Keeping the Momentum Going After Toy Fair

Final post in a six-part series of posts on preparing for the annual trade event

By Julie Livingston, Director, business development and accounts, Child’s Play Communications, New York City

With Toy Fair officially over, it is time to take a quick breath and capitalize on the media interest your company or brand received during those intense four days. You may return to a desk piled high and an overwhelming number of emails to answer, but don’t lose the momentum you’ve created. Many Toy Fair exhibitors come back from the show re-energized about their own businesses, so now is a good time to move fast. If you wait more than two weeks after Toy Fair to start following up on media leads, there’s a good chance you’ll never do it. Following are tips on the most effective ways to keep the momentum going after the show:

1.     Re-read Toy Fair notes and identify next steps: Transcribe your Toy Fair meeting notes as soon as possible while the show experience is still fresh in your mind. Ask other colleagues to review and “weigh in” from their perspective. With input from everyone who worked the booth, keep a record of which media outlets stopped by and who worked with them. Importantly, note any issues or problems. Did a reporter come early or late to an appointment, finding that there was no one available to work with them? How was this handled? Were bloggers treated with respect? How were business cards collected? How could these things be handled better in the future?

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