[News] Korean SME Exhibitors Prepare for CES 2027 with New “Outboarding” Marketing Strategy Developed by VM Consulting

Seoul Business Agency (SBA) pavilion companies trained on how to generate sales leads, secure media coverage, and build buyer relationships beyond the booth ahead of CES 2027

VM Consulting, a Korean advisory firm specializing in exhibition strategy and MICE industry consulting, delivered a strategic marketing workshop this week to companies participating in the Seoul Business Agency (SBA) pavilion, ahead of their participation in CES 2027 in Las Vegas.

The session, titled “How to Maximize Business Opportunities Beyond the Booth,” introduced Korean small and medium-sized exhibitors to a structured framework for turning trade show participation into measurable business outcomes — moving beyond booth traffic toward what VM Consulting calls “Outboarding”: a strategy for extending a company's visibility and credibility across the entire show platform.

“Technology alone does not win buyers at CES — the companies that succeed are the ones who show a clear business model, not just a product,” said David Lee, CEO of VM Consulting and adjunct professor at Hallym University's College of Global Convergence. “Our goal with the SBA pavilion companies is to help them treat the show as a full marketing platform: securing speaking sessions, pursuing innovation awards, hosting their own on-site events, and preparing negotiation strategy before they ever meet a buyer.”

The workshop covered a full pre-show-to-post-show curriculum, including:

●      Buyer identification and targeting across wholesaler, vendor, and end-user segments

●      Use of trade show matchmaking apps, exhibitor floor plans, and organizer marketing agents to source qualified buyers

●      Landing page and QR-code strategies to convert booth visits into trackable leads

●      “Outboarding” tactics — speaking sessions, innovation awards, corporate side-events, and signing ceremonies — to build visibility beyond the assigned booth space

●      A live buyer–seller negotiation simulation modeled on real CES and CommunicAsia deal scenarios, emphasizing trade-off negotiation over unconditional discounting

●      Post-show follow-up systems, including buyer classification (A–D) and structured thank-you and proposal outreach

VM Consulting has advised Korean pavilion exhibitors and organizers at major global trade shows including CES, IFA, AWE USA, ADIPEC, and CommunicAsia, working with organizations such as KISED, NIPA, and K-Water. The firm's work on the Busan pavilion program was recognized with a UFI Awards 2024 Best Practice honor in the Industry Partner category, and CEO David Lee is the first Korean professional to hold membership in the International Association of Venue Managers (IAVM).

The SBA pavilion companies trained in this session are expected to exhibit at CES 2027, where organizers and international media will have the opportunity to see the “Outboarding” framework applied on-site — including exhibitor-led speaking sessions, innovation award submissions, and structured buyer meeting programs.

(C)VM Consulting