ASTRA goes to market

In planning for this year's upcoming Marketplace convention, taking place May 7-10 in Atlanta, the convention's host, the American Specialty Toy Retailing Association (ASTRA), is paying special attention to the needs of both its exhibiting manufacturers and the retailers who attend the convention. “We really went out of our way to power everything up,” Kathleen McHugh, ASTRA's executive director tells Playthings.

In an effort to cater better to exhibitors, ASTRA held an exhibitor advisory panel meeting this summer to determine what was needed. McHugh says that participating exhibitors wanted more time with the retailers and more exhibit time overall.

ASTRA is responding to those needs at this year's convention by creating a new avenue for exhibitors to gain exposure: a manufacturer showcase period where each exhibiting manufacturer will have the chance to prepare a 10 minute presentation on a particular aspect that they want to introduce or emphasize to the convention's retailer attendees.

Game manufacturers exhibiting at the show will likely benefit from the new “game time” session. McHugh explains that the new feature will be a “round-robin type of program” where exhibitors will get to sit down at a table with a group of retailers for a couple of minutes to explain their game and give retailers a brief chance to play before they move on to the next exhibitor.

“It's a hands-on opportunity to spend time with retailers in a way that you can't get at Toy Fair or anywhere else,” says McHugh.

To attract more exhibitors, ASTRA is catering to the needs of small businesses by presenting new low-cost half-booth and table-top options which will provide even the newest entrepreneurs an affordable way to showcase their products and meet retailers.

McHugh stresses that the retailer feedback about new products that can be garnered in this type of situation is “invaluable” to new exhibitors because “it's like having focus groups. Entrepreneurs benefit greatly from that kind of feedback because it is the retailers who face the public every day.”

She adds, “It's really our effort to make this Marketplace available to everybody. It's really important for retailers to see exciting new product and we want to make it affordable for [manufacturers] to come show their products to retailers.”

ASTRA has also moved to enhance its business sessions targeted at retailers. McHugh tells Playthings that retailers can look forward to sessions hosted by business coaches on topics such as staffing and “how to attract the perfect customer.” The organization is also bringing in nationally recognized tax expert G. Kent Mangelson, CFP, to discuss tax and liability issues.

Recognizing that seasoned retailers will have different business needs than those who are just starting out, ASTRA is holding two business sessions targeted at experienced retailers. “We felt a need to bring them an educational experience that was at a higher level than that of a new retailer,” says McHugh.

One session, for retailers attempting to manage multiple outlets, will be facilitated by Bill Hawfield, who at one point managed more than 130 retail locations. Another session will be hosted by a business coach who will give experienced retailers a chance to discuss a variety of issues facing established merchants and to consult and advise one another in a boardroom-style atmosphere.

In an effort to help retailers broaden their product selections, ASTRA is also adding a pre-conference session to their convention this year. Targeted at anyone interested in developing a book department in their store, the session will feature book distributors and retailers who have already successfully integrated books into their merchandise mix.

McHugh says that this new session is designed as “a way for retailers to expand their thinking and find new profitable departments for their stores and to expand their product offerings to fit what local consumers are looking for.”