By Reyne Rice, Toy Trend Expert and Youth Market Specialist
First posted on the YourToyCom.com blog forum and community website serving the toys, games and childrens’ technology industries, on behalf of the Spielwarenmesse. Spielwarenmesse is the leading and largest International ToyFair in the world, held annually in Nuremberg, Germany in early February.
Wow! I was surprised, and yes, enlightened to read the following forecast about interactive marketing spending. According to the Forrester US Interactive Marketing Research group,“By 2016, marketers will spend billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend within the next five years. If those numbers don’t shock you, take a moment to let that sink in…”
Basically, if you are reading this blog, you are probably already converted. But, is your corporate management team invested in interactive media? If you polled them, would they know about:
- Yelp, Roamz, Layar, Wikitude, Word Lens or Peaks
- Tumblr, Vlogr, FourSquare, LiveScribe
- Aurasma, Metaio, QR codes, and their impact on the SmartPhone user
- To understand a kids point-of-view, have they listened to Lady GooGoo, crossed paths with Spyro, gone on quests with Mechatar, or bought something with BitCoin?
If not, maybe it is time for an immersive education. Apps aren’t just about a bunch of mindless games. They connect people to people, to their environment, and to what matters most to them. They can make life more efficient, more interesting and less complicated. Apps can help to make sense of the world around us in a fascinating way, or allow us to escape, for a few minutes with ninja-sword-slashing pineapples, Interactive media is a new medium and a new conversation. If we aren’t speaking the same language with our consumers, how will they ever be able to hear us, or to trust us?
Toy and game manufacturers need to maintain an even closer watch when managing these interactive aspects of their marketing activity spending. Why? Our core customers are the digital natives and their connected parents. They are early adopters of technology, and have more access and more visibility to messages in this interactive media playground.
To learn more from International experts in this field, carve out a half hour or an hour of your time tomorrow, February 3rd, 2012, to attend the Toy Business Forum, where the over-arching topic of the day is specifically addressing this issue “Social Media and Online Marketing – How Traders can Profit from Web 2.0” Four internationally acclaimed industry experts are sharing their knowledge, tips and advice in managing this important aspect of your business. The sessions are all free-of-charge to Fair attendees, and take place in the Innovations Center, Hall 4.
This could be one of your most important appointments at the Spielwarenmesse International Toy Fair Nurnberg, by investing resources in your business and in your marketing efforts with interactive media. For a link to the Toy Business Forum 2012 program, click here
The week’s topics include:
- Feb 2nd, 2012: International Trends and Hot Favourites in the World of Toys
- Feb 3rd, 2012: Social Media and Online Marketing- How Traders can Profit from Web 2.0
- Feb 4th, 2012: Toys4Teens – Capturing a Challenging Target Group
- Feb 5th, 2012: Marketing for Toy Traders- Discovering Trends, Creating Emotions
- Feb 6th, 2012: Outstanding Design- Visual Impressions Count