From Meetings to Momentum: Smarter Toy Fair Follow-Up that Drives Real Results
Toy Fair may last a few days, but the impact of your follow-up determines whether those meetings turn into meaningful coverage, or fade into inbox noise.
In previous posts, we talked about using Toy Fair as a relationship-builder with media and influencers. The next step is where strategy truly matters: how you follow up, how quickly you do it, how personalized it feels, and how you prioritize outreach in the days and weeks that follow.
Post-show momentum isn’t accidental – it’s intentional.
Turn a Meeting into an Ongoing Conversation
The most effective follow-up doesn’t feel like a template; it feels like a continuation.
Instead of a generic “Great to see you at Toy Fair,” email, smart outreach references something specific: a product they gravitated toward, a trend they mentioned covering, or an editorial theme they’re building. Then it expands on it – with additional assets, a sample offer, or a tailored angle.
“The most effective follow-up builds directly off what was discussed in person,” says Julia Ledford. “Referencing a specific conversation and expanding on it with a relevant update or offer shifts the dynamic from a single interaction into an ongoing exchange.”
Equally important? Providing value beyond an immediate coverage ask. Sharing early insights, embargoed news, trend context, or access to spokespeople helps position your brand as a long-term resource, not just a one-time pitch.
And momentum doesn’t stop after the first email. Staying connected between major brand moments with thoughtful, relevant updates aligned to their coverage themes or editorial calendars keeps relationships warm without overwhelming inboxes.
Timing Is Everything – and So Is Prioritization
When it comes to cadence, speed matters, but so does intention.
Same-day thank-you notes help keep conversations fresh. Within a few days, follow up again with the materials discussed, clear next steps, and any promised assets. From there, it becomes about strategic pacing.
“Same-day thank-yous are a must,” notes Emma Bruni. “Then touch base again within a few days while conversations are still top of mind, making the follow-up feel like a natural continuation of your in-person chat.”
Not every contact should receive the same cadence. Prioritize:
- Editors and creators you met with one-on-one
- Contacts who expressed specific interest
- Outlets working on upcoming seasonal coverage
One thoughtful check-in will always outperform multiple pings. And if you don’t hear back? Give it space. Strong media relationships are built on respect, not persistence alone.
Post-show coffee or lunch meetings can also extend momentum – creating opportunities to better understand upcoming editorial needs and refine outreach strategy for the months ahead.
Influencer Follow-Up Requires Vetting and Vision
Toy Fair brings a significant influencer presence to the show floor, but not every connection will be the right fit.
Follow-up should begin with thoughtful vetting: reviewing platforms, content style, audience engagement, and brand alignment.
“We review their presence on every platform to understand the type of content they create, and whether it’s the right fit for our brands,” says Kristin Hoberman, “Following the show, we reconnect with influencers who expressed genuine interest and offer samples to begin building longer-term relationships.”
For creators who aren’t the right match for a particular client or brand, guiding them toward better-aligned opportunities within your portfolio keeps the relationship positive and professional.
Influencer momentum, like media momentum, is about thoughtful alignment – not necessarily volume.
Building Follow-Up into Your KPIs
Perhaps most importantly, post-Toy Fair outreach shouldn’t be an afterthought – it should be built into your KPIs.
Consider tracking things like:
- Follow-up completion rates
- Samples sent
- Second-touch conversations
- Post-show coverage tied to show meetings
- New relationships developed
When follow-up is treated as a measurable part of your PR strategy, it transforms meetings into momentum. Toy Fair may spark the conversation, but the brands that drive real results are the ones that nurture it. Because in PR, the difference between a contact and a connection isn’t what happens on the show floor – it’s what happens next.