Subject:
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Re: Introducing LEGO Direct
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Newsgroups:
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lugnet.dear-lego
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Date:
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Mon, 13 Dec 1999 19:26:34 GMT
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Reply-To:
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wubwub@wildlink.comANTISPAM
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Viewed:
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1327 times
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"DaveG" <peagreen@intergate.ca> wrote:
<MASSIVE CHOP WITH LARGE CLEAVER>
> * Clubs and Events
> I would encourage TLC to avoid the problems seen by Hasbro, Mattel and others.
> Well organized Fan and User Groups build "Brand" period. There are no downsides
> here, only invented and contrived reasons not to. There is so much to be said on
> this issue I will keep it to the three Key points "As I see it". First off Club
> Registrations are a must, this is also applicable to Classrooms and other NGO-
> childrens(daycare,afterschool societies, etc)groups. Second TLC sponsored
> Announcements and Event Site/section. The Mindstorms.Com site I should think
> prove the importance and value of these ideas with out a detailed overview.
> Lastly In-Store Events by local groups, and I ask the question "What's the value
> of an End-Cap in comparison to a bunch rabid LEGO nuts with more correct
> information on the product line then all your Sales Reps combined?" (gotta turn
> the heat down a bit here, save it for the next point <grin>)
...An excellent parallel I can note here is Games Workshop and their Outriders
groups. GW actively supports these groups to basically go places and champion
and talk up GW products at stores and regional events. The Outriders make
excellent publicity people and generate sales and enthusiasm, in return, GW
gives them shirts and sometimes access to information or products ahead of
time... an incredibly small price to pay for the goodwill and awareness it
generates.
...LEGO may not find such a close relationship as desirable, but I'm sure they
can see the value in encouraging local clubs and groups. All it would take for
LEGO is to coordinate slightly with local stores and post it here... perhaps
talk TRU into letting LEGO set up a table outside some stores and then posting
invitations to the AFOLs in the area to come down and bring MOCs and help judge
kids creations... And if there's a local club, all the better, since they
already have the organization...
...Onto bigger things, if LEGO could set up official regional events, like a
weekend build-a-thon, I'm sure that would be nothing but good... It would take
LEGO 1 employee a couple of hours to secure a large meeting hall in a hotel and
call some media types for coverage and perhaps front some money to secure the
location (which can _easily_ be made back by a nominal entry fee)... The
regional clubs would do the rest, heck, let them in free or even just give them
a spiffy shirt and badge and I'm sure lots of groups local to the site would
volunteer as door guards, table personnel, coordinators, advertising, and help
set up tables and stuff... With the 'official stamp of LEGO', the meeting would
be huge (and thus make lots of money and get lots of media play time).
(for relation to the above paragraph, look at large regional speculative fiction
conventions... most of them have a 'permanent staff' of less than a dozen, but
pull off huge meetings by encouraging the local clubs and groups and fans to
help and make it far more than a bunch of crazy ppl in a hotel).
...More or less my point is, regional clubs and groups of AFOLs are a _huge_
untapped asset that LEGO could reap for virtually nothing (but us or let us have
access to special shirts and u have walking bill boards, let us into regional
events and u have all the staff u need to pull it off, give us discounts and u
get even more of our salaries :-).
...Use us! Whip us! Beat us! We are your slaves to do with as you desire!!!.....
sorry... wandered off there.... :-)
...just ignore me... babbling on and on :-)
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Message is in Reply To:
 | | Re: Introducing LEGO Direct
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| (...) [Snip] Now that I have had a day or so to mull over what I would like to say here it is... Open Letter to Brad, TLC and the LEGO Direct Staff Many of the posts and letters from AFOLs and others that you will see have requests for solutions to (...) (25 years ago, 13-Dec-99, to lugnet.dear-lego)
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