Toy stores have to market to two distinct audiences: children, who are the end users, and parents, who are the buyers. Having only one marketing strategy will not be very effective for your toy store, since it will only reach a part of your market. It is best to use a mix 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 clients to bring their child to create a formal wish list, either on paper or electronically (like a wedding registry). This is a fun process for the kid, and he draws customers into his store at least twice (once to sign up 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 checkout station to let parents know you’ll be emailing them a special coupon 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 happy, and even the parents, because they are saving money.
- Units of used toys– 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’re already in your store, they’re likely to buy! If they need a little more encouragement, offer them a discount coupon to donate.
- Seminars for parents– Here is another great way to attract 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 inform parents about the latest child safety products, current recalls, or even fun party planning ideas. Of course, you will need to provide childcare during these events, but this is to your advantage. What father takes his son to a toy store and doesn’t buy them? something?
- New Toy Release Events– There is an “it” toy every season. From Furbys to Tickle-Me-Elmo, toy manufacturers work very hard to create a “gotta have it” 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 images of the toy and when it will be released, so customers are well prepared for the release.