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Lego –Building Brand Ambassadors
This document summarizes a presentation given by Conny Kalcher of the LEGO Group at the 2009 Marketing 2.0 Conference in Paris. The presentation discusses LEGO's strategy of building brand ambassadors and co-creating with the LEGO community. It provides details on measuring customer experience, the large global LEGO community of fans and "Lead Users", and how some community members have become certified professionals or help promote the brand. The goal is to inspire builders and develop closer relationships with hardcore fans.
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Lego –Building Brand Ambassadors
- 1. BSI Lego –Building Brand Ambassadors Marketing 2.0 Conference, Paris 2009
- 2. Join the conversation MARKETING2.0 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: “ToInspire 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 LEGOGroup & the Brand Promise • “Know Me and Show Me”
- 9. It all startedwith 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 LEGOGroup • “Know Me and Show Me” • Measuring the Consumer Experience
- 11. We measure NPSat 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 LEGOGroup • “Know Me and Show Me” • Measuring the Consumer Experience • Building Brand Ambassadors and Co- creating with the LEGO Community
- 13. 46 million LEGOhits on www.google.com
- 14. 165.000 LEGO Movieson YouTube
- 15.
- 16. 393.000+ creative pictureson 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 areCreative & Innovative Moonbase SNOT – Studs Not On Top 1 2 3 4 5 6 7 BrickFilms LDraw Source: Yun Mi Antorini
- 20. In 2007 CommunityEvents had - 1/2 Million Visitors!!
- 21. Some Lead Usershave become Certified Professionals Sean Kenny
- 22. The Professionals createtheir own LEGO Business
- 23. Build your ownmodel using LEGO Digital Designer & Buy it!
- 24. Social Networking theLEGO Way
- 26. The ultimate signalof 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
- 27. 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