Subject:
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Re: Is "traditional" Technic being killed off?
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Newsgroups:
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lugnet.technic, lugnet.dear-lego
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Date:
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Tue, 19 Feb 2002 03:43:38 GMT
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Viewed:
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3037 times
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In lugnet.technic, John Heins writes:
> In lugnet.technic, Miguel Agullo writes:
> > In lugnet.technic, Steven Lane writes:
> >
> > ......... Furthermore, Lego representatives have pointed
> > out on several occassions that the adult builders represent a tiny fraction
> > of their market. What you, me and a reduced number of other Technicheads
> > would buy is basically irrelevant. Not that I don't conmiserate, but to
> > think that Lego is obviously missing out is maybe awarding ourselves too
> > much importance in the grand scale of the Lego universe.
>
> I beg to object. The sheer $ amount spent by adult builders - not to
> mention the "missionary/salesman" aspect in promoting Lego products to
> others SHOULD be of SUBSTANTIAL interest to LEGO. I know that my own
> purchases (insane as they are) are more than the sum total spent by the kids
> in my local elementary school. My own children's interests result in many
> more sets being purchased by others as gifts for them. We ourselves
> purchase many, many sets as gifts for the multitude of birthday parties our
> children attend annually. Through exposure to the Legos at our house, other
> kids playing with ours develop an interest in Legos. All in all, adult
> builders have a far larger influence than their numbers might indicate -
> both in spending power and influence.
It is this link between adult LEGO fans and parents of potential LEGO fans
(in that they are often the same person) that the company has completely
ignored and lost ground on. For every loyal customer like John I wonder how
many have given up on the company because they can't even find the types of
sets they wish to give as gifts? And those adults who have given up on the
company aren't likely to be posting notes here, they are more likely to be
out buying Megablocks for their kids.
> A company should value and reinforce such
> "evangelical fervor" yet aside from some at Lego Direct, one has the feeling
> that current company management knows less about its roots and potential
> than those adults that grew up with Legos and continue to "play" with them.
The company needs the equivalent of a Steve Jobs to take hold of the reins
and get the organization back to its roots. It doesn't need fancy CEO's, it
doesn't need glitzy ad agencies, it doesn't need fad product lines. It
needs to give its head a shake and remember where it came from. The answers
are all there... this isn't rocket science, it's plastic bricks.
> Yes, there are new markets and paths to take, but lets be blunt. It seems
> that TLC is abandoning its basic market - blocks - while pursuing some
> rather questionable approaches with mixed results. I LOVE the "Legos as a
> management development tool......." On the other hand, logical tie ins seem
> to get ignored. I recall posts from some RPI grads - my alma mater -
> talking about the bulk bins that came with the TLC commencement speaker.
> Good tie in - engineering schools. Now filter more of it down to the high
> school and middle school levels. FIRST competitions were a good start, but
> again, DACTA could be exploited better as a "gateway" for kids.
Unfortunately DACTA is the ugly cousin that the company doesn't like to talk
about. 'Why would we want people to think our toys are fun AND educational?
We better sell our more educational themed sets through another company so
people can't easily make the connection that they came from us.' This is an
insane way of thinking in today's information, education and technology
driven world. Think of the schools, home schools, clubs and organizations
that would benefit if the company opened up it's product lines to include
it's own educational sets? (Increased distribution and lower price points
than currently offered by Pitsco) Think of the strong brand identity
benefits that the company would gain by making sure that these markets
associated DACTA with LEGO. Or, better yet, didn't even know there was such
a thing as DACTA, only that LEGO makes really good and fun sets and, "hey, I
think I learned something too!"
> It seems obvious - even real dog sets fly off the shelves at
> the right price point.
I'm sure more *good* sets would fly off store shelves if only there were
more good sets ON store shelves. Keeping the cream of the crop for Shop At
Home only is another insane marketing practice that has to end soon.
Best regards,
Allan B.
- Expert Builder website
- http://www.apotome.com/builder
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