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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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 2
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 3
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 4
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 5
WHY DO JOURNALISTS COME TO TOY FAIR?
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 6
“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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 7
More than 1,000 journalists representing a broad spectrum of outlets covered Toy Fair 2012
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 8
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.)
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 9
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 10
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 ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 11
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 12
PREPPING FOR TOY FAIR
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 13
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 14
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 15
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 16
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)
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 17
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 18
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]
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 19
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 20
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 21
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 22
WORKING WITH THE MEDIA
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 23
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 24
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 25
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 26
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 27
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)
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 28
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 29
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 30
HELPFUL TOOLS FROM TIA
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 31
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 ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 32
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.
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 33
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!
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 34
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 35
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 36
www.toyfairny.com … follow the link to “Press”
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 37
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 38
WRAPPING-UP
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 39
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
Toy Fair ‘13 Toy Fair PR Bootcamp December 12, 2012 Toy Industry Association (TIA) Knowledge Network Slide 40
We’re Here to Help!
Contact us for more information:
Adrienne Appell
Toy Industry Association
aappell@toyassociation.org | 646.520.4863
Gina Espinosa
Virtual Press Office
gina@vpoinc.com| 201.942.7038
Stephanie Meyering
Kellen Communications
smeyering@kellencompany.com| 212.297.2162
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