Event organiser pushes hybrid marketing

Speaking at the “ICV Turn On 2013” seminar organised by his company for potential clients and members of the media, Kriangkrai said that because of the changes in consumers’ lifestyles brought about by improved digital-communications technologies, event organisers needed to change their mindsets to offer different experiences to clients and customers.

    Customers in the digital era want socialising, real-time response, personalised offers and touching stories to share with friends, he said.
     Thus, at each event, content is still king, not only in terms of drawing the attention of the target group, but also for persuading them to generate and refer such content to their friends, followers and Facebook fans.
    For these reasons, hybrid events would play an increasingly significant role in the event-management business in the near future, Kriangkrai said.
      He explained that hybrid events must be in accordance with customer's insight both in traditional approach and digital engagement creation(?)Hybrid events will be one of the main strategies in the company’s business plan for next year, with cooperation from supporting teams from subsidiaries such as online media agency Index Creative Online and market-research house Environsell Thailand, he said.
      Additionally, Index Creative Village enjoyed a 38-per-cent surge(percentage increase doesn’t match figures provided)an increase in revenue in the first three quarters to Bt2 billion from Bt1.98 billion in the same period last year, mainly driven by stage-exhibition design and productions for local museums.
      The company has four museum projects, worth Bt500 million: a medical museum at Siriraj Hospital, Gems Gallery Phuket, Sunny Bangchak Project at Bang Pa-in in Ayutthaya, and the Museum of National Treasure inside the Grand Palace, Bangkok.
      The company expects to realise its revenue target of Bt3 billion by end of the year.