2011년 2월 10일 KBC 릴레이인터뷰/10th February KBC Relay Interview:"글로벌 경험과 창조력을 겸비한 재능인”/"A Creative Professional with Global Experience"

Hanna Park, Highdefshow

 인터뷰 진행자/Interviewer: JayJuhyungKim

Korean Original

Hanna Park:  저는 아버지의 무역업 관계로 영국에서 태어나 한국과 주로 이태리를 오가며 자랐습니다. 2003년부터 Las Vegas 의 Aesthetic Visual Solution (www.avsanswers.com ) 이라는 회사에서 근무했구요. 최근엔 위의 회사와 관련하여 Highdefshow라는 회사를 설립하여 IT consulting/ change agent 로서 한국의 소규모 IT 회사들의 global 성장을 돕는 등의 일을 하고 있습니다. (어머님의 건강문제 때문에 한국에 온 이유도 있습니다.) LG cell phone의 program 또는 현대 자동차 내의 IT programming을 하는 회사분들을 몇 년 전 Las Vegas의 CES ( consumer electronic show) 에서 만나뵙고, skype 과 연결시켜 드리려 한 것이 IT  컨설팅에 좋은 계기가 된 것 같습니다. 

Jay Juhyung Kim: 고등학교, 대학교는 어떤 곳에서 다니셨나요?

Hanna Park: 고등학교는 Liceo Scientifico G. Galilei ( Trieste, Italy) 의 Math 전공으로 입학하고, 대학교는 연세대, post grad certificate in forensic dentistry는 UTHSCSA ( U. of Texas Health Sciences Center, San Antonio, Texas)

Jay Juhyung Kim: Wow, 그럼 3개국어를 하시네요. 

Hanna Park: 네 이태리어는 다소 녹슬었습니다.

Jay Juhyung Kim: 연세대를 나오셨다니 한국문화도 능통하시겠군요!

Hanna Park: 한국인 남자 친구를 사귀었기 때문에 예를들면 그 전에는 먹지 않았던 회 같은 음식도 먹어보고 한국문화에 대해 많이 알게 되었어요. 

Jay Juhyung Kim:   한국에서 20대를 보내셨기에 다른 교포분들과는 달리 글로벌 하면서도 로컬에 대한 이해가 깊으셨던거군요. 학부 때에는 어떤 전공을 공부 하셨나요?

Hanna Park: 하하 Dan Pink의 말을 패러디해서 말씀드리면, ‘16 years ago I made the biggest mistake of my life and chose dentistry.’ 제가 좋아하는 career analyst 인 Dan Pink는 법대에 입학했는데 전공이 맞질 않아서 후회하다가 Al Gore의 speech writer 가 되었어요.(danpink.com)

 저도 그 분처럼 전공과 다른 길을 가고 있습니다.

Jay Juhyung Kim: ㅎㅎㅎㅎ  재미있는 표현이세요.

Hanna Park:  한국에서 94 년 입학하여  치의학 undergrad. 

Jay Juhyung Kim: 그리고 텍사스로 가셔서 석사를?

Hanna Park:  네. 졸업하고 잠깐 강북 삼성병원에서 검진의도 했습니다. Dan PInk 를 보며 스스로 위안을 삼을 때가 많습니다 ( 특히 어머니께서 IT를 이해 못하셔서 잔소리 하실 때마다 안타깝죠 ㅎㅎ)

Jay Juhyung Kim: 딸이 의사 되는 건 어머니들의 로망이니까 잔소리 많이 하셨겠군요. 

Hanna Park: 결혼 정보 회사에서 가끔 집으로 연락을 하는데 그 때마다 뜨끔합니다.

Jay Juhyung Kim: 당연히 의사인줄 알겠네요 

Hanna Park: 네. 면허 재생시키려면 한국에서는 30만원, 미국에서는 $1500 내야 하는데 정보 회사들이 그것까지는 모르겠죠?

Jay Juhyung Kim: ㅎㅎ그렇겠죠! 그러면 검진의를 그만두시고 아버님 회사에서 일하셨나요? 

Hanna Park:  아니요. 아버님은 publishing 업계에서 일하셔서 귀한 조언을 많이 해주십니다. ^^ 친구가 dental implant 회사들과 인맥이 있어 corporate show production 쪽에 소개를 받아 IT업계에서 일하게 된거지요. 

Jay Juhyung Kim: 쇼 프로덕션이 어떤 건가요? 임플랜트 회사들이 의사들에게 세일즈를 위해 진행하는 프레젠테이션 행사?

Hanna Park: 와우, 거의 적중하셨습니다.

유럽의 임플란트 회사들이 미국에서 쇼를 할 때 각종 meeting 을 위한 projector, audio, light 등을 set up 하고 클라이언트와의 신뢰를 바탕으로 graphic 까지 맡아주는 일종의 agency 및 producer 역할입니다.

Jay Juhyung Kim:  신선한 분야네요! 커리어에 큰 변화인거 같은데 어떤 지향점이 있으신가요? 

Hanna Park: 저는 어렸을 때부터 미국의 TV show에 많은 관심을 가졌습니다. 우리 나라에 freemantle media의 지사를 세울 수 있는 목표를 위해 노력하고 싶습니다. Freemantle media는 영국의 media 회사로 수 많은 쇼를 제작했는데 그 중 American Idol 이 아마 알려진 show 중 하나입니다. 

Jay Juhyung Kim: 와, 행사-프로그램 전문가가 되시겠군요. 

Hanna Park: 2011년에 아시아에서만 40개의 쇼를  기획하고 있다고하네요. 현재 저희와 우리 나라를 배경으로 한 재미있는 IT 관련 쇼 제작을 상의중입니다. 

Jay Juhyung Kim: 근사한 소식이군요! 그러면 2003년도 부터 하셨던 일이 어떻게 변해왔는지 알려주실래요? 

Hanna Park: 네, 처음에는 graphic design firm처럼 시작했구요.

그 이후 호텔 내의 회사들이 quality gear를 사용하지 않는다는 고객들의 불만을 참조 해서, Christie Digital에서 나온 live stage 형 Roadie 25K ( 25000 lumen) 에 투자 ( dealer cost: c.a. $190,000)를 했더니 고객들 사이에서 입소문이 나기 시작했습니다. Christie Digital은 우리 나라의 웬만한 CGV형 cinema에는 전부 있을겁니다. 

Jay Juhyung Kim: 흠..퀄리티 기어란 무엇인가요? 

Hanna Park: LCD에서 HD image 를 projection하는 설비입니다. 당시 업계에는 LCD projector 의 presentation color quality가 너무 떨어져

임상 사진들의 색깔이 엉망이였습니다. 

Jay Juhyung Kim: 컬러가 중요한 분야라서 민감하셨군요. 

Hanna Park: 네. 특히 European speaker 들이 많아 더욱 그랬어요.

 소위 ‘Art and Science of Dentistry’ 들이셔서.. ㅎ 

Jay Juhyung Kim: 그 분들 사이에서 장비에 대한 투자로 인정 받으셨군요. 

Hanna Park: 네 아주 인정 받았습니다.

Jay Juhyung Kim: 거의 2억 넘는 돈을 장비에 투자하셨네요. 

Hanna Park: 네. 좀 황당하죠 

Jay Juhyung Kim: 배포가 크십니다. 행사1회당 수익구조는 어떻게 되나요? 

Hanna Park: 쇼마다 달랐지만 main show는 gross가 50만 불 ( 2 and a half days) 좀 적은 규모는 25만(50%down, 90 days thereafter)

Jay Juhyung Kim: 전체 규모 말씀이죠?

Hanna Park: 주로 기관들이 클라이언트였지만 ( 수수료에 관한한) 실제 노력은 customer service에 많이 주력했습니다.  임플란트 회사들이 speaker들을 rock star처럼 대하기 때문에, 저희도 실상 이 rock star dental speaker들을 챙기는 게 가장 중요했습니다.

Jay Juhyung Kim: 덴탈 스피커들이 프리랜서이고 회사를 자주 바꾸겠군요. (스카웃도 많이 당하구요) 재밌는 산업이네요.

Hanna Park: 네. 하지만 저희 고객이 주로 Nobel Biocare, Straumann 같은 메이져 회사여서 스피커들이 자주 이탈하지는 않았습니다.

Jay Juhyung Kim: 아 스피커들은 하나님 회사 소속이었나요?

Hanna Park: 아니요 dental은 budget이 sports 같지 않아서

speaker들은 independent하게 활동하는 speaker들입니다.

Jay Juhyung Kim: 아~그분들은 전부 덴탈 백그라운드가 있으시겠군요.

Hanna Park: 네. dental or dental lab masters 들이죠. presentation 을 design한다 해도 이 비용은 본인들이 부담합니다.

Jay Juhyung Kim: 저도 금융회사에서 시장전망 세미나 같은거 어레인지 해봐서 상황이 이해가 되네요. 수준높은 스피커나, 금융을 원활히 통역할 수 있는 동시통역사 찾기가 어렵더라구요.

Hanna Park: 와우, 네 비슷하군요. 게다가 전문가들이랑 일을 진행할 때면 전문용어 위주의 의사소통 때문에 답답한 경우도 많죠.

Jay Juhyung Kim: 고객관리도 중요하고 덴털 스피커 잘 모시는 것도 중요하네요. 경쟁 에이전시한테 뺏기면 안되니까요. 덴털 스피커에게는 경쟁 에이전시 보다 더 많은 수수료를 지급하셨나요?

Hanna Park: 네. 그 뿐아니라 관광 투어 가이드 역할이나 좋은 레스토랑으로 모셔서 잘 접대하고, 그 분들의 와이프들한테도 잘 보이려 노력했죠.

Jay Juhyung Kim: ㅎㅎ 주식 브로커 분들과 비슷하네요. 고객(펀드매니저)자녀도 돌봐주고 그러는데..

Hanna Park: 네, 한번은 영국에서 진주 모양 초쿄렛 사서 저명한 스피커 와이프한테 fedex한 적도 있지요. Marketing director 직원 중 한명이 George Maloof의 치과의사 아들을 돌 본 적도 있습니다.

Jay Juhyung Kim: 그런 작은 정성이 사실 인상깊게 다가오는거 같습니다.

굉장히 잘하셨네요. 직원은 몇분인가요? 한국분들인가요?

Hanna Park: 네 맞습니다. 우리 나라 사람이면 뭔가 이런 customer care이해하기가 좀 더 쉽나고 봅니다. 직원은 5명이고 전부 교포입니다.

사장은 미국인이구요.

Jay Juhyung Kim: 한국적인 섬세한 스피커 관리로 고객 만족도를 높이셨던게 효과적이었군요.

Hanna Park: 네 맞습니다. Customer service분야에 한국인의 강점이 있다고 저는 믿습니다. 미국에서는 customer service분야가 점점 많이 뒤떨어지는 것 같습니다.

Jay Juhyung Kim: 미국이 서비스 강국이라고 생각했는데 FTA이후 서비스 섹터도 한국에게 기회가 될 수 있겠군요. 2박3일에 50만불 (6억원) 정도 매출이라고 하셨는데 한달에 행사가 몇번인가요?

Hanna Park: varies, 바쁜 시즌은 1-5월, 7-10월 원래는 소규모 쇼도 했었는데 diesel값이 너무 올라서 작은 행사는 점점 피하는 경향입니다.

Jay Juhyung Kim: 장비 운송하고 하는 비용이 많이 드나보군요

Hanna Park: 네. 맞습니다. 그리고 치과 교육도 online으로 옮겨가는게 대세입니다.

Jay Juhyung Kim: 그럼 온라인  컨텐츠개발도 대행하시나요. 일반 웹 에이전시 처럼?

Hanna Park: 요줌엔 SEO쪽으로 끌고 가려고 노력해보고 있습니다

SEO (search engine optimization)

 social networking marketing 은 점차 준비중입니다.

Jay Juhyung Kim: 의뢰인들의 회사 제품을 검색 상위에 노출시켜주나요?

Hanna Park: 그보다는 예를들면 어떤 keyword 가 dental continuing education과 상관되게 search 되고 있는지 등, 주로 그 쪽 IT team을 조언해주는 역할을 합니다.

Jay Juhyung Kim: 그래서 IT 컨설팅 쪽과 연관이 되는군요. 그러다보니 덴털 만 하는게 아니라 산업이 확장되겠네요. 그렇게 되면 기존의 비지니스보다 더욱 경쟁이 치열한 곳으로 나아가시는건가요?

Hanna Park: 네. 하지만 저희가 충분히 승산있다고 생각합니다. 제 생각엔 Dilbert* 같은 전문인들이 너무 많은 것 같은데 저희는 쉽고 직관적인 프레젠테이션과 컨텐츠에 강점이있습니다. ( *Dilbert: 알아들을 수 없는 용어, 자신만이 이해하는 언어로 대화하는 재미있는 캐릭터. [http://www.dilbert.com/) )

 저는 그림으로 설명을 할 때가 많습니다. 많은 고객님들이 technical 한 분들이여서 이런 방법이 대화하기 쉽다는 점을 알아냈는데 다른 전문인들이 이 점을 잘 이해 못하는 것 같더군요.

Jay Juhyung Kim: 맞습니다. 그림으로 설명하는게 가장 효과적이죠.

Hanna Park: 미국여자분들은 글을 선호하는 것 같더군요.

Jay Juhyung Kim: 한국 분들은 이미지를 매우 선호합니다.

Hanna Park: 네 맞습니다. 그래서 더더욱 Dan PInk의 A Whole New Mind ( 우뇌가 지배하는 세상 예견) 가 한국의 힘을 설명한 책이라고 저 혼자 믿습니다.

Jay Juhyung Kim:  재미있네요. 경쟁이 치열한 분야로 사업이 확장되는거 같아서 어떤 전략으로 접근하시는지 알고 싶습니다. 온라인 광고 에이전시들은 주로 키워드 광고, 디스플레이 광고 등을 대행해주고 오버추어나 구글에서 수수료 받는 방식으로 다들 엇비슷하잖아요. 덴탈과 하이테크 등의 일부 산업에 특화된 전문성으로 이런 경쟁자들을 압도하는 전략인가요?

Hanna Park: 전문성 플러스 좀 특이한 설명 방법 및 35년 경험 갖고 계신 아버지 조언을 찾습니다. 저는 한국 market은 너무 localized 되어있기 때문에 한국소비자에 어필할 수 있는 별도 사이트를 만들라고 조언합니다.

Jay Juhyung Kim: 글로벌 회사들의 한국어 검색광고에 특화시키는 전략?

Hanna Park: 네. 또 security 강화작업 또한 적극 추천합니다

Jay Juhyung Kim:  아, 이해했습니다. 한국시장속의 한국기업들을 주로 상대하는 국내 로컬 에이전시들과는 달리 Niche Market 에서 사업을 하시는거군요. 수익모델은 제가 말한 방식인가요? 아니면 컨설팅 비용을 따로 청구하나요?

Hanna Park: 컨설팅을 얹힙니다.

Jay Juhyung Kim: 아 그러면 온라인마케팅에 관한 전반적인 컨설팅이 되는군요. 브랜드, 크리에이티브, 테크니컬한 오퍼레이션..

Hanna Park: 네. 제 creative side 가 굉장히 강해서 요즘엔 Left Brain을 어떻게 키우나 연구하고 있습니다. ㅎㅎ

Jay Juhyung Kim: Hanna Park 님의 전문적이고 세심한 행사, 온라인마케팅 및 웹사이트 컨설팅서비스가 KBC  회원들에게 매우 유용할 것 같습니다. 오늘 인터뷰 너무 재미있었습니다. 감사하구요, 끝으로 저희 회원 여러분들께 한마디 남겨 주세요.^^

Hanna Park: KBC member 님들, 특히 운영진 여러분들께 절 한 번 올리고 싶습니다. 항상 많은 자극을 받고, 새로운 것들을 배우고 있습니다.

행복한 설 연휴 되세요!

English Translation

Translated by Josiah Hunt

Hanna Park: Due to my father's connections in England I ended up being born over there, but was brought up in Korea and mainly Italy. From 2003, I worked at a company called Aesthetic Visual Solution (www.avsanswers.com). I recently established a company called Highdefshow with connections to the above which works as an IT consulting/ change agent to aid smaller IT companies in Korea grow globally. (The reason that I came to Korea is also connected in part to my mother's health problems.) I had the chance to get acquainted with members of LG's cell phone program and the Hyundai car company's IT department at the CES (Consumer Electronic Show) in Las Vegas some years ago, and actually ended up doing some IT consulting with them through the Skype computer application.

Jay Juhyung Kim: Where did you attend school and university?

Hanna Park: I went to high school in Liceo Scientifico G. Galilei (Trieste, Italy) to study math, university in Yonsei, and did a post grad certificate in forensic dentistry at UTHSCSA (University of Texas Health Sciences Center, San Antonio, Texas)

Jay Juhyung Kim: Wow, that’s three different countries.

Hanna Park: Yes, but my Italian's a little rusty.

Jay Juhyung Kim: And you went to Yonsei so you must be well versed in Korean culture too!

Hanna Park: And I had a Korean boyfriend, so I got to know lots about the culture from him. For example telling me about a fish that I hadn’t had a chance to eat before when we had dinner together.

Jay Juhyung Kim: You spent your 20s in Korea, so you must have a deeper understanding than other overseas Koreans about the sense of global and local. What did you study as an undergraduate?

Hanna Park: Ha ha- to parody a quote from a favourite career analyst of mine called Dan Pink: ‘16 years ago I made the biggest mistake of my life and chose dentistry.’ In his case he studied Law, but even though it wasn't right for him he was able to change his path and ended up becoming Al Gore's speech writer. Like him, I too am taking a completely different route to what my major would suggest.

Jay Juhyung Kim: Ha ha, it’s an interesting quotation.

Hanna Park: I did my undergraduate study in Korea in '94, majoring in dentistry.

Jay Juhyung Kim: And then you went to Texas for the masters?

Hanna Park: Yes. Although I also performed check-ups at the Samsung Hospital in Gangbuk for a short time. There’s lots of times when I look at the above-mentioned Dan Pink and take comfort. Especially every time I get impatient with my mother because she's nagging me about the situation and doesn’t know the first thing about IT.

Jay Juhyung Kim: Many mothers would do the same if they’d seen their daughter on the way to becoming a doctor.

Hanna Park: The result was me being a little nervous every time I called home from the company.

Jay Juhyung Kim: Of course, she thought you were becoming a doctor.

Hanna Park: Yes. To renew your licence in Korea it costs ￦300,000: but $1500 in the States. Most companies don't know that.

Jay Juhyung Kim: Ha ha, that's right! So you quit the dental practice and worked for your father's company?

Hanna Park: No. My father works at a publishing company, so he gives me lots of valuable advice. ^^ I had a friend with connections to dental implant companies, and ended up going the way of 'corporate show production': being introduced to IT companies, and eventually working at one.

Jay Juhyung Kim: What kind of show production? Sales presentations to the doctors of dental implant companies?

Hanna Park: Wow, that's almost exactly right.
It’s a role of like that of an agency and producer for European implant companies: taking charge of meetings about projection, audio, light, set-up, etc when putting on a show in America. Anything from gaining client confidence to more specific things like graphics.

Jay Juhyung Kim: It sounds like a new and interesting field to get in to! I guess Korea has changed a lot- what are the aims of your company in this environment?

Hanna Park: I've had a lot of interest in American TV shows from an early age, so I’m endeavouring to set up a branch of Freemantle Media here in Korea. Freemantle Media is an English company which produces many shows: the well-known ‘American Idol’ being one of them.

Jay Juhyung Kim: Wow, you're all set to become an events/programme specialist.
Hanna Park: There’s talk of a plan in 2011 for 40 shows in Asia alone in 2011. And there’s also talks currently in progress for the production of an interesting show about IT set here in Korea.

Jay Juhyung Kim: That's great news! Can you tell us about how the work you were doing has changed from 2003 onwards?

Hanna Park: Yes, at first I started something similar to a graphic design firm, and after that I did some consulting with companies within the hotel industry about how they weren't using quality gear. And due to investments in live stage equipment from Christie Digital such as the Roadie 25K (25000 lumen at a dealer cost of $190,000), business travelled through word of mouth amongst the customers from then on. Christie Digital is set to own all of Korea's well-known CGV cinema.

Jay Juhyung Kim: Hmm... What do you mean when you say 'quality gear'?

Hanna Park: Equipment used for projecting HD images on an LCD. At the time, the presentation color quality of LCD projectors in the industry was falling, leading to an imperfect colour quality of precision photographs.

Jay Juhyung Kim: I didn't realize that colour quality was so important, and that it was treated with such sensitivity.

Hanna Park: Yes. And all the more so with speakers from Europe. In what we call the 'Art and Science of Dentistry' :-)

Jay Juhyung Kim: It seems that you've received acknowledgement from them in the form of equipment investment.

Hanna Park: Yes, lots of acknowledgement.

Jay Juhyung Kim: In the form of an almost ￦200,000,000 equipment investment.

Hanna Park: Yes, I’m quite amazed.

Jay Juhyung Kim: It seems like you operate with a large distribution. What’s your profit structure per event?

Hanna Park: Every show is different, but our main show (two and a half days) grosses out at five hundred thousand dollars, and shows on a smaller scale are twenty five hundred thousand dollars (fifty percent as a down-payment, and the rest paid ninety days after).

Jay Juhyung Kim: You’re talking about full-scale events here?

Hanna Park: Those figures came mainly from the clients of institutions (and take into account commission). In reality we spend a lot of time concentrating on providing customer service. Implant companies treat their speakers like rock stars, which means that the most important thing to us is taking care of our ‘rock star dental speakers’.

Jay Juhyung Kim: Being free-lance, I’d imagine that dental speakers often change companies (and get scouted). That must make things interesting…

Hanna Park: Yes. Although our clients are manly major companies like Nobel Biocare, Straumann etc, so there haven’t been many walk-aways.

Jay Juhyung Kim: Ah, so were the speakers were already affiliated with your company?

Hanna Park: No, the dental industry doesn’t have a large budget like that of sports, so speakers operate independently.

Jay Juhyung Kim: So they must all have had backgrounds in the dental industry.

Hanna Park: Yes, they all have a dental or dental lab masters. But even after designing the presentation, the expenses can be hard on them.

Jay Juhyung Kim: I can definitely relate to this, having organized something similar to a ‘market outlook’ seminar for a finance company. I found it difficult to find a high-level speaker, and an interpreter capable of smoothly translating the financial syntax in real time.
Hanna Park: Wow, it’s a very similar situation. Additionally, there’s many times where you come under pressure due to communicating in very technical language when working with specialists.  

Jay Juhyung Kim: It seems like it’s important to look after your customers, and to attend on your dental speakers- because you can’t afford to let them get snatched up by competing agencies. Do you pay more commission to dental speakers than these competing agencies?

Hanna Park: Yes. It doesn’t end there either: we act as a tour guide to our clients, entertain them at good restaurants, and even look after their wives.

Jay Juhyung Kim: You’re similar to stock-brokers. Ha ha. The customer’s (bond manager’s) children are taken care of by your company as well…

Hanna Park: Yes, once I looked after a dentist who was the son of George Maloof (one of our marketing directors). And I also once had to Fed-ex pearl-shaped chocolate to the wife of one of our famous speakers from England.

Jay Juhyung Kim: I guess doing something as small as that for your client can make a deep impression on them- nice work. How many people work at your company? Are they all Koreans?

Hanna Park: Yes, if they’re from this country then they can understand this kind of customer care more easily. There’s five people working at the company, and they’re all Korean-Americans (as is the president).

Jay Juhyung Kim: It seems like it was effective for you to have Korean’s handle this high-level customer care and satisfaction.

Hanna Park: It was- I believe that customer service is a strong point for Koreans. It seems like American customer service is becoming more and more inferior if you compare the two.

Jay Juhyung Kim: I thought that America was a strong force in the service sector, but after the FTA agreement it seems like Korea might also have a chance to break through here. You said something earlier about a turnover of five hundred thousand dollars (six hundred million won) in three days (two nights): how many events do you put on every month?

Hanna Park: The busy season is from January though to May. We were putting on smaller scale shows in the period of July to October, but due to the price of diesel rising so much we’re starting to avoid these kinds of events.

Jay Juhyung Kim: And on top of that there’s the expense of transporting all the equipment…

Hanna Park: That’s right. There’s also a general trend of moving dentistry education towards an online medium.

Jay Juhyung Kim: So you also act as a developer of online content- like a normal web agency?

Hanna Park: These days we’re pulling our efforts towards the direction of SEO (Search Engine Optimization), and we’re gradually preparing marketing for social networking.

Jay Juhyung Kim: Do you expose products of your client’s companies through search lists?

Hanna Park: I’ll give you an example: a keyword search will bring up things connected to the phrase ‘dental continuing education’. Generally our IT team takes the role of giving advice about issues like this.

Jay Juhyung Kim: So there are connections to IT consulting. Come to think of it, what you’re doing isn’t just limited to dental work, but extends to a whole new industry. If this is the case, do you find yourself facing fierce competition from other existing businesses?

Hanna Park: Yes. But I think we’re coming out on top. I think there’s so many professionals like ‘Dilbert’, and our strong point is our ability to easily and intuitively deal with content and presentations. (Dilbert: a fun character who can only seem to understand himself, and can’t pick up on technical jargon in the office (http://www.dilbert.com/).
There’s many times where I have to describe things through the medium of pictures. Many of our customers are from very technical backgrounds, so I discovered that having a conversation through this medium is easier. Many other specialists don’t understand how valuable this can be.

Jay Juhyung Kim: Right, describing things through pictures is very effective.

Hanna Park: American women mostly prefer the written medium.

Jay Juhyung Kim: And Koreans far prefer images.

Hanna Park: This is true. So I maintain my belief that Dan Pink’s book ‘A Whole New Mind (Why Right-Brainers Will Rule the Future) describes the Korea’s strength.

Jay Juhyung Kim: Interesting. It seems like you’re well on your way to expanding your business in an area of fierce competition. I’d like to know what your approach strategy was. Online advertising agencies mainly take the form of keyword or display advertisements, and other methods such as getting the commission from Google or Overture are all very similar. Did you use your speciality in the dental and high-tech industries to come out ahead of the competition?

Hanna Park: Yes, this speciality plus some unique methods of description and also advice from my father (who has a solid thirty five years experience behind him). Because the Korean market is so localized, I would advise making a website aimed specifically at appealing to the Korean consumer.

Jay Juhyung Kim: And what's the strategy for global companies specializing in Korean search-based ads?

Hanna Park: A strengthening of security and also active recommendation.

Jay Juhyung Kim: Ah, I understand. Domestic companies in the Korean market tend to focus on doing business in a 'niche market' as opposed to the Korean global agencies that they are faced with. Is this a method linked to the profit model? If not, are consulting expenses claimed separately?

Hanna Park: The consulting fee is included on top. 

Jay Juhyung Kim: So it's all-round consulting linked to online marketing: including from branding, creativity, technicality, and operative elements.

Hanna Park: Yes. These days I’m researching how to develop my left-brain- strengthening my creative side. Ha ha.

Jay Juhyung Kim: I think it’s been really useful for our KBC members to hear about your meticulous and expert approach to events, online marketing, and website consulting.  Today’s interview has been most interesting. Thank you, and could you leave us with one more thought to take away with.

Hanna Park: I hope that my experience can be shown to, and be of aid to the KBC members, especially to those involved in management. I’m always being inspired and learning new things.
I wish everyone a happy holiday!