| |
In lugnet.general, Larry Pieniazek writes:
> In lugnet.general, Kyle D. Jackson writes:
> >
> > If there's time left after Santosh's question(s), I'm curious to
> > hear Brad's comments on:
>
> > 1) What is LEGO Direct's target consumer group (ie, AFOL vs non)?
> > 2) Which group is actually the largest part of their customer base?
>
> These were sort of asked already. Brad readdressed:
>
> Target is non AFOL but they are very aware of us as customers and want to do
> things where it makes sense. Kids are the primary market though. S@H has
> been in place to serve kids and familys as the target for 20 years ++.
>
> We (LD) want to appeal to the entire target. We think that there is 25% of
> the market (of total LEGO buyers) are involved consumers (know the brand,
> are loyalists, know and share the values of constructivism, creation).
>
> So really the core group is not AGE it is people who believe in the brand...
>
> (that was a paraphrase I may have bobbled it)
Thanx, Larry! Bobbled or no this is great info. That 25% number,
which would include AFOLs, is certainly noteworthy. I guess that's
how we manage to net LEGO Direct employees at events like this in the
first place.
Thanx again, enjoy the 'Fest!
KDJ
_______________________________________
LUGNETer #203, Windsor, Ontario, Canada
|
|
Message is in Reply To:
13 Messages in This Thread:
 
  
- Entire Thread on One Page:
- Nested:
All | Brief | Compact | Dots
Linear:
All | Brief | Compact
|
|
|
|
