Struggling with influencer marketing that doesn't drive sales? You're not alone, and the problem isn't your product or even your choice of influencers – it's your strategy.

Most toy brands approach influencer marketing backward, expecting content creators to close sales when their true superpower lies in opening doors. When we treat influencers as salespeople rather than introducers, we set ourselves up for disappointment and missed opportunities. Those glossy reports showing thousands of impressions mean nothing if you've failed to capture potential customers who weren't ready to buy immediately.

The solution? Stop gambling on immediate conversions and start building a system that works with human psychology. By creating dedicated landing pages that offer two clear paths – an immediate purchase option AND a valuable free resource – you transform influencer traffic from a one-time opportunity into an owned relationship. One toy brand using this approach captured 500 email addresses alongside their direct sales, generating four times more revenue through thoughtful follow-up.

This episode walks you through exactly how to implement this strategy, from creating the right lead magnet to designing landing pages that convert in multiple ways. You'll learn why the traditional approach leaves money on the table and how simple adjustments can dramatically improve your ROI on influencer spending.

Ready to stop renting attention and start building real connections with customers? This mindset shift might be the most valuable change you make to your marketing strategy this year. Subscribe now and join our community of toy marketers who are thinking differently about growth – and getting results that prove it works.

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The harsh reality of rising costs in the toy industry doesn't have to mean declining customer loyalty. Through a compelling yoga studio analogy, this episode reveals how price increases, when handled with transparency and value-building strategies, can actually strengthen customer relationships rather than damage them.

The C.U.S.T.O.M.E.R framework offers toy brands eight strategic approaches that transform necessary price hikes into opportunities for deeper connection. From creating personalized notes with orders to utilizing QR codes that deliver extended play value, each strategy focuses on demonstrating genuine care for customers during challenging economic times. Rather than simply blaming external factors like tariffs, successful brands clearly communicate the value behind their pricing decisions.

Particularly valuable is the distinction between transactional versus relationship-based communications. When prices increase, customers don't just want explanations – they want to feel valued. The episode explores how sharing authentic behind-the-scenes content, carefully selecting appropriate influencer partnerships, and offering compelling narratives about product enhancements creates emotional connections that transcend price sensitivity. The strategies of monitoring customer feedback, engaging regularly through valuable content, and reinforcing value through thoughtful product bundling complete this comprehensive approach.

As the current tariff crisis forces difficult pricing decisions across the industry, this episode provides practical guidance for toy brands navigating this challenge. Remember, as the marketing wisdom goes: "People don't buy what you do; they buy why you do it." Subscribe to the podcast for more strategic insights or visit toymarketingtimes.com for additional business support in these challenging times.

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Are you overlooking your most valuable potential hires? The toy industry—like all business sectors—is changing rapidly, yet many companies still rely on outdated hiring practices that prioritize degrees, titles, and linear career paths. This approach might be the very thing holding your brand back from breakthrough innovation and growth.

In this eye-opening exploration of skill stacking, I challenge the conventional wisdom around team building and reveal why the most valuable contributors aren't specialists with perfect resumes—they're the people who bring unexpected combinations of skills and experiences. Drawing from wisdom that dates back to anthropologist Gregory Bateson's observation that "the most important task today is perhaps to learn to think in a new way," this episode demonstrates how diverse skill sets multiply value rather than simply add to it.

Through practical examples and actionable strategies, I show how a marketing person with legal training and economic understanding can transform your business in ways a traditional marketing specialist never could. You'll discover why adaptable "stackers" become essential during economic challenges and why they often spark innovation that propels companies forward. Most importantly, you'll learn concrete steps to revamp your hiring approach: from rewriting job descriptions that attract versatile talent to asking interview questions that reveal a candidate's range rather than just confirming past experiences.

Whether you're currently hiring or planning for future growth, this episode provides a framework for building a toy company that doesn't just follow trends but sets them. The businesses that thrive tomorrow won't be the ones with the most specialized teams—they'll be those who thoughtfully combine diverse perspectives to create unique problem-solving capabilities. Subscribe now and sign up for my free newsletter at toymarketingtimes.com to ensure you're building a team that can innovate, adapt, and lead in an ever-changing marketplace.

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Ever wonder why meticulously designed businesses still fail? The answer lies in a fascinating maritime disaster that perfectly mirrors modern business challenges.

The Titanic's sister ship, the Britannic, had every safety improvement imaginable after learning from tragedy. Yet it sank faster than the Titanic itself. Why? Because crew members left watertight doors open for convenience, undermining all the sophisticated engineering designed to protect them.

This podcast reveals how the same pattern plays out in businesses every day. Your carefully designed inventory system fails when staff track things manually because the new software feels clunky. Your quality control protocols collapse when production teams skip steps during tight deadlines. Your marketing campaigns flounder when someone bypasses the approval process "just this once."

These aren't catastrophic events but accumulated shortcuts taken for convenience – the very things silently sinking businesses everywhere. While we obsess over creating perfect systems, we often neglect the human behaviors that make or break them. The dangerous reality? Your team usually knows the correct procedures but chooses convenience when systems feel cumbersome.

Through practical strategies like simplifying processes, implementing accountability check-ins, and fostering open communication, you'll learn to bridge the gap between perfect systems and imperfect human implementation. As I often remind my clients: business success isn't about building an unsinkable ship – it's about building a crew that won't let it sink.

Ready to stop the small conveniences creating your biggest vulnerabilities? Subscribe now and join me as we navigate these waters together. Visit toymarketingtimes.com for more insights that keep your business not just afloat, but sailing smoothly ahead of the competition.

To see my original John Liner Letter article, click here. 

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What happens when the social media platforms you've built your toy brand on start wobbling all at once? Today I'm tackling the unprecedented volatility facing Meta, TikTok, and X—and why this creates both serious risk and golden opportunity for forward-thinking toy brands.

Think of your marketing strategy as a three-legged stool. When one platform suddenly disappears or drastically changes, will your brand stay standing? I'll share why this moment of simultaneous platform uncertainty is fundamentally different from previous digital shifts, and why your customers aren't disappearing—they're dispersing their attention more cautiously across multiple channels.

Drawing parallels to retail evolution (from Main Street to malls to e-commerce), I reveal the four essential diversification strategies every toy brand needs: platform diversification beyond social media altogether, style diversification that leverages your brand's unique narrative, strategy diversification through smart content repurposing, and ownership diversification by building direct customer relationships independent of any platform.

The toy brands positioned to dominate aren't those with the biggest following on a single platform—they're the ones meeting their customers wherever digital attention shifts next. I share actionable steps you can take immediately, starting with just one new platform test and one powerful brand story. Ready to build a marketing approach that stays resilient no matter which platform thrives or fails? Press play for your blueprint to truly unshakable brand growth.

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Imagine walking away from a trade show with not just memories, but a clear roadmap for your next big business moves. In our latest discussion, we dive into the importance of capturing insights in real time as the lively energy of a trade show fades. Learn how implementing a structured approach allows you to leverage the valuable conversations and trends observed during the event. 

By using AI to process and analyze collected notes, you can discover actionable steps that help elevate your brand's strategy in the marketplace. You'll gain practical tips for brain dumping insights daily and structuring them into a post-show strategy that keeps the momentum alive. Whether your goal is to boost sales or enhance product offerings, we aim to equip you with the tools to act fast and maintain that competitive edge. 

Don't let the valuable insights go to waste—tune in and discover how to transform trade show experiences into impactful business growth. 

Here are the prompts mentioned in the episode:

Prompt One:
I’ve uploaded a PDF with raw feedback from my trade show experience—and my team’s, if applicable. Please analyze it and identify trends, patterns, and problems. Highlight what comes up most often, any opportunities I might’ve missed, and anything else that stands out. Summarize it clearly in bullet points.

Prompt Two:
Based on the trends, patterns, and problems you found, what should I do next? Suggest actionable steps to improve my strategy, fix issues, or capitalize on opportunities. Be specific and prioritize what’s most impactful.

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In the ever-evolving landscape of business, making a mark goes beyond having the best product or the most efficient service. It involves creating authentic relationships and embodying a spirit of neighborliness that attracts and retains customers. Drawing insights from the natural world, specifically the evolution of wolves into dogs, we discover a powerful lesson about the advantages of friendliness in business. This episode delves into the interesting phenomenon dubbed "survival of the friendliest," suggesting that cooperative behavior and building connections can ultimately bring about greater success than aggressive competition.

• Exploring the concept of survival of the friendliest
• Insights from wolf evolution and modern business applications
• Importance of human connection amid rising automation
• Strategies for personalizing customer interactions
• Sharing brand stories for deeper engagement
• Fostering community rather than transactional relationships
• Practical tips for enhancing human touch in business processes
• Emphasizing the necessity of genuine connection in today’s market

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This episode emphasizes the importance of recognizing your worth in various environments and the power of stepping away from situations where you're undervalued. We discuss the emotional toll of being a perpetual servant at the 'wrong table' and provide practical strategies for auditing relationships and claiming your own space.

• Examining the metaphor of the table in business and relationships 
• The emotional impact of being undervalued and ignored 
• Reflecting on moments of clarity and self-realization 
• Steps to audit relationships and recognize draining dynamics 
• Importance of setting boundaries and saying no 
• Defining and visualizing your own table and space 
• Encouragement to foster uplifting communities and relationships 

If this episode resonated with you, share it with someone else who needs to hear it, and I want to hear from you have you ever realized you were servicing the wrong table? Are you feeling that way now? What did you do about it? Or what are you going to do about it? Tag me on social media at the toypreneur, or send me an email at [email protected], and let's start a conversation about building tables where everyone has a voice and a seat.

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Is your business ready for the AI revolution, or are you unwittingly inviting chaos into your operations? Discover how AI SOPs—Standard Operating Procedures for Artificial Intelligence—can be your blueprint for success, ensuring your AI tools work seamlessly for you rather than against you. Host Charlene DeLoach walks you through the essentials of creating AI SOPs in the latest Toypreneur Podcast episode, equipping toy creators, retailers, and entrepreneurs with the knowledge to harness AI's potential without falling prey to its unpredictability.

Charlene shares vivid analogies and practical steps to illustrate the importance of structure when incorporating AI into your business. Picture a restaurant with no recipes or a genius employee with no guidance—chaos ensues. But with the right SOPs, you'll avoid confusion, mistakes, and even legal troubles, all while boosting efficiency and productivity. This episode is packed with actionable insights to help you manage AI like a pro, setting the stage for a smooth and successful operation in the toy industry and beyond. Tune in to learn how to craft the perfect AI strategy for your business's long-term success.

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What if setbacks were actually stepping stones to success? Tune in to explore this intriguing idea as we dive into the unconventional journeys of former Great British Baking Show contestants who became show hosts despite not taking home the crown. These bakers have shown us that losing isn't always failing, and their stories offer a blueprint for solopreneurs looking to redefine what success truly means. In our latest episode of the Toypreneur Podcast, we uncover three transformative strategies to reshape your view of success: maintaining a victory journal, creating a long game strategy canvas, and practicing reframing rituals. These tools aren't just about ticking off goals—they're about recognizing the wins hidden in every twist and turn of your business journey.

Resilience and perseverance are the cornerstones of lasting success, especially in the solopreneur world. This episode is a rallying cry to stay the course, even when the path seems steep. We'll discuss how cultivating grit can help you see your efforts bear fruit, and how simple practices like victory journaling and strategy canvassing can bolster your resolve. Remember, building a business in the play space is about crafting something more meaningful than just financial gain. With the right mindset and tools, you can redefine the horizons of your success and embrace a journey full of unexpected opportunities. Stay curious, stay resilient, and keep chasing your unique version of success.

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