Subject:
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Re: LEGO Pirates! D-Day Approaches!
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Newsgroups:
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lugnet.general
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Date:
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Tue, 5 Oct 1999 00:44:19 GMT
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Viewed:
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437 times
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On Sun, 3 Oct 1999 20:06:36 GMT, you wrote:
> Ian,
>
> A few points of thought...
>
> o The Lego Group is privately held (if I understand it correctly). There
> are no public traded shares and/or shareholders. That is really a shame.
> Shareholders meetings are a good place to sound off.
True.
> o Where does TLG advertise ? So far, I have not seen any Lego
> advertising outside of stores which already the product.
I haven't seen any LEGO commercials on Canadian television channels.
Unfortunately, if there was any on US channels, they often get
pre-empted by local stuff. And I don't watch children's programming,
especially Saturday mornings, so I'm likely to miss any.
I think LEGO could do themselves some good advertising Mindstorms and
Technic on The Learning Channel, Discovery, Arts & Entertainment, etc.
Those are the channels I watch. The demographic being mostly people
interested in learning, exploring, and accomplishing stuff.
> o Go hang around the toy departments of those stores. Watch & listen.
> The kids (I've seen) want Legos. The parents want the kids to have
> Legos. The competition (Mega Blocks, et al) does not seem to be having
> that much effect.
I'll be honest and say I prefer shopping when there are no children
shopping with/without the parents. Some are well behaved, but too
many aren't. :-)
> o Parents view Lego set purchases as an investment. I can't tell you how
> many times I've gone to yard sales, looked around, asked if there any
> Legos and got the response "were saving those for our grandkids (or
> relatives kids, etc). Prying those loose is next to impossible. TLG
> probably knows this. Which means that TLGs marketing strategy has to
> overcome this.
I can see this being the case.
I don't find time to browse garage sales. I believe Larry made the
suggestion of developing a network of buyers who do, willing to search
for oneself. This sounded like a great idea to me.
I don't understand what you meant by the sentence `Which means that
TLGs marketing strategy has to overcome this.'
Why would TLG not want to see LEGO prized by young and old, and be
passed on down to form the start of a new collection?
> o TLG's biggest problem is what I call 'the Apple Computer syndrome'.
> That is: 'We can do no wrong, our product is so good and so much better,
> the competition will never overtake us'. Some people call this hubris.
> Apple almost lost the whole enchilada. Lego could do likewise. The only
> thing saving TLGs butt is brand recognition. LEGO has a high level of
> brand recognition.
Absolutely true.
> o Lego is in this to make money. Closely followed by a desire to make
> quality products for children. Why should TLG sell to AFOLs ? I know why
> the AFOLs want this, but what rational reason is there for TLG to become
> involved in this venue ? It sounds to me like a distraction for TLG.
> Forming a professional group might be a good start. Something that can
> come to TLG marketing with a fist of purchase orders (for example: brown
> bricks 2x4, 200K please). Make sure that TLG understands that sales to
> this prof org will not dilute retail sales, only be an adjunt to them.
> Show TLG a good reason for doing this (one with both profit and creative
> motives).
I agree, I intend to do so. If TLG prefers not to service the adult
market, perhaps they can be persuaded to let someone else do so.
<ICS>
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Message has 1 Reply:
 | | Re: LEGO Pirates! D-Day Approaches!
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| (...) I recall about a year ago when Mindstorms came out (guessing there) they showed LOTS of Mindstorms ads on tv, if I remember correctly, I either saw them on Discovery or on TNT during Babylon 5, but alas, all my season 1 B5 tapes are in a box (...) (25 years ago, 5-Oct-99, to lugnet.general)
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Message is in Reply To:
| | Re: LEGO Pirates! D-Day Approaches!
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| Ian, A few points of thought... o The Lego Group is privately held (if I understand it correctly). There are no public traded shares and/or shareholders. That is really a shame. Shareholders meetings are a good place to sound off. o Where does TLG (...) (25 years ago, 3-Oct-99, to lugnet.general)
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