Digital marketing is now a critical element of the integrated marketing communications mix," says Aisha Williams of Pepper-e, the digital marketing arm of Pepper Advertising. "About 53 per cent of Trinidad's 1.2m population is now online. Communicators have to ask themselves if they're missing out on having conversations with a substantial segment of the population." 

  Pepper Advertising's Pepper-e division, was recently honoured with a Gold Award at the 2009-2011 Advertising Agencies Association of Trinidad and Tobago (AAATT) Creative Excellence awards. This is the first time that Pepper Advertising has entered the awards. 

 "We're really proud of winning this particular award," says Williams. Pepper-e for Digital Marketing focuses on marketing via new media channels and is responsible for the digital and social media presence of some major local brands including Mario's Pizza, Boomers Tasty Subs & Salads and the Trinidad & Tobago Mortgage Finance Co Ltd (TTMF). Aside from social media, the Pepper-e team's services include several areas of digital marketing, online advertising, e-mail marketing, web development and mobile marketing. 

 Aisha holds a Bachelor's Degree in Visual Communications from North Carolina Central University and a Master's of Fine Arts Degree in Design & Technology from Parsons School of Design in New York City. Her work experience includes over 12 years in the graphic & web design industry. 

 "It's all about knowing your audience," she states.

"Don't waste marketing dollars on places your audience doesn't visit. Follow your audience. If your audience is on Facebook or searching for products and services online, you must follow them there."

Facebook is currently T&T's most visited website with 40 per cent of T&T's general population holding Facebook accounts. The Mario's Pizza Facebook Fanpage recently crossed a milestone of 100,000 subscribers. This means that the pizza chain can engage with over 100,000 persons to drive sales, offer customer service and build community.  

In addition to its digital arm, Pepper also recently launched its experiential marketing arm, Pepper Events. This is the company's dedicated business unit focused on event marketing and management.

The Pepper Events team has planned and managed several events including the launch of the National Mentorship Programme featuring General Colin L Powell (ret) and the ANSA McAL Long Service awards. The company also annually supports the planning and execution of The UWI Fete.   

Pepper Advertising, now a full-service marketing company, is led by marketing strategist, Dennis Ramdeen. His mantra is 'a brand should seek to own one thing'. 

 Pepper also won the bronze award in the Annual Report category for its work on the 2010 ANSA McAL publication People. Performance.