Toy Fair Online Press Office: Post Show Tips & Tricks Dial-In Information

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✓ Dial-in via telephone using the numbers below Toll-free number: 1 (888) 512-3146 Participant code: 5310 7359

✓ To reach TIA at any time during the webinar simply email Bernadette Boyle at [email protected] Objective

Each February, more than 1,000 global media representatives – including print, broadcast, bloggers, and social media professionals – flock to the annual North America International Toy Fair in New York City to report on the hottest trends and innovations in toys and games.

Now that Toy Fair is over, this webinar will provide exhibitors with information on how to continue utilizing their Toy Fair Online Press kits throughout the rest of the year. Today’s Presenters

MODERATOR PRESENTER PRESENTER Adrienne Appell Gina Dennis Erienne Muldoon Director Events & Marketing Manager Senior Customer Strategic Communications Virtual Press Office Content Specialist Virtual Press Office Overview

▪ Post Show Tips – How to make the most out of your Online Press Kit ▪ NewsJacking – Using breaking to your advantage ▪ Online Press Kit Reporting Overview ▪ PR Newswire Visibility Reports Overview ▪ Looking Ahead: Toy Fair 2018 PostPOST--ShowSHOW TipsTIPS

How to make the most out of your Online Press Kit Post-Toy Fair Content

If you have not used all your allotted documents, consider posting additional post-show content to your Online Press Kit. New JAWESOME HATS from elope sink their – Post-show : Write a release to summarize your time at the show, highlight a new teeth into 2017 product you introduced, or an award you have won. You can also announce that you will be at next year’s event. – Photos: Include shots of your booth, staff on the floor, awards – Videos: Add in B-roll, interviews, demos, celebrity appearances

If you have used all of your documents included in your online press kit package and want to include post-show content, not to worry! You can include additional materials at $80 per each additional piece of content.

If you renew your online press kit for 2018, your content from 2017 will be accessible for the next year’s event and can be updated with your new material. Continue Sharing Your Link

aren’t the only ones interested in your news. Consumers, buyers, and investors want to see what you’ve presented at Toy Fair. ▪ Because your online press kit is active for 9 months following Toy Fair, you can utilize this benefit by posting your Online Press Kit link anywhere you can: – Include on your company’s website – Post to your social media accounts – Include in any post-show press releases – Include in your a2z listing – Share within posts Personal Pitches and Follow Up

▪ Include your press kit link in:

– Any follow up to journalists or professionals who came to your booth – Outreach to the attending media list – Personalized pitches to journalists who may have not made it to your booth – Any announcements surrounding your participation in the 2018 event – Outreach to personal distribution lists NewsJacking Inject your angle into a breaking news story to generate media coverage & social media engagement NewsJacking

- Select a current news story - Find your company’s related but unique position - Compile a list of journalists who cover a related beat (research their recent tweets/articles) - Present journalists your pitch - Be your own - write a blog post and share on all social media networks, wires, etc. NewsJacking: TIA Example

▪ How does your company relate to this announcement? Find your hook, provide your expertise

▪ Sift through your new journalist contacts to find your target media to present your pitch

▪ Generate your own write up on your blog, social media, and/or wire release OnlineOnline PressPress Kit ReportingReporting Understanding Your Tracking Reports Online Press Kit Reporting

➢ Press kits receive an average of 80% more views than free listings! How to Access Online Press Kit Reports

▪ From: Rooms Traffic Reporting [email protected] o There is no login portal ▪ Frequency o Weekly Reports arrive on Mondays o Monthly Report ▪ Custom reports can be created by request at no additional cost o Contact [email protected] ▪ If you’re not receiving the reporting emails or have any questions on the data, please reach out to us at [email protected] Analyzing Press Kit Reports

▪ How did my press kit perform? – Actions demonstrate how engaged your audience is – Time spent on page helps illuminate what content is resonating with your audience – Referring sites offer insight into how people are discovering your kit

▪ Toy Fair 2016 Averages o 104 Pageviews: The number of times this page was visited. o 89 Unique Pageviews: The number of visits that included this page. If a page was viewed multiple times during one visit, it is only counted once. o 71 Visits: If a visitor comes to your website for the first time or if they visit a page more than 30 minutes after their last page view, this will be recorded as a new visit. o 61 Unique Visitors: The number of unduplicated visitors coming to your website. Every user is only counted once, even if they visit the website multiple times a day. PRPR NewswireNewswire Reporting Visibility Report Overview PR Newswire Release Reporting

➢ Visibility Reports Help Center: http://vrhelp.mediaroom.com /

➢ Note: Most statistics presented in Visibility Reports are based on the PRNewswire.com and PR Newswire for Journalists versions of the release. How to Access PR Newswire Visibility Reports

▪ From: Visibility Reports [email protected] – “View Report” instant access button ▪ Frequency – 2 hours, 48 hours, 5 days, 30 days ▪ Create your own custom reports by exporting and breaking out data ▪ If you’re not receiving Visibility Report emails, contact [email protected] and we’d be happy to send your instant access link Analyzing Visibility Reports

▪ How did my release perform? – Pickup – “Exact match” pickup – Traffic – Release view numbers – Audience – Who is viewing your release – Engagement – How readers are interacting with the release – Overview – A snapshot or summary of release stats • Industry benchmarks

▪ Audience & Engagement tabs offer the most actionable insight into release performance Visibility Reports: Audience Tab

▪ Media Demographics ▪ Geo-segmentation ▪ Audience Details – Media Views from PR Newswire for Journalists – Organization Views from peers, competitors, and potential partners Visibility Reports: Engagement Tab

▪ See how readers are interacting with your release – Call-to-action link ▪ Engagement Timeline ▪ Engagement Details – Click-throughs, shares, etc. Looking Ahead: Toy Fair 2018

Questions to consider: ▪ What will you be announcing? ▪ What are your event goals? ▪ Who are you trying to reach? ▪ What types of content will you have to share? ▪ What is your event/marketing budget? ▪ What kind of reporting do you need? – Gauge how your press kit and PR Newswire release(s) performed in 2017 to inform adjustments for 2018 ▪ Pre-show outreach utilizing the Online Press Kit link – Toy Fair 2017 media list We’re here to help you succeed!

▪ Contact us with questions, for more information, or if you’d like a consultation on Toy Fair strategy and general PR tips:

Gina Dennis Erienne Muldoon Event Marketing Manager Senior Customer Content +1 201-942-7038 Specialist [email protected] +1 973-783-7787, option 0 [email protected]

Sales Inquiries +1 973-783-7787, option 0 [email protected] Question and Answer Period

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