Businesses get practical marketing guidance ahead of holiday rush at GMSA webinar

Credit: GMSA

With the holiday shopping period fast approaching, local businesses received practical strategies to strengthen their marketing and operations during a webinar hosted by the Guyana Manufacturing and Services Association (GMSA).

The session, titled “Marketing for Peak Seasons: How Businesses Prepare for Christmas,” brought together marketing professionals and small business owners to share first-hand experiences on navigating high-demand periods such as Black Friday and Christmas.

Presenters highlighted the recurring challenges businesses face during the festive season — including logistics, supply management, budgeting, and reaching the right audience — and offered actionable advice to help companies better prepare.

Senior Marketing Supervisor at Sterling Products, Youlandra McCammon, stressed the importance of early planning and operational readiness.

“Early planning, to ensure we meet the demands. And then we make sure we have the task force, like Chris was saying also. Make sure you have inventory and logistics. You have to make sure that all of these things are ready for when this time reach – you have efficiency in distribution and making sure that you meet your target,” she said.

Entrepreneur Abigale John of Propa Local Wines and Teas underscored communication as a core pillar of successful marketing, especially for small producers.

“Communication is key if you’re part of a team. If you are one person in your business, you must have strategy. Don’t look to reinvent the wheel my fellow agro-processors. Look and see what successful companies right here in Guyana are doing,” she advised.

John encouraged entrepreneurs to leverage free digital spaces such as WhatsApp and Facebook, post consistently, and invest in packaging and visibility.

She emphasised that marketing stories should be honest and organic, with strong collaborations between like-minded businesses.

Speakers also explored the role of consumer behaviour, urging businesses to track customer trends and interactions while maintaining consistent marketing outputs.

They encouraged the use of AI-powered tools alongside traditional social media platforms to improve engagement.

When asked about common mistakes during peak seasons, panellists agreed that many businesses fail to respond quickly to customer inquiries. McCammon urged participants to “think and plan ahead,” while John encouraged entrepreneurs to always have a backup plan.

Marketing official at Republic Bank Guyana Limited, Alison Barkie, advised companies to expand their digital capabilities, noting that tools such as QR codes can streamline transactions and enhance customer experience.

Chief Executive Officer of Sagacity, Christopher Chapwanya, highlighted the importance of capacity planning. He reminded businesses to evaluate whether their teams and internal systems are equipped to handle peak-season campaigns and not to overlook traditional media. Word-of-mouth, radio, and television, he said, remain “powerful tools, especially during peak seasons.”

The GMSA said sessions like these are designed to help businesses maximise holiday opportunities by improving efficiency, visibility, and customer engagement.