The Thai Pyramid Selling Opportunity

Hierarchies are deeply ingrained in Thai society. Not ground breaking news for sure, nor bespoke of Thailand alone, but nonetheless probably the root of many of the ills that hinder the country's progress into a 21st century giant.

It is evident in all walks of Thai society from the village headmen in rural up-country communities, through to the suburban middle classes of the larger conurbations, right up to the appropriately named "elite" strata of Bangkok that run the government and large enterprises. As a foreigner we can never expect to understand all of the intricacies of Thai social structure. In fact, so called (normally self appointed) foreign experts knowledge, is extremely superficial.

So as another self acclaimed expert, I would like to add my two pennyworth of superficiality:)

The recent troubles in Bangkok have widely been reported as a battle for power between two groups of powerful money men. "Old" money versus "New" money. It was never a fight for democracy as many participants and observers claimed. If you asked most protesters and their opponents their definition of democracy, the answer you received would be very different from that of most political scientists.

Brought down to its basics, it was all about fighting to reach the summit of the Thai Power hierarchy. Yes there are many side roads and tributaries that need to be explored to get a clear picture, but fundamentally that is what it was all about.

Fed with daily rounds of propaganda, both sides extolled their own virtues and their enemies underhandedness. Each side believed that their stance was the righteous one.

But it ran a bit deeper than just a power struggle of the elites. It even ran down as far as small village dependence on the fabric of Thai hierarchies.

In remote rural villages, influence over the political positioning and even the way individuals vote within the community, are directed by the village headman. Rumours (and in some cases proof) about these local "fiefdoms" receiving substantial cash handouts for their support circulated daily. Videos on Youtube show people queuing to receive cash payments are plentiful. It is at this level the ingrained reliance of Thais on hierarchies is at its most damaging. Politicians try to exploit this cultural nuance for their own benefits. During the recent troubles, the more village support the UDD received, the stronger it appeared. The same happened to a lesser extent with the yellow PAD movement.

And there you have it. The Thai reliance on the habit to adhere to hierarchies and someone to show respect to, is the very thing that is holding the country back. Until this social structure changes there will always be obstacles to overcome.

But it's not all bad news and doom and gloom ... especially for marketers.

How does all of this relate to marketers then? The potential to exploit these endless natural hierarchies knows no boundaries. Today when brands communicate to their target consumers, they must engage their audience and develop advocates who will spread their message for them. If they don't they will be stranded in a communication prehistoric age of 360 degree marketing, surrounding their consumers with an bombardment of one way messaging.

Brands need to build relationships with their consumers; they need their feedback, their buy-in and their trust. How better to do this in Thailand than to tap into these socially established networks. Thai people listen to their supposedly "superior" elders more so than most other nationalities. The networks are naturally established...they're waiting to spread your message for you!

And here ends another superficial viewpoint from a self proclaimed expert.....but isn't that just what a democracy is? Different views, opinions and beliefs regardless of your expertise....not someone higher up the social ladder telling you what to think. Ssssssssshhhhhhhhh!!!