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“We have really pushed things forward during the pandemic”

Danilo’s Dan Grant on the importance of being dynamic in an ever changing market place.

The traditional start to the year is looking significantly different in 2021, with none of the usual trade shows – including London’s Toy Fair, Nuremberg and Spring Fair – going ahead in-person.

So, what are licensees across a range of categories doing to fill the gap?

LicensingSource.net catches up with a selection to find out their plans and why it’s key for the industry to make the most of Q1 despite the calendar changes.

Today: Dan Grant, licensing director, Danilo

The loss of the trade shows has a big impact for us. In particular we use Spring Fair as a springboard to launch our new ranges for 2021 and so with that show cancelled we have had to adapt our approach to selling.

The days of pulling out samples from a briefcase seem a distant memory now and have been replaced with the virtual meeting world, with presentations being shared on screen. In some ways it’s made life easier from a time perspective and not having to travel across the country for face to face meetings, however I still believe seeing product showcased on an exhibition stand has an impact that can’t be replaced in the same way on a screen.

Unfortunately, we haven’t been able to provide virtual tours of our showroom, simply because the showroom has been taken over for the purposes of managing our online stock due to the uplift we have seen there. So, it’s a case of progressing our sales effort with improved marketing materials and product catalogues to inspire our customers with some of our great new product ranges launching this year.

We have really pushed things forward during the pandemic at a time when we could have been left behind, and so being dynamic in an ever changing market place has given us some good momentum coming into 2021.”

This feature originally appeared in the spring 2021 edition of Licensing Source Book. To read the full publication, click on this link.

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