Donna MacNeil, president at ChizComm, talks about marketing strategies and hybrid-style events in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: What will be some of the top marketing strategies in 2022?
DM: It always holds that the key to success is to stay focused, smart, creative, and, most importantly, in-step with target consumers — that means being where our audience is, speaking in a relatable and relevant way, and building brand relationships that are respectful of our consumers’ time, attention, and purchase. It is essential to continue to achieve the right balance in the mix awareness, engagement, and conversion, parent and kid audiences, and reach across media platforms that is diversified, but not diluted. Over the next year, we’re also keeping an eye on the changing nature of paid influencer strategy, social engagement, and a return to live events and in-person interaction, and we are excited to watch advances in livestream commerce and what opportunities might be created in our space. Diversity, inclusion, sustainability, and social-emotional connection continue to be very important in messaging and positioning. As always, we must never forget that fun comes first in our business for our audiences.
TB: How do you think a hybrid trade show model will affect the toy industry in 2022?
DM: There are many benefits to the virtual components of shows that have evolved over the last two years — reaching extended audiences who may not have been participants on-site, making sure events and opportunities are more accessible for smaller businesses, and requiring us to get more creative and resourceful in building and sustaining relationships in the absence of live events. That said, we, like most, can’t wait to get back to in-person events. We know we have great tools in our arsenal when live interaction isn’t possible. Still, nothing replaces face time or the energy of an in-person event.
TB: Do you expect the increasing cost of raw materials for toys, games, and product packaging to impact toy prices in 2022?
DM: Yes, indeed, but we are also seeing companies get incredibly resourceful about delivering innovation cost-effectively in both product and marketing. Consumers show that they can be willing to spend more on quality and originality, or reflect their values for product and brands to which they are loyal. Our job as marketers is to get that message across to consumers.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
