Wednesday, February 05, 2014

Why Cee Angi Matters

Cee Angi represents to me the kind of "consumer" Topps ought to be marketing to: a fanatical baseball fan, who used to collect in her early years, went away for a while, and now wants to get back into collecting again.  

All of which leads me to a question I posed on Twitter last week.
Just imagine for a moment, that you haven't opened a pack of cards since before the 1994 Strike.  You probably remember parallels, but you'd probably wonder why a product has to have 14 of them.  You exited right at the peak of the "insert mania" of the early-90s, but what to make of all the hundreds of inserts?  How can you collect them all?  Is it even possible?

And we're not even at autographs & gamers, gimmicked variations, manu-relics, and other such lagniappe.

The number of collectors actually buying, much less collecting, their products is steadily declining, and it doesn't seem to me like Topps even cares.  It's easy to discount the wants of your customers when you're a monopoly.  In order to survive in the long-run, Topps needs to A) retain the collectors they have, and B) bring lapsed collectors back into The Hobby.  They're not exactly doing a great job with "A," and if you're not winning over people like Angi, then they're not doing such a great job with "B" either.

1 comment:

CenTexBB said...

Very accurate analysis. Topps is also doing less and less to supprt the card shops. When they disappear the hobby will be finished. They should also be doing more to work with the MLB to have FREE signings in local card shops in the off season. The average MLB salary is now over $3 MILLION -THEY CAN WELL AFFORD IT.