NOVEMBER 2008 - TABLEVIEW GOING THE EXTRA MILE

Ask any mamak restaurant patrons if they are aware of any tabletop ads, chances are close to 100% of them are well aware of tabletop ads. This has further been confirmed with the encouraging results from a research undertaken by Insight Research for the Panorama Project Round 3 in July 2008 to check on the effectiveness of tabletop ads. Since its conception, TableTalk has received due recognition in the community, be it to advertisers or to the audience. But just how effective is this media? Do people really bother to read the ads? Does the medium work for my product? What do my potential customers think of my product/services? What do mamak patrons look for in a tabletop ad? These are some of the questions that run through the minds of potential advertisers before they commit to buying the media. Being placed in mamak restaurants and colleges & universities, young adults are undoubtedly the main target group for TableTalk. The youth market commands a very high demand from advertisers. It is important for the advertiser to understand the behaviour and thoughts of the young adults in order for an advertising campaign to work. Knowing the importance of this, Tableview has recently subscribed to a package with The Youth Intelligence to understand better on the lifestyle, tastes & preferences of the youth. It is an effort that Tableview has put in to go the extra mile to obtain some important and relevant information for some of its existing and potential clients as a value-added service. The Youth Intelligence is a company that offers anything about the youth in Malaysia. They conduct youth campaign by engaging the youths to participate. They also offer a research tool called the Intelligent Insight which uncovers insights on youth and young adult trends and behaviours. Tableview CEO, Kelvin Hong says, “The youth market is of high relevance to our medium. We are constantly researching specific things about their lifestyle & behaviour so that advertising messages could be spot on. The information we obtain will help our clients plan and strategize their A&P moves.” Questions related to a few industries were drafted to ask a group of youth that participated in an online survey by The Youth Intelligence. There were questions about how they feel about having to buckle up their rear seatbelts, questions related to banking products, insurance, telecommunications and advertising. Tableview believes that giving some extra and valuable services to clients is the key to a ‘win-win’ situation in a long-term business partnership. For more detail information on the results, go to The Youth Intelligence Research & The Insight Research Panorama Project Round 3.