How To Use Digital Marketing As A Toy & Games Company To Advance Business
Keeping the little ones entertained… it can be a bit of a nightmare, can’t it? Be it the weekend, the dreaded 6 week summer holiday or a casual worldwide pandemic, we all look to the important toy & games industry for a bit of extra help.
We’ve relied on toys & games in the UK for many years – we are the 4th largest toy market in the world after all. In 2018, we bought a massive 371 million toys totalling an even bigger £3.3 billion. It’s great news for toy & games companies… but only for those who are taking advantage of digital.
Why is digital important for Toy & Games Companies?
While sales are increasing, our spending habits are continuing to change, with more people than ever before completing their purchases online as opposed to in-store. Alongside having the 3rd largest e-commerce market in the world, UK online shopping is set to increase by 30% by 2024.
Perhaps it should come as no surprise then that this has had a knock-on effect on our high street shopping habits. At a national level, retail has fallen as a proportion of all high street businesses from 29% to 25% between 2012 and 2017, which is bad news for toy & games business with a minimal, or worse nonexistent, online presence.
Put simply, the high street battle has moved online, and those toy & games companies who haven’t made the move will soon find themselves, if they haven’t already, at a huge disadvantage.
But all is not lost…
Which Toy & Games companies use digital well?
Imitation is the best form of flattery they say, which means we can learn an awful lot about how to use digital well by simply looking at those toy & games companies that are doing it well.
Take Bigjigs® Toys for example, a toy wholesaler located in Folkestone, Kent, who is a perfect example of a toy & games business who have adapted their digital approach based on current consumer needs.
First things first, they have social profiles such as Facebook, Twitter and Instagram setup and post regularly, that’s a big tick in our books in ensuring customers are kept up to date and help spread that all-important brand awareness.
However, when circumstances change, Bigjigs® Toys have shown they are adaptable. With all that’s going on right now, forcing children to stay at home and changing the way we approach life in the future, families more than ever need extra help in entertaining the kids. Bigjigs® Toys current social strategy reflects this, with more posts focused on free advice and craft ideas as opposed to simply posting product listing after product listing.
It’s this change that customers will remember in the long term, it’s about retaining customer loyalty in a difficult time and changing your strategy as a result. After all, there’s nothing like a pandemic to encourage you to make a change.
Some toy & games businesses have strategies in place that are bound to help them no matter what, especially when we look at some of the big players on the scene, such as Lego.
As well as having a great social strategy, Lego is great at understanding the customer journey. Let’s be honest, a customer will rarely stumble across your business online and purchase something right away. It takes multiple visits and multiple reasons to convince them to part with their money, and Lego’s own personal chatbot is the perfect example of this:
Instead of cramming sales posts down your throat, Lego lets you simply tell them what kind of thing you’re looking for, including the age of the person it’s for, what their interests are, as well as your own price budget. In response, it’s chatbot will recommend a few ideas to you, with the option of buying it online or in your nearest local store, should you wish.
With these companies in mind, here are our top tips for enhancing toy & games companies online.
Find out what’s trending
Remember fidget spinners? Every kid and their dog (and me) had one when they became all the rage back in 2017, and those toy & games companies who spotted the trend before it reached its peak ended up making more of success out of it than those that jumped on it just as its popularity was dying out.
How do you spot these trends you ask? There are a number of tools available, with one of the most accessible and free being Google Trends.
Simply pop in a search term and it will tell you on a scale of 1-100 how popular that term has been on Google within a timeframe and region of your choice. Use it to look at trends from previous years to estimate when they will be this year, as well as see if there are any products you could be pushing more (or less!) based on their current popularity.
Understand the customer journey
Imagine the customer journey as a funnel with the all-important sale at the bottom of the funnel. As we’ve established, customers will rarely get to the bottom of the funnel by themselves, it’s your job as a toy & game company to help guide them there.
As Lego has demonstrated, sometimes the best way of getting customers to convert is not to throw darts at a dartboard hoping one will stick – but to simply hand over the darts to your customers instead.
Give your customers the means to make their own decisions and let them be in control. Your role is to be there to support them with all the great techniques digital can offer, such as great content, chatbots and more. Doing so will guide your customers down that funnel naturally, leading them eventually to that all-important sale.
You may not be able to be there all the time though, which is why chatbots are a great way to generate leads for your business from people who now, more than ever, are less likely to pick up the phone or visit you in-store.
What’s great about chatbots is they are far easier to set up than you may think. For your social channels, there are plenty of chatbots that are compatible with Facebook and are simple to set up, such as Chatfuel.
Chatbots are also very helpful for customers on your website itself, especially for first-time visitors who may need an extra bit of help. For web chatbots, we recommend Chatbot and if you have any questions, then get in touch with us.
Recent consumer trends mean there are plenty of opportunities for toy & games companies out there, but there’s no denying that these trends are in line with our ever-increasing move to digital. If toy & games businesses want to outperform their competition, then taking advantage of digital marketing is a surefire way to achieve it.
For more information on how digital marketing can help your business, get in touch with us today.
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