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Toy Fair PR Bootcamp Tips for Developing Your Toy Fair 2014 Media and Promotions Strategies #TFNY and #TF14 Presented December 11, 2013

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Page 1: Toy Fair PR Bootcamp...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 ‘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

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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

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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

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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

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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

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NEW YORK CITY Media Capital of the World

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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

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More than 1,000 journalists representing a broad spectrum of outlets covered Toy Fair 2013

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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 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.)

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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

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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”

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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

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PREPPING FOR TOY FAIR

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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

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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

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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

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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)

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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

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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]

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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

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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

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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

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WORKING WITH THE MEDIA

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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

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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

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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

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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

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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)

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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

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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

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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

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HELPFUL TOOLS FROM TIA

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In This Section

Partnering with TIA

Free Tools to Boost your Brand Awareness

All About the Press Center

Leveraging the Online Press Room

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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

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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

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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!

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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

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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

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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

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

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

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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

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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

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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.

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WRAPPING-UP

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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

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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