Latest Marketing Solutions and BTSumers and Lifestyle Unveiled at VGI Media Effectiveness Event

VGI PLC, a leader in Offline-to-Online (“O2O”) Solutions across multiple platforms, recently hosted VGI Media Effectiveness 2024. The event unveiled the Meta + Mitri Marketing Strategy, grounded in Marketing 6.0 principles for the era of Immersive Marketing, and insights from the BTSumers’ survey on the 5A (Aware, Appeal, Ask, Act, and Advocate) Strategy. The following are key highlights from the six speakers at the event:

“At the heart of effective advertising are Platform, Audience, and Creativity, which are reflected through key messages,” remarked Ms. Kredrada Benjaarthornsirikul, Business Development Director of VGI.

• The Tourism Authority of Thailand (ToT)’s successful tourism promotion campaign demonstrated effectiveness across all 5A axes – Awareness, Appeal, Ask, Act and Advocate. Utilising various media and content, the campaign effectively sparked the desire to travel among Thais, achieving an impressive 95% action rate.
• Pando Pet achieved a remarkable 200% increase in sales through Out-of-Home (OOH) media, highlighting the tangible impact and delayed conversion potential of OOH advertising in driving real business growth.
• OOH proves effective in reaching target groups whether through Networking that expands coverage throughout Bangkok or Strategic Locations such as Ploenchit BTS station that is strategically positioned next to Central Embassy department store. The premium cost per square meter at such strategic locations ensures luxury brands can connect with a super high-end customer base.
• Presently, media on BTS and OOH platforms offer an efficient and measurable means to reach target audience.

Mr. Krittin Kulsri, Head of Strategic Product at VGI, highlighted how the return-to-office trend among office workers contributes to increased spending with POV+.

• As Covid-19 gradually fades from people’s daily lives, statistics indicate a significant return of office workers to the workplace, with over 12 million individuals commuting and working full-time, the majority, five days a week.
• POV+ media emerges as a significant advertising avenue that cannot be overlooked for brands aiming to boost sales. This media, positioned within office buildings and tailored for office workers, extends its reach to online ad placements. Notably, POV+ offers the advantage of customer segmentation based on individual interests, enhancing the precision of targeted marketing efforts.

Ms. Namaporn Sontisaard, Head of Data Strategic Planning at VGI, presented the topic of Data Effectiveness for Thai Consumers and Chinese Tourists

• At present, the effective use of data necessitates the collection of genuine consumer spending behaviour and daily life insights. When integrated with customer CRM data and various interest platforms, it forms a robust foundation for Cream Target expansion.
• The emerging generation of Chinese tourists, recognised as high-potential or FIT group, boasts substantial spending power. With a growing number returning to Thailand, VGI and V-Click have collaborated with key media platform partners in China, including Dou Yin, TikTok and RED, enabling precise tracking of each consumer journey. Notably, Chinese tourists exhibit significant interest in three key categories: food, products, and souvenirs.

Mr. Yotin Thavikulwat, Chief Operating Officer of Super Turtle, a subsidiary within VGI’s Distribution segment, shared the business roadmap for expanding the Turtle Shop Lifestyle Store. The plan involves extending coverage to over 115 BTS stations, including 60 on the Green Line, 23 on the Yellow Line, and 32 on the Pink Line.

Meanwhile, Ms. Ratchanee Saensinchai, Chief Executive Officer of Rabbit Cash Co., Ltd., delved into the details of Rabbit Cash – a new venture under the VGI Group specialising in the Digital Lending sector. This innovative initiative utilises Alternative Data to establish Credit Scores, aiming to address the challenges associated with informal debt.

Finally, Ms. Kanita Tungwarapojwitan, Executive Consultant at Intage Thailand, presented the Meta + Mitri Marketing Strategy and the results of the BTSumer’s 5A survey, encompassing Aware (creating awareness), Appeal (attracting attention), Ask (delving deep in search of answers to help consumers decide), Act (accepting and making a purchase), and Advocate (creating brand appreciation and word of mouth). Her presentation shed light on the following:

• Marketing 6.0 embodies the era of Immersive Marketing, where experiences must be crafted to authentically resonate with consumers, be it through online or offline channels, with the aim to foster seamless connectivity.
• Consumers seek brands that practice Mindful Marketing, a sustainable approach that goes beyond profits to create positive societal impact. This approach follows the philosophy – “Good Marketing makes the brand looks good; Great Marketing makes customers feel good about themselves.”
• In navigating new marketing trends, understanding customers’ communication gaps and pain points is essential for crafting strategies that resonate with every step of their journey.
• Among BTSumers or regular BTS passengers, 67% belong to the demographic of Young and Middle-Executive Working Adults, aged between 20-39 years, comprising both the Gen Millennial and Gen Z groups. These demographics exhibit high purchasing power and value work-life balance, with an Upper-Class income averaging 107,000 baht per month.
• After exposure to advertisements on the BTS, 97% of passengers become Aware, 75% Act (purchase) and 63% Advocate by sharing with others. For 77% of passengers, advertising media on the BTS serves as a visual break from their mobile devices, offering alternative entertainment during their journey.
• On average BTS passengers can recall 1-3 brands, particularly those related to their daily life such as IT equipment, consumer products, food and drinks, entertainment and finance.
• BTS advertising media at different touchpoints is strategically positioned to create diverse influence and impact, catering to the strength of each location. For instance, Street view LED with minimal text are suitable for Dynamic Visuals or Storytelling that create strong Call to Action. On the other hand, Welcome Pack media situated at the entrance of BTS stations, with their large size, are ideal for visibility from a distance and communicating compelling promotions.
  
  Click for watching all the speakers via VGI Youtube