February 03, 2014 00:00
By Watchiranont Thongtep
Amid slow spending in advertising and public relations due to economic and political problems, a PR guru suggests that crisis management and media training are still necessary to build brands and boost sales.
“On top of those actions, the new media communication strategy is also meant to be a cost-effective way to minimise any impact from the uncertainties and retain customers’ loyalty,” Danai Chanchaochai, CEO of DC Consultants and Marketing Communications, told The Nation last week.
Danai acknowledged that in general, PR spending was partly cut by brands and advertisers because some of them were focusing more on sales promotions and on-ground activities to directly boost sales and get immediate results.
However, his firm has received special assignments from some existing clients to prepare a crisis management plan in line with media training for both internal and external communications, particularly during the uncertain situation caused by political unrest and economic slowdown.
“Crisis management is becom-|ing crucial for today’s business,” he |said.
Amid the increasing use of mobile Internet, a well-prepared communications strategy through new media like social media, mobile applications and augmented reality (AR) technology is also very important for brands while marketers will be able to engage with consumers and retain customers’ loyalty.
In preparation for this cutting-edge communication, DC Consultant and Marketing Communications partnered with an AR firm from Hungary to provide this kind of innovative service for its clients.
The partner will help the company create a unique and innovative experience of brands and products for its client as a total communications solution. With this tool, the company will be able to serve right to the client’s needs.
This technology will help the PR agency make a greater impact with its on-ground activities as it allows consumers to interact with products.
He hoped that the political problem would be solved soon. That would also help increase both business operators’ confidence to resume their investment plans and marketing activities next quarter.
“Once the situation is clear, consumers will be encouraged to purchase products,” he added.
The Media Agency Association of Thailand recently predicted only 3-5 per cent growth to Bt146 billion in ad expenditures this year.
Although overall PR budgets are considerably separated from ad spending, both show the same trend.