Caribbean-Owned Company Puts The Spotlight On The
Caribbean Diaspora Market
CARIBPR NEWSWIRE, NEW YORK, July 25, 2008: Caribbean governments
and the private sector in the region are fast focusing on the vast Caribbean
Diaspora market in the U.S. even as a U.S.-based company continues to
increase its specialty in this niche group, Hard Beat Communications, owned
by two Caribbean nationals and an African-American, has been engaged by
several Caribbean companies to date in their quest to reach the economically
'There has really been an increasing interest by the Caribbean private
sector to market to the Caribbean Diaspora,' said Hard Beat CEO Felicia
Persaud, who has worked with entities like Courts Caribbean, Sagicor USA,
Air Jamaica Jazz and Reggae Sumfest in their quest to tap the national
market. 'More and more entities are realizing the wealth to be found in this
community and are actively pursuing this market but most of all are looking
for entities like Hard Beat that know the market like the back of their
hands. We are Caribbean and are part of the Diaspora so the knowledge we
offer is unbeatable.'
Hard Beat has become a leader in targeting this emerging market ever
since it burst on the scene three years ago, setting trends with the launch
of its minority-certified agency focused specially on the Caribbean Diaspora
and Caribbean market simultaneously and as the founder of CaribPR Wire, the
only PR Wire focused on the Caribbean and the only daily news service for
Diaspora nationals, CaribbeanWorldNews.com.
Hard Beat recently completed a campaign for Sagicor USA as the company
sought to target the Caribbean marketplace in South Florida and is working
with Courts Caribbean as they make their North American debut in the U.S.
later this year.
Chris Chaplin, a Jamaican-born former banker who joined Hard Beat as a
vice president last year, says Hard Beat's personalized service, knowledge
of the market nationally and connections to Caribbean Diaspora organizations
is what keeps clients coming back.
Service offerings include event planning, full scale marketing, both
traditional and non-traditional; advertising bookings, focus group
coordination and digital branding and ROI measurement through collaboration
The Caribbean Diaspora market is rapidly expanding. Last year alone,
members of this niche group sent back US$5 billion to their homelands, more
than foreign direct investment combined in those countries. And according to
the U.S. Department of Commerce, $19 billion in two-way trade occurred
between this part of the world and the U.S. alone in one single year.
"To reach the Caribbean Diaspora marketplace today means targeting them
directly, through the media and groups that serve only them and not merely
as the 'black' or Asian community,' says Persaud. 'It means working with
entities and individuals who have a clear knowledge of the distinct culture,
customs, habits and countries that make up this melting pot."