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Ben's request is a reasonable one, but I'd like to suggest that there are pro's
and con's to doing this, many which may not be obvious to the die-hard Lego
fan:
PRO'S:
- The sponsor (Shell, Quaker, Kraft Foods, etc.) would get double coverage for
their promotional dollars, both on their own collateral materials (packages,
print ads, etc.) and through a web presence on LEGO.COM.
- Casual LEGO fans who might happen upon LEGO.COM might be prompted to
participate in the promotion where previously they did not even know about it.
- LEGO could track hits to the information page to build profile information
for how successful the promotion is. Many times, sponsors don't share the
metrics of a promotion with partners like LEGO.
- The sponsors would see value in the metrics that LEGO can provide based on
the above item, giving LEGO a competetive advantage in providing that data over
other cross-promoters (or competitors).
CON'S:
- Products are often regionally distributed. Showing these promotions for all
sponsors on LEGO.COM might conflict with regional agreements (i.e. doing a
promotion with both Shell and BP is fine when they are in seperate markets, but
displaying them side-by-side might be confusing for customers); it might force
LEGO to standardize promotions where it is not feasible (i.e. Shell complains
because BP offers the same mini-kit for only US$1.49 versus the US$1.99 Shell
offers it at); and it might reveal competetive tactics that the promoters don't
want to share openly (i.e. why is there a promotion with Hellman's Mayonnaise
on the east coast but not with Best Foods' Mayonnaise on the west coast?).
- The increased visibility of the promotion via the Internet might skew the
purpose of the promotion, i.e. Quaker wants to see if putting the LEGO promo on
their boxes increases visual awareness of the brand on the shelf versus
collectors seeking out the boxes. On-package promotions are there to increase
impulse buys and build shelf brand recognition through association.
- Promoters don't necessarily want to go through LEGO for metrics (for the
above reasons). Promoters want two things from LEGO: product for fullfilment
and temporary use of the LEGO brand name. Period.
- LEGO is not necessarily staffed to handle promotions at an increased volume.
The legal department has a template for what a typical promotion looks like,
and the product offered for fullfilment is typically easily manufactured (low
cost-of-goods to sales price ratio) product. I don't think LEGO.COM needs to
worry about online promotions at this time, they should leave that to D.L.
Blair or others.
So, while I'd like to have a one-stop place to go to view all current
promotions, chances are probably slim that it will be on LEGO.COM. Sounds like
an opportunity for a new LUGNET section, huh?
- Sean
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Message has 2 Replies:
 | | Re: A call for a Current Promotions page on LEGO.com
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| Excellent points Sean. I agree with your final comment about a possible addition to LUGNET. In addition to simply listing current promos of which the community is aware the new page(s) could provide product scans, availability, pricing, alternative (...) (23 years ago, 19-Jan-01, to lugnet.promo)
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