blog 101 pr digital bangkok thailand

Vivaldi PR scores a hat trick in sports promotion

For the third year straight, Thailand’s top PR agency for sports has proven its ability to succeed like a true champion.

 

After winning Gold for the Best Sports PR Agency in Thailand in 2016 at the Sports Industry Awards (SPIA), followed up the next year with a Silver for the Best Sport Event Supplier in Thailand at the same event, lightning has now struck thrice for the firm, with its CEO Joseph Henry being invited to serve on the Awards Committee for the 2018 SPIA, which takes place November 19-20.

 

“I’m very proud to have been named as a judge for this prestigious event. But I really must give all the credit for allowing this to happen to Vivaldi’s very dedicated team, which is so passionate about promoting sports in Thailand,” says the co-founder of the top PR provider in Bangkok for digital marketing, advertorials, social media posts, press conferences, and much more.

 

The latest accolade comes 13 years after the spark that led to Vivaldi’s ascendency in sports promotion, when it had the honorable responsibility of serving on the Organizing Committee for the King’s Cup Regatta in Phuket. Since learning the ropes in the kingdom’s premier boating spectacle, Vivaldi has gone from strength to strength, generating over Bt1 billion in PR value for a stable full of thoroughbred sports-related clients, including the Bangkok Bank CycleFest, The Music Run by AIA, and sports-apparel giants JD Sport and Warrix Sports. Beyond sports, Vivaldi also helps firms succeed in fields as varied as automotive, consumer tech, hospitality, property and logistics.

 

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Growing brand awareness through competency

Brand awareness is crucial to success, but many digital marketers forgo it as it does not have the CTR of a dedicated sales campaign. However, awareness is key to establishing credibility, and that is a great platform on which to build segment leadership.

Marketing

The most obvious way to improve brand awareness is to seek the services of an established digital marketing agency, but with the social tools and search engine ad tools, you can effectively do it yourself. This can have a huge impact on the awareness of your brand and establish you as a key player in the industry, with campaigns that focus on views instead of immediate, expensive click-throughs.

Utilize social media

Social media leverage carries obvious benefits, and the usual rules apply – keep content relevant, regular, and avoid divisive topics. Reply to any customer comments in good time, running promotions and interacting with the public in a friendly yet professional manner.

Sponsorships

Sponsoring and event, team or project has been long-proven to deliver brand awareness, although the costs can be high so alignment should be made as relevant as possible. Look for co-branding opportunities with partners or clients where possible to help manage costs. Try to avoid going too corporate and look for two-way engagement where possible.

Competitions

Nothing catches the public’s attention like good competition, and this can have a huge impact on brand awareness. In particular, running a competition on social media where users can enter by liking and sharing a post can very quickly showcase your brand to a much wider user base and encourage more people to follow you.

 

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Crisis manage like a PR pro

Many people believe that much of a PR practitioner’s work is crisis mitigation. In reality, it’s usually less that 0-1% of the time per client account (hopefully).

When things go astray, it’s usually because of the unforeseen; but there are several things you can do to get through any incident efficiently and without lasting damage.

 

Take lead and own it

There is a difference between putting out a holding statement and accepting legal culpability. Never issue any crisis comm’s that imply you or your client were at fault. But you need to make media and the public know that you are aware something has happened and that you are investigating, either internally, with the client or with the relevant authorities. This is the purpose of a holding statement.

 

Have people ready

Make sure that senior people within your company are aware and are briefed on what they can or cannot say. Note that this may be a different person to whoever picked up the news report initially. Co-ordinate and plan resource.

 

Listen to feedback

You need to try to listen to what the public is telling you about what you are doing in your business, and doubly so in crisis situations. Another way to do this is to check out what people are talking about on social media. The feedback that you receive from the public can be useful for forming a great public relations response.

Don’t panic

Freaking out only makes things worse. Think calmly through the situation, in close collaboration with your teams. You can also reach out to trusted sources outside of your company, if you need further (confidential) advice. People do crazy stuff when they are under stress.

 

Turn crisis into opportunity

If the spotlight is shining on you for all the wrong reasons, think about how to manage the situation properly and look at the possible contribution of positive exposure. Nike was pulled apart by an angry president recently for their choice of posterboy. Their sales grew by 23% the following week.

 

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blog 092 pr digital bangkok thailand

Five ways influencer marketing can move you forward

1. Build trust

About 92% of consumers are more likely to trust recommendations by their friends over online reviews. This is why it is essential to use every platform at your disposal to connect and build that trust. Think in terms of conversations because this is the most effective way to build customer partnerships on social platforms.

 

2. How to handle ad blockers

Ads from every direction cause apathy and frustration for users. Influencer marketing circumvents ad blocking software by delivering a visible and authentic message to customers wherever they might be.

 

3. When cash is an issue

If marketing funds are an issue, go through the micro influencer market for IG and whatnot. There are a lot of KOLs out there you have small but engaged followings they are trying to grow, so work with them early on (and cheaply), and support that growth.  You both benefit and can create synergistic partnerships that will last and be respected (and used well in future).

 

4. Group targeting

Mass segmentation with digital or social ads delivers really poor ROI. This is especially true for location-dependent businesses (or clients) such as malls and restaurants. Use every filter possible to target the most highly relevant consumer groups for your offering.

 

5. Reaching out for SEO assistance

Finally, a good time to use influencer marketing can be when a business needs extra help with their SEO strategy. Influencer campaigns can help to boost brand search rankings through back links and social credibility. Apparently, user-generated social posts make up about 25 percent of the search results for the 20 most popular brands in the world.

 

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blog 095 pr digital bangkok thailand

Michelin chooses Vivaldi to bring to market the new ‘Michelin Primacy 4’

Michelin, the world’s leading tyre company, is launching its new Primacy tyre range, starting with Primacy4. As the concept ‘Safe When New, Safe When Worn’ suggests, the tyre provides lasting safety and excellent performance in both new and worn states. The new product also offers silent tyre operation, providing ultimate passenger comfort and enhanced driving experiences.

 

Vivaldi integrated Public Relations was chosen as the communications agency appointed to manage the distribution of news and content surrounding the launch. The agency was selected on account of its long track record and leading-edge consulting experience in working with automotive clients in Thailand.

 

The Thai launch included a test drive for media which Vivaldi managed, as well as the Thai language distribution of relevant content and news. Vivaldi conducted media monitoring activities, and advised Michelin on how to tailor its communications approach for maximum punch, reach and relevancy.

 

In Thailand, the new MICHELIN Primacy 4 will be marketed from 1 July 2018 onwards; and will be available in 31 sizes, from 15- to 19-inch diameter, offering fitments for popular vehicles such as the Toyota Camry, the Honda Accord, the BMW 3 and 5-series, Mercedes E and C classes, and many other premium vehicles designed for safety and driving comfort. Michelin Primacy 4 is available at ‘TYREPLUS’ and Michelin’s authorized dealers across the nation. For more information, please visit www.michelin.co.th

 

The Human & Digital Communications Agency

Vivaldi Thailand will be consolidating its position as leading automotive PR consultant with the announcement of new automotive media clients coming on board by next year.

 

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blog 094 pr digital bangkok thailand

Facebook’s own News shows get go-ahead with Monday debut

Facebook recently announced it was funding the creation of 10-12 news channels for use on its own Facebook Watch video content delivery platform as part of its offering to Facebook users. Facebook has collaborated with US-based publishers and media houses to create bespoke content for its own channels, beginning distribution from 16th July 2018.

 

The videos will be hosted in an entirely new section of Facebook labelled Facebook Watch, with a focus purely on news consumption and analysis. The section also features videos from local and national news pages and will be personalized based on the publishers people follow and their friends’ viewing habits.

 

They include:

  • On Location, a daily news show featuring ABC News journalists from around the world providing “on-the-ground reporting” and discussing the day’s top headlines.
  • Chasing Corruption Host Ian Hoppe travels across the country to meet “some of America’s toughest watchdog journalists” and discuss the stories they have uncovered.
  • Undivided ATTN: from ATTN is a weekly explainer show that will break down the biggest issues of the week in episodes hosted by a rotating cast.
  • Anderson Cooper Full Circle from CNN is a daily global news brief (evenings Monday through Friday)
  • Fox News Update will feature Fox News Channel chief news anchor Shepard Smith offering his take on the latest news every weekday afternoon.
  • Mic Dispatch is a twice-weekly show from Mic in which correspondents “go beyond the headlines to profile the underrepresented, the problem-solvers and the provocateurs.”
  • Quartz News Each episode investigates one story, explaining the often-counterintuitive economic and technological forces shaping world events.
  • Real America With Jorge Ramos from Univision features journalist, anchor and author Ramos traveling around the country to deliver the perspective of “immigrants of diverse backgrounds and situations.”
  • More in Common from ABC Owned Stations is a weekly series that will showcase the bridges being built between people of various races, religions, genders and backgrounds.
  • At What Cost? is a weekly series from Bloomberg that examines the biggest headlines of the week and how they will impact people, their finances and their future.
  • Profile from BuzzFeed News is a weekly interview show hosted by Audie Cornish of NPR’s All Things Considered and featuring a different newsmaker each week.

 

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blog 089 pr digital bangkok thailand

Apple throws down the challenge to Facebook’s web trackers

Apple has never recently hidden their discontent with the way Facebook manages its users’ data. Now CEO Tim Cook has said publically that the upcoming macOS Mojave and iOS 12 versions of Apple’s Safari browser will feature “permission blockers”, throwing a spanner in the workings of Facebook’s advertising revenue generation.

 

“In Safari, enhanced Intelligent Tracking Prevention helps block social media ‘Like’ or ‘Share’ buttons and comment widgets from tracking users without permission,” Apple said in a statement. “The move won’t completely stop you from being able to use Like and Share buttons or make comments on sites using Facebook plugins on websites, but it will require you to take the extra step of confirming that you want to have Facebook share your data via a pop-up that warns of as much”.

 

The new system will work in such a way that if the IOS user does not consent to data sharing when they click like and share on Facebook, then the process will be interrupted locally before any data share consent is uploaded to Facebook.

 

This is a massive movement in the power games between two of the world’s largest companies. It’s a show of unity to Apple users, and a brand expression that Apple has your back and is working to secure your data and data permissions.

 

The company does not believe that the user experience will be massively inconvenienced, and presumably there will be an option to switch it off for dedicated Facebookers.

 

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blog 091 pr digital bangkok thailand

3 influence areas where digital marketing affects decision-making

1. Use of analytics

 

Digital marketing and analytics can provide marketers and company directors (and PR companies too) access to large amounts of data that can be used to figure out how clients look for products, buy things, and converse with companies.

 

Google Analytics and the whole concept of “big data” (and crucially its analysis) allows businesses to understand their target audience and use these insights to change up plays on the fly. It’s about hearing, understanding and communicating in the correct language. This leads to stronger relationships between customers and companies, and more opportunities for sales.

 

2. Brand trust and consumer trust built on social

 

These days, brands must work harder than ever to win trust and manage customer relationships in an effective way. Everything is out in the open now and happens in real time. There are countless reviews out there, good and bad, and permanently available for all to see.

 

Social media provides companies with an opportunity to develop relationships with their prospects through credible and transparent marketing that is more easy for customers to accept than the dull strike force of push marketing. Brands connect to their base through influencers, shares, and viral, allowing for a more organic marketing experience.

 

3. SEO is everything

 

One thing has stood for the last ten years as a paramount cornerstone for digital success: SEO. The rules keep changing, the tricks and shortcuts continue to be improvised and worked round. When you want immediate info on a product or company, where do you go?  Google of course.

 

An effective SEO strategy and a continually growing content marketing (Owned) strategy are crucial components of any marketing or PR strategy.

 

Organizations that know how to make the most of their inbound marketing efforts, create useful content, and attract back-links will get the rankings they need to race ahead of the competition. The better a company’s ranking is, the more likely they are to generate sales.

 

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blog 086 pr digital bangkok thailand

Thailand runner-up in Line Today leagues with over 32 million user accounts

Line Today now has over 32 million users in Thailand after just two years of formal operations within the Kingdom. Thailand is now the world’s second largest market for LINE and its ancillary/multi-channel service offering.

 

Line Thailand has a mission to incorporate AI technology, which will bring more highly tailored, personalized content to better connect with its young audiences.

 

“With 32 million users, accounting for 71% of Thailand’s 45 million mobile internet users, we believe Line Today has shown the highest growth rate among news portals,” said Kawin Tangudaisak, content business director.

 

The service has grown rapidly to over a billion page views a month, and Thailand was also the second largest market in this regard too. The service came to Thailand at the same time as it arrived in Indonesia, Taiwan and Hong Kong.

 

Mr. Kawin said, “Line Today aims to help publishers increase their revenue and boost traffic to original websites. Online readers can also get access to trusted, quality content”, he said. “Print publishers have faced a decline in advertising revenue, with the market contracting 20% over the past several years to 10 billion baht”.

 

While online ad spend has grown, it is still a relatively small part of the global advertising pie, accounting for 10% of total spending.

 

Mr. Kawin notes, “Line Today helps traditional media outlets increase their online revenue by ramping up user numbers and page views. The service has 120 content partners and 10 categories: general news, horoscope, magazine, lifestyle, entertainment, sport, IT, health & fashion, beauty and Live. Around 95% of our users access partner content and 5% get into our co-created and self-created content”.

 

Line Today sits in an enviable position within the market with a strong grip on news and content as well as short videos and a new Live feature that is of very real use to active social media users looking to grow their own outbound reach. Some of the main reasons users like to use the platform and actively engage on it is that it functions as a news portal with quick updates, and is easier to use than rival services such as What’s App which is under-developed in this regard.

 

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Asia Fitness Conference 2018 celebrates 10th Anniversary

Fitness Innovations (Thailand) Ltd. (FIT®), the organizer of the Asia Fitness Conference (AFC), is hosting its “Asia Fitness Conference 2018 (AFC 2018)” with the strong multi-level PR support of Vivaldi Integrated Public Relations. The forum is expected to attract over 1,500 fitness professionals, enthusiasts, facility owners and managers, nutrition and other related professionals in the region to experience 3 days of cutting-edge education, networking and motivation. AFC, ‘Asia’s best fitness conference’, is to be held from 5-7 October 2018, at Bangkok International Trade and Exhibition Centre (BITEC), Bangkok.

 

Vivaldi set up a press conference which brought a plethora of media from lifestyle, fitness and sports publications and web sites. As 2018 will mark the 10th Anniversary of AFC (the largest and best regarded fitness conference in Asia), it is essential that strong publicity seeding activities were put in place in the lead-up to the October event.

 

Fitness Innovations is committed to raising the bar by improving standards in the Asian fitness industry. Given this year’s theme of “Fuel Your Passion: Know More, Achieve More”, the program delves into many aspects of fitness and from a number of angles. There will be over 60 internationally recognized presenters who will share and lead 196 sessions in addition to 15 pre- and post- conference sessions. It will offer full streams of education in sport conditioning, nutrition and weight management, personal training, Yoga, Pilates and Gyrokinesis, dance, injury prevention and rehabilitation, personal and business development and new equipment trends.

 

Media professionals wishing to attend the conference and enjoy the hospitality of the Vivaldi PR team can pre-register their interest by calling +662 650 9242.

 

AFC 2018 will host a number of competitions during the 3-day Conference, including the AFC Personal Trainer of the Year, AFC Fitness Idol 2018, CWL Olympic Lifting, IPF Power Lifting, IKFF Kettlebell and the AFC 2018 Fit Games. Participants will have a chance to challenge themselves against the best, “fast-track” their careers and win excellent prizes.

 

Asia Fitness Conference 2018 is supported by the Ministry of Tourism and Sports (SAT) and the Thailand Convention & Exhibition Bureau (TCEB). For registration and more information about the event, please visit www.asiafitconference.com, call +662 650 9242 or email:[email protected]

 

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