“Welcome to LUGNET, International LEGO Users Group Network, global community of LEGO enthusiasts. LUGNET unites LEGO fans worldwide through forums, web pages, and services.” Is the opening line to the website, it is pretty evident that its main purpose is connect passionate LEGO users around the world to help each other in using their LEGOs. The LEGO site is actually a database of their products that allows them to have a more refined search of their products. The difference compared to Facebook would be the target information on it. The amount of information for a particular topic is also a lot more than what would be found on Facebook. The LEGO enthusiasts visit this site because they know what kind of information they are looking for such as for the Disney Lego Forum there is an article about the LEGO Group and Disney Consumer Products announcing a building set that is inspired by the movie Pirates of the Caribbean. Yes, they could post this to their website but think of the amount of room it would take on the site. It is in place that people can read it if they want to and if they don’t they are free to ignore it. People who visit a site like the LEGO site would be LEGO users of course, but not your average youngster kids. It would probably younger adults who have used LEGO products for a long period of time and are very creative. They may also have a particular interest in one of the specific products such as the LEGO sets for Star Wars. They may be a big Star Wars fan and have a connection to LEGOs by that. On the website there was no particular company advertising. If you looked at in a marketer or advertisers perspective the whole site is an advertisement for LEGOs though. They are encouraging you to become a member. Not only to become a member but to also build your own LUGNET website. Something that we found interesting is what LUGNET states when you are deciding whether to become a member or not. “If you get a vast amount of value from LUGNET, then you may feel most comfortable paying a large sum. If you don’t get much value from LUGNET or if you’re a starving artist or student, then you may feel most comfortable simply paying the minimum. It’s up to you.” Most forums are free but LUGNET actually allows you to pay for you becoming a member is you feel that you have received value from visiting the site. They are actually receiving payment for their information. So we think that they could really revenue if they got Disney, Star Wars, and Harry Potter companies to advertise on their website. A business that could use this website is an action movie like Transformers. They could launch LEGO products that are influenced by the show. LEGO users could build the robotic characters in the movie than many of the scenes in the movie. This would go along great with the movie and be a great target for the people who watch it. They could use this community to promote the product launch along with the release of the DVD or if they decide to have a Transformers 4. Whether or not they make another movie it would be a great venture for the Transformers product line because it would be extended and be making more money as well. It is a win, win for all.
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