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by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) t’s fall again. The kids are back at school, the weather is changing, and the toy industry is racing to get ready for the all-important fourth quarter. This means November 8, 2014—national Neighborhood Toy Store Day—should be circled in red on your calendar with arrows pointing to it. That’s the day independent toy stores join in a nation-wide celebration of healthy play, top quality toys, and shopping locally. The American Specialty Toy Retailing Association (ASTRA) created Neighborhood Toy Store Day to help consumers understand the specialty toy difference and to help drive customers to specialty toy stores. To launch the holiday shopping season with community-minded fun, retailers host special events and bring neighbors together in the spirit of giving. Last year’s programs included crafts, entertainers, scavenger hunts, and charitable donations. Through Neighborhood Toy Store Day, neighbors and customers see that specialty toy retailers are a central part of a vital community. Here are some ideas for creating your store’s special event:
KEEP IT SIMPLE
Some retailers may make Neighborhood Toy Store Day their biggest event of the year with live music, or clowns, or face painting—but you can do whatever fits your store. Focus on what is manageable for you and fun for your customers. The easiest event of all may be to do what you already do: Put out a variety of toys for children to play with.
REACH OUT TO LOCAL MEDIA AND BLOGGERS
Pick three to five local reporters and bloggers who cover family issues and send them the press release ASTRA provides. Follow up with a phone call to invite them to your store on Neighborhood Toy Store Day. Be sure to also send a notice to the calendar listings in your local parent publication or website.
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REACH OUT TO YOUR CUSTOMERS
Most retailers have multiple ways to reach their customers: through newsletters, e-blasts, social media, and on their websites. The Neighborhood Toy Store Day message has already been written for ASTRA retailers. Log in at www.astratoy.org and click on “Member Resources,” then “Membership Programs” to find the press releases with wording for various types of media. Remember, the objective is to remind customers about the advantages of shopping at a specialty toy store, so even if they don’t come to your store on Neighborhood Toy Store Day, your outreach means they are still getting the specialty message at a critical time of year.
TIE IN WITH A LOCAL CHARITY
If you don’t already have a local charity you support, call a non-profit preschool or child care center. Agree to give them a percentage of your sales for the day and you can be sure that they will help you promote your Neighborhood Toy Store Day event to the parents they serve.
MOUNT A SIMPLE WINDOW DISPLAY
Your window display for Neighborhood Toy Store Day doesn’t have to be complicated, but think of something that will attract consumers to come in and play. l To support our members’ outreach efforts, ASTRA provides sample press releases, online marketing tools, ad slicks, e-marketing templates, and other resources to help you plan for the big day. Check out what’s available to your store as part of your ASTRA membership at http://www.astratoy.org/ntsd.asp and decide how you want to put Neighborhood Toy Store Day on the map.
SPECIALTY TOYS & GIFTS