Event organiser buoyant
Event organiser Index Creative Village believes business will be good next year as flood-hit companies focus on aggressive marketing activities to make up for lost income.
Co-chief executive officer Kriengkrai Kanchanapokin said Index Creative Village expected strong competition among local businesses in the coming year. In particular, firms not directly affected by the floods will increase production capacity, so many marketing campaigns and promotions are expected as a result.
The floods have also altered the behaviour of consumers, who are looking for products with affordable prices, rather than brand names. Flood-affected consumers will be spending their savings on repairing their properties, and will be more interested in middle-to-low-end brands, rather than high-end ones, Kriengkrai said.
This poses an opportunity for underdog companies to stage more-aggressive marketing events during the recovery period in the first half of the coming year, he said.
Big events such as the Board of Investment’s BOI Fair 2011, which was postponed from November to January, will benefit event-organising firms and related suppliers, Kriengkrai said. The firm expects the government to pour money – via the ministries – into public relations activities to advertise its policies.
Index Creative Village projects that it will see at least Bt600 million income next year from designing and constructing eight pavilions at BOI Fair 2011 and organising the Thailand Pavilion at Expo 2012 in South Korea.
