The keys to successful promotion in South Korea

Successful promotion

(posted on 23/02/2016)

South Korea

This country is unusual in that it has been both a beneficiary of and a contributor to OECD aid. Today, the South Korean peninsula is prospering as a result of its export-based economic model.

Voir les autres Dossiers pays

Experience and networking

For 30 years, Sun Eui Kim and her team have actively cultivated Korean blue-chip clients. The central tenet of this approach is that relationships are key to any successful promotional strategy; building strong relationships with the Korean business community is a long-term process that must be nurtured on a daily basis.

Welcoming, advising and following up each professional before, during and after a trade show are value-added services that are greatly appreciated and expected. For example, pre-registration is not usual practice for Koreans, but because of the proactive approach taken by the regional office, more and more visitors are signing up in advance of a show.

Content is king

Strong links with the press are also vital in achieving good local media coverage of French events. Press conferences are more effective if the exhibitor presents the latest relevant market analyses. The presence of a Korean opinion leader to promote the show’s advantages is also a major plus.

Increased investment in digital channels

With an economy at the cutting edge of new technology, the Koreans are very well connected to the digital world (social media, websites, blogs, etc.) using an array of devices (computers, tablets, mobiles). Promotional activities via these channels must therefore form an integral part of event communication strategy (see p.4 for a successful case study).

But some print-based communication tools, such as event invitations, are still appreciated by Koreans as part of a qualitative and personalised approach.

Promosalons has been present in South Korea for 35 years

The Korean regional office has been represented by the French Embassy’s trade mission for 14 years. In 1999, Sun Eui Kim was appointed to head Promosalons’ independent South Korea office, which is still located in the French Embassy, vesting it with additional credibility in the eyes of businesses and institutions.

There are 3 people in the Korean team: Sun Eui Kim, the head, is in charge of press and public relations as well as visitor promotion. In 2011 she was awarded the French National Order of Merit medal, for her activities on behalf of Promosalons. She has worked for more than 30 years promoting French international trade shows in Korea. Her colleagues, Sung-A Hwang and Yeon-Soo Kim, are in charge of the sales division.