Episode #10: The Modern Marketing of Toys With Steve Starobinsky
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There’s no avoiding the impact that social media has had on the marketing of toys and games. Before You-Tube stars and Instagram influencers, networks like Nickelodeon and Disney influenced toy buying trends. But today, toy buying trends are influenced by social media personalities, major television ad campaigns, and disruptive social ad campaigns.
During today’s episode, The Toy Coach interviews Steve Staronbinsky, the CMO if Diverse Marketing. Steve shines a light on the toy industry’s widely used sales rep model, and modern marketing techniques. Listen in on this conversation to learn average sales commission rates, industry terminology like “Insightainment”, and how to get your product considered pitch worthy by the global sales team at Diverse Insights. Download your product pitch powerpoint template to get started.
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4 KEY TAKEAWAYS ABOUT THIS EPISODE
This episode is jam-packed with useful sales and marketing insights but let’s bullet point the four MOST important things you’ll learn.
#1 Utilizing Insightainment to Disrupt the Scroll
“Insightainment”, is the concept of utilizing unique perspectives and vantage points to inform the viewers of your content about your product in a unique way. Casdon’s ad campaign is a great example of this, cleverly modeling their Dyson toy vacuums advertisements after real Dyson vacuum ads.
#2 Good Sales Reps Facilitate, Great Reps Curate
Remember if your item isn’t selected to be presented to a retailer, there’s a reason for it. Retailers appreciate sales reps that are selective with what types of products they show them and when. You should appreciate it as well, and work with your reps to find out what their retailers want to see and how they want to see it.
#3 How Has Marketing Changed Since The Golden Age Of Social Media?
Well, instead of 3rd party validation coming from major networks, it’s coming from top YouTubers or Instagram influencers. If you can generate a social following to back your product line, you’ll have an easier time pitching it to sales groups, and retailers. We talk about the “hack” to getting influencers to engage with your brand.
#4 What is Diverse Marketing?
Diverse is a sales rep group that specializes in toys and gift products. In a basic sales rep agreement, you the manufacturer, are responsible to store and ship your product to the retailer. Utilizing a sales group like Diverse allows you to leverage their vendor contacts for sales, setup, advise you, and help measure success.