With this marketing strategy customers will move from the excite phase to the ascend phase as it draws in customers to not only give feedback about the product that they have used but also encourages them to buy more Lego to have a chance at winning more prizes. This demonstrating where the customer is happy with the product in their feedback and is starting to become a more frequent buyer.

Lego do a really interesting marketing strategy which is a really effective way of getting customer feedback whilst also rewarding their customers with giveaways. Once a customer has built their Lego product, at the end of the book there is a QR code which leads to a link that is a survey about the Lego they have just built. However, this survey has questions that lead consumers to come up with their own ideas for what Lego should release next. This not only is an effective survey strategy to gain feedback on their current products but allows for customer interaction and provides them with a large range of new ideas. In return, those who fulfill the survey are rewarded by being entered into a monthly giveaway where 1 $80 Lego product per 2000 entries is given away.