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Lego –Building Brand Ambassadors
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Lego –Building Brand Ambassadors Presentation Transcript

  • 1. BSI Lego – Building Brand Ambassadors Marketing 2.0 Conference, Paris 2009
  • 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • 3. Building Brand Ambassadors Conny Kalcher LEGO Group March 2009 CED - LT
  • 4. Agenda • The LEGO Group & the Brand Promise • “Know Me and Show Me” • Measuring the Consumer Experience • Building Brand Ambassadors and Co-creating with the LEGO Community
  • 5. The LEGO Group • Founded in 1932 by Ole Kirk Christiansen • ”LEG GODT”  LEGO • Godtfred Kirk Christiansen launches the first LEGO brick in 1948 • ”System in Play” 1958 • 52 LEGO Bricks for every 5.500 employees person on earth • Largest tyre manufacturer in the world • Kjeld Kirk Kristiansen, 3rd Generation, Vice President of the Board – Thomas Kirk Kristiansen 4th generation
  • 6. Brand Mission: “To Inspire and Develop the Builders of Tomorrow Joy of Building – Pride of Creation
  • 7. LEGO Company Strategy: “Focus on the Core” Core assets Brick and Building System, Brand, Communities Core capabilities Trade access, model innovation, mould technology, direct consumer dialogue Core values Creativity, Fun, Quality Core products Products for boys 5-9 years old Core consumers Fans who appreciate LEGO for the joy of building and pride of creation Core customers based on profitability and alignment on strategic position
  • 8. Agenda • The LEGO Group & the Brand Promise • “Know Me and Show Me”
  • 9. It all started with Richard James…. Richard James 537 hits on Google for “Richard James, Lego” Spends £000s on LEGO annually LEGO Inside Tour visitor Contributor to the Brickish Association AFOL • Known in Community, to Kjeld and Jørgen Vig • Unknown to the advisor who took his complaint call • Unrecognised by the system when he cancelled his order for multiple NXT sets • “the cancellation has been acknowledged but with no interest as to my reasons for doing so” • Subsequently “loved” by Jørgen Vig & KKK, but still almost anonymous in our systems..
  • 10. Agenda • The LEGO Group • “Know Me and Show Me” • Measuring the Consumer Experience
  • 11. We measure NPS at LEGO Touchpoints Brand LEGOLAND LEGO.com Retail Stores Parks Merlin Consumer Insights Consumer & Retailers Services Systems General Managers Community Development LEGO LEGO Education Shop At Home
  • 12. Agenda • The LEGO Group • “Know Me and Show Me” • Measuring the Consumer Experience • Building Brand Ambassadors and Co- creating with the LEGO Community
  • 13. 46 million LEGO hits on www.google.com
  • 14. 165.000 LEGO Movies on YouTube
  • 15. Brickfilms are blockbusters!
  • 16. 393.000+ creative pictures on Flickr
  • 17. The LEGO Community – LEGO Fans & Lead Users • LEGO Club members • Kids Inner Circle • AFOL’s • LUG’s • LEGO Ambassadors (40 in 13 countries) • LEGO Certified Professionals (6) • LUP’s (50)
  • 18. LEGO Lead Users & Fans know our product (… better than us!) ’Regular’ consumer LEGO Fan/Lead user Source: Yun Mi Antorini
  • 19. LEGO Fans are Creative & Innovative Moonbase SNOT – Studs Not On Top 1 2 3 4 5 6 7 BrickFilms LDraw Source: Yun Mi Antorini
  • 20. In 2007 Community Events had - 1/2 Million Visitors!!
  • 21. Some Lead Users have become Certified Professionals Sean Kenny
  • 22. The Professionals create their own LEGO Business
  • 23. Build your own model using LEGO Digital Designer & Buy it!
  • 24. Social Networking the LEGO Way
  • 25. The ultimate signal of loyalty….. “But the company that is perhaps most successful in embedding its goods into a total experience is Harley-Davidson. How many other company logos do you find tattooed on users’ bodies?” Source: The Experience Economy, B. Joseph Pine II, James H. Gilmore
  • 26. Shared Identity • BUILD A GROUP MODEL • BUILD A SHARED UNDERSTANDING OF THE IDEAL IAF CONFERENCE EXPERIENCE • YOU HAVE 40 MINUTES TO BUILD • PRACTICE YOUR STORY • SHARE YOUR STORIES BETWEEN THE GROUPS Thank You! Conny.Kalcher