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In lugnet.events.brickfest, Victor Knight writes:
> In lugnet.events.brickfest, Greg Kramer writes:
> > 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.
What came across loud and clear is that sales to us are a very small
minority. We alone are not enough to make or brake the projections for a
specific set. We alone are not worth justifying creation of a new set,
service pack, or bulk offering. Everything that LD comes out with has to
appeal to a larger enthusiast audience, or else it is not worth their
limited time and money.
The impression I got was that the other enthusiasts are not necessarily
adults (again, the 2M members of the Lego club). A set that has appeal to
even some very small percentage of them is much more valuable to the company
than a set that appeals to the majority of us.
-Greg
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