Subject:
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TLC participation here part of LD marketecture
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Newsgroups:
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lugnet.lego.direct
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Date:
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Wed, 19 Jun 2002 17:37:47 GMT
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In lugnet.lego.direct, Dave Schuler writes:
> > I'd say you'd have a point if Lego Direct was run by the advertising
> > division, but it isn't.
>
> Until a company demonstrates otherwise, it is reasonable to assume that
> every part of the company that has contact with the public is, in essence,
> run by the advertising division.
Indeed, TLC's presence here is not simply a fortuitous by-product of the
reinvention of LEGO Direct in 1999, but part of the very _marketecture_ of
the new LEGO Direct.
Acknowledging and participating in fan events -- and hiring people from the
fan community to work at LEGO Direct -- are also part of that marketecture.
Hiring bright, talented, and extremely motivated and enthusiastic individuals
from the fan community is smart business. Creating and nurturing social
relationships throughout the community is also smart business.
Everything LEGO Direct does either is or supports marketing or sales. The key
difference from traditional marketing is that LEGO Direct does its marketing
in a very focused way. That's what it's for; that's ultimately why it exists.
And that's why the LEGO Shop-At-Home division was moved beneath the new LEGO
Direct division during the restructuring -- so that TLC's direct-to-consumer
sales and marketing branches could be brought closer together and updated for
the 21st Century.
Realize: there is more total profit potential for a mass-market toy company
which successfully launches and leverages direct-to-consumer sales and
marketing units than a company which relies solely on third-party retail
chains. Not that there's anything wrong with that.
"Marketing" is not just spamming and making ads and being annoying. Good
marketing involves intimate market research. Really good marketing involves
participation within the market. Really really great marketing slips by
entirely unnoticed.
--Todd
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