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Published on February 21, 2008

The media-shopping channel branches out from its telemarketing team, adding 50 more lines to the current 400 used in Bangkok, chief marketing officer Patchara Taveechaiwattana said yesterday.

But while outbound telemarketing involves digging into credit-card holders' data and making cold calls, the new inbound telemarketing channel will rely on calls generated by its new advertising campaign.

For the second marketing campaign, AACP is offering a new cancer insurance policy, with Bt500,000 to Bt1 million worth of coverage for premiums starting at Bt20 a day.

Clients need only answer a few basic health questions. No medical check-up is required. Although cancer insurance can be expensive, with its high loss ratio, products sold through the new channels will cap the insurer's loss at Bt1 million, Patchara said.

Since the company's first "Rhythm of Life" campaign was launched late last year, the company has received 70-100 calls a day, including inquiries on behalf of friends and family members, particularly for its My Plan savings products.

The most sold in a single day through the new media shopping line was Bt700,000.

So far this year, AACP has spent Bt100 million on its advertising campaign and Bt10 million on upgrading its online sales and computer system.

AACP's website has also been made more interactive for first-time users, with plenty of narrative cartoons guiding them step-by-step. Savvier Internet surfers can use the regular online application form.

Although the Internet penetration rate remains low here and most users are into chatting, this online initiative will allow AACP to obtain a foothold in this potentially lucrative channel. But it will take two more years to judge its effectiveness, she said.

The company also plans to recruit 15,000 more agents this year.

Ki Nan Tsui

The Nation