Question

- The LEGO company’s Lego brick has been awarded “Toy of the Century”, one of the most elite titles awarded in the toy industry. 


- Initially, with the outbreak of social media, this company struggled to find a way of marketing their product through social media.


- The social web was eventually utilized by the company to build relationships with customers, generate new product ideas by sharing proprietary information, and better understand their customers.


- Through online interactions, the company has formed 6 distinct personas to categorize their consumers based on purchase and usage rates. 


- These personas are:
1 - Lead users (people lego actively engages with on product design)

2 - 1:1 Community (people whose names and addresses they know)

3 - Connected Community (people who have bought lego and have also been to either a lego store or lego park)
4 - Active Households (people who bought lego in the past 12 months)

5 - Covered Households (people who have bought lego once)
6 - All Households (those who have never bought lego)

- According to the current chief innovation officer of the social media consultancy “ant’s eye view”, “The Lego group has never seen such tremendous success as they have in the past few years since they began utilizing their most valuable resource - their fans. Not only have they received more coverage on the internet, through cool lego pictures and fan-made viral videos, but have also turned feedback into new products”




Please provide a paragraph for each question:

Question #1: Which of the three personas does the Lego Group spend the most social media marketing time and effort? It is likely that different personas will emerge for the Lego Group over time? Explain.

Question #2: What factors may have influenced the Lego Group's target marketing decisions?

Question #3: This case study indicates that the Lego Group believes its optimal target audience is young boys. Based on principles from the chapter, who do you think the company’s secondary optimal target audiences might be? What social media marketing efforts might help the company reach those other audiences?

Question #4: How does identifying a target audience with personas help a company select the best social media platforms to focus its social media marketing efforts on?

Answer 1

Question #1: Which of the three personas does the Lego Group spend the most social media marketing time and effort? It is likely that different personas will emerge for the Lego Group over time? Explain

Answer: As Lego has about to initiate its marketing activity through social media and digital platforms, the one major point of using Digital platforms for marketing activities is that it remove clutter from the target audience. As through digital marketing every campaign can be directly targeted to the people who are the current customer or potential customers therefore while keeping this in mind the below three personas will provide the majority of ROI for Lego group.

1. Lead users (people lego actively engages with on product design)
2. Connected Community (people who have bought lego and have also been to either a lego store or lego park)
3. Covered Households (people who have bought lego once

For the starting point Lego group should spend majority of time and efforts in the above three personas as this will provide the majority of conversion through social Media campaign, because these target audience have shown a interest toward the product and with the time being and by other campaigns, the audience from other personas will start to come under these personas and the reach of the campaign will increase.

Question #2: What factors may have influenced the Lego Group's target marketing decisions?

Answer: Factors influence the Lego Group's target marketing decisions are:

• Demographic

1. Age
2. Income
3. Marital Status
4. Education
5. Family Size

• Psychographic

1. Brand Preferences
2. Price Sensitivity
3. Conservative/Liberal
4. Enviro-Friendly
5. Hobbies
6. Lifestyle
7. Information Sources

• Beaviour

1. Purchase History
2. Where They Shop
3. Type of Store Preferences
4. Association Memberships
5. Internet Usage

Question #3: This case study indicates that the Lego Group believes its optimal target audience is young boys. Based on principles from the chapter, who do you think the company’s secondary optimal target audiences might be? What social media marketing efforts might help the company reach those other audiences?

Answer: As young boys are the primary target audience the secondary target group will be the parents as they are the decision maker and at the last they will be paying for the products. As parents should be informed about the USP's of Lego it will make the sales increase through this target group also.

Question #4: How does identifying a target audience with personas help a company select the best social media platforms to focus its social media marketing efforts on?

Answer: A person define the behavior of target audience and it today's time there are so many social media platform on which different kind of people are coming and engaging. If product is targeting the bread earners of the family linked In could be the right platform, If the the products is for new mothers Fistrcy.com will be the right platform, If youngsters are targeted than Instagram will be the correct platform. In the same way each and every social media platform define its own target audience personas and when the target group of product and the platform intersect completely it becomes the idea platform for marketing activities.