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.TRANSCRIPT
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
UWI ACEM 2008/2009
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
UWI ACEM 2008/2009
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.
UWI ACEM 2008/2009
Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 5
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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 6
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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 8
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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 12
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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 21
• 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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 29
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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 31
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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 34
• 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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Strategic Marketing Plan for the Caribbean Gift and Craft Show developed by Lesley-Ann Noel. 35
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