Toy World’s editor discusses how print marketing can boost a multi-faceted marketing strategy. 

Rachael Simpson-Jones

In July, thousands of retailers started welcoming consumers back through their doors after what felt like a very long period of lockdown. Though necessary, the previous weeks of severe restrictions were undeniably tough for the majority of stores. Many had to adapt their way of trading through lockdown, while they have also been forced to make physical changes to their stores.

Perhaps one of the biggest lessons to have emerged from the crisis is that for many retailers to survive, an omni-channel approach is key. It’s not enough to only have your brick & mortar store; to capture as many sales as you possibly can, you need to also be active in the online space. Dip a toe in several ponds, and you’ll surely catch more fish.

There are clear parallels here with trade marketing and the role of publishers. Imagine, if you will, a Venn diagram. Consumers of written media such as magazines fall largely into two groups – either they gravitate towards the publication’s online offerings, in the form of a website and social media channels, or they tend to favour the print issue – with the overlap inhabited by a large, crucial subsect of people who will use both media to access the widest choice of information in the most appropriate format. Publish a magazine without a complementary website or social media, and you’ve failed to capture a huge chunk of audience. Publish a website without a print offering, and you’ve fallen into the same trap.

As a writer, I believe in the power of the written word. In this Viewpoint, I discuss the power of print, and how Toy World can help you get your message to where it needs to be. To read the full article, which was published in the July issue of Toy World, click here.