Marketing Director at LEGO Julia Goldin spoke at the conference Dmexco. During her speech, she spoke about the UPS and downs of the company and shared the principles of effective content marketing.
In the late 90s, the LEGO company was going through hard times. After the release of several new products, which are very different from the basic, she began to lose profits. The growing popularity of computer games has only exacerbated the problem. It seemed that soon the LEGO blocks recede into the past, but it never happened. Now they are experiencing a second peak of popularity, even more than in the previous era. About the characters from the designer even made the film, which grossed more than $ 500 million worldwide.
Julian Goldin highlighted the following principles of effective content marketing:
1. Who is your audience?
For a successful brand promotion should always consider for whom it is created the product. It needs to excite the imagination, encourage the creation of something new, that is not to be boring.
For example, just 6 LEGO bricks can be 950 million combinations. These designers are so interested in the customers that they began to create movies, games, apps, shows and other materials associated with them.
Although the product created for children, the company appreciates adult fans of LEGO. Many of them create high-quality content on the products, so some of them the company offers jobs in the state.
2. Do not work in isolation
In many companies, the content team and the marketing Department working in isolation, moving in the project linearly according to the scheme: product – advertising – content. LEGO on the other hand encouraged a close cooperation. According to Julia, when there is some problem, “all gather together and begin to work.”
3. Identify the most relevant and interesting ways of communication with the audience
For LEGO company, the customer always comes first. To determine whether the children of a new product and that it should change, enough to invite them into the room with the toys and watch the reaction. Observations and interviews help to improve the product and reduce the possibility of errors in the future, which is important. Because in a large firm, even a small mistake can lead to serious consequences.
