Fifth in a series of posts on preparing for the annual trade event.
by Julie Livingston, director, business development and accounts, Child’s Play Communications
That crazy mix of anticipation, excitement, and adrenaline occurs each year for me, as I walk into the Javits Center on opening day of Toy Fair. There is so much to do in advance of the show, not to mention managing the intensity of the four-day event and post-show follow up.
If you have already reached out to the media and bloggers to schedule appointments to meet and give them a heads up on your new products, that’s a good thing. There is a chance that some reporters may spend times “walking the floor,” but with staff cutbacks at many media companies, their time is often limited. It is more likely for reporters to come to Toy Fair with predetermined ideas of what they want to see; they may also narrow their search for specific products that exemplify a particular toy trend (or trends) they are covering, such as tech or connected toys.
As a Toy Fair exhibitor, what is the best way to handle the media on site at the show? This is often the biggest challenge for exhibitors who are preoccupied with retailer meetings and managing a handful of product samples. This post includes tips and advice on how to work with the media that attend the event.
If you have preset appointments, tell your exhibit booth administrator and designate another colleague as a backup, in case you are unavailable. If your backup is someone unaccustomed to dealing with the press, provide an overview of the media outlet and leave any press materials for them, as well as your business card and mobile number. Given the hectic nature of Toy Fair, it is not unusual for appointments to show up early or late, which may throw a curve ball into your day. However you handle it, make sure the reporter is taken care of properly and professionally.