Great Gizmos has revised its sales strategy following a 'less effective' performance at trade show Spring Fair 2013.
The supplier will not have a presence at the NEC's Spring Fair 2014 - the first time in 16 years. It will instead invest in new in-house showrooms at its Gatwick headquarters.
"Having reviewed the past two years' performance, the company found that since the organisers moved the toy zone from Hall 5 to a combined gift and toy section in Hall 3, the show has not proved as effective at attracting new accounts. Despite a decent overall footfall it has become apparent that most visitors were those they had already seen at the annual London Toy Fair."
Judith Dayus, Great Gizmos’ Director, commented: “Traditionally we have always seen new customers at Spring Fair but since the toy section moved this has just not been the case.
“In the past year, we have expanded to include the eco-friendly wooden toy range Plan Toys, as well as increasing our ever popular NICI portfolio, which has resulted in our trade at other recent shows to flourish. The wide variety of products that we distribute on the stands attract a broad mix of customers, from tourist attractions to all types of gift shops, and it is these buyers that would not venture into Hall 3, which has strengthened our decision to leave Spring Fair for 2014.
“We have therefore decided to change the object of our investment to our in-house showroom, where we will be able to showcase to our customers on a much more personal basis.
"This individual approach is becoming much more effective for the company and with major brands such as 4M, together with NICI and Plan, now in our portfolio, spending more time talking about product and sales strategy is proving much more effective.”
To contact Great Gizmos email firstname.lastname@example.org or call 01293 543221.