Subject:
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Re: Improving the adult image of LEGO
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Newsgroups:
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lugnet.general
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Date:
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Tue, 16 Sep 2008 13:38:46 GMT
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Viewed:
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10730 times
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In lugnet.general, William R. Ward wrote:
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- People send me links to LEGO news online, like the 50th anniversary thing or the minifig 30th anniversary, both this year.
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This is so true Bill! Just this morning, one of the girls in our finance
department stopped by my office to show me a link to a LEGO movie she had found
online. I get stuff like that forwarded to me all the time from various
co-workers. Even our upper-management guys send me links or magazine articles
when they see something business related to LEGO.
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What can LEGO do? Well, it would be nice to offer more public
acknowledgement of AFOLs. I think their existing site should be
kid-oriented, but they could create a new adult site (afol.lego.com or
something like that) with forums and stuff that would be more geared toward
adults. Make it ages 15 and up or something reasonable, since TFOLs (T for
Teen) tend to fall through the cracks a lot.
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This would be cool, but isn’t this kinda what LUGNET is supposed to be? At the
train roundtable at Brickworld we discussed some of the issues with LUGNET that
“drive people away”. Things that have been hashed and re-hashed here numerous
times. What we came up with is that there is a wealth of information at LUGNET
that we do not want to lose. What we didn’t come up with was a way to preserve
that and still migrate to something new. I think we need to see a unification
of the online community, not the fracturing that has gone on with the many
spin-off sites targeting specific themes. Just my $0.02.
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But that said, we need to recognize that it’s important in marketing to
maintain a primary focus on your target audience. I think that’s why adults
get so little public attention from LEGO. I think it’s why girls get so
little attention too; they see their demographic as boys of certain age
groups, as that’s who buys (or asks their parents to buy) the most product.
So, we shouldn’t expect a lot of adult-oriented marketing from LEGO. I think
their current practice of supporting the brick conventions and having certain
adult-targeted sets is probably enough.
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I agree 92% with this. I think LEGO does a lot for us now and that completely
rocks. In addition, LEGO markets actively to the group that is most profitable
right now...young boys age X to Y. However, additional marketing to females and
adults wouldn’t necessarily hurt. For adults, it doesn’t require anything more
than some direct e-mail campaigns or a quick mailer geared to adults. They
could even pull their mailing list from the people that registered at
conventions. The female community is a different story. LEGO needs to market
to them as it is an (as of yet) untapped goldmine. The FFoL roundtable at
Brickworld discussed this some and I’ll ask my wife to comment here when she has
some time.
-Dave
ToT-LUG
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Message has 1 Reply:
Message is in Reply To:
 | | Re: Improving the adult image of LEGO
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| (...) I think it's all in your attitude. And by "you" I don't just mean you, Scott, but AFOLs in general. If you talk about it with confidence and pride, people tend to respect that. If you talk about it with any timidity or shame in your voice, (...) (16 years ago, 16-Sep-08, to lugnet.general, FTX)
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