Toy stores have to market to two different audiences: children, who are the end users, and parents, who are the buyers. Having a single marketing strategy will not be very effective for your toy store as it will only reach a part of your market. It is best to use a combination of media and messages to engage children and their parents. At least one of these suggestions could be a great option for your toy store.
- wish lists– Each child has a list of toys they want for Christmas or their birthday. Encourage your customers to bring their child to create a formal wish list, either on paper or electronic (such as a wedding registry). This is a fun process for the child and brings customers to your store at least twice (once to register and once to buy). They can distribute the list to family and friends, which could bring you even more customers.
- birthday specials– Similarly, all children like to feel special on their birthday. Print vinyl stickers to display at your pay station to let parents know you’ll send them a special coupon via email on their child’s birthday. The child can go in and choose the merchandise that they will receive for free, or at least at a discount. This makes the child, and even the parents, happy because they are saving money.
- used toy units– Show you care about the community by organizing used toy drives at your store or even around town. By donating gently used toys, potential customers will be in need of a replacement and since they are already in your store, they are likely to buy! If they need a little more encouragement, offer them a discount coupon to donate.
- Parent Seminars– Here’s another great way to engage parents. Host conferences and seminars at your store that parents will want to attend. Be sure to feature these classes in your store with large, easy-to-read banners so parents know when and where the classes are. Use the knowledge of your employees, or even work with your vendors to educate parents on the latest child safety products, current recalls, or even fun party planning ideas. Of course, you will need to provide babysitting during these events, but this is to your advantage. What parent takes their child to a toy store and doesn’t buy them? something?
- New toy launch events– There is an “it” toy every season. From Furbys to Tickle-Me-Elmo, toymakers work very hard to create a “gotta have” mentality in the minds of children and their parents. Use this to your advantage. When the cool new toy is about to be released, throw a party at your store. Customers will come hoping to be the first person in the area to get their hands on the new toy. Print window clings to display in your window showing pictures of the toy and when it will launch, so customers are well prepared for the launch.