How to enter Korean market by Korean trade shows

[3 things to consider when choosing Korean trade shows]

If you consider to enter Korean market, trade shows could be an answer for the first step. Trade shows give some opportunities to test your product, find potential buyers or control your local agents before you establish a branch office or invest directly to a target market.

Especially Korea is somewhat different from other countries in terms of language, culture and consumers' pattern acquiring new products or technologies. That's why you need to join Korean trade shows and get feedback before making a decision to do a business in Korea. Then how do you select appropriate trade show for your business goal?

Here are 3 things to consider when you choose Korean trade shows.

Net Square Meter

The first thing you must check is how the net square meter of a Korean trade show is. Net square meter is absolutely different from gross square meter. When you find a data of gross square meter at a trade show website, it means a total spaces which a show organizer used for running a show. So the gross square meter includes not only exhibitors' booths but also additional spaces for cafe, press center, event stage, etc.

Therefore you must find out how the real net spaces which exhibitors bought for joining a show. That is a net square meter. Mostly about 60% of gross square meter is maximum of available booth spaces. For example, if the gross square meter is 10,000sqm, then the net square meter is 6,000sqm.

Actually a size of 1 booth is 9sqm, so we can assume that about 670 booths joined the show. If a net size is below 60%, then the show might be not easy to get feedback from local consumers as the show quality is not good. If a net size is 60% or over, then you have to participate and meet local buyers there.

Find out Net Square Meter

Exhibitor Marketing Program

Trade show marketing is not a booth marketing. As a trade show is a gathering place more than 1,000 exhibitors join, it is not easy for buyers to find good exhibitors for their business goals. So you must use all marketing platforms which a show organizer provides to exhibitors.

CES, for example, provides marketing package for exhibitors such as becoming a speaker, innovation award, event space, and media interviews. So just ask a show organizer which marketing program it has for exhibitor marketing.

If you speech on a show stage, buyer would come to you to talk. If you take an award from the show, press would do an interview with you. You don't need to wait your buyers in your booth. They will come to you and say hello. That is an out-boarding marketing, which means you must do show marketing beyond your booth.

Use exhibitor marketing programs

Hospitality event

Usually people want to have an in-depth talk in a private manner. Buyers in a trade show are similar because they want to talk more deeply about their business deals. Booth is just a place where you firstly meet your potential buyer, so don't expect to complete your business but begins.

If the show has some hospitality programs beyond show floor, it might be an excellent chance to come further to your goal. Especially C-levels in Korea want to talk in private dinner and love to show you their working offices or factories. Invite your Korean partners to your private event during the show, then they would think you are friendly.

Invite your buyers to a private event

I hope the above 3 things have inspired you to try knock Korean market by trade shows. Just try it and see what happens.