Toys and kids marketers are usually involved in various marketing aspects, starting from identifying target market, allocating a need or an opportunity to leverage, participating in product development, pricing, product placement, communicating the right messages, building relationships and loyal customer base, developing a sustainable brand and working continuously to improve the brands’ offerings.
In this article I would like to focus on the communication aspect of marketing while spotting the light on a successful promotional strategy that will not only encourage sales at retail level but will also build the brand’s name and support its vision to build a loyal customer base. So you will mainly get 3 in 1 and achieve the following benefits: 1) Generate favorable sales results 2) Build a reputable brand name 3) Develop a loyal customer base, thus business is successfully on track!
This simple strategy is demonstrated in an easy manner in the graph below and it merely resides in being where kids are through the application of Through The Line approach which is the use of both Above The Line and Below The Line tools to fully utilize your marketing potential, deliver the finest results and achieve the maximum communication impact. (This while taking in consideration that all other marketing mix elements such as product features, benefits and advantages, product pricing and product placement are on the right track as well).