategic Activ itiesStrategy 1:Re-develop show concept to “Caribbean Gift and Craft Festival” to capitalize onregion’s tourism advantages. • Invite different countries to host cultural activities during the festival – food & drink sampling, song, dance, craft production display etc. e.g. Barbados Day – sampling of bake and shark, rum, leatherwork production day etc. • Invite local tour companies, restaurants etc. to develop special packages for CGCS and promote this activity alongside show. • Develop “parallel” or “off-show activities such as Gallery showings, Museum exhibits etc.Strategy 2:Develop stronger design focus for the show to improve the product offerings • Establish greater links with local, regional and international design community • Invite main design institution(s) in host country to develop and curate a ‘Handmade in the Caribbean’ design exhibition for students, artisans and other professionals.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 32
  33. 33. UWI ACEM 2008/2009 • Work with local interior / retail designers to develop a ‘Best of Show’ Show Room which would feature products from the CGCS in an interior décor or retail ambient. • Promote design, craft and innovation competitions as part of pre-show PR • Invite UWI and institution in host country to develop a lectures on related themes as a parallel activity to enlarge the scope of the event.Strategy 3:Aggressively attract more wholesale and retail buyers to the CGCS • Develop database of interested retailers in the region – especially in the host countries (building on existing databases). Send invitations to retailers to attend, Send CGCS magazines etc. Develop retail fora such as lectures on merchandising, pricing strategies for retailers, design trends for retailers etc. • Direct mail packages to regional and Southern US buyers. • Develop retail-oriented workshops e.g. merchandising, trends, pricing etc. • Fit CGCS into the international trade fair calendar so that it doesn’t clash with international shows. Tag show to another international one so buyers get a ‘two for one’.Strategy 4:Revitalize show by enhancing product and creating a more stakeholder-focussedproduct.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 33
  34. 34. UWI ACEM 2008/2009 • Include booths with materials and machinery suppliers relevant to craft production or retail trade. • Improve ATM & Banking facilities • Provide shuttles to and from show • Host show in a venue with or closer to accommodation • Host networking activities and parallel events throughout the showStrategy 5:Raise profile & Improve image of the show By Intensifying Local, Regional andInternational Marketing. • Establish greater links with the local regional and international design community – by hosting high profile design events (such as exhibition opening) • Increase public awareness of CGCS by marketing to General public at regional Carnivals and festivals. • Develop closer links with Ministries of Tourism, in addition to the already established partnerships with the Ministries of Trade. • Create international interest for the show by promoting through well-developed press kits mailed to international periodicals and regional publications. • Send marketers to ‘walk’ regional and international events such as Peru and Colombia Gift Fairs, Miami Gift Fair, Orlando Gift Fair etc. to promote the CGCS. Offer support to Caribbean producers at these events to promote theStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 34
  35. 35. UWI ACEM 2008/2009 shows – via marketing material, or support for including CGCS logo in their material. • (Budget permitting) Take marketing Stand at various Florida Gift Fairs, Surf Show and Colombia Fair to promote the Show. • Promote show through well-designed press kits to international media and publicationsStrategy 6:Develop closer links with and provide more benefit to sponsors. • Encourage sponsors to host seminars on products that cater to CGCS stakeholders’ needs and to market their other goods and services. • Feature sponsors more prominently in CGCS marketingStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 35
  36. 36. UWI ACEM 2008/2009Marketing MixPriceThe CGCS should have no entry cost to pre-registered buyers, or buyers register at the eventby producing some form of business credentials. The entrance fee for the general publicshould be nominal – between US$ 3 – 5, depending on the venue and economic conditionsin the host country.PlaceSeveral host countries have been suggested below. The venue within the host country shouldbe near to necessary amenities and services such as accommodation and transport.The venue selection for the Caribbean Gift and Craft Festival should take into considerationthe population size and GDP / per capita income of the host country, as well as availableconference facilities and tourism infrastructure. The choice for venue also involvesnegotiation with the host Government to allow a waiver of duty on the exhibitors’ goods.There is also an ongoing debate on whether CGCS should have a fixed venue or whether theshow should move around the Caribbean. A fixed location, possibly in Barbados whereCaribbean Export’s Head Office is located, would greatly simplify the planning process forall involved – exhibitors, buyers Caribbean Export etc. This would allow stakeholders toStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 36
  37. 37. UWI ACEM 2008/2009plan for the next one, as soon as one show is completed, and allow them to build on pastexperiences. An itinerant CGCS, delivers a more ‘Pan-Caribbean’ experience, and allowsproducers and buyers to visit territories that they have never been to before. This promotesmore regional trade, and provides more opportunities to a wider body of people.BahamasThe Bahamas was selected to host CGCS 2010. This choice would have satisfied exhibitorsas the Bahamas is perceived to be a ‘high-traffic’ tourism destination with a high per capitaincome, and it already has the necessary infrastructure. The 2010 show was to coincide withthe staging of Carifesta, however the Bahamian government recently decided against hostingCarifesta. It is unclear as to whether the CGCS 2010 would still be hosted there.Trinidad & TobagoSeveral organizations in Trinidad & Tobago have informally expressed an interest in hostingCGCS including the Visual Arts Unit of the Department of Creative and Festival Arts atUWI in St. Augustine, and the Export Centres Co. Ltd. Trinidad & Tobago has severalfacilities that could host the CGCS including the several hotels such as the Trinidad Hilton,Crowne Plaza and the Hyatt, as well as the Centre of Excellence which hosts the TIC andseveral other trade fairs. Trinidad also has several open air venues such as the Queens ParkSavannah – which will once again host the Emancipation Village in 2009 after a 3 yearhiatus, and the Port of Spain waterfront which hosted a small crafts market for the FifthSummit of the Americas. The show could also be hosted in Tobago at the Dwight YorkeStadium. Though the per capita income in Trinidad is higher than several other countries inthe region, Trinidad is considered a ‘price-conscious’ market by retailers, which wouldStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 37
  38. 38. UWI ACEM 2008/2009impact on the artisans’ trade. However the large population (when compared to otherislands) might offset this factor. Pop 1,056,608 GDP 19,700BermudaPop. 66,163; GDP Per Capita USD 76,403. Bermuda was selected as a possible venue due toits very high per capita income, and because of its similarities and differences to theCaribbean. Presently some buyers come from Bermuda to the CGCS.United States of AmericaThe United States of America has been suggested as a venue because of its proximity to theCaribbean. The large Caribbean diaspora, the high per capita income and the populationsize, make it a desirable venue for the Caribbean Gift and Craft Show. Miami and New Yorkwould be the best venues for this show in North America, because of the large Caribbeanand Latin American populations in these towns. These two cities are also transportationhubs to and from the Caribbean. Many exhibitors from the Northern Caribbean (e.g. Haiti,The Bahamas), would normally have to transit through Miami to get to the SouthernCaribbean.CanadaThough smaller than New York and Miami, Toronto would also be an exciting extra-regional venue for the Caribbean Gift & Craft Show. Toronto also has a large Caribbeandiaspora, and a multi-cultural population.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 38
  39. 39. UWI ACEM 2008/2009ProductThe strategy being proposed is to develop the product into a Craft Festival or Craft andDesign Festival. This gives the CGCS an advantage over similar types of activities regionallyand extra-regionally. The CGCS can also be marketed as a ‘working holiday’ or ‘CaribbeanGetaway Shopping Spree’ to buyers. The Festival should become a ‘must-do’ event forbuyers. The event will become a ‘must-do’ if it seeks to cater more to the ‘experience’ of thebuyer, e.g. Americas Mart in Atlanta provides discounted and often free accommodation forbuyers / first-time buyers. If the CGCS is more ‘buyer-friendly’, or has a richer ‘buyerexperience’, by being hassle free, relaxing and even entertaining, it minimizes the buyer’sperceived risk of attending a show that they have never been to before. Buyers will alsospread the word to other industry colleagues.Recommendations for product development are as follows: • Host design exhibition • Attract more exhibitors with better quality and more design infused crafts • Develop festival atmosphere of the Show – Caribbean Gift and Craft Festival o Food sampling and food booths / food courts strategically placed around the venue to encouragae the buyers to stay. o After-show / evening – Host parallel networking events – dinner, party, cultural shows o Fashion shows – Have shorter segments throughout the show instead of one large fashion show. • For Wholesale Buyers: o provide transport to and from show for buyers and exhibitors (shuttles), o host show in a venue with accommodation, o create a more festival atmosphere with music, food sampling, dance displays, craft production displays etc. exploit the ‘Caribbean’ theme more effectively. o Provide more buyer-oriented seminars – e.g. retail merchandising etc, on trends in tourism, tourist consumption, display • For Exhibitors o Improve booth design and layout of Festival to develop ‘Festival’ theme.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 39
  40. 40. UWI ACEM 2008/2009 o Include exhibitors/booths with materials and machinery suppliers relevant to craft production or retail trade e.g. packaging suppliers, craft suppliers, art supplies stores etc. o Host Cluster-specific Production and technology workshops e.g. trends and technology for clay and ceramic producers, leather cluster, jewelry, soap and oils etc. • Improve ATM & banking facilities for buyers and exhibitors • Tag Show to another international show, so buyers can get a ‘two for one’.PromotionThe CGCS marketing campaign should make use of a variety of communication channelsincluding mass media, direct mail and promotion via advertising and promotion at variousregional events.Direct MailMost buyers indicated that they attended the CGCS as a result of a direct mail invitation.Those who had attended in the past and had now stopped, had stopped because theystopped receiving the invitations. Direct mail must therefore form an integral part of thecontact with buyers. CEDA will need to develop and expand its existing database of buyersand develop a package suited to buyers’ needs. Past copies of the CGCS magazine would beincluded in the direct mail package.Direct mail would also be used to target past exhibitors.PressThe ideal CGCS press marketing campaign in the host country would include:Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 40
  41. 41. UWI ACEM 2008/2009Horizontal Strip ads to raise awareness of the show Press Ads up to seven days before theeventIn Flight AdvertisingA 3-minute documentary advertorial would air for 3 months as part of Caribbean Airlines in-flight programme on all of the airline routes. This should be supported with a feature in theIn-flight magazines of Caribbean Airlines and LIAT, and if possible American Airlines andCOPA.Public RelationsPress Releases and Feature articles should be developed to generate media interest in thevarious territories.Trade Fair & Event MarketingA reciprocal partnership should be sought with the organizers of various regional and extra-regional trade fairs for CGCS material to be distributed at these events at little or no cost,and in return these events could be marketed at the CGCS.Festival MarketingA multi-tiered marketing campaign should also be used to market the CGCS during regionalfestivalsNew Online MediaOnline media resources should be employed such as Facebook (Group, Page andAdvertising), Blogs and Twitter.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 41
  42. 42. UWI ACEM 2008/2009CGCS PublicationThe CGCS Publication has been well received, and has demonstrated that enoughadvertising can be generated to support itself. The magazine should be produced by anindependent company, but should form part of the marketing strategy from year to year.PeopleThe CGCS would benefit from a dedicated staff member to work in conjunction withCaribbean Export in the areas of marketing & sponsorship, and logistics throughout theyear. In the 3 – 4 months prior to the CGCS, this team could expand to 2 -3 people.The duties of this individual / team would include: • Implement CGCS Marketing campaign. • Liaise with CGCS service providers throughout the year • Develop buyer network and contactsCaribbean Export should develop a network of dedicated partners to outsource specificaspects of the production of CGCS including: • The CGCS publication, • In-flight/ TV ads • Event logistics – set-up, breakdown, transport etc. • Tourism logistics – accommodation, tour packages etc.Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 42
  43. 43. UWI ACEM 2008/2009Year to Year Marketing Action Plan Year 1 - 2010 Year 2- 2011 Year 3 - 2012Direct Mail Contact TPO and BSO partners to expand Utilise CARIFORM Buyer database, and expand existing buyer database in CARIFORUM to include Southern US, coastal buyers. territories Focus on developing a database of buyers in host countries and high tourism destinations and territories with high purchasing power.Press Full page and strip ads in host territory Full page and strip ads in host territory during Full page and strip ads in host territory during show during show showIn Flight Programming Develop 3 minute advertorial and show on Show advertorial on Caribbean Airlines and LIAT Caribbean Airlines for 2 cycles (6 months) prior to CGCSIn-flight Magazine Develop feature story & paid advertisingFeature & Magazine for in-flight magazines – CaribbeanAd Airlines, LIAT, American EaglePublic Relations Launch design competitions, juried Promote results of design competition and host Host design exhibition as part of CGCS exhibitions in partnership with exhibition as part of marketing educational institutions. Send design stories and PR about CGCS to Send design stories and PR about CGCS to International design publications Use feature stories on artisans as part of International design publications regional marketing campaign through Invite international designers to attend event as jury press releases and paid adveritising and to show work, give workshops etc.Trade Fair and Event Attend TIC and other regional trade fairs Attend international Trade Fairs to market CGCS Create / support ‘mini’ CGCSs at Carnivals andMarketing to market CGCS. either as exhibitor or by ‘walking’ the fair to Jazz Festivals and promote CGCS at these events distribute information, or by sending artisans as by distributing flyers, giving away tour packages exhibitors with CGCS marketing information as etc. well. Get CGCS listed on International calendars / directories for trade fairsAdvertising – Banners, Put up CGCS banners in public venuesFlyers during regional Carnivals, esp. in host country.Festival Marketing Promote Show at regional events – Carnivals, Promote Show at regional events – Carnivals, USStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 43
  44. 44. UWI ACEM 2008/2009 US Gift Fairs in the Southern and Eastern States Gift Fairs in the Southern and Eastern States e.g. e.g. Florida, Georgia, New York Florida, Georgia, New YorkNew Online MediaFacebook Ads, Page, Create Facebook Page, Group and Ads. Repeat 2010 activity Repeat 2010 activityGroup Promote the Ads to Caribbean, North and Central American FB users.Twitter Develop Twitter account and post daily Repeat 2010 activity Repeat 2010 activity updates on CGCSBlog Create CGCS blog and update daily with Repeat 2010 activity Repeat 2010 activity content supplied by artisans, retailers, design institutions etc. Promote blog via Twitter and FacebookCGCS Publication Develop theme for CGCS publication for Repeat 2010 activity Repeat 2010 activity next 3 years. Hire team to produce and sell advertising for the magazineStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 44
  45. 45. UWI ACEM 2008/2009AppendicesTable 1 A Calendar of Events in the CaribbeanMonth Activity CountryJanuary Junkanoo Bahamas, Turks & Caicos Carnival St. Kitts & Nevis, US Virgin Islands Barbados Jazz Festival BarbadosFebruary Pre-Lenten Carnival Trinidad, Curacao, Dominica, Cuba, Martinique, Dom Rep, Haiti, Guadeloupe, Puerto Rico, St. Barts, St. Martin, Aruba, Bonaire, Cayman Islands (after Ash Wednesday) Guyana – February 23rdMarch Bermuda Internatonal Film Festival Bermuda St. Maarten Heineken Regatta St. Maarten BVI Spring Regatta and Sailing Festival British Virgin IslandsApril Batabano Cayman Islands Carnival Jamaica, St. Eustatius, St. Maarten, St. Thomas Tobago Jazz Tobago Virgin Gorda Easter Festival Virgin GordaMay Bermuday Day / Junkanoo Bermuda St. Lucia Jazz fest St. Lucia BVI Music Festival British Virgin Islands Batabano CubaJune Vincy Mas St. Vincent & The GrenadinesJuly Carnival Saba, St. Lucia, Cuba – Varadero, Havana, Santiago, Nevis Vincy Mas St. Vincent Tobago Heritage Festival TobagoAugust Emancipation Trinidad, British Virgin Is Cropover Barbados Carnival Grenada, Anguilla, Antigua and Barbuda, Sint. Eustatius, SabaSeptember Caribbean Sea Jazz festival Aruba Carnival BelizeOctober Carnival Bonaire Dominica World Creole Music Festival DominicaNovember Puerto Rcan Music FestDecember Carnival Montserrat, Saint Kitts Colombia Corferias Colombia Havana International Jazz Festival Cuba New Years Eve celebrations Jost Van Dyke, British Virgin Islandss Crucian Festival St. CroixSource: http://www.travel2thecaribbean.com/Caribbean_Festivals.htmlhttp://en.wikipedia.org/wiki/Caribbean_CarnivalTable 2: International Gift Shows 2009Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 45
  46. 46. UWI ACEM 2008/20092009 SHOWSShow Name Location Start/End Date YearBoston Gift Show Boston, MA Mar 28 Mar 31 2009Chicago Market: Living and Giving Chicago, IL Mar 29 Mar 31 2009Indian Arts & Crafts Spring Market Mesa, AZ Apr 2 Apr 3 2009International Home Furnishings Market High Point, NC Apr 25 Apr 30 2009New York Stationery Show New York, NY May 17 May 20 2009Kansas City Gift Show Overland Park, KS Jun 5 Jun 9 2009Showtime High Point, NC Jun 7 Jun 10 2009Dallas Total Home & Gift Market Dallas, TX Jun 24 Jun 30 2009Columbus MarketPlace Show Columbus, OH Jun 27 Jun 30 2009Charlotte Gift & Jewelry Show Charlotte, NC Jun 27 Jun 29 2009Summer Holiday Show - Northeast Market Center Billerica, MA Jun 27 Jul 1 2009NASFT Summer Fancy Food Show New York, NY Jun 28 Jun 30 2009Messe Frankfurt Tendence Frankfurt, Germany Jul 3 Jul 7 2009Atlanta International Gift and Home Furnishings Atlanta, GA Jul 8 Jul 15 2009MarketGIFTEX Tokyo, Japan Jul 8 Jul 10 2009L.A. Mart Gift Show Los Angeles, CA Jul 14 Jul 20 2009Chicago Market: Living and Giving Chicago, IL Jul 16 Jul 22 2009California Gift Show Los Angeles, CA Jul 17 Jul 20 2009Philadelphia Gift Show King of Prussia, PA Jul 19 Jul 22 2009Oasis Gift Show Glendale, AZ Jul 23 Jul 25 2009Oklahoma City Gift Show Oklahoma City, OK Jul 25 Jul 27 2009Western New York Gift Show Henrietta, NY Jul 26 Jul 28 2009Kansas City Gift Show Overland Park, KS Jul 31 Aug 4 2009Orlando Gift Show Orlando, FL Aug 1 Aug 4 2009GTS Greensboro Show Greensboro, NC Aug 1 Aug 3 2009Salt Lake Gift Show Salt Lake City, UT Aug 6 Aug 8 2009Minneapolis Gift Show Minnetonka, MN Aug 7 Aug 11 2009San Francisco International Gift Fair San Francisco, CA Aug 8 Aug 11 2009The Gourmet Housewares Show San Francisco, CA Aug 8 Aug 10 2009CGTA Gift Show Toronto, Canada Aug 9 Aug 12 2009Pittsburgh Gift Show Pittsburgh, PA Aug 9 Aug 11 2009Las Vegas Gift Show Las Vegas, NV Aug 9 Aug 12 2009Denver Gift, Jewelry & Resort Show Denver, CO Aug 13 Aug 18 2009New York HomeTextiles Show New York, NY Aug 14 Aug 21 2009Biloxi Gift Show Biloxi, MS Aug 15 Aug 17 2009New York International Gift Fair New York, NY Aug 15 Aug 20 2009Summer Gift & Home Accessories Show Seattle, WA Aug 19 Aug 25 2009Columbus MarketPlace Show Columbus, OH Aug 21 Aug 25 2009Seattle Gift Show Seattle, WA Aug 22 Aug 25 2009Maison & Objet Paris, France Sep 4 Sep 8 2009International Autumn Fair Birmingham, UK Sep 6 Sep 9 2009Atlanta Fall Gift and Home Furnishings Market Atlanta, GA Sep 12 Sep 14 2009Dallas Total Home & Gift Market Dallas, TX Sep 12 Sep 14 2009ABC Kids Expo Las Vegas, NV Sep 13 Sep 16 2009Las Vegas Market Las Vegas, NV Sep 14 Sep 17 2009 Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 46
  47. 47. UWI ACEM 2008/2009Chicago Market: Living and Giving Chicago, IL Sep 21 Sep 23 2009Las Vegas Gift & Resort Merchandise Show Las Vegas, NV Sep 23 Sep 25 2009Charlotte Gift & Jewelry Show Charlotte, NC Sep 26 Sep 28 2009Kansas City Gift Show Overland Park, KS Oct 2 Oct 5 2009GTS Greensboro Show Greensboro, NC Oct 10 Oct 12 2009Indian Handicrafts & Gift Fair New Delhi, India Oct 10 Oct 13 2009International Home Furnishings Market High Point, NC Oct 17 Oct 22 2009IGES Sevierville, TN Nov 6 Nov 10 2009Smoky Mountain Gift Show Gatlinburg, TN Nov 14 Nov 18 2009Grand Strand Gift & Resort Merchandise Show Myrtle Beach, SC Dec 6 Dec 9 2009Showtime Hight Point, NC Dec 6 Dec 9 2009Atlanta International Gift and Home Furnishings Atlanta, GA Jan 5 Jan 13 2010MarketDallas Total Home & Gift Market Dallas, TX Jan 13 Jan 19 2010Heimtextil Frankfurt Frankfurt, Germany Jan 13 Jan 16 2010NASFT Winter Fancy Food Show San Francisco, CA Jan 17 Jan 19 2010Minneapolis Gift Show Minnetonka, MN Jan 25 Jan 29 2010Oasis Gift Show Glendale, AZ Jan 28 Jan 30 2010IDEX Premiere Orlando, FL Jan 28 Jan 31 2010New York International Gift Fair New York, NY Jan 30 Feb 4 2010Las Vegas Market Las Vegas, NV Feb 1 Feb 5 2010Salt Lake Gift Show Salt Lake City, UT Feb 4 Feb 6 2010International Spring Fair Birmingham, UK Feb 7 Feb 11 2010Messe Frankfurt Ambiente Frankfurt, Germany Feb 12 Feb 16 2010American International Toy Fair New York, NY Feb 14 Feb 17 2010Minneapolis Gift Show Minnetonka, MN Mar 5 Mar 9 2010Atlanta Spring Gift and Home Furnishings Market Atlanta, GA Mar 13 Mar 15 2010International Home & Houseware Show Chicago, IL Mar 14 Mar 16 2010Dallas Total Home & Gift Market Dallas, TX Mar 18 Mar 21 2010 http://www.greatrep.com/trade_shows.asp Table 3 GDP of North America and the Caribbean GDP - per Rank Country Date of Information capita (PPP) 4 Bermuda $ 69,900 2004 est. 10 United States $ 48,000 2008 est. 15 Cayman Islands $ 43,800 2004 est. 20 Canada $ 40,200 2008 est. 26 British Virgin Islands $ 38,500 2004 est. 46 Bahamas, The $ 29,900 2008 est. 51 Trinidad and Tobago $ 28,400 2008 est. 58 Aruba $ 21,800 2004 est. 62 Barbados $ 20,200 2008 est. 64 Saint Kitts and Nevis $ 20,000 2008 est. 65 Antigua and Barbuda $ 19,100 2008 est. 66 Puerto Rico $ 18,700 2008 est. Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 47
  48. 48. UWI ACEM 2008/200973 Netherlands Antilles $ 16,000 2004 est.83 Virgin Islands $ 14,500 2004 est.84 Mexico $ 14,400 2008 est.85 Venezuela $ 14,000 2008 est.86 Grenada $ 13,600 2008 est.90 Cuba $ 12,700 2008 est.97 Costa Rica $ 11,900 2008 est.98 Panama $ 11,900 2008 est.99 Turks and Caicos Islands $ 11,500 2002 est.100 Saint Lucia $ 11,300 2008 est.105 Brazil $ 10,300 2008 est.107 Dominica $ 9,500 2008 est.109 Saint Vincent and the Grenadines $ 9,200 2008 est.112 Colombia $ 9,000 2008 est.113 Suriname $ 8,900 2008 est.114 Anguilla $ 8,800 2004 est.115 Dominican Republic $ 8,800 2008 est.124 Jamaica $ 7,700 2008 est.153 Guyana $ 4,000 2008 est.201 Haiti $ 1,400 2008 est.Source: https://www.cia.gov/library/publications/the-world-factbook/rankorder/2004rank.html Population and Economic Statistics of CARICOM Members and observers GDP (PPP) Millions GDP Per Capita Member Population[10] USD[11] USD[12] Bermuda 66,163 4,857 76,403 Cayman Islands 72,000 1,939 43,800 British Virgin Islands 23,552 853 38,500 Aruba 100,018 2,258 21,800 Bahamas 325,655 6,476 21,300 Trinidad and Tobago 1,056,608 20,990 19,700 Puerto Rico 3,944,259 74,890 19,100 Barbados 280,946 5,108 18,200 Netherlands Antilles 223,652 2,800 16,000 Turks and Caicos Islands 32,000 400 12,500 Antigua and Barbuda 69,481 750 10,900 Mexico 108,700,891 1,134,000 10,600 Anguilla 13,677 109 8,800Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 48
  49. 49. UWI ACEM 2008/2009 Belize 311,500 2,307 8,400 Colombia 44,379,598 366,700 8,400 Saint Kitts and Nevis 39,349 339 8,200 Dominican Republic 9,365,818 73,740 8,000 Jamaica 2,780,132 12,710 7,400 Suriname 470,784 3,098 7,100 Venezuela 26,023,528 176,400 6,900 Saint Lucia 170,649 886 4,800 Guyana 769,095 3,620 4,700 Grenada 89,971 440 3,900 Dominica 72,386 384 3,800 Saint Vincent and the Grenadines 118,149 342 3,600 Montserrat 9,538 29 3,400 Haiti 8,706,497 14,560 1,800Source: http://en.wikipedia.org/wiki/Caribbean_CommunityInternet Usage and Population Statistics for the Caribbean % % Internet % Use Population
 PopulationCARIBBEAN Pop.
Cari Usage,
 Late Users
Car Growth
( ( 2008 Est. ) 
(Penetrati b. st Data ib. 2000-2008 ) on)Anguilla 14,108 0.0 % 3,000 21.3 % 0.0 % 226.4 %Antigua & Barbuda 69,842 0.2 % 60,000 85.9 % 0.9 % 1,100.0 %Aruba 101,541 0.3 % 24,000 23.6 % 0.3 % 500.0 %Bahamas 307,451 0.8 % 120,000 39.0 % 1.7 % 816.0 %Barbados 281,968 0.7 % 180,000 63.8 % 2.6 % 2,900.0 %British Virgin Islands 24,004 0.1 % 4,000 16.7 % 0.1 % n/a %Cayman Islands 47,862 0.1 % 22,000 46.0 % 0.3 % 182.1 %Cuba 11,423,952 28.4 % 240,000 2.1 % 3.5 % 300.0 %Dominica 72,514 0.2 % 26,500 36.5 % 0.4 % 1,225.0 %Dominican Republic 9,507,133 23.6 % 2,100,000 22.1 % 30.2 % 3,718.2 %Grenada 90,343 0.2 % 23,000 25.5 % 0.3 % 461.0 %Guadeloupe 441,124 1.1 % 85,000 19.3 % 1.4 % 962.5 %Haiti 8,924,941 22.2 % 1,000,000 11.2 % 14.4 % 16,566.7 %Jamaica 2,804,332 7.0 % 1,500,000 53.5 % 21.6 % 2,400.0 %Martenique 401,885 1.0 % 130,000 32.3 % 1.9 % 2,500.0 %Monserrat 6,188 0.0 % n/a 0.0 % 0.0 % n/a %Netherlands Antilles 225,369 0.6 % 2,000 0.9 % 0.0 % n/a %Puerto Rico 3,958,128 9.8 % 1,000,000 25.3 % 14.4 % 400.0 %St. Barthélemy (FR) 7,492 0.0 % -- n/a 0.0 % n/aSt. Kitts & Nevis 39,619 0.1 % 15,000 37.9 % 0.2 % 650.0 %Saint Lucia 172,884 0.4 % 110,000 63.6 % 1.6 % 3,566.7 %Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 49
  50. 50. UWI ACEM 2008/2009St. Martin (FR) 29,376 0.0 % -- n/a 0.0 % n/aSt. Vincent & Grenadines 118,432 0.3 % 57,000 48.1 % 0.8 % 1,528.6 %Trinidad & Tobago 1,047,366 2.6 % 225,000 21.5 % 3.2 % 125.0 %Turks & Caicos 22,352 0.1 % n/a 0.0 % 0.0 % n/a %US Virgin Islands 108,210 0.3 % 30,000 27.7 % 0.4 % 150.0 %TOTAL CARIBBEAN 40,248,416 100.0 % 6,956,500 17.3 % 100.0 % 1,143.5 %NOTES: (1) The Caribbean Statistics were updated for June 30, 2008. (2) CLICK on each country name for detailed individualcountry and regional statistics. (3) The demographic (population) numbers are based on data contained in Census Bureau. (4)Bermuda is included together with the North American countries according to the United Nations Statistical Division listings.(5) The most recent usage information comes mainly from the data published by Nielsen//NetRatings, ITU, and other reliablesources. (6) Data may be cited, giving due credit and establishing an active link back back to Internetworldstats.com. (7) Fordefinitions and help, see the site surfing guide. Copyright © 2008, Miniwatts Marketing Group. All rights reserved.http://www.internetworldstats.com/stats11.htmCaribbean IslandsEnglish 19.0 16.4 16.2 15.9French 20.9 22.0 22.4 23.0Spanish 59.1 60.9 60.6 60.3Dutch 1.0 0.7 0.8 0.8Source: United Nations Population Division - INSEEStrategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 50

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