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?
    1. Organized, determined, dependable, diligent and logical
  2. What piqued your interest in digital media?
    1. 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?
    1. 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?
    1. It’s measurable because you have data to work with at the end of the campaign.
    2. You can get instant feedback, so you can tweak campaigns along the way with little or no additional cost to drive success.
    3. You can go live in seconds to piggyback off some current event traffic. Peak time is all the time.
    4. If you are looking for that quick offer to spike sales end of the month, you can get a campaign out the same day.
    5. Lower production costs.
  5. What do you find most challenging at Trend?
    1. 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.
    1. 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?
    1. 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?
    1. 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?
    1. 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.

AREAS OF RESPONSIBILITY AND DUTIES

  • 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.

REQUIRED SKILLS

  • 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 Bekim@trend.media 

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.

Solution:
Mobile Wrap technology

Delivery:

  • 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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Trend-The-Hub-eFlyer

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: http://bit.ly/TrendMedia

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.

RTB

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.

 

#TrendChat recap- Crafting your brand’s 2017 digital strategy

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The Twitter Chat #TrendChat by  Trend Media Group hosted on January 31, 2017, discussed the topic “Crafting your brand’s 2017 digital strategy.” Below are the questions and some responses from our chat:

TrendChat-SocialFlier-1024x512

Q1: What’s one aspect of a marketing plan that you think marketers often overlook?

Ans: @sandalsresorts A1: Many fail to leave room for new campaigns in their plan, restricting themselves from adapting new trends. #TrendChat

@trendmediagroup A1: The most overlooked part is the measurement. Not just how well the plan worked or didn’t but a plan to analyze the numbers #TrendChat

@1barnesam Marketers sometimes overlook that the plan may have to be changed, especially in digital media! #TrendChat

 

Q2: What is the first thing to do when outlining a digital strategy? #TrendChat

Ans: @sandalsresorts A2: Decide who your audience is! Conduct research on your target audience so you know who you are marketing to #TrendChat

@1barnesam A2: First thing to keep in mind when outlining a digital are the measurable objectives. #TrendChat Also the target. Who are you talking to? And some key insights into person you are talking to. #TrendChat

@trendmediagroup A2: The first thing to do is set your objectives. Asking what is your brand, where’s the brand now, and where do you want to be. #TrendChat

 

Q3: What’s your most important tip for creating a synergy between the digital and non digital aspects of a marketing plan? #TrendChat

Ans: @1barnesam A3 Make sure that the key messages are the same throughout. Visuals also important. #TrendChat

@trendmediagroup A3: One way is to use the non digital to initiate relationships with the audience and use the digital to deepen and sustain it. #TrendChat

@sandalsresorts A3 Creating synergy between digital & non-digital aspects comes from all teams being involved in the process. #TrendChat Also budget plays a factor in which digital marketing tools can be utilized. #TrendChat

 

Q4: How do you decide which digital marketing tools to include in your digital strategy?

Ans: @trendmediagroup A4: The tools you use will be dictated by your objectives; i.e. what you are trying to do, and who you’re trying to reach #TrendChat

@sandalsresorts A4: By defining your brand goals and which tools are needed. Ex: Social media marketing increases awareness. #TrendChat

@camjayfen A4 setting clear objectives first, then identifying the tool that can deliver within budget #TrendChat

 

Q5: How would you respond to claims that having a digital strategy is costly? #TrendChat

Ans:  @sandalsresorts A5 A CRM system to track opportunity & promote collaboration and a analytics system to report conversions. #TrendChat

@1barnesam Thats interesting. I think it depends on what value you put on being social or digitally inclined. #TrendChat But having a digital strategy is the easy part, its the execution that is hard!

@trendmediagroup A5 Digital marketing is proven to work. If planned and executed well it will be money well spent and the ROI will be seen #TrendChat

 

Q6: Which brand’s digital strategy impresses you? Why? #TrendChat

Ans: @sandalsresorts A6: @Starbucks uses the power of imagery and design to connect coffee to millions of people around the world. #TrendChat

@trendmediagroup A6 Locally we like Hi-Pro and @redstripe‘s digital strategy. They are always trying new digital tools and engaging the audience #TrendChat

 

Q7: What digital trend do you predict will be a big boost to digital marketing this year? #TrendChat

Ans: @sandalsresorts A7: Story capability on more social channels. Brands create a real-time bond while also integrating short ads #TrendChat

@trendmediagroup A7: Programmatic ads will be a dominant trend this year,the desire to target ads based on users’ online behaviours is increasing #TrendChat

@camjayfen A7: I’m excited to see more brands use chat bots to deliver their content, product or services ex: FB Messenger #TrendChat

@1barnesam A7: Brands will be using influencer marketing to engage with consumers. #TrendChat

 

Join us on Twitter for the next #TrendChat on February 28, 2017! Follow us @trendmediagroup

Join us for #TrendChat on January 31,2017

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TrendChat-SocialFlier-1024x512#TrendChat topic- “Crafting your brand’s 2017 digital strategy”

Let’s face it, as marketers in 2017, we are all using digital marketing in one way or another. Whether it is email marketing, mobile advertising or social media, there is some value that digital brings to our overall marketing efforts. With the arrival of a new calendar year, and the planning for a new financial one, we know you are in the process of evaluating what strategies worked best last year, and looking for new ones that will drive your objectives for this year. This month’s#TrendChat is all about creating an opportunity for you to learn form other marketers as we all outline our digital strategies for the new year, and with the fast changing world of digital you are sure to learn something new.

#TrendChat Questions

1.What is one aspect of a marketing plan that you think most marketers overlook?

2.What is the first thing to do when outlining a digital strategy?

3.What is your most important tip for creating a synergy between the digital and non-digital aspects of a marketing plan?

4.How do you decide which digital marketing tools to include in your digital strategy?

5.What two tools would you recommend using to help define a brand’s digital strategy?

6.How would you respond to the claims that having a digital strategy is costly?

7.Which brand’s digital strategy impresses you? Why?

Bonus question: What digital trend do you predict will be a big boost to digital marketing in 2017?

How to join the #TrendChat

  • #TrendChat takes place on Tuesday, January 31, 2017 at 2:00pm for an hour.
  • Join the Twitter chat by tweeting from your company’s Twitter account.  
  • Follow the Trend Media Group Twitter page @trendmediagroup, to see the questions, designated by Q1, Q2… etc.
  • Stay in the conversation by including the hashtag #TrendChat in all your tweets related to the chat.
  • When responding to the each question, include A1, A2… etc so that others can know which question you are responding to.
  • You can search the hashtag #Trendchat during the chat to engage with other participants.
  • After the chat all the questions and responses will be published on the Trend Media blog on our website Trend.media.