Tristan Brooks of Havas Entertainment shares his thoughts on how marketing strategies can be made stronger in the current economic climate.

Although parents may have reduced the overall amount they spend on toys, Havas managing partner Tristan believes that this should not be a reason for toy companies to focus their marketing around the price of their product.

He said: “Price is not a motivational consumer message for marketing and can devalue your brand.”

According to Parents Insights data, another factor in consumers’ purchasing decisions is having a product that will last and provide play value.

Tristan added: “They want reassurance that when they invest in products, they will be enjoyed repeatedly. It’s up to advertisers to tailor their messages and media to provide reassurance. To communicate this authentically, you may work with trusted parent influencers and parenting media brands to specifically highlight the play value of the product. Using highly personal and trusted media like podcasts and radio adds to the authenticity of the messaging.”

In Tristan’s Viewpoint, which was published in our August edition of Toy World, he also speaks about the importance of targeting grandparents, who play a huge financial role in the toy market around Christmas; why companies should embrace new opportunities; and the power of social media.

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