UWI ACEM 2008/2009

Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 1

Lesley-Ann Noel

CGCS Strategic Marketing Plan

Submission for UWI post-graduate diploma in

Arts and Cultural Enterprise Management

lesleyannnoel@gmail.com

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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 2

CGCS Strategic Marketing Plan

Table of Contents

CGCS STRATEGIC MARKETING PLAN .............................................................................................. 1

EXECUTIVE SUMMARY ......................................................................................................................... 4

BACKGROUND ........................................................................................................................................ 5

MARKETING PLAN OBJECTIVES ........................................................................................................ 8

STAKEHOLDERS ..................................................................................................................................... 9

MARKET RESEARCH & ANALYSIS ..................................................................................................... 11

PESTLE ANALYSIS .................................................................................................................................................. 11

CURRENT COMPETITOR ANALYSIS ........................................................................................................................... 15

CGCS SWOT ANALYSIS ......................................................................................................................................... 18

STAKEHOLDER SURVEYS ............................................................................................................................................ 21

BUYERS FEEDBACK ..................................................................................................................................................... 22

EXHIBITORS FEEDBACK ............................................................................................................................................. 25

MARKETING STRATEGIES ................................................................................................................. 31

STRATEGIC ACTIVITIES ............................................................................................................................................... 32

MARKETING MIX ................................................................................................................................. 36

PRICE ............................................................................................................................................................................. 36

PLACE ............................................................................................................................................................................ 36

PRODUCT ...................................................................................................................................................................... 39

PROMOTION ................................................................................................................................................................. 40

PEOPLE ......................................................................................................................................................................... 42

YEAR TO YEAR MARKETING ACTION PLAN ................................................................................ 43

APPENDICES ......................................................................................................................................... 45

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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 3

UWI ACEM 2008/2009

Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 4

Executive Summary

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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Background

The Caribbean Gift and Craft Show (CGCS) is hosted by the Caribbean Export

Development Agency (Caribbean Export) annually, and promotes Caribbean products

especially in the handicraft, gift and fashion sectors. It is the main tradeshow of this kind in

the region. The show’s exhibitors come from the English, French, Dutch and Spanish

speaking Caribbean and buyers come from the Caribbean and international markets

Caribbean Gift and Craft Show began in 1993 as the Caribbean Craft Market Place, and

recently celebrated its 15th anniversary in 2008. CGCS is divided into the following sub-

divisions:

Just Gifts At Home

Fashion Housewares

Table Tops Embracing Design

Beauty and Wellness Personal Accessories

The following countries have been hosts of the show:

Antigua and Barbuda

St. Maarten

Saint Lucia

Grenada

Barbados

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Curacao

The 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 Caribbean

Past themes have included:

2005 - "CARICOM Single Market and Economy" and "World Cup Cricket 2007 - A Stage

for Creativity and Innovation in the Region."

2006 - "Excellence through innovation, creativity and strategic linkages."

2007 - "Celebrating Caribbean Creativity and Cultural Diversity"

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2008 - "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 some

difficulty in attracting international and regional buyers to the event, and in positioning the

event firmly into the buyers’ calendars.

Caribbean Export is a regional trade and investment development and promotion

organisation 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. The

strategies need to therefore be developed to ensure rejuvenation and avoid decline and

stagnation.

This kind of event is not unique to the region, and other Gift and Craft Shows exist

internationally and could be used as a benchmark for best practices such as:

Ambiente Tendence Fair in Frankfurt Germany

New York International Gift Fair

Atlanta Gift Fair

Berlin Import Shop

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California Gift Fair

Marketing Plan Objectives

The general aim of the marketing plan is to develop a campaign or strategy to raise the

profile of the CGCS regionally and internationally. This will in turn attract interest from

regional 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% 195 223 255 293

A meeting held with Caribbean Export, in which it was revealed that the target number of

exhibitors is 250 exhibitors. However the actual number that can be accommodated varies

with each venue. CEDA has redefined its strategy and plans to change the format of the

show as follows:

• The new show will not include fashion exhibitors nor fashion shows.

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• 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.

Stakeholders

The 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.

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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.

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Market Research & Analysis

PESTLE ANALYSIS

A PESTLE analysis was done to assess factors that affect the Caribbean Craft

Industry as that will affect the strategies that should be employed in the marketing of the

Caribbean Gift and Craft Show.

‘

Polit

ical

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

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.

Eco

nom

ic There is a global recession – including in several of the target buyer

markets – US, UK, Canada

The regional economies likely to contract as a result of the global

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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.

Soci

al

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.

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%).

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Outside of the tourism based wholesale / retail trade there are few

opportunities to market artisan made production – which may help to

combat unemployment.

Tec

hnol

ogic

al

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

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.

Le

l Duty free access for Caricom goods into Caricom territories

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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

Env

iron

men

tal -

• International interest in Fair trade

• Design often incorporates recycled materials

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Current Competitor Analysis

Though there are few direct competitors several trade shows and festivals take place in the

region that could be considered indirect competitors. Some of these events could even be

used strategically to strengthen the CGCS., through strategic alliances and positioning. And

as marketing opportunities to stakeholders.

A survey of the competition revealed that there are no significant regional competitors, as

CGCS 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 excellent

reputation 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 arts

and crafts fair in Latin America. It attracts around 800 exhibitors from 12 different countries

and 90,000 visitors. The fair presents the best of international arts and crafts that represents

each exhibitor's cultural heritage. Throughout the fair, special events including music and

dance performances are also organized.

CARIFESTA stands for the Caribbean Festival of Arts. It is the region's roving,

multidisciplinary, mega arts festival which attracts a wide range of creative artists from

various Caribbean and Latin American Countries. CARIFESTA was the culmination of the

idea that started in 1970 when participants at an Artists and Writers Convention in Guyana

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complained about the absence of an outlet to showcase the rich cultural heritage of the

Region 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 the

two events will take place at the same time and in the same country / territory. This is an

interesting link as the two events are non-competing and Carifesta would provide the

entertainment forum that some of the buyers are seeking.

TIC is hosted by the Trinidad and Tobago Manufacturers’ Association, and is sponsored by

the Ministry of Trade and Industry of Trinidad & Tobago, TSTT, the main

telecommunications provider and RBTT Bank Ltd. In 2008, 260 exhibitors showcased

goods 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 trade

mission’.

There are several similar type small local craft exhibitions in Trinidad & Tobago, The

Bahamas, the Dominican Republic, Tortola, among other territories. In Trinidad & Tobago,

several of the competing events include extra-regional participants as part of the ‘drawing

card’ (Divali, Indian Expos and Emancipation Village). TIC in Trinidad & Tobago is an

International Trade and Industry Expo, which can also be considered a competitor though it

includes industrial products. In Barbados a similar type of expo is the BMEX Expo which is

a trade and industry show.

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Upon superficial analysis it would seem that there is little threat of new entrants to the

market. Few companies or individuals would have the interest, experience, or network of

contacts to successfully host the show. However, if TIC / TTMA had the interest in

producing this kind of event it would probably be able to do it successfully given its track

record and reputation. The Emancipation Support Committee has in the past been able to

successfully mobilize artisans from various parts of the Caribbean and the African Diaspora

to participate in its Emancipation Village. Using a Pan-African and Pan-Caribbean angle in

its marketing, but that thrust reached its peak several years ago (circa 2003). As the

organization has not been able to maintain the satisfaction of its stakeholders, it is unlikely

that it will be able to regain its former position in the market. Aragorn Dick-Read in Tortola

has developed a craft festival through contacts made at CGCS This has been able to market

ed 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 successfully

hosting the show, even outside of its Barbados home base. As an Export Development

Agency with European Union funding, Caribbean Export’s mandate is not to produce a

financially viable event but rather to generate exports for producers of the region, and the

show is one of these avenues. Caribbean Export therefore may be able to draw on resources

that 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 and

partners. This advantage could quickly be eroded however due to the high dissatisfaction of

all the stakeholders particularly at the last two shows: artisans were unhappy because of

problems in Customs, high costs of the show, low buyer turn-out; and buyers and the

general product were unhappy with the limited range of new suppliers and products. Buyers

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also complained about the format of the show which seemed to have stagnated, and about

the lack of entertainment and parallel activities which they could do while at the show.

CGCS SWOT ANALYSIS

A SWOT Analysis of the CGCS among stakeholders (artisans, buyers, support staff and the

general 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.

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Weaknesses

• 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 limitations

Opportunities

• 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;

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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 level

Threats

• 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 downturn

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• 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 Surveys

The surveys targeted buyers and exhibitors as these are the largest and most significant

groups of stakeholders for this event – without either of these groups the CGCS cannot

exist. The exhibitors surveyed had participated in several editions of the Caribbean Gift and

Craft Show, in different locations and therefore were able to offer very insightful

recommendations and commentary. The exhibitors are from several countries including

Trinidad & Tobago, Grenada, and Antigua among others. Seven buyers for wholesale or

retail outlets were interviewed to give feedback on the CGCS and recommendations on

strategies for the show. They were from Trinidad, Tobago, Antigua and Bermuda. One of

the buyers had never attended the CGCS, though she knew of it. All but one of the buyers

who had attended the CGCS had been more than once. Three of the buyers had attended

more than five times. All the buyers had heard about the show from Caribbean Export, from

whom they received an invitation. One buyer had also received the information from a hotel

with which she conducted business.

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Buyers Feedback

Reasons for attending the CGCS

Buyers 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 retail

Buyer expectations and satisfaction

The buyers anticipated meeting new suppliers and seeing new products and unique

merchandise. All of the buyers complained that their expectations of meeting new suppliers

and seeing new products were not met. They felt that many of the crafts had stagnated and

the artisans were not innovating enough. They also complained of the presentation of the

crafts at the show, saying that booths (display and décor) needed to be more elaborate. They

also complained about the ‘chaos’ that takes place on the first day, as exhibitors were never

ready.

Contacts and Purchases

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All the buyers had made long term contacts with suppliers at the show, and all continued to

buy from these suppliers. One buyer complained that the quantities available for purchase

were 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 filled

later.

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Experiences at the show

All the buyers had positive feedback to give. The overall ‘Caribbean ambiance’ contributes to

this positive experience as several buyers made reference to this, as well as to looking

forward to meeting Caribbean artists, and sampling Caribbean products esp. food, as

highlights. The buyers thought that despite some problems the show was generally well

organized. All but one of the buyers said they would return in the future. One other buyer

said she would not attend the show in the Dominican Republic, as she felt that forum would

not be advantageous for CARICOM products.

Product Innovations

Buyers 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 forwarders

Other 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.

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• 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 Feedback

Fifteen exhibitors were interviewed. These exhibitors were from Antigua, Barbados,

Grenada, Jamaica, Trinidad & Tobago and St. Lucia

Show marketing

Most of the exhibitors heard about the show through a trade promotion office such as the

Business Development Company in Trinidad & Tobago or JTI – Jamaica Trade and Invest,

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or from other exhibitors and business associates. One had found the show online, and

another heard about it in the newspapers.

Expectations

The exhibitors anticipated meeting new customers, but many complained that these

expectations were not fully met. They highlighted that there were not enough buyers and

most of the buyers were not interested in their products. The exhibitors also complained

about the similarity of the products on display, noting that they thought that only the

jewellery stood out. Several complained that they only got retail sales when they wanted

more wholesale buyers.

Participation at parallel events

While some exhibitors thought the parallel events were very informative, most were unable

to attend as the seminars took place during the trade fair, and they were unable to leave their

booths unmanned. Some did not attend because they did not know enough about the

presenters and were not sure of their knowledge or experience in the field. Participants said

that they never had enough information about the fashion show before and during the

CGCS, which affected their participation and planning for the fashion segment. Some said

that the fashion show was always too long, and therefore they could never see the whole

thing.

• 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.

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Suggestions for activities

Having much experience in shows around the world and their own expectations of the

CGCS, 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.

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• A new section of the show that deals only with organic and environmental products

– crafts and supplies - could be developed.

CGCS Activities

Exhibitors had a wide range of suggestions on new activities that could enrich the CGCS

experience:

• 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 Organization

Most exhibitors agreed that the show was fairly well organized but there was room for

improvement, particularly in the areas of:

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Exhibition and Booth set-up as they often had trouble locating tables and chairs, electricity

etc.

Customs Department at the port of entry

Suggestions for improvements

Pre Show:

Marketing – Travel with exhibitors to stores in the host island to market the show

More 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 buyers

More intense marketing among stores throughout the region

No entrance fee for buyers

Show:

Fewer speeches and seminars during buying days

More attention to the schedule of international shows so that CGCS doesn’t compete

Venue:

Exhibitors had several suggestions on venues that CGCS could be held based on their past

experiences at the Show, as well as on other experiences. They recommend that the ve

Grenada was very popular among exhibitors and many expressed the hope that the show

could be hosted there once more. Trinidad was also suggested, as exhibitors felt that the

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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 30

population 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 handicrafts

in the host country, and felt that the show should not be held in a market with very cheap

handicraft e.g. some of the Latin American territories.

Exhibitors and some buyers also felt that the CGCS should move outside the region e.g. to

Miami, Toronto or London. They also felt a greater collective presence was needed at other

shows e.g. Surf Show, Atlanta Gift, Frankfurt, NYIGF etc.

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Marketing Strategies

The overall strategy being recommended in this plan would be to transform the Caribbean

Gift & Craft Show into Caribbean Gift and Craft Festival or even the Caribbean Gift

and Craft Design Festival. This change would address some of the concerns addressed by

the buyers and exhibitors, and breathe new life into the Show generating greater interest in

the event locally, regionally and internationally; which should result in more traffic and

ultimately greater trade.

The marketing strategies should be developed around the strategic statements listed below in

order 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 infrastructure

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Strategic Activ ities

Strategy 1:

Re-develop show concept to “Caribbean Gift and Craft Festival” to capitalize on

region’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.

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• 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-focussed

product.

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• 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 show

Strategy 5:

Raise profile & Improve image of the show By Intensifying Local, Regional and

International 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 the

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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

publications

Strategy 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 marketing

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Marketing Mix

Price

The CGCS should have no entry cost to pre-registered buyers, or buyers register at the event

by producing some form of business credentials. The entrance fee for the general public

should be nominal – between US$ 3 – 5, depending on the venue and economic conditions

in the host country.

Place

Several host countries have been suggested below. The venue within the host country should

be near to necessary amenities and services such as accommodation and transport.

The venue selection for the Caribbean Gift and Craft Festival should take into consideration

the population size and GDP / per capita income of the host country, as well as available

conference facilities and tourism infrastructure. The choice for venue also involves

negotiation 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 the

show should move around the Caribbean. A fixed location, possibly in Barbados where

Caribbean Export’s Head Office is located, would greatly simplify the planning process for

all involved – exhibitors, buyers Caribbean Export etc. This would allow stakeholders to

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plan for the next one, as soon as one show is completed, and allow them to build on past

experiences. An itinerant CGCS, delivers a more ‘Pan-Caribbean’ experience, and allows

producers and buyers to visit territories that they have never been to before. This promotes

more regional trade, and provides more opportunities to a wider body of people.

Bahamas

The Bahamas was selected to host CGCS 2010. This choice would have satisfied exhibitors

as the Bahamas is perceived to be a ‘high-traffic’ tourism destination with a high per capita

income, and it already has the necessary infrastructure. The 2010 show was to coincide with

the staging of Carifesta, however the Bahamian government recently decided against hosting

Carifesta. It is unclear as to whether the CGCS 2010 would still be hosted there.

Trinidad & Tobago

Several organizations in Trinidad & Tobago have informally expressed an interest in hosting

CGCS including the Visual Arts Unit of the Department of Creative and Festival Arts at

UWI in St. Augustine, and the Export Centres Co. Ltd. Trinidad & Tobago has several

facilities 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 and

several other trade fairs. Trinidad also has several open air venues such as the Queens Park

Savannah – which will once again host the Emancipation Village in 2009 after a 3 year

hiatus, and the Port of Spain waterfront which hosted a small crafts market for the Fifth

Summit of the Americas. The show could also be hosted in Tobago at the Dwight Yorke

Stadium. Though the per capita income in Trinidad is higher than several other countries in

the region, Trinidad is considered a ‘price-conscious’ market by retailers, which would

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impact on the artisans’ trade. However the large population (when compared to other

islands) might offset this factor. Pop 1,056,608 GDP 19,700

Bermuda

Pop. 66,163; GDP Per Capita USD 76,403. Bermuda was selected as a possible venue due to

its very high per capita income, and because of its similarities and differences to the

Caribbean. Presently some buyers come from Bermuda to the CGCS.

United States of America

The United States of America has been suggested as a venue because of its proximity to the

Caribbean. The large Caribbean diaspora, the high per capita income and the population

size, make it a desirable venue for the Caribbean Gift and Craft Show. Miami and New York

would be the best venues for this show in North America, because of the large Caribbean

and Latin American populations in these towns. These two cities are also transportation

hubs 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 Southern

Caribbean.

Canada

Though 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 Caribbean

diaspora, and a multi-cultural population.

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Product

The strategy being proposed is to develop the product into a Craft Festival or Craft and

Design Festival. This gives the CGCS an advantage over similar types of activities regionally

and extra-regionally. The CGCS can also be marketed as a ‘working holiday’ or ‘Caribbean

Getaway Shopping Spree’ to buyers. The Festival should become a ‘must-do’ event for

buyers. The event will become a ‘must-do’ if it seeks to cater more to the ‘experience’ of the

buyer, e.g. Americas Mart in Atlanta provides discounted and often free accommodation for

buyers / first-time buyers. If the CGCS is more ‘buyer-friendly’, or has a richer ‘buyer

experience’, by being hassle free, relaxing and even entertaining, it minimizes the buyer’s

perceived risk of attending a show that they have never been to before. Buyers will also

spread 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.

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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’.

Promotion

The CGCS marketing campaign should make use of a variety of communication channels

including mass media, direct mail and promotion via advertising and promotion at various

regional events.

Direct Mail

Most 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 they

stopped receiving the invitations. Direct mail must therefore form an integral part of the

contact with buyers. CEDA will need to develop and expand its existing database of buyers

and develop a package suited to buyers’ needs. Past copies of the CGCS magazine would be

included in the direct mail package.

Direct mail would also be used to target past exhibitors.

Press

The ideal CGCS press marketing campaign in the host country would include:

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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 41

Horizontal Strip ads to raise awareness of the show Press Ads up to seven days before the

event

In Flight Advertising

A 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 the

In-flight magazines of Caribbean Airlines and LIAT, and if possible American Airlines and

COPA.

Public Relations

Press Releases and Feature articles should be developed to generate media interest in the

various territories.

Trade Fair & Event Marketing

A 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 Marketing

A multi-tiered marketing campaign should also be used to market the CGCS during regional

festivals

New Online Media

Online media resources should be employed such as Facebook (Group, Page and

Advertising), Blogs and Twitter.

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CGCS Publication

The CGCS Publication has been well received, and has demonstrated that enough

advertising can be generated to support itself. The magazine should be produced by an

independent company, but should form part of the marketing strategy from year to year.

People

The CGCS would benefit from a dedicated staff member to work in conjunction with

Caribbean Export in the areas of marketing & sponsorship, and logistics throughout the

year. 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 contacts

Caribbean Export should develop a network of dedicated partners to outsource specific

aspects 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.

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Year to Year Marketing Action Plan

Year 1 - 2010 Year 2- 2011 Year 3 - 2012 Direct Mail Contact TPO and BSO partners to expand

existing buyer database in CARIFORUM territories

Utilise CARIFORM Buyer database, and expand to include Southern US, coastal buyers. 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 during show

Full page and strip ads in host territory during show

Full page and strip ads in host territory during show

In Flight Programming Develop 3 minute advertorial and show on Caribbean Airlines for 2 cycles (6 months) prior to CGCS

Show advertorial on Caribbean Airlines and LIAT

In-flight Magazine Feature & Magazine Ad

Develop feature story & paid advertising for in-flight magazines – Caribbean Airlines, LIAT, American Eagle

Public Relations Launch design competitions, juried exhibitions in partnership with educational institutions. Use feature stories on artisans as part of regional marketing campaign through press releases and paid adveritising

Promote results of design competition and host exhibition as part of marketing Send design stories and PR about CGCS to International design publications

Host design exhibition as part of CGCS Send design stories and PR about CGCS to International design publications Invite international designers to attend event as jury and to show work, give workshops etc.

Trade Fair and Event Marketing

Attend TIC and other regional trade fairs to market CGCS.

Attend international Trade Fairs to market CGCS either as exhibitor or by ‘walking’ the fair to distribute information, or by sending artisans as exhibitors with CGCS marketing information as well.

Create / support ‘mini’ CGCSs at Carnivals and Jazz Festivals and promote CGCS at these events by distributing flyers, giving away tour packages etc. Get CGCS listed on International calendars / directories for trade fairs

Advertising – Banners, Flyers

Put up CGCS banners in public venues during regional Carnivals, esp. in host country.

Festival Marketing Promote Show at regional events – Carnivals, Promote Show at regional events – Carnivals, US

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US Gift Fairs in the Southern and Eastern States e.g. Florida, Georgia, New York

Gift Fairs in the Southern and Eastern States e.g. Florida, Georgia, New York

New Online Media Facebook Ads, Page, Group

Create Facebook Page, Group and Ads. Promote the Ads to Caribbean, North and Central American FB users.

Repeat 2010 activity Repeat 2010 activity

Twitter Develop Twitter account and post daily updates on CGCS

Repeat 2010 activity Repeat 2010 activity

Blog Create CGCS blog and update daily with content supplied by artisans, retailers, design institutions etc. Promote blog via Twitter and Facebook

Repeat 2010 activity Repeat 2010 activity

CGCS Publication Develop theme for CGCS publication for next 3 years. Hire team to produce and sell advertising for the magazine

Repeat 2010 activity Repeat 2010 activity

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Appendices

Table 1 A Calendar of Events in the Caribbean

Source: http://www.travel2thecaribbean.com/Caribbean_Festivals.html

http://en.wikipedia.org/wiki/Caribbean_Carnival

Table 2: International Gift Shows 2009

Month Activity Country January Junkanoo

Carnival Barbados Jazz Festival

Bahamas, Turks & Caicos St. Kitts & Nevis, US Virgin Islands Barbados

February 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 23rd

March Bermuda Internatonal Film Festival St. Maarten Heineken Regatta BVI Spring Regatta and Sailing Festival

Bermuda St. Maarten British Virgin Islands

April Batabano Carnival Tobago Jazz Virgin Gorda Easter Festival

Cayman Islands Jamaica, St. Eustatius, St. Maarten, St. Thomas Tobago Virgin Gorda

May Bermuday Day / Junkanoo St. Lucia Jazz fest BVI Music Festival Batabano

Bermuda St. Lucia British Virgin Islands Cuba

June Vincy Mas St. Vincent & The Grenadines July Carnival

Vincy Mas Tobago Heritage Festival

Saba, St. Lucia, Cuba – Varadero, Havana, Santiago, Nevis St. Vincent Tobago

August Emancipation Cropover Carnival

Trinidad, British Virgin Is Barbados Grenada, Anguilla, Antigua and Barbuda, Sint. Eustatius, Saba

September Caribbean Sea Jazz festival Carnival

Aruba Belize

October Carnival Dominica World Creole Music Festival

Bonaire Dominica

November Puerto Rcan Music Fest December Carnival

Colombia Corferias Havana International Jazz Festival New Years Eve celebrations Crucian Festival

Montserrat, Saint Kitts Colombia Cuba Jost Van Dyke, British Virgin Islandss St. Croix

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2009 SHOWS Show Name Location Start/End Date Year Boston Gift Show Boston, MA Mar 28 Mar 31 2009 Chicago Market: Living and Giving Chicago, IL Mar 29 Mar 31 2009 Indian Arts & Crafts Spring Market Mesa, AZ Apr 2 Apr 3 2009 International Home Furnishings Market High Point, NC Apr 25 Apr 30 2009 New York Stationery Show New York, NY May 17 May 20 2009 Kansas City Gift Show Overland Park, KS Jun 5 Jun 9 2009 Showtime High Point, NC Jun 7 Jun 10 2009 Dallas Total Home & Gift Market Dallas, TX Jun 24 Jun 30 2009 Columbus MarketPlace Show Columbus, OH Jun 27 Jun 30 2009 Charlotte Gift & Jewelry Show Charlotte, NC Jun 27 Jun 29 2009 Summer Holiday Show - Northeast Market Center Billerica, MA Jun 27 Jul 1 2009 NASFT Summer Fancy Food Show New York, NY Jun 28 Jun 30 2009 Messe Frankfurt Tendence Frankfurt, Germany Jul 3 Jul 7 2009 Atlanta International Gift and Home Furnishings Market Atlanta, GA Jul 8 Jul 15 2009

GIFTEX Tokyo, Japan Jul 8 Jul 10 2009 L.A. Mart Gift Show Los Angeles, CA Jul 14 Jul 20 2009 Chicago Market: Living and Giving Chicago, IL Jul 16 Jul 22 2009 California Gift Show Los Angeles, CA Jul 17 Jul 20 2009 Philadelphia Gift Show King of Prussia, PA Jul 19 Jul 22 2009 Oasis Gift Show Glendale, AZ Jul 23 Jul 25 2009 Oklahoma City Gift Show Oklahoma City, OK Jul 25 Jul 27 2009 Western New York Gift Show Henrietta, NY Jul 26 Jul 28 2009 Kansas City Gift Show Overland Park, KS Jul 31 Aug 4 2009 Orlando Gift Show Orlando, FL Aug 1 Aug 4 2009 GTS Greensboro Show Greensboro, NC Aug 1 Aug 3 2009 Salt Lake Gift Show Salt Lake City, UT Aug 6 Aug 8 2009 Minneapolis Gift Show Minnetonka, MN Aug 7 Aug 11 2009 San Francisco International Gift Fair San Francisco, CA Aug 8 Aug 11 2009 The Gourmet Housewares Show San Francisco, CA Aug 8 Aug 10 2009 CGTA Gift Show Toronto, Canada Aug 9 Aug 12 2009 Pittsburgh Gift Show Pittsburgh, PA Aug 9 Aug 11 2009 Las Vegas Gift Show Las Vegas, NV Aug 9 Aug 12 2009 Denver Gift, Jewelry & Resort Show Denver, CO Aug 13 Aug 18 2009 New York HomeTextiles Show New York, NY Aug 14 Aug 21 2009 Biloxi Gift Show Biloxi, MS Aug 15 Aug 17 2009 New York International Gift Fair New York, NY Aug 15 Aug 20 2009 Summer Gift & Home Accessories Show Seattle, WA Aug 19 Aug 25 2009 Columbus MarketPlace Show Columbus, OH Aug 21 Aug 25 2009 Seattle Gift Show Seattle, WA Aug 22 Aug 25 2009 Maison & Objet Paris, France Sep 4 Sep 8 2009 International Autumn Fair Birmingham, UK Sep 6 Sep 9 2009 Atlanta Fall Gift and Home Furnishings Market Atlanta, GA Sep 12 Sep 14 2009 Dallas Total Home & Gift Market Dallas, TX Sep 12 Sep 14 2009 ABC Kids Expo Las Vegas, NV Sep 13 Sep 16 2009 Las Vegas Market Las Vegas, NV Sep 14 Sep 17 2009

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Chicago Market: Living and Giving Chicago, IL Sep 21 Sep 23 2009 Las Vegas Gift & Resort Merchandise Show Las Vegas, NV Sep 23 Sep 25 2009 Charlotte Gift & Jewelry Show Charlotte, NC Sep 26 Sep 28 2009 Kansas City Gift Show Overland Park, KS Oct 2 Oct 5 2009 GTS Greensboro Show Greensboro, NC Oct 10 Oct 12 2009 Indian Handicrafts & Gift Fair New Delhi, India Oct 10 Oct 13 2009 International Home Furnishings Market High Point, NC Oct 17 Oct 22 2009 IGES Sevierville, TN Nov 6 Nov 10 2009 Smoky Mountain Gift Show Gatlinburg, TN Nov 14 Nov 18 2009 Grand Strand Gift & Resort Merchandise Show Myrtle Beach, SC Dec 6 Dec 9 2009 Showtime Hight Point, NC Dec 6 Dec 9 2009 Atlanta International Gift and Home Furnishings Market Atlanta, GA Jan 5 Jan 13 2010

Dallas Total Home & Gift Market Dallas, TX Jan 13 Jan 19 2010 Heimtextil Frankfurt Frankfurt, Germany Jan 13 Jan 16 2010 NASFT Winter Fancy Food Show San Francisco, CA Jan 17 Jan 19 2010 Minneapolis Gift Show Minnetonka, MN Jan 25 Jan 29 2010 Oasis Gift Show Glendale, AZ Jan 28 Jan 30 2010 IDEX Premiere Orlando, FL Jan 28 Jan 31 2010 New York International Gift Fair New York, NY Jan 30 Feb 4 2010 Las Vegas Market Las Vegas, NV Feb 1 Feb 5 2010 Salt Lake Gift Show Salt Lake City, UT Feb 4 Feb 6 2010 International Spring Fair Birmingham, UK Feb 7 Feb 11 2010 Messe Frankfurt Ambiente Frankfurt, Germany Feb 12 Feb 16 2010 American International Toy Fair New York, NY Feb 14 Feb 17 2010 Minneapolis Gift Show Minnetonka, MN Mar 5 Mar 9 2010 Atlanta Spring Gift and Home Furnishings Market Atlanta, GA Mar 13 Mar 15 2010 International Home & Houseware Show Chicago, IL Mar 14 Mar 16 2010 Dallas 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

Rank Country GDP - per capita (PPP) Date of Information

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.

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73 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

Member Population[10]

GDP (PPP) Millions USD[11]

GDP Per Capita 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 8,800

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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 1,800

Source: http://en.wikipedia.org/wiki/Caribbean_Community

Internet Usage and Population Statistics for the Caribbean

CARIBBEAN Population( 2008 Est. )

% Pop. Carib.

Internet Usage, Latest Data

% Population(Penetration)

% Users Carib.

Use Growth( 2000-2008 )

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/a St. 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 %

UWI ACEM 2008/2009

Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 50

St. Martin (FR) 29,376 0.0 % - - n/a 0.0 % n/a St. 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 individual country 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 reliable sources. (6) Data may be cited, giving due credit and establishing an active link back back to Internetworldstats.com. (7) For definitions and help, see the site surfing guide. Copyright © 2008, Miniwatts Marketing Group. All rights reserved. http://www.internetworldstats.com/stats11.htm

Caribbean Islands English 19.0 16.4 16.2 15.9 French 20.9 22.0 22.4 23.0 Spanish 59.1 60.9 60.6 60.3 Dutch 1.0 0.7 0.8 0.8 Source: United Nations Population Division - INSEE