Seven Keys to
Successfully Utilize ICT Exhibitions
KITA held a seminar on ‘ICT / IoT Overseas Expansion Promotion
Strategy through CES/MWC 2018’ -
Following the ‘CES 2018
(Consumer Electronics Show)’, the world's largest consumer electronics
exhibition, which was held in Las Vegas, USA, in the early January, the ‘MWC
2018 (Mobile World Congress)' will take place in Barcelona, Spain from February
26 to March 1. The event is attracting attention not only from the IT
industries all over the world but also from other various industries.
These exhibitions are attracting increasing attention as
time goes by because they are the competition venues for innovative
technologies not only for consumer electronics or mobiles but also ICT, IoT, AR
/ VR, AI, robotics, big data, cloud computing and drones that are to lead the 4th
Industrial Revolution. In the events, people can see the latest trends at a
glance. 214 Korean companies participated in CES 2018 in January and some 200
companies are planning to participate in MWC 2018 in the end of February.
In the meantime, the Korea International Trade
Association (Chairman, Kim Young-joo) presented ‘Seven Keys to Successfully
Utilize ICT Exhibitions’, which highlighted the seven ways to utilize
exhibition for the companies participating in these high-tech exhibitions. The
followings are the success keys that the Korea International Trade Association
presented at the seminar titled ‘‘ICT / IoT Overseas Expansion Promotion
Strategy through CES/MWC 2018’ held at the Trade Tower in Samseong-dong, Seoul
on January 30, Tuesday.
180,000 participants visit CES and more than 100,000
people participate in MWC. Most of them are likely to make decisions in advance
which booths to visit. Therefore, you need to attract visitors through
pre-marketing. The exhibition booth should be impressively designed to attract
visitors. If you use an interpreter, make sure to give them enough pre-training
on technology and products.
Emphasize the Key
CES and MWC are the
competition venues for innovative technologies. Even in the case of IFA
(International Consumer Electronics Limited), also known as one of the world's
top three technology exhibition, it is very difficult to participate in these
exhibitions without any innovative technology. Key competencies and
technologies should be highlighted in the equipments and posters to be
installed in the exhibition hall and brochures distributed to buyers.
You need to stand up to
greet buyers and respond to them seriously. Talking with marketers who run
booths or talking or hanging on their cell phones are the actions to give up on
buyers. It is important to have a positive and earnest attitude to make notes
about the consultation contents with buyers and their requirements. The MWC
will be held right after the PyeongChang Winter Olympic Games, thus, Olympic
souvenirs could be a good gift for buyers.
Trust is Key for Deals
It is important to
consistently participate in the exhibitions and it is difficult to expect a big
hit with participation once. The success rate of the exhibition is proportional
to the number of times of participation as the buyers trust the companies that
they have met. Trade history (reference) with KT, SK and other Korean telecom
companies, as well as Korean and foreign reputable companies, and certificates
from government or international organizations improve the reliability of the companies.
Utilize Local Supports
During the period of MWC 2018, the Korea International
Trade Association will cooperate with EEN (Enterprise Europe Network), a
European company network, to hold a business-to-business (B2B) business meeting
between exhibitors and visiting buyers. In addition, the KOTRA Trade Center
will provide a list of potential buyers, and the Information and Communications
Technology Industry Association will also provide local business meetings.
Therefore, it will be useful to utilize those supports.
CES and MWC are full of a variety of technologies that
will lead the fourth industry, and high-tech technologies that make the
audience cheer. The exhibitions are all about boasting your products and
selling them but it is also a great opportunity to study trends of the leading
companies and competing companies, and find directions to evolve your business.
The Outcome Is Up To
It is rare that
contracts for innovative technologies, including ICT, are concluded at an
exhibition. After introducing the technology and products enough at
exhibitions, you must estimate the performance through the follow-up
management. When it comes to follow-up measures, it’s always the faster, the
better. However, you also need to consider more about communication rather than
Cho Hak-hee at KITA
said, “While 200 Korean companies participated in CES 2018, 1,400 Chinese
companies, which was one third of the entire participating companies, took part
in the event. MWC 2018 will have the similar situation.” He also mentioned, “In order to be prepared
for the 4th Industrial Revolution, the Korea International Trade
Association will strengthen the supports for the small and medium-sized
companies to enter into overseas markets in the areas of new technologies such
as ICT / IoT.”