COM0014: Blog # 3 – LEGO And Its Target Audience

It’s December already, Black Friday and Cyber Monday came and went,  and I haven’t even started thinking about Christmas gifts yet. What do I get my boys?  There’s always LEGO right?  LEGO is usually a sure bet for parents and kids alike.

According to LEGO “the company today provides toys, experiences and teaching materials for children in more than 130 countries.” LEGO markets to its target audience by leveraging its key brand values – creativity, imagination, fun, learning and caring.

LEGO  also targets  parents by emphasizing great quality,  evoking nostalgia (most of us have fond and distinct LEGO memories from our childhood),   and playing on the emotions of bonding with our kids.

LEGO’s Let’s Build campaign is a great example of showcasing  the fun, enthusiasm and pure joy of creating something together – “Because the things we build together, live forever”.

But that’s not all. There is also a small but important part of LEGO’s target audience that has nothing to do with kids. These are the adult fans of LEGO (AFOLs). According to the case study  in Groundswell by Li and Bernoff, the AFOLs are responsible for 5 % – 10 % of LEGO’s billion dollar plus business. LEGO began marketing to them by creating a program called LEGO Ambassadors. This program builds relationships  with the  AFOLs and it helps LEGO learn what’s going on  in the highly connected AFOL world. LEGO ambassadors get information from the company on product releases and then share that information to their own personal networks, both in person and on-line.   By limiting the number of ambassadors (approx. 25)  LEGO creates competition, energizing its fans to step up and become spokespeople for the company.  The ambassadors are paid in LEGO bricks, a type of compensation that is cheap for LEGO yet highly valued by this target audience.

Do you have a favourite LEGO campaign?

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