By ANNA-LISA PAUL, Trinidad Express Newspapers
Want to broaden your market reach, grow your bottom line by tapping into a new and ready consumer market that can help you realize tremendous profit?
Then, this is the company you should consider working with.
ReachCaribbean is a dynamic and unique media broker, the first of its kind in the region. Owned and operated by the Caribbean Communications Network (CCN), one of the region’s most recognized media networks, ReachCaribbean is unique. The company is part of a media group and has formed a hub comprising of other media companies in the region.
THE BUSINESS CONCEPT
“The concept is not a new one notes, Rachel Stampfli, Operations Manager (based in Trindad), this concept has worked very successfully in many parts of the world as in the case of the Newspaper National Network (NNN) in the US. We simply borrowed some elements of their business model to create one of our own. We are unique because our media hub represents media in all five media advertising categories; newspaper, radio, television, magazines and web.”
ReachCaribbean is a one-stop-shop with its main objective to facilitate local, regional and international companies looking to expand their markets in previously unexplored Caribbean territories.
Its mission is to attract NEW advertising business into the region.
WHO DOES REACHCARIBBEAN SERVICE
ReachCaribbean provides manufacturers, distributors, and service providers with a valuable service by providing media statistics, survey information, demographics and other market information on the prospective markets for investment as well as offering a hassle-free media buying experience. The company already has clients from within the region, The US, Canada, Australia, China and Singapore.
The company acts on behalf of prospective clients, who are seeking to embark on a regional advertising campaign.
Coined as “people oriented and technology driven”, this is Caribbean Communications Network’s (CCN) most recent initiative under the company’s Technology – New Ventures unit.
According to General Manager Tony Johnson, the idea of ReachCaribbean was conceptualized two years ago, but it was not until ten months ago that the dream began to materialize.
Johnson revealed, that at a meeting two years ago in Barbados regional advertising & media executives agreed that the Caribbean was being bypassed by international investors, in favour of more readily available and defined markets.
As a result, a decision was taken to form a group which represented ALL Caribbean media, that would make it easy for investors to acquire information on the countries or areas they are considering to provide their products and services.
HOW DOES REACHCARIBBEAN WORK
Once contracted, the three-member ReachCaribbean team conducts all media consultancy, negotiations, bookings and post-buying processes on behalf of the client, thus removing all burdens and stresses from the client on how best to begin analyzing the new market.
Although the website was only launched in June, Operations Manager, Rachel Stampfli said “the response has been extremely positive and has already been a wonderful learning experience for all parties concerned… it is going to be an exciting journey”. She added much success was anticipated within a short period of time.
Following extensive market research and analyses, Stampfli estimated that at least US$67 million per year was being channeled away from potential Caribbean media investments because advertisers were unfamiliar with the market.
Echoing Stampfli’s estimates about the level of response from regional and foreign investors, Carlene Cedeno, Regional Sales and Marketing Executive, listed an already active client base which included universities, distributors and manufacturers throughout North America, Canada, England, Australia, New York, and within the Caribbean, and even China.
Adding that many international businesses were often clueless as to which markets in the Caribbean would be most suitable for their products, Cedeno said foreign investors rely on ReachCaribbean to provide guidance and information at the best possible costs.
Claiming that technology was the most valuable tool in promoting this venture, Cedeno said clients were now able to log onto the company’s website at www.reachcaribbean.com, and conduct all transactions via the internet.
THE TEAM
Tony Johnson
Tony Johnson, General Manager has over 25 years of extensive experience in media technology development, and also writes an E-Business column in the Trinidad Express Newspapers. His experience in the media includes CNN, and many companies in the UK, such as the Financial Times, Scotsman, Mirror Group, News International and The Guardian.
Rachel Stampfli
Rachel Stampfli, Operations Manager, brings to the table a wealth of knowledge, with over 11 years of brand marketing and advertising experience. During her tenure at McCann Erickson World Group (Trinidad) Stampfli worked on several regional strategy media teams to promote many leading multi-national brands. Some of these included Lux, I Can’t Believe Its Not Butter, Close Up, the 2000 – 2001 Maggi re-launch, ALPO, Nestle regional Multibrand regional promotion, Stayfree, Neutrogena, Reach (dental care), Clean & Clear, Johnson’s Baby and many more. Prior to joining the ReachCaribbean team she held the position of Marketing Manager at CCN – TV6 for four years.
Carlene Cedeno
With over six years in the field of VIP Marketing, Carlene Cedeno, compliments the team perfectly as the Regional Sales and Marketing Executive. Having specialized knowledge in the area of technology based companies. Carlene is based at the company’s Operations Centre at Express House in Trinidad.
