Tuesday, May 20, 2008

More on the LM Psychographic - Build-a-Bear at Tracker school

Piling in on my post from yesterday, I want to explore the concept of the LM customer psychographic in further detail. To reiterate, the "psychographic" defines any attributes relating to personality, values, attitudes, interests, or lifestyles of your target customer. Yesterday we dealt with the American-ness of the profile and areas where that theme might resonate.

Today I want to discuss "education" a bit further. What is it today that defines our lust for do-it-yourself? In my own life, I can see the transition: My parents grew up in a time where gas was pumped for them - "Full-Serve" if you will. Today, we dispense our own gas, select automated car washes, and do it all in style. Some might say it is the economics of the fuel retail market that "force" us in to doing it ourselves, but if "force" were any part of the equation then we would not have seen the meteoric rise of Home Centers like Home Depot and Lowe's. Today, people have a morbid fascination with how things work. From potato-guns and mento's explosions to tile-saws and paint-it pottery, Americans today have a fascination with doing it themselves that would make Thurston Howell III opt to stay on Gilligan's island.

(Mr. and Mrs. Thurston Howell III, Gilligan's Island, us.ent4.yimg.com)

Two fine examples that drive the point home are found in unlikely places.

1) Build-a-Bear Workshop founder, Maxine Clark, discovered that if you allowed people to take part in putting a Bear together that they would pay more for the finished product. Really quite revolutionary. Imagine explaining to an early 20th century toy retailer that if he were to buy toy parts instead of finished bears, that he could make more money on the sale. It is akin to a crazy kind of dual competitive advantage (lower cost and higher price)...at least until others figure it out.



2) My personal favorite is Tom Brown Jr.'s world famous tracking school in the New Jersey Pine Barren's. Trained by a Shaman Scout known as Stalking Wolf, Tom, started this school to pass on the knowledge of how to assimilate and become one with nature. From Wilderness medicine and philosophy to scout and tracking skills, this school is a one-stop shop for the true do-it yourselfers. In fact, they are so into the do-it yourself ethos at the Tracker School that they even invite people who work there to donate their own time to learn the skills while working on staff. Amazing commitment to learning, AND........ they charge about $1,000 per person to learn to live in the earth and eat from its fruits.

So if "yearning to make your own bear" and "giving it all to live off the earth" are any indication, the type of education and do-it-yourself value we are targeting in our customer is a strong match to a solid group of Americans today.


tim said...

LEGOS sell for a premium for the same reason. It's about the experience as much as the product. People will pay separately for each but more for both together.

Fangyaya said...

jordan 11
ray bans
ray ban outlet
cartier watches outlet
cheap rolex watches
louis vuitton outlet
air jordan shoes
oakley vault
designer handbags
nfl jerseys wholesale
celine outlet
coach outlet store online clearances
ralph lauren polo shirts
ralph lauren clearance outlet
michael kors outlet online
coach outlet
coach outlet canada
louis vuitton
lebron 13
louis vuitton outlet
true religion outlet
hermes bags
louis vuitton outlet
cheap jordans
adidas stan smith
kate spade outlet
adidas yeezy
ray ban outlet
coach factory outlet online
michael kors outlet
toms wedges
louboutin femme
coach factory outlet
cheap oakleys
air jordan 8
adidas trainers
montblanc pen
louis vuitton bags

Unknown said...

michael kors outlet clearance
kate spade handbags
valentino bags
louboutin shoes
ed hardy uk
ralph lauren
pandora jewelry
adidas superstar white
christian louboutin uk
ugg boots outlet
ugg boots outlet
christian louboutin sale
ugg boots
burberry outlet canada
jimmy choo
michael kors outlet clearance
coach outlet store
fitflops shoes
michael kors canada
celine handbags
coach factory outlet
hermes belt
christian louboutin shoes
oakley vault sunglasses
cheap ray bans
toms outlet store
uggs outlet
ugg outlet online
uggs outlet
louboutin outlet
ugg boots clearance
coach outlet store online
replica rolex
cheap jordan shoes

Unknown said...


arsatravel said...

The Article is very interesting and I like it. Harga Fiforlif di Semarang , Jual Fiforlif di Semarang , Agen fiforlif di Semarang , Manfaat Fiforlif , Distributor Fiforlif di Semarang

chenmeinv0 said...

basketball shoes
lebron james shoes
chelsea jersey
mcm bags
hollister clothing
louis vuitton paris
ralph lauren
denver broncos jerseys
michael kors outlet
timberland outlet

Mas Untung Selalu said...

Nice Information, thank you for sharing this knowledge

Download aplikasi digital info pendidikan informasi beasiswa s2 jadwal pendaftaran sbmptn game tebak gambar android akreditasi universitas terbuka informasi pendaftaran kuliah

Unknown said...

michael kors handbags
indianapolis colts jerseys
ray ban sunglasses outlet
ray ban sunglasses
baltimore ravens jerseys
true religion jeans
christian louboutin shoes
valentino shoes
converse shoes
oakley sunglasses wholesale

Unknown said...

michael kors outlet handbags
michael kors purses
yeezy shoes
adidas gazelle sale
kobe byrant shoes
hermes birkin
lebron shoes
nike air max shoes
links of london

Unknown said...


nike shoes
pelicans jerseys
gucci outlet
clippers jerseys
kd 9
hawks jerseys
michael kors outlet
uggs outlet
air jordan shoes
true religion jeans

miki said...

0814jejeAir Jordan 1 pas cher Les baskets des New Balance 515 soldes femmes Nike Dunk fleur de pruneau il vient à l'intérieur d'une teinte asics gel kayano evo homme rose pâle, la Nike Dunk Metropolis Woman, le captivant tout basket nike air max 1 leopard noir avec des détails gris, les femmes Nike Dunk nike air jordan flight homme noir gros revenus. C'est le composant le plus important pour un asics veste equipe de france full zip m bon briquet. Suivre le joueur? Regardez les vêtements de Adidas Zx 850 Pas Cher jogging par Aididas, Nike Shox R3 et Under Armour.WomenMoms et chaussure nike homme 2017 presto pas une mamans apprécieront faire du shopping pour les new balance 999 homme pas cher achats doux de Champs Nike Shox R3 et de la mode nike air max 1 blanche blanc avant de gérer les chaussures, les vêtements de travail et d'autres marques.

chenlili said...

michael kors outlet
ugg outlet
mbt shoes
canada goose outlet
oakley sunglasses
supreme uk
kate spade outlet
coach outlet
nfl jerseys
coach outlet

zzyytt said...

red bottom shoes
curry 4
kyrie 3
converse outlet store
air max 270
nike hyperdunk 2017
lacoste outlet
louboutin shoes uk
timberland boots

chenlili said...

coach outlet canada
uggs canada
rolex watches
pandora outlet
pandora charms
christian louboutin outlet
michael kors outlet
michael kors outlet
nike shoes outlet

Unknown said...

nike shoes
adidas yeezy
pandora outlet
mbt shoes
coach outlet
ugg boots clearance
red bottom shoes
christian louboutin shoes
salomon shoes

nailaakifa said...

Terima kasih artikelnya sangat membantu sekali mudah-mudahan artikel ini bermanfaat bagi semua.

Cara Mengatasi Penyakit Kuning Yang Tak Kunjung Sembuh
Obat Herbal Untuk Penyakit Chikungunya
Obat Flu Dan Batuk Anak
Obat Herbal Untuk Sakit Perut Melilit
Obat Cacingan Super Ampuh
Obat Untuk Mengatasi Pudarnya Warna Kulit
Solusi Paling Tepat Untuk Penyakit Kanker Ovarium

Laura Bush said...

Il suffit de lire votre blog, bon. Je l'ai aimé.cartouche d'encre recyclée montréal

Rebecca Virginia said...

Thanks for Sharing. Complete Your Homework From College Homework Help and Score Best Result.

franklinraj said...

Intellecto Automation

Intellecto Automation Service is the leading authority on smart homes technology, with countless home automation kits to suit our customers’ needs for the office or the residence.

home automation in chennai
interior designers in chennai
home security systems in chennai
home theatres in chennai
lighting automation in chennai
modular kitchen in Chennai
office automation in chennai
cctv camera installation in chennai

jasonbob said...

lebron 16
golden goose starter
kd 13
yeezy boost 350
yeezy boost 350
golden goose sneakers
yeezy shoes
supreme clothing

yanmaneee said...

kd 12
yeezy supply
longchamp handbags
lebron 18
air jordan
curry 6
nike sb

Darren Demers said...

Kuchi Jewels is a project of Gem & Gems which is a leading exporter since 2005 to onwards in all over the world. Our company has experienced, educated and motivated staff. Our main goal is to meet the international standard B2C and B2B export target with competitive prices and high quality products. choker necklace germany , choker necklace usa

yanmaneee said...

golden goose
yeezy boost 350 v2
bape clothing
yeezy boost
kobe byrant shoes
yeezy boost 350
off white shoes
lebron james shoes
supreme clothing

smetoez said...

n6o93e0x80 f8l33z1u77 l2j24f8h02 m1y21b2g73 i6s52u7k85 f4r20e3y31