Lego is one of the most popular brands in the world. Their profits are growing even now. The company posted 11% growth in September. The company is known all over the world, and both children and adults dream of its products. Here are a few Lego marketing lessons that can help brands become more successful.
Encouraging active users
Lego regularly invites clients to come up with new ideas and share the results of their work with them. The company even created the LEGO Ideas website. There everyone can show their ideas for the design of a toy. If an idea gains a thousand votes, then the development team will already consider it. Thus, the company created the DeLorean from Back to the Future.
Collaborations with popular culture
Many sets people want to buy in order to build what they love. A beautiful house, a ship or a police station is, of course, interesting, but not so strong. But creating a Death Star from Star Wars, building Hogwarts or the Simpsons family on the couch is always engaging and does not leave you indifferent. Lego has a number of licensing agreements with many films and other pop culture works.
Read also our material on 5 lessons of effective marketing from IKEA.
Communication with customers
During one of the conferences, LEGO Marketing Director Julia Goldin talked about how the company works with customers.
According to her, the best data can be obtained by being in the same room with the client:
“There are many tools out there to help you understand how different aspects of marketing work. But if we are talking about children, then the best thing is to call them into the team and let them play with the products. This way you can get a lot more information and find out what exactly they like. We do this all the time and analyze the information received. “
Expanding your audience
Until 2000, Lego marketers worked to sell their products to children and their parents. But this concept has changed. And, for example, now a huge number of adults are running after new sets. Although earlier this group of clients remained on the sidelines and no one paid attention to it.
For many years in a row, adult fans have created various forums and shared with each other photos of their own masterpieces made from Lego. This group had huge potential, so the company paid attention to them anyway. In particular, Lego learned that the average adult fan spends more money on their products than children. So they started making more expensive sets. One of the most striking examples is Star Wars Millenium Falcon. It has about 7,541 parts and costs roughly $ 800.
Going beyond traditional boundaries
To expand the audience, the company released “Lego.Film” in 2014. At the box office, he grossed more than $ 400 million. And on the Rotten Tomatoes website, his rating was 96%. After the premiere, the prices for the company’s products increased by as much as 25% and this did not frighten off customers, but, on the contrary, attracted new ones. After that, new films from Lego came out, as well as computer games.
Lego moved to the next level and began to promote their brand not only through traditional advertising, social media, but also through films and games.
One of the main ideas of Lego is that customers should come up with as many different building options as possible and use their creativity to the maximum for this. Therefore, the company regularly organizes contests on social networks.
For example, SpookifyYourSe. There they had to do some Halloween artwork. As a result, the company gets a bunch of user-generated content, increases audience engagement and increases brand awareness.
Building a cult from a product
Artist Nathan Sawaya at The Art of the Brick artist Nathan Sawaya has been showing fantastic sculptures for years that he only made from Lego pieces. Its goal is to transform an iconic toy into meaningful and emotional art.
The artist is an avid consumer of the brand’s products, but he also inspires fans from all over the world to new ideas. This is only possible with brands that have managed to create a cult following from their products.