Bangkok--15 May--Mindshare
Mindshare Thailand, the leading marketing and media network and Kinetic Worldwide (Thailand) Co., Ltd, the leading out-of-home (OOH) media agency reveals today a summary of location survey & observation out of Bangkok; included 11 provinces in upcountry urban, to find the best directions in OOH planning and implementation - “GPS Project”. This project aimed to give a clear understanding of consumers in relationship with OOH media in upcountry urban area.
Rerngrith Jindaporn, Director, Business Planning, Mindshare said, “The consumers in upcountry urban tend to spend more time out of home and their lifestyle is becoming more urbanized. From the changing of their lifestyle, the OOH media has become more popular among advertisers. OOH media planning have become more complex as there are different type of OOH media & new locations in those areas. The challenge is how to effectively plan OOH media in upcountry urban under this new environment.”
Wannee Wiriyakijphaiboon, Account Director, Kinetic Worldwide (Thailand) said “Marketers should not ignore to update the movement of local media and to understand local consumers. As of the future trend, those people tend to work, live, and have the family at their home town rather than moving in to BKK. This will help marketer to have the direction to be able to plan the OOH media right on target”
Summary of 5 findings from this location survey are;
1. KNOW OUR CONSUMERS — From defining the target, study their lifestyle, and place the route their take, it obviously see that their lifestyle is becoming more urbanized. Upcountry teen tends to follow BKK’s lifestyle ex. cinema and karaoke kiosk are hangout places for teen in SiSaket. Community spaces in upcountry are local wet markets, flea market, and leisure place for local i.e. Public Park. However, they still have local pride and local interest. They love to see or cheer local football club as it is their local mutual interest i.e. SiSaket United. The BKK family restaurant or supermarket are popular in upcountry, however, they also have their local brand for the same type of restaurant or supermarket. Therefore, marketer should consider placing OOH Media in their “A Day In Life”, the message should also associate with local favorites and capture public’s interests.
2. KNOW THE LOCATION — By identifying the town plan, there are specific areas to focus i.e. Ubon - Clock Tower roundabout, Sisaket - Bank Road (ถ. ขุขันธ์).
3. KNOW THE TRANSPORTATION - Almost all provinces surveyed, Song Teaw and Local bus are public transportation routing in Amphur Mueng and other Amphur in the province. Obviously, Motorcycle is key private transportation in all area, especially for students and teenagers. Besides pick-up car, we noticed more sedan cars in bigger and more civilized provinces i.e. Ubon, Chiang Rai and Rayong. People are getting used to taxi meter which is found in Chiang Rai and Ubon. By defining target’s key transportation, marketers will see the potential media opportunities.
4. KNOW CONTENT - Tailor-made content is the key to success with upcountry consumer. The marketing message should relate to local issue, what’s hot/ what’s hit and relate to the local need. Be specific on the message and local dialect & language are preferable.
5. KNOW THE FUTURE - Urbanization is the trend. The connection of ASIA ROAD EXPRESS to become East-West economic corridor will have an impact to grow overall economy in upcountry. There will be the coming of new lifestyle space i.e Ubon: The coming of Central Department store located on bypass would lead to heavy traffic around. In the near future, there will also be the expansion of city area i.e SiSaket: the city area seems to expand to the west which Tesco lotus and new housing project are located. Also, other government offices are not only cluster in the central area. Also, the development of education is another area that grows in upcountry. Many provinces will have the educational institutes in higher education level — college & university both private and public. This may result that teen would stay in their hometown rather than moving to Bangkok or Big cities where higher educational institutes are located. However, it depends on their trust in the quality of those institutes. Lastly, the more technology seeping, the more OOH adaptation. We could see the bringing of technology in BKK to UPC i.e. LED Screen. Interactive Out of home media are also considered i.e. Interactive Billboard, Location-based advertising etc.
The above summary of upcountry location survey & observation help answer some unclear questions on upcountry consumers and out-of-home media. Marketers will be able to plan OOH media in upcountry area more effectively.
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA).
The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands.
Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA).
For more information, please visit: www.mindshareworld.com.
Kinetic Thailand - under WPP Group - is an out-of-home (OOH) media agency that understands how to communicate with people who are on-the-move. We have made the best understanding of how they live their lives and how to reach them in the most effective ways. We’ll find it from roadside posters to digital screens and everything in between.
With an ongoing commitment to understanding and engaging with people who are on the go, we will manage clients’ investment, local or global, to ensure best value from out-of-home advertising.
Kinetic has obtained over 300+ persons working in over 35 countries including 6 major markets in Asia as China, India, Singapore, The Philippines, Malaysia and Thailand.
Kinetic Thailand has launched its proposition and services in June 2005. As an out-of-home specialist, we’ve taken on an OOH “generic” marketing role that offers not only best rates and bookings, but also provide strategic input, support, clouts and creativity.