Hit the Bullseye: LEGO, the colorful interlocking plastic bricks that can be assembled and connected to construct whatever kids imagine, vehicles, buildings, robots, knew they had a problem. Boys played with LEGO’s way more than girls did—only 9% of the primary users of the toy were female. LEGO committed to an intense four year Marketing Intel Program involving 3,500 girls and their mothers to figure out how to increase girls interest in LEGO toys.
The Marketing Intel indicated boys build in a linear fashion, following what’s on the box. Girls prefer a more personal approach—creating their own story-filled environments and even imagining themselves living inside them.
LEGO listened and developed a new line of toys called “Friends.” The bricks were changed to more vibrant colors. The figurines were made bigger to accommodate accessories such as hairbrushes and purses in their grips. These changes were in line with what the market research data found to be more appealing.
Do the Marketing Intel. Watch, listen to and learn from your customers. Tweak your product or service accordingly. Build your story around the changes. Then tell your story to your target audiences.
Guest: Chris Miladinovich is a Founding Principal and VP of Consulting at ProspHire responsible for Firm Operations and Client Service Delivery of business and technology professional services. He’s also Treasurer for Condor Aero Club, Inc. responsible for the financial strategy and operations of the region’s largest flying club of 130 members.
What’s the Big Idea? When it comes to messaging, we have to understand both our “Why” or reason for being and our customers’ “Why” or reason for buying. We then need to crystallize that into one big idea, one memorable message or theme that makes an emotional impact on our target audiences.
Chris’s Big Idea: Invest in people and build a company based on trust. It’s about relationships.
Tool: Slack–Real time messaging, search, archiving & more—brings a system to internal and external communication and project management.
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