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simple; if you have a job or position where you actually look forward to Monday mornings and arrive at work with a smile on your face but equally look forward to going home in the evening and spending the weekend with your family, then you are among the 0.1% of the population and should consider yourself incredibly fortunate. It is absolute nonsense to believe that if you double your turnover, crack that customer, buy a bigger house or a faster car you will miraculously achieve Nirvana. Happiness is a genuine inner feeling and a state of mind, and the first thing you need is to be happy with you and then spread that to being happy with others. Believe me, once you become happy with yourself, and I genuinely am, it gives you an unbelievable level of confidence which others find magnetic. There is, beyond doubt, no greater door opener than self belief and confidence. If you ask your bank manager for a loan to survive a difficult period, the worst possible thing to do is grovel. How can you expect someone to believe in you if you are failing to demonstrate self belief? In every aspect of your life you need to genuinely believe and convey that those who choose not to interact with you, be it in business or in personal life, are the ones suffering a loss. It may not be true but you do have to believe it to be true. The interesting thing is that once you manage
to get yourself in that frame of mind, not much will bother you. You will, as a matter of course, avoid pointless arguments, you will not need to prove yourself right and will be quite happy to agree with someone who claims the sun is made of margarine. You won’t even have to remind yourself to exercise restraint, you will instinctively know it’s a no-loss argument and not worth pursuing. You will find that you rarely become angry or stressed and that you become
infinitely more capable of dealing with problems and difficult situations. Such a frame of mind also dramatically improves your personal life and, if single, you’ll find yourself being chased. I always used to wonder how the Chinese do
so well in business. You go to the fair in HK and half of them don’t know how their products work, many can’t give you a price and almost all spend a considerable amount of time chomping on their food during which they would even ignore a Walmart buyer. What they are bloody good at is making you chase them. Many are brilliant at appearing as if they don’t
give a flying wotsit whether you buy from them or not. You have to pay for samples, agree to their terms, etc, etc, before they even talk to you. It may be a national characteristic rather than a well rehearsed approach, but boy does it work. The other absolute necessity to success is
knowing exactly what you want and being unwilling to compromise. Some call this ambition but I consider that far too vague. What you need is to be able to close your eyes and know exactly where you want to be at a time in the future and imagine yourself there. It has been said that if you don’t know where you are going then how will you know when you arrive. Nothing long lasting is ever achieved when one is in a state of panic, depression, anxiety or over exertion. Those who think working hard is the key to success are deluded, old fashioned and travelling along the completely wrong path. Working smart, delegating fully and effectively, and putting oneself in the right frame of mind is the key. I wish you all a very happy New Year, well, at least those of you who have had the time to read this.
C M Y CM MY CY CMY K
The one constant for kids is that they are fickle, and they enjoy their short attention spans. This makes it all the harder for marketers to develop advertising that resonates with kids as well as driving product sales. Online activity which is supported by TV is a
perfect way of extending your messaging across different platforms. However, it is important to not just not tick a box and use the same 20 or 30 seconds as a pre-roll to online content. Children use the internet in a different way to the laid back viewing of TV, and therefore it is essential to create content that is relevant to the environment in which it sits. YouTube provides a perfect platform to extend your brand in different ways through brand building content as opposed to regular advertising. This means that you can stretch
your creative and be more humorous, even disconnected from individual toys. If you can make children laugh, then you are 70% of the way there. Clearly quality and price play a very important role, and these should be factored into what products get the exposure versus those that don’t.
This year, as consumer confidence grows and
more technology platforms emerge, content will continue to grow in importance. But with budget constraints and questions of ROI, this is not always easy. In order to navigate through the content
development process, we will be running free workshops for those who might be thinking about this area of opportunity for 2014. Feel free to ask any questions or get in contact with me at
dan@prismproduction.co.uk.
Do you have a response to, or opinion on any of our Viewpoint articles? Email
tom@toyworldmag.co.uk
Visit us at
Nuremberg Toy Fair
Hall 12.2 • Stand 11 Toyworld 59
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