Leading Southeast Asian communications consultancy Vero announced today the launch of its new business unit, VeroXperience, dedicated to redefining brand event experiences in the region. This strategic expansion will see Vero demonstrate its event management and production capabilities to further elevate brand-consumer engagement.
Now more than ever, consumers are looking to connect with brands in more personal ways, and hosting events is a great place to start for brands to create meaningful consumer experiences and interact with potential customers in real time.
VeroXperience specializes in coordinating and executing a wide range of events, including but not limited to:
- Brand and Product Launches
- Grand Opening Ceremonies
- Conferences, Seminars and Networking
- Fashion Shows
- Pop Up Displays
- Immersive Experiences
- Fan Meets
- VIP Workshops and Masterclasses
VeroXperience will provide clients with end-to-end event solutions—event planning and strategy, concept and design, venue and vendor management, marketing and promotion, production and execution, attendee engagement and experience, photo and video documentation, post-event evaluation and reporting, budget management, risk management, and client communication and collaboration—ensuring a seamless experience from start to finish.
The new event unit leverages the expertise of an exceptional event team spearheaded by Vero’s Vice President for Consumer Experience Prapasri Vasuhirun. The team has a proven track record of successfully executing numerous exceptional events in recent years.
“Our strength lies in our role as strategic consultants, working closely with clients to design event marketing and PR strategies that genuinely resonate with their target audience,” said Prapasri Vasuhirun. “This new business unit aims to elevate Vero’s consultancy approach, encouraging more open collaborations with clients to co-create unique event experiences that bring them closer to their target audience. We understand that each brand has a distinctive story, and our mission is to bring those stories to life through immersive and impactful event experiences.”
Building upon Vero’s influencer and fandom marketing capabilities, VeroXperience aims to drive deeper connections and engagement between brands and their audiences by establishing rapport with fan communities. This approach taps into the power of passionate communities to amplify brand loyalty and advocacy.
Why events matter: The power of brand-consumer connection
Events play a pivotal role in both selling products and cultivating lasting relationships between brands and consumers. Events allow brands to get their name and products in front of as many potential customers as possible while allowing people to discover and experience everything brands offer.
Recent statistics show the significant positive impact of event marketing in building brand reputation and gaining consumer loyalty. Research by Zippia found that 60% of business leaders worldwide believe that events are the most critical marketing tactic. Events serve as a unique platform for brands and consumers to connect and engage. Additionally, 85% of marketers surveyed acknowledged that events contribute significantly to increased lead generation and sales.
The same is true in Asia, where the industry is projected to surge to an estimated $567.10 billion by 2026, driven by increased frequency, the emergence of new event formats, social trends, and technology integration. The region is organizing major events to boost its global influence, showcase cultural values, and stimulate business growth. Among the standout cities for hosting these events are Bangkok, Singapore, Kuala Lumpur, Jakarta, and Manila.
In Thailand alone, the MICE (Meetings, Incentives, Conferences, and Exhibitions) and mega-event market is estimated to reach $12.23 billion by 2027, registering a CAGR (Compound Annual Growth Rate) of 11.63% from 2021 to 2027, with key stakeholders including corporate organizations, public organizations, and non-governmental organizations. An increase in number of tourists and business activities in Thailand is a key factor expected to fuel market growth in the near future.
The entire event industry will also see a growing emphasis on sustainability and eco-friendly practices in event planning— a direction VeroXperience intends to explore and take a leadership role in moving forward.
The new event unit reaffirms Vero’s commitment to innovation, constantly adapting to the shifting demands of the consumer market and cultivating brand-consumer relationships across Southeast Asia.
Create immersive experiences and impactful events for your brands with Vero! Please contact Prapasri Vasuhirun at prapasri@vero-asean.com.
Understanding the ‘why’ behind consumer anxiety allows brands to reinforce their relevance, and win loyalty and trust.
This article was originally published on Advertising Vietnam.
With the world still reeling from the impacts of the COVID-19 pandemic, food shortages, geopolitical challenges, and financial fragilities, the path toward global stability remains ambiguous. In Southeast Asia, while the economic outlook seems optimistic, threats to sustainable prosperity loom.
This prolonged instability, referred to by economists as a “state of permacrisis,” directly affects consumers, who are the backbone of the economic system. As food and energy prices surge to near-historic highs and supply chain shortages continue, consumers are becoming more anxious than ever to navigate the financial challenges and make informed decisions about their spending and lifestyle choices.
In a recent WARC Spotlight Southeast Asia series, our GWI research found that Asians are shifting their worries away from the pandemic to inflation-related concerns. According to a separate survey by Milieu, almost four in five of those surveyed in Singapore and the Philippines find life stressful, followed by Malaysia (61%), Thailand (59%), Indonesia (51%) and Vietnam (42%). Vietnamese consumers, specifically, named unemployment and economic recession among their top concerns.
Notably, Gen Zs in the region are the hardest hit by mental health issues, with over a third (37%) saying they are prone to anxiety. In Vietnam, this number rises to nearly half (47%). Young as they may be, they worry about the type of future they’re heading toward. Global research by Deloitte revealed the top contributors to Gen Z’s feelings of stress: their long-term financial future (47%), day-to-day finances (42%), and the health/welfare of their family (42%).
But while the stress and anxieties are evident, the GWI study found that mental health issues remain taboo for most of Southeast Asia, with only 30% feeling comfortable talking about their anxieties openly. This number dropped to 24% among people living in rural areas, compared to 34% of those in urban contexts, potentially reflecting the different levels of awareness and acceptance in these communities.
However, there is an increasing recognition and prioritization of mental health and well-being, especially among the Vietnamese (69%), Filipinos (67%), and Malaysians (58%).
When consumer loyalty is tested, show them genuine value
These fears and anxiety put consumer loyalty to the test. When spending power is limited, consumers become more discerning about their purchases. They seek brands that offer genuine value, demonstrate empathy and agility, and take a human-centered approach over mere PR stunts.
Understanding the ‘why’ behind their behaviors and decisions allows brands to connect on a deeper level with already-anxious consumers, reinforce their relevance through a new form of cultural value, and win loyalty and trust.
Here are two ways for brands to win over and retain customers in this new cultural climate, helping to reduce consumer anxiety and sensitivity to prices.
- Take a ‘life-centric’ approach: One of WARC’s Spotlight experts explores how brands can go beyond consumers’ immediate needs to consider how systematic challenges interplay in a consumer’s everyday lives, thereby increasing customer loyalty and lifetime value and expanding the brand’s relevance across multiple facets of a customer’s life.
- From ‘cost conscious’ to ‘quality confident’: Do not refer to your customers as “cost-conscious” because it only reinforces the feeling of anxiety and scarcity. How can you make customers feel like they are making smarter choices and reducing mental availability? Provide flexibility to communicate the multi-functionality of the product.
This is probably why gaming is becoming increasingly popular as an outlet to alleviate stress and anxiety. More than 50% of PC and console players in the region said they started playing games to satisfy their “need to relax,” a Google PC & Console Insights Report in 2022 showed.
Remember, customers want to ‘buy into’ not just ‘buy from’ the brand
Branding creates emotional connections and influences perceived value. Brands are much more than logos or taglines; they are stories, values, and emotions – and these are what customers are drawn to. This becomes especially crucial during an economic downturn when consumer anxiety is more prevalent as they need to make tough decisions about allocating their spending.
A strong brand can enhance the perceived value of a product or service. This can allow companies to maintain pricing and protect margins during an economic downturn. Luxury brands like Louis Vuitton or Gucci can still command high prices for their products even during recessions due to the perceived prestige and status associated with owning these brands.
A local example can be seen in the Mercedes Benz Vietnam (MBV) approach. Recognizing the importance of both emotional connection and perceived value, MBV identified its next best customers for the C-class line. MBV notably shifted its campaign for the Mercedes C200 from the traditional “show-off” businesspeople in Vietnam to the younger aspirational generation of affluent consumers.
The entire “This is my world” campaign served as a statement of ownership and self-expression, providing a new perspective on the role of the product for the customers. It was not just about owning a luxury car but about making a statement about their world and their place in it.
Decode consumer conversations for authentic engagement
The complex tapestry of consumer desires, preferences, and critiques in today’s digital landscape has reached social media. Enter social listening: tuning into these platforms to decode sentiments surrounding brands and trends. This tool empowers brands to monitor and dissect conversations and actively participate and resonate within these dynamic dialogues.
As the digital chatter reflects evolving consumer perspectives, it’s crucial to note that Gen Z, a demographic with distinct needs and an amplified demand for brand accountability, drives a significant portion of this discourse. For instance, consider the phenomenon of “cancel culture,” wherein they collectively disassociate from individuals or brands linked to socially or morally unacceptable actions. Social listening emerges as an invaluable asset, offering a clearer understanding of this trend.
Brands can further connect with these young consumers by immersing themselves in the consumer’s world to understand their lifestyles, motivations, and pain points. This could involve everything from ethnographic research, where observers are placed in people’s natural environments, to participating in online communities or forums where your consumers are active.
To illustrate, the prevailing phenomenon of positive “flexing” among Vietnamese Gen Zs holds significant insight. The phrase “Flex đến hơi thở cuối cùng,” roughly translating to “Flex until your last breath,” has gained traction within the Vietnamese social media sphere. It characterizes the act of showcasing achievements, possessions, or lifestyle, often persevering even through challenges or to the point of exhaustion.
Engaging with this cultural shift, brands can actively participate in relevant Facebook groups, gaining firsthand exposure to shared accomplishments, linguistic nuances, and community dynamics. The trend also signals a demand for products and experiences that embody excellence and possess a certain degree of prestige or ‘flex’ value. Brands can align with this movement by offering offerings that resonate encouraging consumers to proudly share their experiences on social media platforms.
In the crucible of uncertainty, brands that make an earnest effort to comprehend the growing anxiety and shifting needs and emotions of consumers, thereby fostering a bond of trust and loyalty that transcends challenging times. Consumers are far more than mere data points or demographic segments; they possess the power to either uplift or undermine a brand’s reputation. Getting on their good side means survival.