Artiwood’s Top Tips for a Successful Digital Toy Fair

Andrew McGregor

Artiwood Australia is an award-winning importer, distributor and wholesaler of eco-friendly, educational toys and baby accessories. Artiwood has been proudly Australian owned and operated since 1999. You will find Artiwood’s quality products in store and online with reputable, independent retailers nationwide.

With the upcoming 2022 Toy Hobby Licensing Fair Digital set to take place with the new dates of Monday 28th March to Friday 1st April, the online fair will provide a platform to promote and source brands and products safely and effectively. The Toy Universe spoke to Andrew McGregor, Managing Director Artiwood Australia to get his thoughts on all things Toy Fair.


Andrew, how did Artiwood approach the shift towards a digital event?

Last year, like many exhibitors, we committed to a virtual event with some trepidation. However, we were pleasantly surprised by its success. We saw attendee after attendee signing up for online meetings. This included an encouraging mix of regular customers and new business prospects. We signed orders off the back of the event. Much like a physical event, it helped us connect with these people in a deeper, more focused way. Since then we’ve been hosting virtual showroom tours throughout the year.

Artiwood’s Virtual Showroom

What was most beneficial and useful about the digital platform?

The digital platform gave us an ability to showcase more of our catalogue, tell a story we most wanted to share and differentiate our offering from industry peers. Its search function certainly helped the right people find us. We also appreciated the ability to schedule our meetings in a structured way. Our time was always appropriately allocated to critical customers and prospects.

The right person was always available for the right meeting every day!

How was the response with your meetings and events?

Last year every attendee made a concerted effort to incorporate the digital event into their diary as if it were a physical show. In essence, they set the week aside and gave it the same time, focus and energy we’d normally experience at a physical event. Even technologically-challenged attendees valiantly gave the digital platform a red hot go.

What did you learn from the digital event/platform?

We’ve learned that a successful virtual meeting needs plenty of structure. Products and categories need to be organised in the showroom in a sequence that flows naturally online. This gives the virtual tour a clear focus and lets the host seamlessly adapt in response to audience feedback.

Product demonstrations must also be carefully choreographed in advance. This includes identifying elements you wouldn’t normally consider such as the right camera angle and the location of lighting.

We also find it easier to host meetings with two people. One person drives the presentation while a second manages the platform, camera and sound. Sometimes it helps to have a third person acting as a demonstrator. However, two people can still do a great job.

We like to use an iPad as our primary camera. A tablet lets us integrate our website and other online content with just a few finger taps. An iPad is also easier for most people to use than a mobile phone, video camera or laptop.

For time-constrained attendees, we set up a mini highlight package in the board room rather than walk them through the showroom. The package was often adapted for a different audience each day.

What are you most looking forward to about the event this year in March?

Toy Fair plays an invaluable role in our industry. It helps people update their market intelligence and reconnect with the broader community. Last year, the ability to grab the attention of so many people — with very little resistance — was a blessing in disguise. The commitment we saw is a testament to the vital role this event plays in our industry every year. We’re hoping for the same experience this year.

Ivy Doll House from Tidlo

How can Artiwood be reached to make a meeting time at the digital fair?

We invite you to schedule an appointment via the digital platform. If you have a specific focus, feel free to reference this in your registration or drop us a quick email: info@artiwood.com.au

Artiwood — Sydney Showroom

Artiwood is also inviting attendees we miss at the fair to make an appointment to visit its Sydney showroom or book a customised video tour.


www.artiwood.com.au

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