LINE for Business hosted the grand BOOTCAMP DAY under the theme "Upskill, Build Brands, Boost Sales with LINE," aiming to support Thai entrepreneurs in adapting and growing robustly in the digital era. The event unveiled brand-building strategies for modern SMEs, utilizing digital tools to increase sales and create a competitive edge. It served as a significant platform gathering marketing gurus and leading brand experts from Thailand to share essential strategies for sustainable SME growth, attracting over 1,000 entrepreneurs nationwide.

Mr. Ratthee Chatdamrongsak, Vice President of Commercial at LINE Thailand, stated that Thailand's GDP is projected to grow by 2.9% this year, indicating a positive trend compared to the previous year. However, many sectors still face significant challenges, reflected in the increasing closure rate of businesses. This highlights various challenges, including reduced purchasing power due to household debt issues, rising operational costs, intense online competition, and a 10.34% increase in cheap imports, particularly from China, expected in 2024. As a result, SMEs must contend with intensified price competition. LINE believes that creating a distinctive and unique brand is a crucial strategy to tackle these challenges, which is why BOOTCAMP DAY was organized to bring together top brand and marketing experts in Thailand, inspiring SMEs to build strong brands. LINE is ready to support brand building and sales growth with comprehensive tools that SMEs can effectively utilize.

In terms of using LINE for SMEs, beyond the LINE Official Account (LINE OA) and LINE Ads, which have seen continuous growth in usage over the years, LINE offers numerous features and tools that enhance brand-building aspects. For instance, the "Premium ID" tool helps shops become memorable, easily searchable, and rapidly expand their customer base, increasing the number of friends on LINE OA by up to four times. The "Rich Menu" feature on LINE OA creates shortcut menus for customers to easily access store information and desired products/services quickly, reducing search steps and potentially increasing orders and sales by up to 19 times. Additionally, using "LINE Ads" as an advertising channel on LINE can create brand recall and stimulate interest in products/services among target audiences. It has been found that shops creating eye-catching ads with compelling calls to action can achieve click-through rates (CTR) three times higher than usual. These examples illustrate how choosing the right tools on LINE can effectively help SMEs build memorable and impressive brands, fostering growth on the LINE platform.

Another key speaker at the event, Mr. Rawit Han-Uthakarn, CEO of Srichand and Mission To The Moon, a renowned brand builder, shared insights on brand building as a crucial strategy that Thai SMEs should not overlook. He emphasized that it is 'the key to establishing a clear, distinctive, and memorable identity for businesses.' When communicated consistently to customers, this becomes a foundation of trust and long-term attachment. He pointed out that 'brand building differs from marketing.' Brand building involves defining a clear business stance that reflects the values and offerings the brand aims to deliver to customers, while marketing focuses on stimulating purchases and achieving short-term results. Although the two are aligned, SMEs should delve deeper into the brand's value beyond just products and services, shifting from merely selling products to creating the brand's spirit and identity, allowing customers to feel connected and establish a strong relationship with the business over time.

Following this, two experts from LINE Thailand, Mr. Kwinth Sawasdee, Head of LINE OA Campaign & Communication, and Mr. Jirapat Dechdanu, Head of LINE Ads Product & Marketing Strategy, presented the "3+1L" concept, a crucial strategy for brand building for Thai SMEs, comprising Look, Language, and Long-Term Relationship, while effectively utilizing LINE tools to address both brand building and sales growth simultaneously.

"Look" refers to the brand's image, which is the first thing customers perceive and remember. Businesses must prioritize various elements such as logos, colors, fonts, and designs that clearly reflect the brand's identity and character in all communications. "Language" pertains to the brand's storytelling, which should align with the brand's character, presenting engaging and relevant content that makes customers feel involved and impressed. "Long-Term Relationship" focuses on building lasting relationships with customers, especially in an era where consumers have numerous choices. Brand loyalty may not stem solely from product quality; brands must communicate continuously and consistently with customers, such as updating trends and recommending products that resonate, to foster relationships. LINE serves as a crucial platform encompassing both brand building and sales growth, equipped with various tools to help businesses create positive experiences throughout the customer journey, from awareness to first purchase and repeat business, encouraging referrals. If businesses can effectively design experiences at each stage of the customer journey, it will help the brand grow steadily in the long term.

Another important speaker at the event, Mr. Sarun Baengkusoljit, CEO & Co-founder of Uppercuz Creative, a renowned agency in digital creative work, shared techniques for utilizing other market tools that SMEs can leverage to build effective brands that meet the needs of the modern business era. These include ChatGPT, which can serve as an intelligent assistant for marketing planning, content writing, and business advice; Canva, a tool for creating visually appealing and professional graphics and designs; and CapCut, a tool that simplifies video production and editing. Additionally, LINE has LINE Creative Labs, another tool to assist Thai SMEs in quickly creating advertising materials, helping to reduce costs. It is evident that there are numerous tools and technologies available today, and SMEs should continually learn to use them effectively to create works that align with their brand character.

"Brand building is no longer an option but a crucial factor that every business must prioritize alongside creating experiences and increasing sales. A strong brand is not just about selling products; it must have a clear identity, communicate distinctively, and provide interconnected experiences to create a clear impression in customers' minds amid competition and challenges. A brand that is memorable and wins customers' hearts will undoubtedly have a competitive advantage for long-term growth," Mr. Ratthee concluded.

Those interested can follow the summary of key points and watch the BOOTCAMP event replay on the LINE Official Account: @linebizth and Facebook: LINE for Business.