Online VS Offline Marketing in Trinidad & Tobago

With all the attention online marketing using social media, Facebook, Linkedin- the whole kitchen sink of online tools, especially all the tutorials, tips and tricks, hints and sometimes magic thrown in, we don’t hear as much about the traditional forms of marketing with so much as half the passion.

They’re rarely mentioned in the same sentence. Is it because we know our way around so no use singing to the choir, or that it’s pushed to the back of the queue when selecting marketing tools? Well I’m here to tell you that it’s absolutely not dead at all, not by any stretch.

Trini’s love to read, listen to radio, watch local TV

The morning paper is ritual for many a red blooded Trini. I myself have my routine: after I drop my two kids off at school, I pull up by a shop on the way back and when I walk in, the paper is already on the counter because the guy already spotted my car (a BMW cleverly disguised as a Toyota). When I go home the first thing I do is put on my coffee (I do it myself as my wife cannot make it to my very exacting standard) then slowly sip while I open the ‘papers’, ahh! Full disclosure: I read the Express and drink brewed coffee from Chief (hear that Chief Brand, btw you need a new website— baaad!)

Anyway, my point is, I’m not unlike most Trinis who get a particular satisfaction reading the newspaper (hereinafter referred to as ‘the papers’) and oh do we read. Some even read the page numbers and every classified ad. We also love our radio (I listen to Star 94.7) and watch the local TV stations, many radio and TV ads are probably known by heart. Not to mention the other offline promotional media: flyers, brochures, business cards— everything that was must-use media before this online thing grabbed you by the collar and started to clout you to start using it.

Why many ceased or downsized offline marketing

Quite a few reasons actually:

• Easy, online marketing is way cheaper
• There’s much you can do by yourself without hiring a professional that could yield satisfactory results if average is good enough for you.
• Some have quite a knack for it and achieve above average results
• For those who don’t have thousands to spend on radio or newspaper ads and online marketing still gives them a fighting chance against those who do

Why many businesses still use traditional methods

• Many local businesses don’t yet know how to effectively use online marketing
• There are many Trinis who can’t use a computer, never will, and they are a significant market segment not to ignore
• They can still get a ‘big bang for their buck’ to make it a worthwhile investment
• Some have the financial wherewithal to do so
• Trini’s are still easily reachable via traditional methods and in some cases MORE RECEPTIVE

Can you be compete with either one or do you need both together?

The truth is, many are doing it right now with just one. Many local businesses have no websites at all and rely sole on offline marketing. Same is true for many who rely only on online marketing because budgets do not permit. All I can say is that it depends on your business objectives. I want to emphasize that the choice of one or the other is only for the time being as obviously the synergy with both cannot be dismissed. I recommend both via a properly designed marketing plan.

Regardless of the method something else counts even more

All the savvy marketing in the world won’t count for squat if you don’t plan for what happens after you lure your prospect to your doorway. So your marketing magic (or obeah!) works, someone lands on your website or physically comes into your store, what now? That my friends, is what you have to get right BEFORE you execute your brilliant marketing plan— and another article, sorry!