Five Things About the Business of Social Media

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Social-Media-MarketingSocial media can easily be seen as one of the biggest disruptors of the 21st century. Ok, maybe that’s a bit of an exaggeration, but its increasing popularity, reach and impact cannot be disputed. This is not only true for the average day to day user but for businesses as well. As a business, it’s important to know that the advent of social media has given customers more power along the purchasing journey. One bad experience can either make or break your brand’s reputation in just a couple of seconds. That being said, there are some key things you need to keep in mind about the business of social media, here are five of them:

  1. Do not ignore negative comments/complaints

Social media has made receiving customer feedback easier, unfortunately not all the feedback is positive. When a customer complains on social media they are not only telling you, but they are also telling their followers and the reach of that complaint can be very extensive. To build good social media brand reputation, Digital Marketing & Online Customer Service expert, Jay Baer advises that brands should “respond to every complaint, on every channel, every time.” Not responding is a response in itself- one that reflects poorly on your brand, and while responding to a complaint may not satisfy the complaining customer, it can help to inform another customer.

  1. Audience engagement is important

Head of marketing at Digital Mums, Richard Miranda, advises that the most important part of your business’ social media is not how many followers it has but rather it is the engagement rate. Social media by its very nature is meant to foster communication in a virtual environment, and communication is a two-way street. Don’t just use your social media page to promote yourself or your product/ service, you should also engage with your followers. Engagement is not only about posting content that the audience likes, but it’s also about having conversations with them. Ask questions, do giveaways, respond to comments, etc. Don’t rely on static “cut and paste” responses, make your communication more human-like, and also try to personalize your responses.

  1. Create content that is engaging

By its nature, social media is a relaxed environment and to get the most reach and engagement out of your content, it helps to make it engaging in the first place. Each social media platform has its own tone, and that should be taken into consideration, along with your brand’s own voice and tone, when crafting content.

  1. When you post it, it’s there forever

Before you post anything on social, edit, review, and edit again. The internet has a memory better than any elephant and once you put something out there, especially if it’s something damaging, it is very difficult to take that back. As a business, social media is not a hobby for you like it would be for a teenager, it is an extension of your brand’s marketing. Simple errors from a typo, to something more damaging that can cause accusations of discrimination as in the case of retail brand H&M, can result from an inadequate review process before putting something on social media.

  1. It changes quickly, stay updated

It seems that there is something new with social media monthly, and as a business, you need to keep updated on the changes so that you can make the best use of it. This is true for existing platforms and also for identifying opportunities in new platforms. When Snapchat first launched, many businesses didn’t see an opportunity in it, but those who were early adopters realized the value that it could add to their social media presence. As a business on social media, be open to the many changes that will happen, it may work out well in your favour.

Trend Spotlight on Declan Tully

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Trend Media Group Head of Sales, Declan Tully

At Trend Media, we have an amazing team of hardworking professionals that execute our operations in over 23 countries. Through our monthly series, Trend Spotlight, we share a behind the scenes look at our dynamic team. For this month’s feature, we sat down with our Group Head of Sales, Declan Tully.

1.What 5 words best describe you?

Loyal, Ambitious, Logical, Dependable and Dedicated

2. What does your duty as Head of Sales for Trend Media Group entail?

My responsibilities are quite wide and varied, but essentially, I am responsible for delivering our revenue targets across the 23 Caribbean markets that Trend Media Group has a presence in. I am in constant contact with the sales teams in each of the markets to support and assist them to deliver their monthly targets. My main responsibilities include training the sales teams on new or existing products, developing strategic digital proposals for our clients, evaluating new products or companies that we want to partner with, and creating pricing for our products based on the market, amongst many other daily tasks.

3. You’ve worked in both traditional and digital advertising, what is one similarity and one difference that you’ve found in the selling tactics you use for each?

The main similarity between traditional and digital media is that you are still getting the same brand message out to your customers and potential customers just in a different platform. This means that you still need to understand the message that the client wants to communicate to ensure you deliver the best solution. The major difference between traditional and digital is that all digital communications can be tracked and measured to deliver real and actionable campaign insights to clients. With traditional media, it’s much harder to assess what is working best but with digital, you can see campaign performance in real time and continually optimise to drive maximum return for our clients. This is usually an area that helps to persuade clients to move some of their traditional advertising spend to digital platforms.

4. Digital media is a fast-moving environment, how do you stay up to date on the trends to effectively lead your teams?

Luckily there are a lot of resources online that help to keep up with what’s happening in other markets and in particular the more developed digital markets. The Mobile Marketing Association and Internet Advertising Bureau are really useful to see digital trends globally along with best practices. I also use Google Alerts which allows you to choose the topics that you are most interested in and then these are sent to your e-mail on a daily basis ensuring you are kept up to date what is happening in the digital advertising world. There are so many newsletters that you can also sign up to from the likes of Mobile Marketing Magazine, Mobile Marketing Watch, Mobiad News and many more. It’s well worth signing up for a wide selection of newsletters and then you can see which ones are most relevant to your particular industry. The Flipboard app is also a very easy way to keep up to date with the latest digital advertising news as it allows users to choose the topics they are most interested in and then it compiles them into one easy area to view.

5. You’ve been living in the Caribbean since 2012, what is your favourite thing about it? Why?

It’s very hard to choose just one thing as coming from Ireland the weather is obviously a major benefit! However, my favourite thing about being in the Caribbean has been the opportunity to work with people from many different nationalities while also getting to travel to and experience new cultures in the region. I have been lucky to live in Jamaica which has given me the chance to travel around this amazing island and see the fantastic natural attractions that pop up everywhere. I have been to more waterfalls in the last couple of years than I had in the rest of my life combined!

6. What is your current favourite app/s? Why?

This is a tough one as I have a lot of apps that I use on a regular basis. As mentioned above I find the Flipboard app to be really useful. However my favourite app, and I know this is boring, is Twitter. It’s the app I still use most often to get the latest news and sports headlines. I’m not a fan of the new 280 character limit though! I also have to mention Shazam as being a big music fan this app has helped me discover lots of new music over the last few years that otherwise, I may have missed.

Trend 7 UP campaign highlight

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7-up_Logo.svgOur team is running an expansive 7-week “Under the Cap” brand awareness promotion for 7 Up in Haiti.

This campaign encourages consumers to look for a unique code under the cap of 7 UP bottles. The consumer can then text in the code or enter it on a zero-rated portal to win instant prizes of Digicel phone credit, or be entered in the draw to win one of 7 weekly prizes of $70,000 HTG.

The Trend Team created the portal for code retrieval and overall management of the campaign. We also built it to work in both English and French Creole to ensure maximum engagement.  To view the portal click here.

Trend Spotlight – Vindra Dhanraj

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Vindra Dhanraj

We here at Trend Media Group are very excited to proudly highlight each month some of our brightest and most committed staff from our entire pool of superb employees who execute operations in 24 countries.

In this months spotlight blog, we introduce you to Vindra Dhanraj, Country Manager, Trend Media, Trinidad and Tobago. Let us learn more about her.

1.What five (5) words best describe you?

Organized, determined, dependable, diligent and logical

2. What piqued your interest in digital media?

Digital is disruptive and if you’re not for the change you can get left out like big brands like Kodak. In Trinidad and Tobago, it’s still called new media and a number of marketers are not sure how to use digital media and data to drive business growth. I welcomed the opportunity to drive the digital transformation.

3. With a predominant sales background, how has the marketing and digital marketing experience compared?

I’m in the company 11 years now; previously leading the Digicel Business Sales team for the last 8 years. I started the Digicel More brand in Digicel Business selling just SMS advertising and data analytics services and I knew right away this was the future of advertising. My background includes over 17 years of managing teams, project management, strategic decision making and planning skills, stock management, marketing management, customer relationship management, networking, product development, sales management, advertising, pricing, budgeting and corporate communications both in the public and private sectors. I possess a Masters with distinction in Entrepreneurship as well as a Third level Group Diploma with distinctions in Marketing, Selling and Sales Management and Public Relations. These all marry together so wasn’t a different world for me. I’m responsible for the revenue and EBITDA, so sales is still a heavy part of my plate. There is always something new in digital and you have to keep up.

4. What are some of the key advantages of a digital media source over a traditional one?

  • It’s measurable because you have data to work with at the end of the campaign.
  • You can get instant feedback, so you can tweak campaigns along the way with little or no additional cost to drive success.
  • You can go live in seconds to piggyback off some current event traffic. Peak time is all the time.
  • If you are looking for that quick offer to spike sales end of the month, you can get a campaign out the same day.
  • Lower production costs.

5. What do you find most challenging at Trend?

Lack of e-commerce in the market to really track point-of-sale conversions

6. Who or what has had the biggest influence on your personal, and professional life.

 God. I believe in doing the right thing because it is the right thing to do. I value my upbringing, morals and spirituality. I strive to do everything the best I can do it. My personal credo is “Failure will never overtake me once my determination to succeed is strong enough,” taken from the scroll from the Greatest Salesman in the World written by Og Mandino. That’s my approach to personal and professional life.

7. How do you balance life at Trend Media and personal life?

Oh boy. It’s tough. My days start with my alarm clock at 4.15am, I leave home at 5.30am and don’t close off until about 6-7pm while still checking emails throughout the evening. I also have a family, so I get into motherly duties in the kitchen as well as homework and revision with my son in the evening and then prep for the next day. It’s very tiring but I do have the support of my husband and we work both schedules to make it happen. I’m also a member of the Powerful Ladies Association and the American Chamber of Commerce where I Vice Chair the Trade and Investment committee and also a board director of the Digicel Foundation. I use those as my networking space. On weekends, I try to keep to family time. I keep thanking God I’m blessed with the energy to do so much daily.

8. What is your go-to source of relaxation?

I do abstract art when I can. I allow my creative mind to flow and it is so relaxing and rewarding. My son follows me into it as well so I do get some down time with him.

9. What is your current favourite mobile app?

Amazon…(J) I love to shop but in a busy world, you don’t have the time and patience to go through the racks. So I drop in the cart and ship out when I’m ready. It’s about convenience, value and quality for me.

10. What do you predict will be one of the main digital trends in digital advertising/consumption of digital media for 2017/18?

I think video in the digital space for both content and advertising. Consumers want information in the shortest time. They want it in a shareable format that can be viewed on the latest computers called smartphones. Video production costs will be more affordable for advertisers through this medium. Advertisers will be able to receive guaranteed video views and consumers will also get rewards for engaging them, so it is a win-win situation for all.



The Atrium at Piarco International Airport.

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The Atrium

The Airports Authority of Trinidad & Tobago has partnered with Trend Media Group to transform the islands’ airport network to attract a higher number of international passengers and achieve the dream of becoming a logistical hub at the Piarco International Airport, The Atrium.

Client Challenges:

  • AATT needed an innovative solution to engage an under-served audience at airport terminal in Trinidad

Amplify Solution:

  • We built a multimedia lounge outfitted with comfortable seating, charging areas, and WIFI media displays
  • We produced local stories and documentaries to promote the island
  • Created revenue opportunity for client with new and bespoke ad formats featured at the lounge

Next Phase:

  • Maintain monthly content cycles with more local video stories
  • Develop games and interactive digital tools to be used exclusively in the lounge

Read more about this partnership here.


Job Vacancy- Commercial Content Executive

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Company: Trend Media Group

Job Title: Commercial Content Executive 

Location: Trinidad & Tobago 

Trend Media Group is the Caribbean’s leading digital media sales house. We connect advertisers with the audience they want to speak to in creative and impactful ways, leveraging data to help them assign value to customers.

Now, we are looking for a young and vibrant personality to join our commercial content team. The prospect candidate will have a passion for telling stories along with an unprecedented appreciation for data and analytics. The candidate will also hold an appreciation for editorial writing, social media management: content curation, and multimedia content creation e.g. video, GIFs, memes, blogs etc.

If successful, the candidate will report into the Commercial Content Manager and form part of a regional Caribbean team focused on delivering strong campaigns that add value to a business’s bottom line. Trend Media’s business portfolio is extensive and includes clients from various industries and business sectors. In consideration of this, a willing attitude towards continued learning and a resilient personality are desired.


  • Work with commercial content manager and sales team to conceive new native content products and to provide solutions to client briefs.
  • Write, assign, manage and edit several custom editorial projects throughout the year.
  • Work with the design team to ensure that the projects are compelling and are delivered on time.
  • Ensure that all content produced is of the highest quality, accurate, and meets the highest ethical standards for client business.
  • Use social media and SEO to extend the audience of the content and the audience’s engagement with the content.


  • Bachelor’s degree or equivalent experience in the fields of Communication, Marketing, or Project Management
  • A strong editorial background that includes digital experience.
  • Excellent writing skills, with the capability to produce compelling, original copy in a variety of styles.
  • Impeccable editing skills with a sharp eye for evaluating accuracy and legal issues.
  • Excellent communication and leadership skills.
  • Strong collaborative and interpersonal skills.
  • Keen insights into online consumer behavior.
  • Interest in popular culture, trends, topical issues.
  • Ability to meet tight deadlines; work under pressure without sacrificing accuracy.
  • Independent thinker.

To apply, send resume and cover letter to 

Barbados Wrap: Digital Brochure

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Wrap is  a HTML page with app-like functionality. Through bite sized pieces, you can wrap any content, function, or web service into a complete mobile user experience. To view a wrap, you click a banner ad on a site or a link in a SMS on your phone and Up comes a Wrap with the details of a brand’s newest promotion, product information, or even a monthly newsletter!

Client problem:

The Barbados Tourism Authority needed to provide easy and accessible information via mobile about things to do in Barbados when visiting the island.

Mobile Wrap technology


  • The Brochure was delivered to visitors, disembarking cruise ships, who connect to ‘Barbados Free Wi-Fi’ network in Bridgetown Port.
  • The Barbados Visitor Wrap was a first to market initiative using Trend Media’s Mobile Wrap technology. The Visitor Wrap was delivered via Free Wi-Fi to cruise ship passengers disembarking in Barbados Port. The Mobile Wrap enabled passengers to swipe through exciting and engaging content by each of our partners about places to go and things to do in Barbados.
  • Over 14,000 people engaged with the Barbados Visitor wrap with each partner receiving detailed reporting on views, dwell time, click through rate, and coupon redemptions
  • There was an average click through rate of 0.8% or more.

Partners involved were:

  • Atlantis Submarines
  • Harbour Lights
  • Limegrove Mall
  • Courtesy Car Rental
  • The Boatyard

To see the video, please click below:

Video: How to Craft A Winning Digital Strategy to Improve ROI

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Our Head of Programmatic Media, Julian Lynch, recently delivered a presentation to small business and start up owners in Kingston, Jamaica, on how to design their digital strategy to improve the return on their investment. The presentation focused on the key areas of:

* Bought, Earned, and Owned media;

* Changes in the communication space;

* Maximizing media efficiency;

* Real-time bidding; and

* A real case study of digital media at work.

Click the link below to watch the full presentation. If you have any questions, you may leave a comment or send us a message. Watch video here:

5 reasons you should use Programmatic Advertising

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programmaticIn our last blog post we looked at what programmatic advertising entails and how it works. With all the information given, you may now be wondering about the benefits of using this method of advertising. Here are five advantages of using programmatic advertising to reach your target audience:

  1. Shows a specific ad to one single consumer in a single context- Programmatic advertising has extensive targeting which allows advertisers to eliminate waste. Through this targeting process, brands are able to precisely determine who gets to see which ad and when they see it. By programmatically picking the audience the ads are shown to, advertisers have a better chance of engaging prospects, thus increasing their return on investment.
  1. Only pay for the consumers you want and find them wherever they are- As advertisers/marketers you want to promote your brand while spending as efficiently as possible. With programmatic, advertisers you spend only when your ad is shown, and ads are only shown to the consumers that your brand wants, i.e. those whose online behavior suggests they are most likely to make a purchase. Additionally, the ability of programmatic to target consumers on an individual basis, allows the right ads to be shown to consumers wherever they are on the web.
  1. Utilizes powerful data to reach prospects- Programmatic advertising uses many data points and algorithms to find the right audience and show them the specific, highly targeted digital ad or content. Programmatic systems evaluate millions of real time data features, including demographic, and behavioural data, and then decide if a given consumer is likely to purchase the product/service.
  1. Reach lots of digital properties across screens- Through programmatic advertising, ads are placed on a variety of digital platforms, including websites, and in gaming apps, thus enabling ads to target a wider audience pool. Additionally, with programmatic, a brand’s ad can reach their target audience across multiple digital devices, so the ad can be shown to the consumer both while using their laptop and when they switch to their mobile device.
  1. Real time measurement and optimization- With programmatic ads, the performance of each ad is measured in real time, which allows advertisers to quickly adapt and optimize their ads based on their consumers’ online behaviours. Advertisers can easily assess which ads are performing well and allocate more budget to them, and reduce their spend on, or tweak, ads that are not performing well.

BONUS: Watch- Programmatic advertising by Trend Media 

To get started on your programmatic advertising campaign, or to learn more, contact us!

Programmatic Advertising: What it is and How it works

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Watch: Programmatic Advertising from Trend Media

The methods of digital advertising are constantly evolving. With the increase in penetration of mobile usage, consumer behavior along the purchasing journey has changed drastically. Your potential customers are no longer seeing an ad on the TV or in a magazine and making a purchase; instead they are seeing your product, doing research, consulting with friends, reading reviews, and then making a purchasing decision. Additionally, the length of time between the decision making process and making a purchase now differs significantly from say 5 years ago, this process can take days, even months. With these changes in consumer behavior, marketers have to find a way to break through the noise, and drive brand recollection, thereby increasing the chance of purchase. With this need, programmatic advertising is one of the digital solutions.

What is Programmatic Advertising?

Programmatic advertising refers to an automated digital ad buying platform that allows advertisers to connect directly with customers that are looking for that product or service.  Programmatic advertising relies on artificial intelligence to target ads to the right customers. This artificial intelligence uses algorithms to analyze a customer’s online/ digital behavior (such as Google searches, apps downloaded, etc.) to find out what their interests are, so that ads can be shown to the customers whose online behavior suggests they are most likely to act on them.

How it works

An ad is developed by an advertiser and sent to a programmatic ad agency for placement. The ad formats include display (statics, HTML 5 and rich media), video and native formats. Programmatic ad agencies then utilize Demand Side Platforms (DSP) to buy ad spaces through the allocation of bids for the ads to be shown. A bid is the amount of money an advertiser is willing to pay for persons to see their ad. These DSPs also include Data Management Platforms that collect and analyze data from customers’ devices cookie to provide information that informs what ads is shown to each customer. After the customer is identified to be served a type of ad, for example a car ad, a decision needs to be made about which advertiser’s car ad should be shown.

To make this publishing decision, ad spaces on each web page or within an app, are allocated through a Supply Side Platform (SSP). This SSP selects the ad that is shown to the customer by using data collected, such as how long the customer has been on the site, or the number of pages visited on the site. Using this information, an auction is done, based on the bids set by each advertiser, and the advertiser with the winning bid gets their ad shown to the customer. This process of collecting the customer’s data, completing the auction, and publishing an ad takes place in real-time, which means it’s completed in milli seconds.


Diagram showing the process an ad goes through before it is shown in programmatic advertising.

To summarize, programmatic advertising offers phenomenal efficiency as it is targeted directly to users based on their interests, behaviors and the context. For advertisers, programmatic provides an avenue for ads to be shown to customers who are most likely to act on it. The gathering of information about customers’ behaviours can be thought of as a digital referral. The information collected from the customer tells what their interests are; such as buying a new car, life insurance, or shoes. This information from the customer recommends which ad is shown and gives the brand an opportunity to offer their solution to the customer, which is what each brand aims to do through advertising.

To discuss a programmatic advertising option for your brand, contact us today!

In our next blog we will take a look at the advantages of Programmatic Advertising and brands that are currently using it.