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28 August 2006
Bangkok
ACNielsen, the world’s leading marketing information provider, today announced the launch of events@work in Thailand,- the 1st and only one-of-its-kind - designed to measure the effectiveness of Event Marketing programs.
Over the past few years, Event Marketing has been gaining currency among Marketers because it goes beyond the confines of ‘traditional’ media: it helps ‘connect’ brands to their consumers and it’s live, active, fresh and exciting! Today, no brand launch or re-launch in Thailand is conceivable without Event Marketing being part of the Marketing Mix.
Ms. Acharanand Lelahuta, Executive Director, Customised Research Services, ACNielsen Thailand says, “In the past, with no way of measuring the effectiveness of these Event Marketing programs, Marketers didn’t know whether they were getting great ROI from it or whether it was money down the drain.” Ms. Lelahuta adds further, “Many questions remained unanswered, like; did the event really catch the consumer’s attention? Did they like it? Did they actively participate in it? Would they try/buy the product/service post the event? What brand image did they take back with them? Or, was the location right? And did the event reach the right target audience? Now, with events@work, all these unanswered questions will be a thing of the past!”
events@work provides answers across three broad areas such as participant, sales impact and brand equity. Moreover it diagnoses the performance of the event on four dimensions including
empathy, persuasion, impact and communication.
Ms. Lelahuta says, “The benefits of events@work to a Marketer are many. It aids decision making and helps invest communication dollars judiciously because it allows benchmarking across locations or programs as well as providing insightful diagnostics regarding the image, personality and brand equity fit with the program.”
It is perfect designed measurement for using with all sizes & types of Event Marketing programs, including both events at closed locations and open locations such as hotels, convention center shopping center schools, public areas or even Mobile events, road-shows, caravans. Moreover It is also suitable for all events which will be held in any area in Bangkok or UPC as well as single and scattered locations.
Ms. Lelahuta points out further, “Until now, when it comes to event marketing, Marketers have been operating like radar-less ships; they know they’re going somewhere but aren’t sure about the direction they’re going in or at what speed!”
She ends with, “It’s truly a pioneering effort that we have created with high technology together with our expertise of being the world’s leading market research and information company that’ll give the Captains of the industry a radar to guide them clearly towards their goals, safely towards their harbour!”
For further information about events@work,
please contact your ACNielsen Customised Client Service representative
on 02-231-1931
or, contact Ms. Korakoj Nirutnapaphan, Director on Extn.: 604
or email: Korakoj.Nirutnapaphan@nielsen.com
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com
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