Expanding sales channels beyond TV home shopping to short-form content... Home and Shopping Co., Ltd. supports digital marketing for SMEs

[Financial News] Home and Shopping Co., Ltd., which has supported market access for SMEs primarily through TV home shopping, is launching digital marketing support using short-form content. The move is aimed at responding to the trend of sales channels diversifying beyond TV and online shopping malls to content platforms such as YouTube and Instagram. The initiative is drawing attention for creating new consumer touchpoints for SMEs and small business owners that lack in-house content production capabilities and promotional staff.
According to industry sources on the 12th, Home and Shopping Co., Ltd. is working with the Korea Radio Promotion Association on the “Home & Shortping Project,” which will turn products from SMEs and small businesses into short-form content.
The project combines Home and Shopping Co., Ltd.’s portfolio of SME products and distribution capabilities with the Korea Radio Promotion Association’s expertise in developing creators. Creators will produce content featuring SME products themselves and promote them to consumers through digital platforms.
Short-form content has recently been used as a marketing tool to convey product features and the experience of using a product in a short time. SMEs and small business owners often struggle with digital marketing because of content production costs and a lack of specialized staff, despite having competitive products. The project focuses on narrowing this gap in promotional capabilities and expanding opportunities for SME products to reach new consumer segments.
Creators will also have an opportunity to gain hands-on experience. Home and Shopping Co., Ltd. plans to select 10 teams of creators with experience or skills in producing short-form content. Applications will be accepted from the 13th through the 23rd and can be submitted on the Korea Radio Promotion Association website.
Selected creators will receive content production costs and a certificate of completion for participating in the project. Outstanding content will be published on Home and Shopping Co., Ltd.’s social media accounts, including YouTube and Instagram.
Home and Shopping Co., Ltd. also plans to diversify how SMEs promote their products through the project. While traditional home shopping broadcasts focused on selling products directly, short-form content can be used to encourage consumers to discover products and take an interest in them.
[email protected] Kim Hyun-cheol Reporter