13, 2002 Volume 1 Issue 49
Direct Marketing in Thailand
Since 1979 I've enjoyed many trips to Asia.
Including Thailand on that very first visit half way 'round the globe.
Here, in the words of the folks who were there at a recent Direct
Marketing conference, is the story of this years very special event.
Which, because we are in a world economy, is just are as important
as an event in New York, Chicago, London or elsewhere around the planet.
Fifteen key initiatives have been identified by global industry leaders
to fast track the development of Thailand's direct marketing sector.
Based on the Wharton Econometrics Forecasting Analysis( WEFA), the
direct marketing industry contributed a trillion dollars in sales
to the United States economy in 2000. These results encouraged governments
in the rest of the world to embrace this discipline to foster a direct
marketing environment within their respective services sector.
Direct marketing flourishes in a country that provide competitive
telco, postal, data management and printing infrastructures. Thailand's
direct marketing industry came under scrutiny during one of the most
high-powered industry events ever held in this country. The two-day
summit kicked off by the Executive Vice President of Communications
Authority of Thailand's soon to be demerged Thai Post, promised to
support the growth of the DM in Thailand.
The highlight of the event was the revelation of an industry blue
print used by other governments to stimulate the growth of this sector.
Among the 15 point master plan, there was a key focus on education
- investing in the future by nurturing talent that will support the
development of the industry. This is a summarized version of the comprehensive
- Introduction of direct marketing in the university curriculum
to create a local talent pool to understand the dynamics of the
discipline. The recommendation also included the creation of an
Asia Institute of Direct Marketing , in association with Thammasat
or Royal University of Chulangkorn, both institutions have a mass
communication faculty that has the ability to extend academic resources
to support such as Institute.
- Scholarships funded by the commercial and public sector to send
local undergraduates to Henry Bloch School, University of Missouri
Kansas City, and University of Western Australia. The blue print
also proposed exchange programed between regional direct marketing
association members to give accelerate the transfer of knowledge
and create a better understanding of the Asian markets.
- Thailand government in co-operation with the industry bodies
can attract world class direct marketing companies to set up regional
headquarters in the country. Position Thailand as a springboard
to two of the largest consumer markets of India and China.
- Provide double tax deduction (dtd) incentive to companies that
invest in approved direct marketing activity. This is a strategic
approach to increase direct marketing spend during a recessionary
period and also to encourage local companies, particularly SME
's, to use direct marketing to globalize their products and services.
- The removal of tariffs and duties on the import of paper - was
clearly to stimulate the printing and publishing sector. In addition
the complex customs regulations that have inconsistent tariffs
on imported magazines, brochures and direct mail discourage the
flow of direct mail from USA and Europe into Thailand
- Recommend converting the electorate data into a marketing database
to stimulate telemarketing, e-mail & direct mail marketing.
Current socio & economic database held by government agencies
are to be outsourced to commercial partners with database management
competencies in adherence to global data privacy standards.
- Have a strong direct marketing association with the responsibility
to instill best practice in the industry. To formulate a code of
practice that encompasses the proper operations of call-center,
use of customer data, return of goods and respect of consumer rights.
These recommendations were presented by the regional head of Asia
Pacific Direct Marketing Council; Shanmuga Retnam who has a track-record
in guiding Asian government's.(specifically Singapore, India and Malaysia)
in formulating strategies to develop their service sectors. Singapore
was recently rated as the Asia Pacific direct marketing hub by US
publisher Export Today after evaluating the competitiveness of the
Base on the success of this year's event, the regional direct marketing
community has committed to hosting DM Thai 2003 from 4-5 August .
The plan for next year is to bring together other members of the marketing
communication industry and gain a more active involvement of the government
agencies responsible for e-commerce, export development and growth
of the SME market.
For further information on DM Thai 2002, please visit our WebSite
or contact the event secretariat at firstname.lastname@example.org.
This issue of The Works of Marketing with Ray includes 2 quotes
from the world's most famous philosopher - Anonymous. Just because
I enjoy them so much.
#1. It's frustrating when you know all the answers but nobody
bothers to ask you all the questions."
#2. When we look for the best in others, we find it in ourselves."
"Quotes with Direction" has been a part of my web site collection
from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/.
There's a new batch up every 4 weeks.
From Defense Secretary Rumsfeld ...
The Wall Street Journal published a loooong list of maxims
from USA Secretary of Defense Donald Rumsfeld.
Including his thoughts on business. Which I have included here.
For the full list from Mr. Rumsfeld - covering the White House, the
President, the Media and several more interesting topics he covers
in his very own way, visit www.opinionjournal.com/wsj/?id=85000505
In the between time enjoy these . . .
- When you initiate new activities, find things you are currently
doing that you can discontinue--whether reports, activities, etc.
It works, but you must force yourself to do it. Always keep in
mind your "teeth-to-tail ratio."
- Watch the growth of middle-level management. Don't automatically
fill vacant jobs. Leave some positions unfilled for six to eight
months to see what happens. You will find you won't need to fill
some of them.
- Reduce the layers of management. They put distance between the
top of an organization and the customers.
- Find ways to decentralize. Move decision-making authority down
and out. Encourage a more entrepreneurial approach.
- Prune--prune businesses, products, activities, people. Do it
- Know your customers!
- Develop a few key themes and stick to them. It works. Repetition
is necessary. "Quality." "Customers." "Innovation."
- That which you require be reported on to you will improve, if
you are selective. How you fashion your reporting system announces
your priorities and sets the institution's priorities.
- People do better in staff jobs if they have had operational experience.
It helps to look at things from others' perspectives.
- Reduce the number of lawyers. They are like beavers--they get
in the middle of the stream and dam it up.
- Beware of the argument that "this is a period for investment;
improvements will come in the out years." The tension between
the short term and long term can be constructive, but there is
no long term without a short term.
- Too often management recommends plans that look like Bob Hope's
nose or a hockey stick. The numbers go down the first year or so
and then up in the later years. If you accept hockey-stick plans,
you will find they will be proposed year after year.
- The way to do well is to do well.
- Don't let the complexity of a large company mask the need for
performance. Bureaucracy is a conspiracy to bring down the big.
And it can. You may need to be large to compete in the world stage,
but you need to find ways to avoid allowing that size to mask poor
- "No plan survives contact with the enemy."--Old military
- Remember: A's hire A's and B's hire C's.
- "The advantage of a free market is that it allows millions
of decision-makers to respond individually to freely determined
prices, allocating resources--labor, capital and human ingenuity--in
a manner that can't be mimicked by a central plan, however brilliant
the central planner."--Friedrich A. Hayek