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Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 1
Toy Fair PR Bootcamp
Tips for Developing Your Toy Fair 2014
Media and Promotions Strategies
#TFNY and #TF14
Presented December 11, 2013
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 2
What You Will Learn During this session, presenters 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, Instagram, 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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 3
PERSPECTIVES from a Toy Company “Media connections made at Toy Fair – both by appointment and simply in passing – continue to be the strongest drivers of coverage throughout the year. The opportunity the show provides to connect in person builds relationships that pay huge dividends in increasing our brand awareness and sharing new products with both mass market and niche communities.” - Charlotte Fixler Think Fun
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 4
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
– Tips to get you started and prepared for the big show, from building a media strategy to writing a press release
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 TIA to help make the show a success
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 5
Today’s Presenters
PRESENTER
Adrienne Appell
Senior Manager Public Relations
PRESENTER
Kimberly Carcone
Senior Director Trade Show and Event Marketing
PRESENTER
Gina Espinosa
Events & Marketing Manager Virtual Press Office
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 6
NEW YORK CITY Media Capital of the World
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 7
Perspectives from a Toy Company “Toy Fair is a very important media show for us. We are selective when choosing products to show, and make sure to focus our pitches on toys that reporters will be excited about. Our team tries to do as much of the background work as we can for the reporter. It’s also important to make sure you have samples, images and key message points that tie into a larger story or trend…” - Anne Marie Grill Jakks Pacific
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 8
More than 1,000 journalists representing a broad spectrum of outlets covered Toy Fair 2013
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 9
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 or overall trends
(e.g., business, fitness, automotive, fashion) or area of interest
– Tech toys
– Celebrity and pop culture toys (movie tie-ins, anniversary toys, etc.)
– Lifestyle-themed toys (e.g., eco-friendly, socially-conscious, health-focused, etc.)
– Business and/or start-up success stories (e.g., Shark Tank)
– Companies with ties to a reporter’s specific market
(e.g., Boston, Chicago, Dallas, Denver, St. Louis, etc.)
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 10
Ways to Attract Journalists’ Attention Before Toy Fair
Targeted, thoughtful pitches
– Tie-ins with larger social, cultural and entertainment trends
(check with TIA closer to the show for some trend teases)
• 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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 11
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”
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 12
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’, post-show ‘cocktail hour’ or
a blogger’s breakfast in your booth) • NOTE: All in-booth food service requires coordination with show management
and convention center staff
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 13
PREPPING FOR TOY FAIR
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 14
PERSPECTIVES from a PR Agency
“If you have something special happening at your booth like a celebrity, a game designer signing, a costumed character, etc. be sure to tell the TIA in advance of Toy Fair so they can inform media that will be at the show and be sure to use the Toy Fair hashtag to tweet about interesting things in your booth. Media really follow the hashtag! Be REALISTIC about what’s happening in your booth. While you can tweet about anything, don’t call up the local TV stations to cover your booth if all you have is a life size cardboard cut-out of something for people to stand by for a photo. However, if they can get their photo with the real Kim Kardashian, then that’s something to tell media.” - Nancy Davies Salmon Borre Group
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 15
In This Section
– Developing Your Media Strategy
– Best Ways to Build a Media List
– Creating an Engaging Press Kit
– Crafting a Successful Press Release
– Making your Website “Media-Friendly”
– Utilizing Social Media Skills
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 16
Developing Your Toy Fair Media Strategy
Choose your Key Drivers
Pick select items that your company
will be promoting during the show
(more important for exhibitors with
larger product lines)
Develop your Messaging
– Who you are
– What you do
– Why your product stands out
– Important selling features
Create an “Elevator Pitch”
– Quick and concise
– Train all company representatives
– Practice, practice, practice!
Research
Understand what garnered media
coverage for your company or other,
similar companies in past years; use
that data as a model to create your plan
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 17
Developing Your Toy Fair Press Kit
A complete (yet well-edited)
press kit will likely include:
– Press releases
– Bios
– Company backgrounder
– Fact sheets (with details for
easy access to high-res images
and product descriptions)
Tips
– Include your booth number, website URL, social media links and contact information in all releases; use hashtags where appropriate
– 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)
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 18
Preparing Press Releases
Key elements:
– eye-catching headline
– tie-in to current event or some type of “news hook”
– provide the “who, what, when, where”
– add quotes to make more of a “story”
Include your hashtag, event hashtag and links to high res images
Include on-site contact information including booth number and cell phone number
Post to your Facebook page and other social media outlets
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 19
Developing a Media List
Start with the Toy Fair 2013 media list Available free of charge to all TF14 exhibitors
– TARGET your pitch. – Determine which reporters are the
best fit – 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]
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 20
Creating a Media-Friendly Web Site
Upload new product details in coordination with your Toy Fair 2014
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 make sure information is current
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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 21
Enhancing Your Social Media Presence
Build or update your profiles on Facebook, Twitter, LinkedIn, Instagram, Google+,
YouTube and Flickr [NOTE: tag images and videos with #TFNY and #TF14 … more details to
follow]
Build a company profile page on LinkedIn and ensure appropriate company
executives and spokespeople have LinkedIn profiles that are updated and consistent
Share your news through a variety of social networks, but be sure to update all
often. Don’t bite off more than you can chew!
Follow your key journalists on social media and communicate with them
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 22
Resources to Enhance Your Social Media Presence
Research the bloggers you are
targeting; use caution and care when
developing your blogger list
Include the #TFNY and #TF14 hashtag
in all posts related to Toy Fair
Pre-schedule and/or manage posts to
multiple networks with social media
tools such as HootSuite or TweetDeck
to manage posts to multiple networks
TIA Tools
– Bloggers who attend Toy Fair are
vetted by TIA (guideline is 2,000
uvms per month)
– “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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 23
WORKING WITH THE MEDIA
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 24
PERSPECTIVES from a Toy Company
“Our Toy Fair media strategy is well-planned and executed but always
a juggling act. It’s important to plan but be flexible and be ready for
anything. Often 10 different media outlets will show up at once, and
that’s a good problem to have. Training all staff in the booth on how to
deal with the media has been valuable for us, even if its just to chat with
them for a few seconds until one of our designated media spokespeople
become available.”
- Eric Levin
Techno Source
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 25
In This Section
Tips and tactics to consider when working with traditional journalists and
bloggers (know the difference and what your strategies may be)
Key pitching tips
Preparing your booth staff for the “media onslaught”
Ways to welcome your media guests
Keeping the conversation going all year long
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 26
Pitching Tips
Familiarize yourself with the media outlet
– Read up… Is your product/news a “good fit”?
Start to develop a year-round relationship with key editorial contacts
Persistence is appreciated, pushiness is not
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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 27
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 that each member of your team is fluent in your key corporate and product
messages
Keep background information such as a one-sheet or drive with product highlights
and your website URL on hand in your booth
Provide any requested follow-up information immediately
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 28
Working with Bloggers (1 of 2)
Due to the viral and grassroots nature of the way most bloggers operate, they can be very influential in spreading messages (good messages or bad messages about your products)
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 and interact in real-time on Facebook, Instagram, Twitter and Google+
Consider arranging a special event for bloggers to give them extra attention and access to your products (suggestions: before or after show hours, breakfast, cocktails or afternoon snack)
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 29
Working with Bloggers (2 of 2)
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
– Bloggers may be part of a larger news outlet (e.g., Huffington Post) or
may be independent
– Influential mom bloggers, dad bloggers and aunt/uncle bloggers cover
Toy Fair
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 30
PERSPECTIVES from a Toy Fair
“Toy Fair is always the largest and most important press event for us each
year. We are able to meet with hundreds of top tier media throughout the
course of the show and utilize Toy Fair as a great opportunity to get in
front of editors and showcase our new lineup.”
- Amanda Santoro
LEGO
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 31
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 social media presence year-round
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 32
HELPFUL TOOLS FROM TIA
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 33
In This Section
Partnering with TIA
Free Tools to Boost your Brand Awareness
All About the Press Center
Leveraging the Online Press Room
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 34
WHO WE ARE
Toy Industry Association
– Communications Team
– Meetings and Events Team
Toy Fair PR Team (Internal and
External)
– TIA Communications Team and
Kellen Communications (Toy
Fair Agency of Record)
TOY FAIR PARTNER:
Virtual Press Office/PR Newswire
– Partner Organization that
manages the online press room
on behalf of TIA/Toy Fair
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 35
Use TIA as a Promotion Resource
Make sure your schedule allows time to
attend the TIA Preview on February 15th
– 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 #TF14 so they
appear in the Toy Fair Online Press Room
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 36
EASY WAYS TO GET YOUR INFO IN FRONT OF PRESS AND BUYERS
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 Press Reel in the press room, free to all who
attend the Product Preview
– Complete exhibitor contact and product category information (a2Z database)
Make sure you meet the deadlines to provide and review this critical information!
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 37
WHAT’S NEW
Each year, TIA looks for new partnerships and programs to help
exhibitors gain more exposure and ways to grow their business.
New items to note for 2014:
– Shop Toy Fair 365: Online marketplace where exhibitors and
buyers can connect and sell all year long
– Strategic Partnerships:
– The Licensing Show (Advanstar)
– Book Expo
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 38
The Press Center Journalists work out of the Toy Fair
Press Center (1E Hall). Please note that this is the same location as last year, but different from previous years
– 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
– escort top-tier journalists through the show, as appropriate
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 2014 TOTY award-winning products
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 39
How to Use the Online Press Room
The Online Press Room provides exposure for exhibitors online – before, during and
after Toy Fair
It is used in lieu of 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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 40
www.toyfairny.com … follow the link to “Press”
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 41
www.toyfairny.com … follow the link to “Press”
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 42
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 10, 2014 by 5pm EST
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 43
What An Online Press Kit Does for An Exhibitor
Improves Awareness: distribution to thousands of global media and industry professionals raises the visibility and awareness of your information
Social Media: link your press kit information to your social media efforts to drive traffic
Shelf-life: your online press kit is available for one year online Flexibility: press kit materials can come at anytime before, during and right
after the show Reduces costs: an online press kit is less expensive than traditional press kit
production
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 44
What An Online Press Kit Does for An Exhibitor
Reduces workload: you do not need to burn CD's and flash drives weeks in advance. Once your material is available you email it to VPO and we do the rest.
Eliminates Waste: journalists no longer waste time hunting for your information – content is centralized in a single event news site and the PR contact listing for your company on your online press kit allows for easy follow up
Eliminates Uncertainty: you do not have to question which journalists received your show news. You will receive a post show media usage report outlining the journalists that had access to your press releases
Click here to view all news distribution options.
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 45
WRAPPING-UP
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 46
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. Generate buzz with social media before, after and during the show
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
Toy Fair ‘14 Toy Fair PR Bootcamp December 11, 2013 Toy Industry Association (TIA) Knowledge Network Slide 47
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
Laura Mangiaracina (advertising and promotions)
Toy Industry Association
[email protected] | 646.454.5589