Kids Today

Word-of-mom marketing

I just read an article about how Cuisinart is harnessing the viral word of mouth marketing—which it dubs word-of-mom—to build its brand.

What a simple, creative idea.

Just about every retailer I’ve ever interviewed claims their “word of mouth” advertising is the best form of advertising and this being the juvenile industry with moms being the target audience, word-of-mom just makes sense.

Think of the possibilities. An advisory board of moms gets together to try out the new products you have in the store, maybe even before they hit the floor as a test run. You offer them a place to meet, either in your store or online. A place where they can swap parenting tips, share ideas, give feedback on products they like (or don’t) and you’re the one bringing them together, the “brand” that binds them as a community.

It’s viral marketing at its best.

It’s beginning to look a lot like Christmas

Happy winter solstice celebration season!

I found a few fun facts and figures I’d like to share about kids and toys.

A recent Weekly Reader Research poll kids ages 5-18 how they planned to do their holiday shopping – and found that most are skipping the Internet and heading straight to the mall.

•    70 % of kids ages 5-18 say they planned to do their shopping “Mostly at Stores.”

•    Only 22 % of kids ages 5-18 say they think they will do their shopping “About equal amounts Online and at Stores.”

•    Only 9 % of kids ages 5-18 say the planned to do their shopping “Mostly Online.”

This survey had 2,866 total respondents, 1,460 of which were boys, 1,406 of which were girls. 810 of the respondents were ages 5-8, 912 of them 9-12, and 1,144 of them 13-18.

*Weekly Reader Research is a Tween-To-Teen market research organization.  Built on WRInsiders™, WRR’s large and nationally-representative panel of 5- to 18-year-olds, Weekly Reader Research brings together the power of the Internet and Weekly Reader’s legacy of commitment to kids to provide decision-makers with rich insights into youth markets.

http://www.weeklyreaderresearch.com/WeeklyReaderResearch/Home/

Here are 10 Fun Toy Facts from eToys.com

1. Although this year marks Tickle Me Elmo’s 10th anniversary, he first appeared on Sesame Street more than 20 years ago.


2. Cabbage Patch Kids were created by Xavier Roberts in 1976 and originally called ‘Little People”. They were made out of cloth and sold at craft fairs to help pay his college tuition.


3. The Rubik’s cube was invented in 1974 by Hungarian Erno Rubik. The interior mechanism of the wildly popular toy is one of the engineering marvels of 20th century toy design.


4. Trivial Pursuit was spawned because of an argument between a sports editor at the Canadian Press and a photo editor for the Montreal Gazette over who was the better game player.


5. The Barbie doll was invented in 1959 by Ruth Handler, whose own daughter was named Barbara.


6. Mr. Potato Head was the first toy to be advertised on television and in 1985, the popular spud received four write-in votes in the mayoral election in Boise, Idaho.


7. In 1943 The Slinky was accidentally invented by Richard James while he was trying to develop a meter designed to monitor horsepower on naval battleships.


8. The yo-yo is considered the second oldest toy in history, the oldest being the doll. In ancient Greece, the toy was made of wood, metal and terra cotta. The Greeks decorated the two halves of the yo-yo with pictures of their gods.


9. The original hula hoops were made from metal, bamboo, wood, grasses and vines.


10. The Etch-A-Sketch was originally marketed in France with the name L'Ecran Magique. In England it was known as the DoodleMaster Magic Screen.

300 million

I read this interesting article about the U.S. population reaching the 300 million mark today.

Gerber’s really thinking outside the box and centering a marketing campaign on this milestone. It ran ads leading up to today with tag lines of America’s Expecting.

What out-of-the-box ideas have you had fun with?

The power of advertising

I got this video in my email the other day. It’s an ad that ran once, during a Super Bowl. There is no script. No product is shown.

You can find it all over the Web, along with people praising and condemning Anheuser-Busch for running the ad. Some said the 9/11 tribute is moving; others said the company was trying to exploit the tragedy. 

I think it’s incredibly powerful. Despite the fact I prefer Guinness to Budweiser, after watching that ad I wanted to go out and buy a case of Bud because the ad made me feel good about the company. One can argue Anheuser-Busch’s motivation all day long, but any time a company can do something to give consumers a warm, fuzzy feeling about them they’ve succeeded in growing their brand.

Tapping into consumers emotions is a powerful marketing tool. It’s certainly more noticeable and memorable than ads that shout "Sale! Sale! Sale!"

Since people buying the products in our industry already are experiencing one of the happiest times of their lives, doesn’t it make sense to target them with marketing that strikes an emotional chord?

How do you strike a chord with your customers?

Should ABC be an open show or not?

A few more readers have expressed their opinions about my September editorial on the idea of opening the ABC Kids Expo to all buyers. Even though they take issue with my views I appreciate the emails from George Gunderson and Mike Schaffer and as a journalist I thoroughly support their right of free speech.

Lisa,

I found your editorial on the ABC Expo to be naive and what we would expect from a Wal-Mart shopper. Why should this format bother you? As you probably already have heard from other independent retailers, the boxes and internet only group has the JPMA and private showings with the vendors. I guess you want Home Depot and Lowes to go to the ACE and True Value Hardware shows. There is more to being an independent then your self righteous article claims. We pride ourselves on being different then the boxes and not carrying the dumb downed items they do. By the way the next time you ask for a survey of independent results and merchandise sold from my store," GO ASK THE BOX STORES FOR HELP!!!" seeing that they are your allies.

George G. Gunderson - Owner
Magic City KIDS - Billings, MT

I stand by the points I made in my editorial. I’m not advocating mass merchants over independent retailers because thankfully we have a free economy and live in a democracy where consumers have a choice of shopping venues. I think independent retailers set themselves apart by their very nature—they’re independent. As I said in my note, “Being different is about you, the owner; it’s about how customers feel in your store; it’s about how you display the merchandise and more importantly it’s about customer service.” I realize the mass merchants and big boxes have private shows. It’s very similar to the furniture and other industries where manufacturers invite their best customers in to preview product before the rest of the world sees it; sometimes the manufacturer even goes so far as to make a slight change in finish, color or design to make a product exclusive to a certain retailer. I understand ABC is a show committed to independent retailers, but as we’ve all witnessed, Internet and mass buyers do get in. Vendors who sell to mass and Internet retailers do exhibit there. I find nothing wrong at all with a vendor having an exclusive showroom or one that sees buyers by appointment only. My point is that the show itself shouldn’t exclude buyers; it should be the responsibility of the manufacturer/vendor.

Dear Lisa,

I was very disappointed with your editorial about the ABC Show. ABC is the largest and most successful Juvenile Products Show in the world. It is also, perhaps not coincidentally, the only show devoted to the needs of the independent specialty store. You should know that the mass merchants and the big boxes have their own private shows, to which no independent retailer has even been invited. It is unfair and, perhaps unintentionally, misleading to suggest that ABC’s exclusivity is a one way street. Times and admission policies can change. What I hope and expect will never change is ABC’s dedication to the independent specialty store, and its commitment to leveling the playing field.

Sincerely,
Michael J. Schaffer
Chairman All Baby and Child, Inc.
President
Creations

Retailer shares insight on Kind + Jugend

Sheri Gurock, co-owner of Magic Beans in Brookline, Mass. has a great blog, spillingthebeans.net.

She recently attended the Kind + Jugend show in Cologne, Germany and shares an overview of the market with her readers and customers. Check it out!

Another view

Roger O'Callaghan, president of Baby News Childrens Store, Livermore, Calif. emailed me his thoughts on my September editorial.

Dear Lisa:

I read your September editorial about allowing all types of retailers to the ABC Show and have a few comments to make to you. First of all, as you must be aware, all the major mass merchants have their own private shows with vendors. These are closed shows in which specialty stores are not invited. Also, as far as we know, specialty stores do not sneak into their shows. Second, specialty stores do not have a common forum as do the mass merchants. The only show around that is for specialty stores is the ABC Show. The JPMA Show is an open show to all retailers – what do you think happens in a showroom when a group of buyers from Wal-Mart walk in?  Correct – the other retailers are asked to leave or completely ignored.

Why should there not be a show just for specialty stores? Specialty stores take chances with smaller manufacturers that the “big boxes” do not do. The ABC Show allows vendors to have direct conversations of specialty retailers who are “hands on” retailers.

Is it really so much to ask that specialty stores have their own show?  Maybe when the mass merchant invite specialty stores to their private showings, we should let them in the ABC Show. In fact, we could give them a badge with their own name and company on it.

Sincerely,

Roger O'Callaghan, President, Baby News Childrens Stores, Livermore, Calif.

Roger and Dave have their concerns about opening up the ABC Expo to all retailers; I think the responsibility should fall to exhibitors rather than show management; what do you think?

The other side of the fence

Some of you may have read my editorial in the September issue and the last blog entry. As we get to know each other better you’ll find I can be a bit outspoken. You’ll also find I welcome and relish feedback, even if it’s not always positive.

Yesterday I received an email from Dave Laub, owner of Room To Grow, Cincinnati, Ohio and I wanted to share it with you in the hopes it will open a discussion on the topic of exclusivity and trade shows.

Lisa,

I was in shock after reading your Editor’s Notes in the September Issue of Kid’s Today. 

Perhaps you do not understand the history of the we (specialty stores) versus they (big box stores) in this industry. As Specialty Stores we struggle everyday to have product that is new, fresh and different from the big boxes. Suppliers bring new products and styles to markets. Specialty Stores take a risk, a huge risk, by ordering untried products and styles.

The Specialty Stores have success with some of these products and styles.

The big boxes find out about our successes.

They go to the suppliers. Most suppliers see big $$$$$$$$$$$$ so they sell to the big boxes, often at discounted prices. The Specialty Stores have higher overhead, mainly because of the services they provide that the big boxes do not.  Thus, the big box receives the product at a discounted cost and marks up the cost at a lower multiple, giving a lower selling price.

Then, the Specialty Stores cannot sell the product, often getting stuck with inventory they must sell at reduced prices.

The ABC Show has a unique history. It was started as a joint venture by four of the INDEPENDENT SPECIALTY STORE ASSOCIATIONS, who then partnered with SPECIALTY STORE FOCUSED SUPPLIERS. This is what the ABC Show is!

Why would I want the big boxes to see the product I am willing to try? Maybe, so that they can get them sooner? Why would I want that?

This show is supposed to be for Juvenile Specialty Stores ONLY. It is disgusting to me that some of the exhibitors, some of which are on the ABC Board, find ways to sneak internet companies and big box buyers into the show. Absolutely disgusting.

We are entitled to our own opinions.  We are entitled to print them. When we do we open ourselves up to the other side of the fence.

Sincerely,

Dave Laub

What do you think? Which side of the fence are you on or are you sitting on it?

Do you turn a customer away?

Exclusive is a buzz word among retailers and vendors. Webster defines it as “accepting or soliciting only a socially restricted patronage.” This describes the attendance policy at this month’s ABC Expo, which is limited to independent, brick and mortar stores.

Coming from the furniture/home accents industry, I am surprised by an attendance policy that excludes any retailer. I realize the premise is independent retailers want product that’s not available to mass merchants or online retailers, but if you break it down to the most basic level it comes back to restricting patronage.

Lots of retailers distinguish themselves with custom lines, which is great for them and the consumer. Magic Moon, a retailer in our Dallas Metro report, manufactures its own furniture and lighting and offers custom bedding. Our cover story, The Wooden Swing, is unique because of its categories: outdoor play equipment and youth furniture.

Being different isn’t just about the product though because the store down the street might have the same thing or something fairly similar. Being different is about  you, the owner; it’s about how customers feel in your store; it’s about how you display the merchandise and more importantly it’s about customer service.

As a consumer I shop a mix of independent and mass retailers. Like most people, I know if I’m looking for customer service and a well-informed staff, I’m probably not going to find it at a mass retailer. It’s not their forte. Price may be or location may be but typically individuality is not.

This brings me back to restricting patronage. Whether you’re a vendor or a retailer I don’t understand turning a potential customer away. When I buy something, I know it’s not the only one in the world; my friend might have the same lamp, stroller or crib. Individuality, which is what we’re all truly striving for, comes from how we incorporate that product into our home or store; how we blend it with the other elements; how we stamp it with our own style.

As a retailer, do you turn a customer away because her neighbor bought the same thing? Why should trade shows be any different?

Highlights from the conference...

If you couldn’t make it to Florida last month for the sixth annual Kids Today conference, you really missed out. Fortunately we have highlights in the July print issue and the Web site, plus we’ll bring you more next month.

We had great speakers like Francie Brudner, Arnold and Fran Sude, Maria Bailey and Teresa Kroll and enlightening discussions from our retail panelists; our consumer panel with grandparents was a huge hit.

Here’s what I took away:

The Internet is a touchy subject in this industry. Retailers who don’t sell on the Web don’t want manufacturers to let other retailers sell on the Web.

Manufacturers should control Internet pricing and not give discounts to Internet retailers. The list goes on. Interestingly, the majority of the grandparents on our consumer panel not only use the Internet for research but they also shop there.

The tween market isn’t going away anytime soon, in fact if anything retailers want to know how to entice them more. Appealing to them with product they can relate to, like Jami Myers does at Breuners Arizona with urban contemporary looks has been successful, but the challenge remains getting tweens in the door. One audience member said if the industry could translate the Abercrombie & Fitch store/brand/concept to furniture it would be a hit. I think it’s not so much about the product for tweens, it’s about the store environment and what’s going on in it.

Francie Brudner talked about targeting mom by meeting her needs as a parent—feeding her aspirations, recognizing how busy she is, etc. She said if you build a relationship between your brand and a mom, she becomes your ambassador. This leads me to Teresa Kroll from Build A Bear.

I’d of course heard of Build A Bear before the conference, but never been in a store. When I got back from Miami, we took the kids. Most likely we’ll go again and again. Though I enjoyed Kroll’s speech, that wasn’t what sold me on visiting a store. It was a conversation the night before when she told me how they treat their employees, how the company gives back to so many good causes and how, despite the fact they’re in business to make money, the company isn’t afraid to try new things and listen to its customers.

While my kids proudly show off the cat and monkey they built to everyone they meet, I tell my friends and family about the company and how cool I think it is. Talk about becoming an ambassador!