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It's a Digital World How Manufacturers Use the Web to Reach Retailers
TDmonthly Magazine talked to pioneering toymakers and asked them how the digital realm helps them reach buyers and retailers. Be Where the Buyers Look  Location, location, location: It’s the same as real estate; being where the buyers are is paramount to online success.Tony Cross, president of Mic-O-Mic Americas (Gift Guide), has found a treasure trove in the online search engines keyed to the awards that Mic-O-Mic has won. “ToyDirectory and the websites of award grantors have been a far better source of potential new and actual new customers than print ads,” he told TDmonthly. Renee Trinca, president of Schoenhut Piano Company (Gift Guide), also found search engine technology to be crucial for success: “Search engine marketing is a good investment. We budget extra for the last quarter to increase hits and sales during the busy holiday season.” Email, Email, Email  Faster than the Post Office and more powerful than a room of stenographers, emailing is the key to quick updates and customer contact.Matt Peake, manager of Top Shelf Holdings LLC (ToyDirectory), said, “people are busy, so it can be hard to get return calls.” Kathryn Cooperman, vice president of sales, marketing and operations at U.S. Games Systems (Gift Guide), is a firm believer in “email blasts to our own customer list.” But where e-mailing is a “reach out and ding someone” methodology, the biggest haul in customers comes from ... ... Working a Website  Robert Tonner, CEO and head designer of Tonner Doll Company (ToyShow) explained how “a good deal of our ardent collectors almost know before we do that we’re coming out with something new. They scan our website news page daily for new product announcements.”By making their websites as complete as possible, they provide an up-to-the-second one-stop to the latest news. Schoenhut used a designer for the initial page, but the office staff does the updates. U.S. Games Systems also went outside to a professional designer. The key is thoroughness. Trinca pointed out that “a link on our wholesale website that invites retailers to offer our products,” really helped to reach retailers. And the Future? As per Jeffrey Katzenberg, famous Hollywood executive: “More, better, faster.” Cross is looking to video ads and better online databases, as is Cooperman. Trinca plans to do the same, as well as to expand all facets of Schoenhut’s online presence. Every day, in every way, the Internet allows manufacturers to reach retailers without regard for geography and costly face-to-face presence. Here are some products offered by the aforementioned companies:
Writer's Bio: Mark Zaslove is an entertainment industry veteran in developing content (writing, directing and producing television and feature films) for the major studios, including Disney, Universal and Warner Bros. A two-time Emmy Award winner for writing and recipient of the Humanitas Prize (for writing uplifting human values in television and movies), Mark is also Head of Content Development for Nice Entertainment. Read more articles by this author
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