May 2013


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A collaborative effort by the Embassy of the United States, Trinidad and Tobago, and the University of the West Indies, St. Augustine Campus made it possible for former Apple executive and current President and CEO of the All Access Group LLC, Kelli Richards to deliver a stimulating and insightful open lecture on digital marketing strategies at The UWI on Tuesday May 7.

An established pioneer and trailblazer in the arenas of digital music, media and entertainment, author, and much sought-after professional coach, Richards shared with the audience some of her extensive knowledge on how filmmakers, authors and musicians may best market their products and businesses on digital platforms such as Amazon, iTunes and a host of others. Speaking from more than 20 years of senior executive experience, Richards urged listeners to take advantage of the plethora of free and paid online platforms specifically designed for the promotion of such products.

She left audience members with 10 key marketing strategies that could be broadly applied to music, media and entertainment markets:

  1. Availability – Have as wide and varied a consumer/fan reach as possible.
  2. Strong online presence – Own a website, join as many social media/media/market platforms as possible, and then create specific accounts branded towards your product/company.
  3. Knowledge of your audience and market – Your target market must be relevant, as should be any content released to it.
  4. Management of expectations for financial and professional reasons - Not all ventures will immediately achieve a stable level of success.
  5. Investment in your product – One must spend money to make money.
  6. Free Giveaways! – It is sometimes wiser and more profitable to build an audience base and a brand that sustains over time than making a quick buck.
  7. Connection – Creating connections can take your product to great heights. If you don’t ask, you don’t achieve.
  8. Engagement and Production –Connected = Engaged. It’s all about content!
  9. Adapting, Evolving to new technologies and emerging markets – Keep relevant and connected to your work while expanding product reach and boosting skills.
  10. No single path to success – Leaders create their own.

Jhivan Pargass has a BA in Spanish with a Minor in Communication Studies from the University of the West Indies, St. Augustine. She’s just joined the Marketing & Communications Department of The UWI.