In today's challenging bookselling climate, it is critical to find and keep your edge over your competition. Covering the basics, providing solid retail service, and putting dollars into traditional marketing strategies is no longer enough. But what if we told you that there is a cost-effective tool available to you that costs very little and will reap huge returns? In this workshop, learn why you and your children's staff are your own best advertising, and how to leverage your collective expertise as a powerful marketing tool to build your children's business exponentially. This workshop will explore the definition of "Thought Leadership" in relation to current trends in New Economy Marketing and why it should be central to any children's marketing plan. We will also discuss the benefits that can come from actively giving away knowledge as a marketing technique, as well as outlining the key elements for crafting a strategic and successful Thought Leadership plan for your children's department regardless of size or staffing level.