Ch. 17 - Personal Selling and Sales Management

In 2003, the Lego Group had faced its biggest financial crisis resulting in sales collapsed and tight budgets. Since then, the Lego Group realized that in order to sell product and maintain long-term customer relationships, they should concentrate on brand imaging and excellent customer service. One of the essential factors is to listen to your customers' feedback and solve the issue. The Lego Group had partnered with Medallia to address customers inquiries and obtain metrics to determine a plan of action. The Lego Group will send out customer emails and feedback. By this mean, the Lego Group can discover the weaknesses or faults that they would never be able to notice of not listening from the customers. It could also help to make improvement so as to increase customer satisfaction.

On the other hand, the Lego Group has extended its brand by developing multimedia content. For instance, it develops its production lines with Star War and Cartoon Network. The Lego Group creates contents that build on the brand's various storylines. Lego toys are sold as comprehensive multimedia packages. Each Lego toy series has a fictional universe that's supported by microsites, online games and even serialized films through its partnership with Cartoon Network. My LEGO Network social networking site designed for kids with extensive parental and safety controls. LEGO Click allows older hobbyists to display their Lego creations with photos and videos.

All of this success stems from the Lego Group clearly understanding their audience, said Joe Pulizzi, Founder of Content Marketing Institute. "The Lego Club Magazine shows Lego Group's clear understanding of their target audience." said Pulizzi, "Kids still love print. The online storytelling - I'd often catch my oldest son going through page by page on the Lego site to learn everything he can about the characters and their backstories."