On February 27th, 2018, the Public Relations Association of Trinidad and Tobago (PRATT) hosted its 2nd interactive session for the year titled “Going Brave in the Digital Age” at the BPTT box at the Queen’s Park Oval, Port of Spain. The venue was fitting given that one of the panelists for the event was Mrs. Danielle Jones-Hunte, Communications Manager at BPTT, who was joined by Mr. Antron Forte, Marketing Manager of the Caribbean’s leading beer Carib and Mr. Brevard Nelson, CEO of Caribbean Ideas.
The trio who were led by Moderator Ms. Karel McIntosh of Livewired Group laid out key fundamental strategies they’ve used to navigate the digital landscape in Trinidad and Tobago, remaining on trend, relevant and catching the attention of online users away from the everyday clutter they face.
They broke down their strategies into 5 key tips that will help any business succeed:
Understand your audience
This was one of the first tips shared by the panel, and for good reason! It all starts with understanding the mind of the consumer and by doing so being able to place your brand directly in their path. As a business owner do you intimately know the habits of your target audience? What is their lifestyle? What are do they purchase and why? Where do they relax on evenings? This information will assist you in planning your digital content, spotting trends, and scheduling posts for the right time and with the right tone.
Understand the data
Data! Data! Data! Well it would stand to reason that a discussion on the digital age would include the understanding of setting up the right metrics for your online platforms. The panelists called on communicators to invest in research and to gather enough data that would strengthen any new pitch or campaign that they would like to develop. Presentations are to be backed up with data and not opinion, and are essential when trying to get corporate heads or CEO s to understand and support an increased budget for your digital landscape. Use your data to show how your new hip campaign, gained significant traction in your core target audience, and eventually converted leads into sales. That will certainly get any one’s attention.
Be authentic
With so much smog online, how do you catch someone’s attention easily? Try being authentic with your content! Online users can easily sniff out a brand that is all about the final sale, for example it posts an image, the price and a product description. That’s it! Tell the consumer why they should try your product or service, what problem you solve, who you are and why you do what you do. Think Honey Bunches of Oats. Create an emotional connection with your audience that resonates with them. This is typically in the form of a behind-the-scenes look, a motivational tip or two, or a post about users who have benefited from your brand. Carve out space in your next campaign to create true authenticity.
Build your brand ambassadors/network of influencers
How do those funny posts from Carib beer, that always seem to be on trend with the latest hot topic always seem to go viral so quickly? Part of their success is the use of a strong network of brand ambassadors who work with Carib to spread their witty images via platforms like WhatsApp in no time at all. This network is authentic users of your brand who are willing and excited to share your content on their own platforms, stacked with their own sizable and engaged following. Also, never forget the power of utilizing the network of employees within your organization Build them to be champions of the cause, able to answer questions online, correct misinformation, and of course spread the good news to others on and offline!
Differentiate!
Generic content is no longer acceptable, especially when new trends and techniques pop up every day! Equip yourself with a competitive analysis of what you’re up against online from other brands, and utilize global thinking when executing them. Posts that remind people of what’s already out there is boring and most likely to be ignored.
Happy content planning!
Photo Courtesy PRATT