KSEC TAKES ITS CLIENTOS TO THE MOVIES

       One might wonder what benefits the world-renowned detective Sherlock Holmes or a woolly mammoth from Ice Age could bring to a financial firm during an economic malaise.
       At Kasikorn Securities, they could make a difference.
       Since the beginning of this year, the investment arm of Kasikornbank has pinned its hopes on entertainment marketing to gets its name to stand out above its business rivals.
       Prasong Rungsmaithong, KSEC's assistant managing director for corporate strategy, was brought in earlier this year to take the wheel for strategy.
       "In the financial industry, especially the securities business, it's hard to differentiate yourself as we are all sales representatives offering similar products," said Mr Prasong.
       "Clients tend to weigh their decisions on the skills of marketing staff over the company."
       To create client loyalty through an emotional connection, KSEC wants to give its clients what they cannot find elsewhere - which is where entertainment marketing comes in.
       "At a time when the securities business is not doing so well as people delay their investment decisions, we don't have to always focus only on our trading business,we can just find ways to take care of our clients, keeping them happy," said Mr Prasong.
       "And what people seem to have in common, whether in times of a good or bad economy, is entertainment."
       KSEC this year kicked off the KSEC Privilege Premiere campaign offering tickets for film premieres to clients chosen at random.
       The 14 films in its campaign this year include 20th Century Fox's Avatar , with draw winners going to London to see the premiere alongside Hollywood stars.
       For the Thai film Pai In Love , two clients will join the director, crew and cast in a three-day trip to Mae Hong Son's Pai district.
       "It's true that other companies can also give out free movie tickets. But what we offer to our clients is the privilege to be the first to see new films coupled with special and rare experiences," he said."We give them something that money can't buy."
       KSEC also aims to use this approach to attract new investors in an increasingly competitive market.
       Ice Age 3 drew more than 400 new clients who proved to be active investors with a trading value of more than 1 billion baht in their first three months.
       The careful selection of films can also help KSEC reach its target clients, said Mr Prasong, who has worked in the film industry for several years.
       Since male investors dominate in the securities market, KSEC has tried to win female investors by allowing only female clients to see the premiere of the romantic comedy The Proposal , he said. And family films such as G-Force and Ice Age 3 are used to draw clients with stable incomes.
       The new film campaign has already attracted 2,000 new investors and the company hopes to have brought in 3,000 by year-end.
       A new marketing approach is necessary considering the changes facing the securities industry, said Mr Prasong.Brokerage fees, now set at a minimum of 0.25%, will begin to fall from next year and will be fully negotiable from 2012.
       "Everyone is going to be talking about who offers the lowest price. But we chose for our brand to be different by adding the value of being able to provide more,"he said.
       The company plans to organise a film campaign at least once a month next year as well as to add entertainment genres including music, sports, concerts and travel.
       The new approach also covers lifestyle privileges such as discounts at restaurants and shopping malls.
       Mr Prasong said entertainment marketing costs less and is more effective at capturing the right market than conventional methods such as booths in fairs.
       Campaigns are done through partnerships with film or product companies,which offers a win-win situation to all parties, he said.
       "Our partners are looking to sell their products or want as many people to watch their films as possible. Our wellto-do clients, whose opinions tend to be valued, can help pass on their thoughts on the products to others," he said.
       The campaign is part of KSEC's efforts to be one of the country's top three securities firms by 2011.
       Mr Prasong added the campaign had proved its success when a client asked what would be the next film to see.
       "The right connection that links us to the lifestyle of investors will embed our brand in the top of their minds," he said.