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aeon wrote:
>
> In lugnet.events.brickfest, Greg Kramer writes:
> > As the subject says, these are inferences, not direct quotes. But I have
> > given references to why I think my "read between the lines" statements are
> > accurate.
> >
> > 1. The adult fan community is probably not as important as we like to think
> > we are. Brad seemed to include us in the category of "enthusiasts", which I
> > think he descibed kind of vaguely as someone who really loves the brand and
> > has some "loyalty" to the products. This enthusiast group may include the
> > 2M people in the US and Canada that are in the Lego Club (the 2M figure I
> > remember directly, but I'm not sure if Brad used them as an example of other
> > enthusiasts besides us). We may be more vocal than the rest, but our
> > numbers (both in people and amount we spend) pale before the rest of the
> > enthusiasts; and similarly the enthusiast group pales before the general
> > public. Shiri's humorous advice to "treat AFOLs like alcoholics -- they buy
> > the majority of the product that liquor companies sell" got a response from
> > Brad that we definitely do *not* account for the majority of his sales,
> > using the example of how our Lugnet count of Guarded Inn sales was way off,
> > because of the flood of orders that came when the Inn appeared in the S@H
> > catalog. I think this means we may be valuable us as a gauge of how other
> > enthusiasts may feel about products, but we are not a large enough segment
> > to justify creating products specifically for... the products have to appeal
> > to the larger enthusiast market.
>
> I don't think your above inference is necessarily true.
> Hmm, I would think that would mean more adults are buying them who do not
> post here, and more are buying them who do not buy online.
I think Brad was pretty clear that we were a small (but important)
segment of his market. One thing he mentioned is that in something like
7 of 8 Shop at Home calls they could hear the kid in the background
directing the parent as to which sets to order ("No mommy not that one,
the big one"). To some extent, they see our greatest value (and this is
the value they see in LEGO Direct's core market of "dedicated
customers") is in promoting the brand. If they can sell us on a set, and
we sell 2 of our friends on the set, they've done more with $1 of Shop
at Home marketting than $10 of TV marketting (numbers made up by me).
--
Frank Filz
-----------------------------
Work: mailto:ffilz@us.ibm.com (business only please)
Home: mailto:ffilz@mindspring.com
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