toy fair pr bootcamp - toy association€¦ · toy fair ‘13 toy fair pr bootcamp december 12,...

Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 1

Toy Fair PR Bootcamp

Tips for Developing Your Toy Fair 2013

Media and Promotions Strategies

#TFNY and #TF13

Presented December 12, 2012


What You Will Learn During this session, participants will discuss how to:

Get noticed by buyers and media and get them excited about your key brands and products in the weeks leading up to Toy Fair

Package and present product and trend information for the media

Develop a comprehensive media list

Leverage social media, including Facebook, Pinterest, Twitter, LinkedIn, YouTube and other outlets before, during and after the show

Capitalize on other promotional opportunities available through TIA and at the show, including tools and resources offered by the Toy Fair PR and the Advertising / Promotions teams

Keep the excitement and media momentum going after the show

Presenter

Presentation Notes

Intro note for Stacy: We are going to provide many different strategies and supporting tactics during our conversation today. Our goal is not to make you feel overwhelmed – our goal is to present a variety of tools that have been successful for other companies at Toy Fair. We recommend that you choose the tools that work best for your company, your products and the resources you have available to support your Toy Fair Media Relations efforts.


Agenda

Understanding the Angle – Figuring out who covers Toy Fair, what they want to see and how you can

best engage them before and during the show Prepping for Toy Fair

– From building a media strategy to writing a press release. Tips to get you started and prepared for the big show

Working with the Media – Best practices on how to handle media in your booth, how to best pitch

them and why follow-up is king Tools from TIA

– Learn all about the tools available to you from Toy Industry Association to help make the show a success


Today’s Presenters

PRESENTER

Adrienne Appell

Senior Manager Public Relations

PRESENTER

Kimberly Carcone

Senior Director Trade Show and Event Marketing

PRESENTER

Gina Espinosa

Marketing & Events Coordinator Virtual Press Office


WHY DO JOURNALISTS COME TO TOY FAIR?


“My best advice to toy companies looking to gain some attention is to realize the intense time constraints reporters are under. I want to quickly see what the best products are, how they fit into trends in the industry or why they break new ground. Summarize these items, with key information (target age, MSRP, etc.) Have the toy front and center. I want to see it and feel it. If the toy is fun and interesting, it will speak for itself. The pitches ahead of time are important. They are the main way I choose which booths to visit and how I decided when to set up appointments. But I also walk (and walk and walk) the floor. If the booth is interesting, with an eye-catching toy, clearly front-and-center, I will stop by and get more info no matter what my schedule is.”

- Christina Cheddar Berk MSNBC.com


More than 1,000 journalists representing a broad spectrum of outlets covered Toy Fair 2012

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What Do Journalists Want to See?

Visual, action-oriented, unusual and “hot” toys for the next holiday season

Themes that are based on the journalist’s beat

(e.g., business, technology, cooking, fashion) or area of interest

– Tech toys

– Celebrity and pop culture toys

– Lifestyle-themed toys (e.g., eco-friendly, socially conscious, health-focused, etc.)

– Business and/or start-up success stories

– Companies with ties to a reporter’s specific market

(e.g., Boston, Chicago, Dallas, Denver, St. Louis, etc.)


What Attracts Journalists’ Attention Before Toy Fair?

Targeted, thoughtful pitches

– Tie-ins with larger social, cultural and entertainment trends

• Tie-ins to hit TV shows and movies, toys inspired by

popular apps and video games, etc.

Well-organized press materials (more info coming)

Media-friendly websites and active social media presence (more info coming)

Relationships built over time

Presenter

Presentation Notes

We’ll talk more about building relationships with reporters in the next section.


What Attracts Journalists’ Attention At Toy Fair? (1 of 2)

Visual booths

– Eye-catching booth exteriors with products on display

– Public space promotional activities

– Open booths, when possible

Product demonstrations

Celebrity appearances

Costumed characters

Other unique “hooks”

Presenter

Presentation Notes

Keep in mind as journalists walk down the aisle to visit your booth, what else are they going to see? Is your booth as eye-catching as others in your row or your section?


What Attracts Journalists’ Attention At Toy Fair? (2 of 2)

Keep in contact with targeted journalists on social media

Make every journalist who stops by your booth feel welcome

Have spokespersons readily available

Consider “special touches” for media

– Offer candy, snacks or bottled water

– Host a special event targeting specific journalists or bloggers

(e.g., a cupcakes and coffee ‘happy hour’ or post-show ‘cocktail hour’

in your booth, a blogger’s breakfast, etc.) • NOTE: All in-booth food service requires coordination with show management

and convention center staff

Presenter

Presentation Notes

Your event doesn’t have to be expensive, just make it memorable! We have more, specific tips on creating a social media campaign later in the presentation.


PREPPING FOR TOY FAIR


PERSPECTIVES

“Toy Fair is where I can spot the products that will be the next big

thing, before they are. Over the years, I’ve found that Toy Fair is an

excellent staging ground for magical, innovative products when

they are in the early stages.” - Warren Buckleitner Children’s Technology Review


In This Section

– Developing Your Media Strategy

– Best Ways to Build a Media List

– Creating an Engaging Press Kit

– Essential Press Release Components

– Making your Website “Media-Friendly”

– Utilizing Social Media Skills


Developing Your Toy Fair Media Strategy

Identify the primary products

(“key drivers”) your company will be

promoting in advance of the show

Construct brief, key messages about

your company and its key drivers

– Who you are

– What you do

– Benefits of your products and services

– Important selling features

Compile all critical points, then hone

down to create your “elevator pitch”

– Train all company representatives

– Practice, practice, practice!

Review what drove media coverage

for your company or other, similar

companies in past years

Presenter

Presentation Notes

We recommend training everyone who will be in your booth on your key messages. Keep in mind that Toy Fair gets busy. Designated spokespeople may not be available, and you don’t want to lose any opportunities. Journalists typically get distracted and if they are turned away or no one is available, they won’t come back.


Developing Your Toy Fair Press Kit

A complete (yet well-edited

press kit) will likely include:

– Press releases

– Bios

– Company backgrounder

– Fact sheets

Tips

– Include your booth number, website URL, social media links and contact information in all releases

– Embed product photos in your release(s)

– Avoid large attachments in emails to journalists … provide download links to large files

– Post press kit items on your company website and links via social media outlets

– Share your kit with the Toy Fair PR Team to help us develop show trends (we honor all embargoes)

– Upload your company profile to the Toy Fair Online Press Room (more info coming)

Presenter

Presentation Notes

We will provide more details on the Toy Fair Online Press Room later in the presentation.


Preparing Press Releases

Key Elements – eye-catching headline – tie-in to current event, some type of

“news hook” – provide the “who, what, when, where” – Add in quote to make more of a “story”

Include your hashtag, event hashtag and links to high res images

Include on-site contact information/booth number/cell phone

Post to your Facebook and other social media outlets


Developing a Media List

Start with the Toy Fair 2012 media list Available free of charge to all Toy Fair exhibitors

– Determine which reporters are the best fit

– TARGET your pitch … Avoid pitching to every member of the editorial staff of a magazine, newspaper or other large outlet

Consider renting a list for one-time use (Burrelles)

TIPS: Refine Your Targets – Regional/local media – Family, parenting or

lifestyle reporters – Entertainment

(for licensed properties) – Business (as appropriate) – Toy and Licensing Trades

[NOTE: Many have December deadlines for their Toy Fair issues]

Presenter

Presentation Notes

For example, it may make sense for a company focused on technology toys to pitch to a technology reporter and a consumer products reporter at a newspaper such as the New York Times. But do not pitch everyone at a large publication who covers the same beat….or every person on a magazine’s masthead. Keep in mind that even large news organizations may be divided into smaller departments and reporters/editors typically know when everyone is getting the same pitch.

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Creating a Media-Friendly Web Site

Upload new product details in coordination with your Toy Fair 2013 launches

– Provide downloadable images in hi-res and low-res formats

– Add product demonstration videos

Post your media kit in a designated “press” section

Create an online home for your brand and post regularly

[NOTE: You may wish to check out: www.playhappens.org)

Build in RSS feed capability and include links to social media outlets:

Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest and Flickr

Leverage TIA trend and toy safety information

Presenter

Presentation Notes

We recommend launching a blog and the social media presence as long as you have the right resources to maintain these outlets and update them regularly. If it’s going to stretch your staff, it’s better to concentrate on other efforts than to launch a blog or a Facebook page without fresh, engaging and constantly updated content.

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Enhancing Your Social Media Presence

Build or update your profiles on Facebook, Twitter, LinkedIn, Google+,

YouTube and Flickr [NOTE: tag images and videos with #TFNY … more details to follow]

Ensure LinkedIn profiles for all company executives and spokespeople are updated

and consistent

Create content on your blog and consistently update it

– Share your news through a variety of social networks

– Follow the blogs and Twitter feeds of journalists and bloggers you are targeting

Content on this slide courtesy of Secret Stache Media

Presenter

Presentation Notes

Great ways to engage with journalists over time are to read their public blogs, Facebook profiles and Twitter feeds and comment when appropriate – focus on interacting, not pitching.

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Resources to Enhance Your Social Media Presence

Identify top toy bloggers on

toys.alltop.com

Use social tools such as

followerwonk.com to identify toy

journalists and bloggers on Twitter

Include the #TFNY and #TF13 hashtag

in all posts related to Toy Fair

Use a tool such as HootSuite or

TweetDeck to manage posts to

multiple networks

TIA Tools – Read TIA’s digital publication

www.playhappens.org for frequent web

strategy and social media tips from our

experts

– “Like” Toy Fair and Toy Industry

Association on Facebook and post news

and images to our FB pages

– Follow @ToyIndustryAssn and

@ToyFairNY on Twitter to interact with

journalists and fellow toy industry

colleagues

Content on this slide courtesy of Secret Stache Media

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WORKING WITH THE MEDIA


PERSPECTIVES

“Toy Fair is an exciting and critical time for everyone in the industry. It is a

chance to showcase the hottest toys and games to press, retailers and

more. In regards to securing press, I cannot give away all of our secrets,

but I would suggest reaching out to your contacts early and making

appointments. Journalists book up quickly, especially as more and more

exhibitors emerge.”

- Rachel Griffin

Spin Master


In This Section

Tips and tactics to consider when working with traditional journalists and

bloggers

Key pitching tips

Preparing your booth staff for the “media onslaught”

Ways to welcome your media guests

Keeping the conversation going all year long


Pitching Tips

Familiarize yourself with the media outlet

– Do your homework … Is your product/news a “good fit”?

Begin to develop a year-round relationship with key editorial contacts

Be persistent, not pushy

Follow up by phone a few days later

– Leave only one voicemail message

– Avoid stalking reporters

Consider sending a product sample to your key contacts

Presenter

Presentation Notes

Note: You expect reporters to be prepared when they cover Toy Fair. They also expect that your pitches are well-researched and targeted to the right people. It pays to take time to review outlets that interest you, determine who covers what, and actually read a series of recent articles or posts to make sure you are on track. If you met reporters at Toy Fair in previous years, be sure to reach out to them with your latest news. If you’re new to Toy Fair, being targeted is the key to building relationships.


Working with Journalists

Set up advance appointments when possible

Make sure everyone in your booth is trained to identify and warmly greet journalists

Identify more than one spokesperson to interact with the media in case of a rush

Ensure each member of your team is fluent in your key corporate and product

messages

Keep background information such as a one-sheet with product highlights and your

website URL on hand in your booth

Provide any requested follow-up information immediately

Presenter

Presentation Notes

NOTE: We are glad that you’re attending this webinar, as some exhibitors have not been prepared to welcome journalists and bloggers in the past. That’s why we recommend training everyone in your booth on your key company and product messages and how to handle the media. Keep in mind that journalists and bloggers keep tight schedules at Toy Fair and if someone stops by unannounced, you need a back-up plan if your primary spokespeople aren’t available. Typically, if journalists are turned away, they won’t come back. If you are keeping a closed booth, we strongly recommend that your greeter/receptionist is also trained to greet the media. If a badged member of the Toy Fair PR team comes to your booth with a reporter, it’s typically a reporter from a large outlet. This is a major opportunity that won’t knock twice…


Working with Bloggers

Bloggers may be affiliated with large news organizations or smaller, homegrown outlets

Not all bloggers are “mommy” bloggers

– Bloggers’ beats may range from major financial news and analysis to technology to niche toy topics, such as action figures or collectibles

– Influential Mom bloggers, Dad bloggers and Aunt/Uncle bloggers cover Toy Fair

Connect with bloggers through social media as they are, by definition, heavy users

– Identify them using our social media tips

– Follow key blogs during the show, interact in real-time on Facebook, Twitter and Google+

Consider arranging a special event for bloggers to give them extra attention and access to your products (suggestions: coffee or breakfast, cocktail hour or other creative option)

Presenter

Presentation Notes

Each company has their own unique blogger strategy. You need to decide what yours is before the show.


PERSPECTIVES

“Pre and post-show communications are as essential for obtaining media.

Reporters tell us they love to have a sense of what to look for and what's

new before they head to the show, as well as appreciate the follow-up

after, whether you saw them in person at the

show or not.”

- Lisa Orman

KidStuff PR

Presenter

Presentation Notes

Need to wrap text around photo


Post-Toy Fair Activities

Follow up with all reporters who visited your booth

Provide any additional materials or samples immediately

Review the reporting sent from the Toy Fair Online Press Room by Virtual

Press Office

Stay connected with relevant reporters and bloggers throughout the year

via email and social media

Continue to maintain your blog and social media presence year-round


HELPFUL TOOLS FROM TIA


In This Section

Partnering with TIA

Free Tools to Boost your Brand Awareness

All About the Press Center

Leveraging the Online Press Room


Partnering with TIA

Make sure your schedule allows time to

attend the TIA Preview on February 9th

– Provide requested product information

in advance

– Show off your hottest products to our

PR team and practice your pitch

– Look for emails with more details

Provide mobile contact information

for your PR reps and key spokespeople

to TIA team

Notify us of special “Happenings” at your

booth (e.g., events, demos, celebrity

appearances, etc.) and be sure your online

exhibitor profile is up-to-date.

Post your real-time photos and videos from

the show floor to your social media networks

and tag them with #TFNY and #TF13 so they

appear in the Toy Fair Online Press Room …

also, submit to the www.playhappens.org for

posting.

Presenter

Presentation Notes

Preference is given to TIA members for the TIA Press Preview



Boosting Your Brand Awareness at Toy Fair

TIA offers a number of FREE TOOLS to help promote your presence at Toy Fair

– Online Directory/Exhibitor Listing: List your company/brand name and booth

number on the Toy Fair website (ToyFairNY.com) and Toy Fair Mobile

websites/services that are used by all buyers and journalists

– Events Calendar: Highlight your in-show events information online, this

information is also displayed in the Toy Fair Press Center

– Press Kit: Post it in the Toy Fair Online Press Room (more info coming)

– Participate in the New Product Showcase in the press room, free to all who

attend the Product Preview

Make sure you meet the deadlines to provide and review this critical information!


The Press Center Journalists work out of the Toy Fair

Press Center (1E Hall). Please note that

this is a new location.

– Reserved for journalists only

– TIA PR Team Members – wear TIA-logoed badges for easy and clear

identification

– support journalists with advice and

guidance tailored to the journalist’s specific

story goals

– as appropriate, escort top-tier journalists

through the show

Press Center Highlights – Digital signage with daily events calendar,

including key appearances and demos at

exhibitors’ booths

– Product highlight reel for journalists

– Backdrop with Toy Fair logos if you need a

neutral spot for photos

– Separate area for your one-on-one

meetings with journalists, available on a

first-come, first-served basis (must be

reserved by the media)

– Display of 2013 TOTY Award-Winning

Products


Leveraging the Online Press Room

The Online Press Room provides exposure for exhibitors online – before, during and

after Toy Fair

It replaces traditional hard-copy press kits and all handouts in our working Press Center

TIA builds awareness for the Online Press Room through our website, social media

outlets, email outreach and in the Press Center

– We provide links to the Online Press Room in a series of informational emails to

journalists in advance of the show

– We educate all journalists using the Press Center about the information and tools

available in the Online Press Room

Presenter

Presentation Notes

SHELIAH


www.toyfairny.com … follow the link to “Press”

Presenter

Presentation Notes

Need new screen shot


Complimentary Exhibitor Listings on the Online Press Room

Corporate listing

50-word company backgrounder

List of PR contacts with mobile numbers

Link to company homepage

Logo

** Deadline ** All free exhibitor listings are due by January 11, 2013 by 5pm EST

Presenter

Presentation Notes

When is new deadline for free listing? Need


WRAPPING-UP


In Conclusion: Our Top Five Tips

1. Do your homework … know your contacts

2. Create informative and exciting press materials

that are easy to access and web/social media-friendly

3. Use social media to generate pre-show buzz

4. Plan and finalize (and make sure your on-site team knows)

your media policies and procedures at Toy Fair

5. Maintain year-round relationships with media contacts


We’re Here to Help!

Contact us for more information:

Adrienne Appell

Toy Industry Association

[email protected] | 646.520.4863

Gina Espinosa

Virtual Press Office

[email protected]| 201.942.7038

Stephanie Meyering

Kellen Communications

[email protected]| 212.297.2162




toy fair pr bootcamp - toy association€¦ · toy fair ‘13 toy fair pr bootcamp december 12,...

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