Subject:
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Re: A call for a Current Promotions page on LEGO.com
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Newsgroups:
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lugnet.promo
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Date:
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Fri, 19 Jan 2001 15:19:58 GMT
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Viewed:
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1902 times
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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 means of getting the promotional items,
points of contacts, etc.
Does anyone know what the process is for adding new sections to LUGNET? I
would be willing to take a first crack at prototyping something like this if
there is an interest.
Happy building!
Karl Barger
http://www.texlug.org
In lugnet.promo, Sean Harrington writes:
> 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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