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Get the Most Out of Toy Fair

Richard Gottlieb -- Gifts and Dec, 3/12/2011 6:13:33 AM

RICHARD GOTTLIEB MOST PEOPLE COME TO TOY FAIR WITH ONE OF TWO INTENtions: To sell or to buy. If they do not accomplish one of those tasks, they believe they have failed. In being so focused, many, if not most, attendees miss the most important reasons for being at any industry function:

TO MAKE CONNECTIONS, TO GET EDUCATED AND TO BE PART OF THE COMMUNITY.

Make Connections
The most important people you meet at Toy Fair may not be buyers (if you are selling) or exhibitors (if you are buying). The most important person you meet may be the person in the next booth, or standing behind you in the lunch line or having a drink at a party. This sea of people who surround you possess the secrets to sourcing, design, capital, invention, logistics, operations and more. One quick tip or one new friendship can make you more efficient, make you more money or find you your next great toy.
You will never have that good fortune if you focus so much on transactions that you forget to make friends. Keep Get Educated your eyes open, a business card out and a smile on your face. It could change your life or your business.

Get Educated
Some very smart people provide the benefit of their experience to those who stop in and listen. Attend what programs that you can; you will learn things that no amount of standing in your booth will ever offer. But education doesn't stop at Toy Fair. If you meet someone who has experience that may help you or has great new ideas, get a business card to contact them after the show.

Be Part of the Community
There are numerous functions held during Toy Fair that you should consider attending. By joining the larger toy community, you will be seen and recognized over time as someone who cares about the industry. It may open some doors for you that were previously closed.
So go on ... have a good time and get the full experience.

TIPS TO GET EVEN MORE ...

If you are an Exhibitor:

GET OUT OF YOUR BOOTH. Walk the floor and see what others are selling.
DON'T TRY TO DO TOY FAIR ALONE. Bring along some help so that you can take a break and walk the show It may cost you a little more to bring a spouse, friend or child, or to hire a temp, but having help takes the worry out of bathroom brekas, knowing that your booth is covered in case an important customer walks in.
WALK AND FOCUS ON BADGES. They can tell you a great deal by their color coding and detail about who people are, what they do and where they come from. If you see a badge that looks interesting, and the person is not occupied, engage them in conversation; you never know where it may lead.

If you are a Buyer or an Exhibitor:

MAKE SURE YOU ATTEND SOME OF THE PARTIES. I know, at the end of the day your feet hurt and you want to write up your notes. Buy some Dr. Scholl's and write your notes in the morning; it's time to party and make new friends. Being in the same room with a bunch of toy people is fun. You will make friends, eat chicken wings, make contacts, gobbel potato skins, and laugh yourelf silly. It's fun and it's good business.

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