Shanoy Harris Coombs, CEO of Infinity Integrated Marketing Communications and Events Ltd. (Infinity IMC), speaking during her presentation, Market Penetration Strategies, at the recent Export Expansion Clinic Launch hosted by the Ministry of Agriculture and Fisheries.
KINGSTON, Jamaica--Caribbean businesses seeking to break into overseas markets must prioritise cultural understanding when developing market penetration strategies, according to Shanoy Harris Coombs, Chief Executive Officer (CEO) of Infinity Integrated Marketing Communications and Events Ltd. (Infinity IMC).
Harris Coombs, who is trained in intercultural communication and international development and has worked with several international organisations over the years, delivered the remarks during her presentation, Market Penetration Strategies, at the recent Export Expansion Clinic Launch hosted by the Ministry of Agriculture and Fisheries in Jamaica, according to a press release from Infinity IMC.
She outlined three critical areas for businesses aiming to expand into the European Union and United States: overcoming market entry barriers, product branding and positioning, and leveraging digital marketing. A key takeaway from her address was the role of cultural awareness as the foundation for success in all three areas.
“You need to know who you’re selling to, understand their likes, their dislikes, their preferences,” she said. “You also need to understand that you’re coming from a place where advertising and marketing may mean something very different in Jamaica from what it means in Trinidad – and even more so when you go into European and American markets.”
Harris Coombs explained that market access is not only about logistics and compliance, but also hinges on understanding how to communicate effectively with target audiences across regions, the release states.
“For us to successfully move over into any market, we need to understand the key differences between our culture and theirs,” she said. “There are some cultures where marketing needs to be direct and in your face, while for other countries, it’s more subtle. You have to understand those differences so you can effectively connect with the market segment you’re targeting.”
Through her company, Infinity IMC, Harris Coombs works with businesses aiming to enter new markets, particularly in the diaspora, regional and international spaces. She emphasised that without cultural insight, even the best products and campaigns can miss the mark.
“There are, in fact, opportunities there, and we just want to ensure that we are in a position to tap into them,” she added. “You also want to understand the lifestyle of the people you’re trying to reach – how they communicate and what appeals to them from an advertising perspective.”
Turning to product branding and positioning, Harris Coombs urged exporters to pay close attention to how their products are perceived in different cultures and to tailor their brand identity accordingly.
“There should be careful consideration when you are creating your brand for export – that it is communicating the right ideals. But especially for exportation, you want to be extra careful with the colours you choose. Some colours may not mean anything in your culture, but in others, they can be a sign of disrespect and automatically kill your chances before you even begin,” she explained.
Storytelling, she added, is another powerful tool for market positioning.
“I always say to people, tell a story – we love stories. Psychologists will tell you that people don’t just buy what you’re selling; they buy what it can do for them, how it makes them feel, the experience of it. People buy from who they know, like and trust. That’s why you want your brand out there, connecting with people.”
The third focus area – leveraging digital marketing – is especially crucial in today’s interconnected world. Harris Coombs pointed out that digital platforms allow businesses to reach global markets without the traditional high costs of international travel, according to the release.
“There was a time when if you ever wanted to market your products internationally, you had to be on a plane, going to trade shows, physically interacting with people,” she said. “Or your cousin in New York had to know someone who would introduce you. But now, digital tools provide immense opportunities for you to stay right here and still get your products in front of the right eyes.”
Still, she warned that without a strong understanding of the cultural and market dynamics, digital strategies alone won’t guarantee success.
“With a mix of understanding the market dynamics, understanding any cultural differences, ensuring that you have your branding on point in a way that resonates with these markets, and utilising digital to your advantage, you will have at least the first steps to get your foothold into these markets,” she said.
As Caribbean companies look outward for growth opportunities, Harris Coombs believes success will be driven by insight, adaptability and a deep respect for cultural context.
“There are tremendous opportunities for businesses to grow beyond the Caribbean but it requires strategy, research and the right execution,” she concluded. “At Infinity IMC, we do just that by remaining committed to helping businesses craft their brand story in a way that ensures they stand out in any market.”
