Overview
Advertising is of particular importance in the Barbadian market. Along with direct marketing, companies also utilize advertising via traditional and non-traditional media sources. Other techniques that have been employed include promotion of a new product or service at public events, focus groups, and company presentations.
Trade Promotion and Advertising
Most businesses advertise in newspapers, on radio, and on the one local television station. The Barbados Chamber of Commerce and Industry (BCCI) (https://www.barbadoschamberofcommerce.com/.com) also provides an e-marketing service to both members and non-members. The Barbados Manufacturing Association (BMA) holds a local trade exposition, the Barbados Manufacturers’ Exposition (BMEX), where local and foreign businesses can showcase their goods and services. Futher information can be obtained from the BMA.
Daily Newspapers:
“The Barbados Advocate”
Fontabelle
St. Michael, Barbados
Tel: 246-467-2000
Fax: 246-434-2020
Advertising: Sandra Clarke, General Manager - sclarke@barbadosadvocate.com
“The Nation”
Nation House
Fontabelle
St. Michael, Barbados
Tel: 246-430-5400
Fax: 246-430-9214/436-0849
Classified Ads: Paulette Jones, Advertising Manager – paulettejones@nationnews.com
Both dailies have Monday business supplements and 4-color ad capacity.
Both dailies can produce 4-color advertising inserts, although several advertising and printing companies can also provide pieces for insert.
There is also an electronic newspaper which is published Monday to Friday. This e-newspaper also has advertising capabilities:
Barbados Today
22 Warrens, St. Michael
Tel: 246-417-1000
Email: editor@barbadostoday.bb
There is also one regional online media group which provides digital advertising solutions across web and mobile platforms:
Trend Media Barbados (Loop News Barbados)
Williams Tower
Williams Industries Complex
Warrens, St. Michael
Tel: 246-832-5667/8
Radio Stations:
Barbados Broadcasting Service Ltd. 90.7 FM and Faith 102.1 FM
Astoria
St. George, Barbados
Tel: 246-437-9550
Fax: 246-437-9554
Caribbean Broadcasting Corporation
94.7 CBC Radio, 98.1 The One FM, CBC Q 100.7 FM
The Pine
St. Michael, Barbados
Tel: 246/429-2041 (switchboard); 246-467-5442 (sales)
Fax: 246-429-4795
Starcom Network Inc.
92.9 FM VOB, 95.3 HOTT FM, De Beat 104.1 FM, Life 97.5 FM Gospel
Advertising and Sales
River Road
Bridgetown, Barbados
Tel: 246-430-7312
Fax: 246-429-8093
Television & Cable:
Caribbean Broadcasting Corporation (local Barbados TV Station)
The Pine
St. Michael, Barbados
Tel: 246-429-2041 (switchboard); 246-467-5442
Fax: 246-429-4795
Caribbean Media Corporation (regional broadcast and print news service; maintains one cable TV station carrying regional news and information)
Unit 1B, Building 6A,
Harbour Industrial Park
Bridgetown, Barbados
Tel: 246/467-1000
Fax: 246/429-4355
Cable:
MultiChoice Television
Caribbean Broadcasting Corporation
The Pine
St. Michael, Barbados
Tel: 246-429-2041
Fax: 246-429-4795
Direct TV Barbados
Nation House
Roebuck Street,
Bridgetown, Barbados
Tel: 246-435-7362
Fax: 246-228-5553
Flow Barbados (Flow TV)
2A (formerly Orange Mall) Warrens
St. Michael, Barbados
Tel: 246-620-3569
Digicel Barbados (Digicel Play)
2nd Floor, Williams Tower
Williams Industries Complex
Warrens, St. Michael
Telephone: 246 467 7000 or 246 434 3444
The U.S. Department of Commerce, through its U.S. Commercial Service Caribbean Regional Office in the Dominican Republic, can assist U.S. exporters in developing a marketing and promotion strategy through the following fee-based services:
- Single Company Promotion (SCP): This service provides U.S. companies with promotional services to help increase the awareness of their product/service in a specific market. The promotional event may consist of a technical seminar, press conference, luncheon, dinner, or reception, with targeted direct mail or e-mail campaigns and includes a post-event debriefing to discuss next steps.
- Featured U.S. Exporters (FUSE): This service provides U.S. companies with an opportunity to enhance their international marketing efforts through improved search engine optimization. A listing on the directory of an overseas Commercial Service office’s local website gives U.S. exporters targeted overseas exposure to more effectively help them find foreign business partners in specific local markets. It allows local importers to find U.S. exporters interested in exporting to a specific local foreign market.
- Business Service Provider (BSP): This service is an online program to help U.S. exporters identify professional export service providers to support them in the assessment, financing, or completion of an export transaction.
Please contact your local U.S. Export Assistance Center, the U.S. Commercial Service Caribbean Regional Office in the Dominican Republic (Tel: 809-567-7775 ext. 7249, Email: office.santodomingo@trade.gov ), or the Political/Economic/Commercial Section in the U.S. Embassy in Bridgetown, Barbados: (Tel: 246-227-4052, Email: BridgetownPolEcon@state.gov) for further information on these services.
Pricing
Local companies use the cost plus method to price their products. The cost base is the CIF, including local charges. Markups generally range from 20 to 50 percent. Higher markups exist for specialty items where there is little or no competition.
Prices in Barbados are high, typically 1.5 to 2.5 times higher than what a product would sell for in the United States. Import tariffs and taxes are high, and competition at the wholesale and retail level is minimal.
Sales Service/Customer Support
Local companies offer after-sales service for the products they sell to the consumer. In some instances, companies have established a customer support help desk to handle customer queries. Local companies that act as agents of international brands often receive staff training on after-sales service on the products that they represent.
Local Professional Services
A local attorney is necessary when incorporating a business or buying property. The legal system in Barbados is mainly derived from British law adapted to local culture and circumstances.
Generally, cases involving real property, titles, or disputes are likely to be lengthy and involve considerable legal expense. Additionally, the purchase and sale of property by non-nationals may be subject to restrictions or special taxation. Thus, it is wise to consult an attorney before purchasing or selling real estate.
The Consular Section of the U.S. Embassy in Bridgetown maintains a current list of lawyers, which can be found on the webpage: https://bb.usembassy.gov/u-s-citizen-services/local-resources-of-u-s-citizens/attorneys/.
This list of attorneys has been prepared for the use and convenience of U.S. citizens who require legal advice and assistance in civil or criminal proceedings or disputes in Barbados.
While the attorneys or firms included in the list have been carefully chosen, the Embassy and its staff assume no responsibility for their professional ability or integrity or for any fees or other charges requested to provide legal services. American consular officers are not qualified to provide legal advice and are in fact prohibited by U.S. law from doing so or from otherwise acting as legal representative or agents for American citizens abroad.
Before selecting an attorney, the prospective client may wish to speak with several attorneys or the local bar association and, in an initial consultation, discuss services required, expectations, fees, methods of payment, and other similar issues.
For additional information, please consult the American Citizen Services web page (https://bb.usembassy.gov/u-s-citizen-services/), which provides information that can assist you within the limits of U.S. and host country laws.
Barbados Bar Association
“Leeton”
Perry Gap
Roebuck Street
Bridgetown
St. Michael
Barbados
Telephone number 246-537-7316
Fax number 246-538-1739
Email address: admin@barbadosbarassociation.com
Most professional services in Barbados have associations that provide listings of their members that you may consult prior to conducting business in Barbados.
Barbados Association of Professional Engineers
“Christie’s Building”,
Garrison Hill,
St. Michael,
Barbados
Telephone: 246-429 6105
Email: engineers@caribsurf.com
Barbados Institute of Architects
“Christie’s Building”,
Garrison Hill,
St. Michael,
Barbados
Telephone: 246-430-0956
Email: admin@bia.bb
Institute of Chartered Accounts of Barbados
Room 29, Hastings,
Christ Church,
Barbados
Telephone: 246-429-5678
Fax: 1-246-426-0970
Email: admin@icab.bb
Principal Business Associations
The American Chamber of Commerce for Barbados and the Eastern Caribbean (AmCham BEC) is headquartered in Barbados and facilitates business relations between its member jurisdictions and the United Statesand works closely with governments and the private sector to expand trade and investment. Member jurisdictions include Antigua and Barbuda, Barbados, Dominica, Grenada, St. Kitts and Nevis, St. Lucia, and St. Vincent and the Grenadines. AmCham BEC has the unique distinction of being the only multi-national American Chamber of Commerce in the world.
Dustin Delany, President and Chairman
Renatta Mohammed, Executive Director
American Chamber of Commerce for Barbados and the Eastern Caribbean (AmCham BEC)
Burnham Court
Bishop’s Court Hill
Upper Collymore Rock
St. Michael BB11115
Barbados
Telephone: 246-230-8510
246-228-2271
Fax: 246-228-2264
Email: info@amchambec.com or executivedirector@amchambec.com
The Barbados Private Sector Association (BPSA) is the umbrella organization for all private sector organizations in Barbados. The BPSA contributes to national policy and social development through dialogue with its members and the government. Its members include the Barbados Chamber of Commerce and Industry (BCCI), the Barbados Small Business Association, the Barbados International Business Association, the Barbados Manufacturers’ Association, the Barbados Hotel and Tourism Association, the Barbados Bankers’ Association, the Barbados Employers’ Confederation, the Barbados Coalition of Service Industries, and the Institute of Chartered Accountants of Barbados (Associate Member).
Barbados Private Sector Association
The Annex
Geddes Grant Complex
Whitepark Road
St. Michael
Barbados
Telephone: 246-430-6541
Email: info@tradeteam.bb
The BCCI is the oldest private sector organization on the island. Founded in 1825, it provides assistance to potential investors who are interested in expanding their products and services to Barbados. As part of the BPSA, it represents and lobbies for the business sector during government negotiations.
Barbados Chamber of Commerce and Industry
2 Braemar Court,
Deighton Road,
Brittons Hill,
St. Michael,
Barbados
Telephone: 246-434-4750
Fax: 246-228-2907
Email: bcci@barbadoschamber.com
The Barbados International Business Association is a private sector organization that speaks on behalf of the international business sector and it is open to companies involved or associated with the sector.
Barbados International Business Association
#19 Pine Road,
Belleville,
St. Michael,
Barbados
Telephone: 246-537-2422
Fax: 246-537-2423
Email: biba@biba.bb
Limitations on Selling U.S. Products and Services
In Barbados, no industries are closed to private enterprise, although the government reserves the right not to allow certain investments. Some activities, such as telecommunications, utilities, broadcasting, franchises, banking, and insurance require a license from the government. There are no quotas, or other restrictions, on foreign ownership of a local enterprise or participation in a joint venture.