Rachel Griffin, co-founder of PlayWise Partners, discussed how companies can best interact with their audiences and the impact of hybrid trade shows in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: In what simple ways can toy companies cultivate a meaningful presence with their audience?
Rachel Griffin: The best way for companies to cultivate a meaningful presence with their audience is to be human: Don’t be a robot or act fully as a corporation. Have clear and concise communication and, of course, with fun and creative content and products. Stay active on social channels and with customer service — this is key. If a consumer has a question or complaint, address it immediately before it turns into something bigger. On that same note, communicating with your audience where they are to amplify their comments of support or creative content is a must.
Additionally, consider giving back to the local community and relevant causes. More and more, consumers are making purchases from brands that demonstrate core values that align with their own. The same goes for employees and potential new hires. Examples include a volunteer day, meaningful donations, company matching or sponsorships, and even team events. Support your audience (customers, employees, fans, etc.) and they will continue to support you in return. Remember the golden rule: Treat others the way you want to be treated yourself.
TB: How do you think a hybrid trade show model will affect the toy industry in 2022?
RG: If there is one thing we have learned from the past two years, it is that the toy industry is adaptable. Technology is advancing daily, which will make hybrid trade shows that much more accessible and reliable. Companies will have the opportunity to offer in-person, livestream, and on-demand content, which will give their customers and media more opportunities to interact with their products on a more flexible schedule. Budgets depending, along with health and safety measures, companies will opt-in for whatever is best for their business.
On the public relations front, a hybrid trade show allows us to connect virtually with media contacts and influencers, regardless of on-site attendance at a trade show. However, the value of face-to-face meetings, relationship building, and product demonstrations cannot be replaced.
While I wholeheartedly appreciate virtual meetings and how we’ve adapted, I am ready to have in-person events again. Toys are meant to be played with; playing with these toys and games at events is literally good for the mind, body, and soul!
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
