EXCO various sides

Exhibitions that change the design of Daegu The best 5 marketing enterprises in the exhibition EXCO, Exhibitions & Conventions to Build an Intermational Network EXCO, a filming location for soap operas and films

- The best 5 marketing enterprises in the exhibition -

1. BEUM SAM KONG: Trade department is always with buyers.

Last year, some companies joined the local exhibition without special expectations. But because more than 2,000 buyers including 700 foreign buyers from all over the world visited the PID through KOTRA, all staff from the Seoul Trade office came to help provide services and consultations together for the exhibition. The exhibition responded for all the consultations that it achieved good results. As there were more buyers than companies had expected, company attitudes changed and some were even unprepared and lacked samples of their products. Among the exhibitions held in EXCO this year, the government supported DIOPS, DAMEX, DENPO, and DYTEX with approximately 10 million to 200 million won worth of subsidies. Most of the funds are used for overseas marketing and, if KOTRA or the Trade Association joins the event as a sponsor or host, many more overseas buyers will participate in the event and make it better known. In these kinds of exhibitions, companies can get good results if they prepare for their main buyers nations or their popular items. It costs only 1/3-1/5 of the joining fees compared to overseas exhibitions, and costs are lower for the preparation when compared to overseas business trips. This shows that it is a great opportunity for companies to join government-subsidized exhibitions to develop their businesses.

2. New Star Optical: We show all of ours in the exhibition

New Star Optical has participated in the exhibition with 20~24 booths every year from 2001. It staged a surprise fashion show in its exhibition booth in 2001 and used a separate international conference room in the EXCO exhibition hall to launch the 'SEESUN' brand to buyers in 2002. Since it is difficult to conduct a serious consultation in the exhibition booth, the company only displayed representative products in the booth and sent invitations to target buyers to have separate consultations in the buyers lounge. The company used the buyers lounge,'the SEESUN club', to display various products and provided food or drinks services to clients. Like famous overseas exhibitions near hotels that use the accommodations as their consultation places, the company used an empty conference room within the exhibition center to invite prospective buyers and maximized the participating effect.

3. Harrypia: Never miss the fish once it is caught

The customers who benefited from consultation in the exhibition hall are customers who should not be missed. Thus, there is a technique to conduct separate marketing to the customers who had a consultation rather than to those who just passed by. In the 3rd Business Information Exposition held in February, Harrypia, a franchising pub, invited the customers who had consultations during the four days of the event to a hotel and provided meals to confirm their business. This strategy was a great success. As its head office is located in Seoul, the company stressed its business purpose to the customers and made contracts with them.

4. Pasteur: Customize gifts for customers

In a public exhibition for general citizens, one of the great ways of marketing your product is by offering promotional items and free gifts. However, not everybody who receives the promotional gifts becomes a customer. In the Parents & Babies Fair held in November last year, Pasteur gave new baby food products according to the babies ages by requesting for a simple questionnaire to be filled out. Through this measure the company gained 8,000 new baby-caring members. This was a kind of one to one marketing to fit customers’ individual needs as it considered customer characteristics, specifically the ages of the babies. The questionnaires received from the customers influenced the number of company production. Instead of offering the same free samples to every customer, samples were individualized. And when the free samples ran out, the company even sent the sample to the customers by mail.

5. Hyosung: When the customers company is successful, our companys business becomes also successful.

Hyosung, an original thread maker, conducts it marketing as it organizes a collaborative exhibition hall with participating companies and supplies part of the participation fee of the exhibition for the cooperative companies. It is an application of solution marketing where the belief is that products are sold well when other companies using our products run their businesses well. Thus, Hyosung made a cocktail lounge to boost cooperative companies’ sales and improved the companys image as well as strengthened the service of joint businesses. Because Hyosungs collaborative companies had more visits than they expected last year, they are more preparing to participate in the exhibition again in 2003.