Brand Name: KOREANNOVATION / Korea Trade Show NY

Product/Service Type or Direction: Government & Public Sector, Nonprofit & Foundation, Retail, Trade Show & Events

Overview:
MZI Global Inc. Revamps Korea Trade Show NY Resulting in Extensive Press Coverage and Attendance Among Major Retail Buys

Organized by the Korean International Trade Association (KITA), the Korea Trade Show NY was launched to lukewarm response in May 2007. Recognizing the need for change, KITA sought out a new marketing firm to handle the 2008 show. MZI Global Inc. conducted a complete overhaul of every aspect of the show, from developing market entry strategy, to creating a theme brand to layout and exhibit selection and complete marketing implementation.

Working with the senior managers of KITA and with each of the exhibitors in Korea, MZI Global® consultants implemented an integrated marketing, media, and sales campaign. Utilizing a complex mix of traditional and innovative tactics, such as MZI’s proprietary methodology, Ethnosynergism®, MZI secured attendance from large buyers (such as Wal-Mart and Bed, Bath and Beyond) and key media outlets (such as CBS, ABC, NY1, and NY Times). Through a full-scale, multi-lingual media relations campaign heavily focused on social media, blogs, and interactive promotional materials, MZI considerable raised the show’s awareness and attendance among North American buyers.

Client Objective:

• KITA did not have a good turnout at their last show in 2007 and wanted to change this for 2008 show

Market Challenge:

• Generation of interest and awareness of the exhibition with trade-specific markets, media, and associations despite the decline in U.S. buyer trade show attendance
• Revitalization of brand to build recognition and ensure consistency in future events
• Integration of techniques to target several industries, categories, and markets
• Maximization of U.S. buyers attending the exhibition
• Reintroduction of KITA and the exhibition to U.S. buyers

MZI Global® Solutions:

• Interview major buyers, retailers, and decision makers to assess the potential for exhibit’s products in the U.S. market and identify unmet needs and consumer trends
• Rebrand the trade show as the premier sourcing event for all of the latest Korean innovations
• Convey the significance of the event and the opportunity represented by the exhibition
• Design and implement an integrated sales, marketing, and media campaign to raise awareness and increase attendance
• Launch a full-scale media campaign, capturing blogger attention with quirky and unique products from Korea
• Create innovative promotional videos 
• Utilize SEO and pay-per-click advertising to drive website traffic and attendance for the event
• Employ database marketing to identify, target, and reach key buyers for each of the 52 exhibitors’ product and service offerings
• Deploy in-culture and in-language advertising and marketing efforts to reach highly-targeted niche ethnic markets, such as Brazilian, Korean, and Chinese buyers

MZI Global® Results:

• Featured a promotional video by Eclectic method, the infamous video DJs that have worked with consumer electronics giants like Sony
• Increased significantly event attendance in the U.S. market
• Achieved coverage from major online media outlets, such as Gizmodo, Gear Log, Technorati, Engadget, Best Week Ever, and the Modern Materialist, through a viral public relations campaign
• Amplified awareness of the Korea Trade Show
• Garnered media attention from NY1, Business Week TV, ABC, CBS, and The Circuit
• Compelled buyers and senior-level management of retail giants such as Wal-Mart, Abe’s of Maine, and Bed, Bath, and Beyond to attend