Subject:
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Re: LEGO is listening! (was...are you listening?)
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Newsgroups:
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lugnet.lego, lugnet.dear-lego
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Date:
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Sun, 5 Nov 2000 13:16:43 GMT
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Viewed:
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322 times
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In lugnet.lego, Frank Buiting writes:
> "Ashley Glennon" <ashleyg@america.lego.com> wrote in message
> news:G3HsC9.JG@lugnet.com...
> >
> > The LEGO Company IS listening. I have spent some time reading the posts
> > here tonight and you can rest assured that the company is well aware of
> > LUGNET and your concerns, desires and feedback.
>
> [snipped small part about time and appropriateness]
>
> > As you might imagine, the lack of time is one of the significant factors
> > that hinders our responses. To write a detailed response that caters to
> > your needs is quite a complex task. Some of your questions would require
> > volumes to answer rather than a short, quick message. Case in point:
> > "Juniorization." I can tell you right now that kids have told the Company
> > that they have less time to build and want things that are faster to • build,
> > therefore the Company has created what you call "Juniorized" sets.
>
> I was wondering, reading those two paragraphs...
> 1) LEGO asks kids what they want and 2) LEGO is apparently listening to us
> too... so how big is the adult market share? I mean ofcourse I understand
> that LEGO is mainly a toy and children are their 'real' target audience, but
> if it's worth listening to AFOLs comments then I guess the AFOL market is
> also valuable. Perhaps it is time for LEGO to realise that they did well
> enough in the past that yesterday's kids are still that much attached to the
> product today and turned into AFOLs...
EXCELLENT POINT!
Ironic how Many large Toy companies have been complaining that their
"opportunity years" to sell to kids have declined by 50% and Lego can't beat
off 20+ year buyers with a stick.
Lego made a great product, marketed it pretty well for quite afew years, and
now, when they can reap the reward of customers w/ brand loyaly and deep
pockets, they ignore the customer base they cultivated.
> So, any guesses about how big the AFOL market is? Does LEGO have marketing
> data on that, or have they never thought of adults as their target audience?
>
>
I doubt that Lego has any reliable data, but a cursory trip through Lugnet
readily shows people spending big $ (and all over the world too).
By extentsion, if Lego marketed to adults, then wouldn't those same adults,
in turn, coplete the circle and buy Lego for their children?
Satisfy the adults a little, and they raise a new generation of Lego fans.
A renewable market base and revenue stream w/ minimal effort...
> > It is a fact that the Company could improve our online communications to
> > you. Perhaps Brad and I will have an internal discussion about this. My
> > guess is that you may not require a response to every post but you would
> > certainly like to know we are listening.
>
> I'm happy to know LEGO is actually listening :-)
It's reassuring to know our endless shopping exploits, pontificating, and
posturing are being viewed by someone.
> Perhaps it's an idea to post something monthly, I think many of us awould be
> happy with a post that briefly addresses some questions asked here and a
> short description of plans etc. I would be happy with a regular posting like
> one you just posted.
>
> --
I think a monthly posting would be GREAT! As a matter of fact, I thought
that was part of the idea of Brad making contact. To open a dialog or goose
sales. I realize schedules are tight all over, but a few sentences that
don't reveal company secrets or priveldged info. would be nice. When I was
a salesman, I always maintained open communication with my customer base;
especially a loyal customer base that spends ALOT.
In many businesses, it is INEXCUSABLE and paramount to DEATH, to "blow off"
loyal customers.
John
> Frank Buiting
>
> Visit the LEGO Lexicon: http://members.chello.nl/~f.buiting/lego/
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