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Listen and Respond (Marketing Lessons from Walt)

November 29, 2006

This is the fifth in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

For many families, a trip to Disneyland or Walt Disney World is a once in a lifetime experience. Kids dream for years before they finally get to step into the Magic Kingdom. So the expectations are incredibly high. This can’t just be a fun vacation. This needs to be the uber vacation.

One of Disney’s habits that has helped launch and maintain their brand’s success is that they listen and respond to what they hear. It’s not uncommon to get stopped by a survey taker in one of the theme parks.

Here’s an example. Kids arrive at Disney World with one goal. Meet Mickey Mouse. It’s their core reason for making the journey. They have dreamed of that moment for years. It used to be that it was left to chance. If a child happened to be in a particular spot in the Magic Kingdom, when Mickey was there signing autographs then the child’s dream was fulfilled. But, if the fates didn’t align, the child was likely to go home having seen Mickey in the parade but never being able to hug or interact with the Big M himself.

Parents shared this insight with Disney officials and Toon Town was created. A whole new land, where you can tour Mickey and Minnie’s homes and, no matter what else is going on in the park — meet Mickey. Mickey now waits for his fans, young and old, to come visit him in Toon Town. Today, no child has to leave their uber vacation without a Mouse encounter. Cue the happy music.

When was the last time you asked your customers what they wanted or needed from you? How did you let them know that you heard them? Never asked? What’s stopping you?(My dad and daughter enjoy their mouse meeting)

Marketing Lessons from Walt – The Series:

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What’s the most significant aspect of marketing/advertising 2006?

November 28, 2006

That is the question posed by David Armano over at his Logic + Emotion blog. He asks:

What was the most significant event/aspect of 2006 in regards to marketing, advertising or user experience?

He will use readers’ comments and thoughts in creating a visual to sum it all up. The answers are well worth the read, whether they end up in the visual or not.

Join in the conversation. After all, some might suggest that’s a pretty significant aspect of 2006.

An interesting side question is of course…what’s next? How will what happened this year influence 2007? What do you predict will have some staying power? What will become a fad and fade away? How are you going to capture and harness these evolutions?

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Evolve (Marketing Lessons from Walt)

November 28, 2006

This is the fourth in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

When Walt originally conceived Disneyland and Walt Disney World, his vision was to create a place where entire families, from toddler to grandparent, could enjoy the attractions together. No health warnings, no height requirements. And so they were built.

Fast forward to today, where the Rockin’ Roller Coaster is one of the most popular attractions at WDW. This roller coaster is not for the faint of heart. You go from 0-60 mph in 2.8 seconds and right into an upside down loop. I can only imagine what Walt is thinking.

But, then again, Walt was about as savvy a marketer as you can find. So he is probably nodding his head and recognizing that strong brands must evolve with the times, the consumer, and the competition. Had Disney executives clung to Walt’s vision without taking new realities into account, I’m not sure the theme parks would have survived for the past several decades.

Today’s Disney is a blend of Walt’s original family friendly vision and a modern amusement park. The brand has evolved and thrived.

When was the last time you did a reality check on your own organization’s brand? Are you stuck in a vision of the past? Is it time for an evolution?

Marketing Lessons from Walt – The Series:

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Details, Details (Marketing Lessons from Walt)

November 28, 2006

This is the third in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

The moment you cross onto Disney property, the magic begins. Yes, there are billboards touting the newest attractions. Sure, you might catch a glimpse of one of the signature structures like Epcot’s giant ball or Cinderella’s castle at the Magic Kingdom, but really it starts with their traffic signs.

Yup, traffic signs. We all know what they look like, right? Not Disney’s. You know you have crossed the threshold when you see signs like the one to the right.

The purple signs with mouse ear directional arrows are Disney’s way of signaling that a remarkable experience lies ahead. An experience where the attention to detail will delight and surprise you. Could they have used the standard street signs? Sure. But there was nothing special in doing it that way.

How do you signal your clients that something special is about to happen? That you and your company are extraordinary? What happens in your meetings or on your website or when your phone is answered that promises delights to come? Or are you just using the standard street signs?

Marketing Lessons from Walt – The Series:

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I’m B.A.D. (did I need to tell you that?)

November 26, 2006

Image of Liz Strauss

I had the good fortune of spending an hour with Liz Strauss recently as a part of her B.A.D. Blogger undertaking over at Successful Blog. As I suspected, the conversation was lively, took some winding turns and left me with plenty of points to ponder long after we said "talk to you again soon." One of the best elements of blogging is the remarkable people that cross our paths.

Thanks for your time, curiosity and sharing your story with me, Liz!

Read Liz’s take on our conversation here.

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Privilege (Marketing lessons from Walt)

November 26, 2006

This is the second in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

I witnessed an amazing sales lesson today. I watched the Red Raider Band from Uniontown, Pennsylvania proudly march in the Magic Kingdom‘s parade. I am sure for some of them, it was the highlight of their band career to date. But let’s look at what happened, from a sales perspective.

The buyer (the school) contacted the seller (Disney) unsolicited and asked to buy.

The seller said "Maybe, but prove your worth."

The buyer sent in an audition tape and application to Disney officials.

The buyer received an acceptance letter and ticket order form in return.

The buyers (students) paid for their own airfare, Disney lodging, and entrance into the theme parks.

The buyers helped Disney provide entertainment to their guests.

The buyer bought Disney t-shirts, sweatshirts, ears and other items to commemorate their trip.

The buyer no doubt also brought family and friends…who also stayed on Disney property, bought Disney tickets (have to cam cord the performance!) and Disney souvenirs.

And I doubt they only stayed for the day of the performance. Was that a cash register cha-ching I just heard? And they were thrilled to be the buyer. They’d do it again if they could. (The Rose Bowl and many other events handle band appearances like this too, by the way.)

Think only Disney can turn buying into a privilege? How about Harley Davidson? How about the consultant who only takes on two new clients a year?

Of course, the bigger question is this. How can you turn some aspect of doing business with you into a privilege that your potential consumers would pay a premium to have and be thrilled to do so? (Don’t underestimate that part of it. If they aren’t thrilled to do it, then you’re just too expensive.)

Marketing Lessons from Walt – The Series:

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Surprise (Marketing lessons from Walt)

November 25, 2006

This is the first in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

We’re all familiar with the golden oldie – the giveaway. Typically, we ask customers to sign up to win or create some sort of contest. And then they wait to see if they won. And in most cases, probably forgot they even signed up.

To tie in with their yearlong theme, "The Year of a Million Dreams," Disney has added a brilliant twist to the age-old favorite.
They’ve added surprise.

Here’s their twist. "Imagine walking through one of the Walt Disney World Theme Parks when a Cast Member taps you on the shoulder to offer you a dream come true. Right now, over a million extra-special dreams, some thought impossible, are being randomly awarded to people just like you."

It goes on to list prizes that range from not having to stand in a single line all day (more valuable than you can imagine) to traveling around the world, touring all of the Disney parks.

No little pieces of paper for your name and phone number. No essay contest. You just win because you’re there. At that very moment.

Wow.

Surprise is a story-inspiring emotion. It demands to be shared.

How could you add one of Walt’s favorite elements — surprise — to your marketing mix?

Marketing Lessons from Walt – The Series:

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You are boring me.

November 24, 2006

I sat across from a potential client this week while he bemoaned the fact that he kept sending news releases but no one, not TV, radio or print, would pick up his stories.

He wasn’t happy with me when I told him the reason he wasn’t getting coverage was because he was boring the reporters. (I was more kind in the delivery. ..but the point was the same.)

He was sending them information that mattered to him. But not to the reporters. It’s not their job to help him sell his wares. It’s their job to engage their audience.

Before you send your next news release, ask yourself why anyone but you would care. If you can answer the question — there’s your lead sentence. If you can’t — think twice before you bore them.

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Do more than throw them a bone

November 24, 2006

It is one of the most powerful and most overlooked marketing truths out there. Employees that feel appreciated will do the same for your clients. Lisa Cieslica, from JobPoint makes the point that sometimes a sincere “thank you” can be the best incentive around. But if you want to go beyond that…here are some other ideas.

Let them decide: The CEO of 1-800-GOT-JUNK asks his employees for 101 life goals. When someone exceeds his expectations and he wants to reward them, he looks for ways to help them get closer to one of those life goals.

Don’t forget their families: When one of your team has been putting in a lot of extra hours and effort, or been on the road for a while, why not send a thank you note or gift to their family?

It doesn’t have to be big: Employees love creative coupons that can be redeemed for a long lunch, or a half day Friday.

No matter what you do, make sure you couple it with Cieslica’s suggestion – a genuine thank you. That’s sweet music to anyone’s ears.

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Is that Paris Hilton jammin’ with a PS3 while calling George W. Bush a fascist?

November 22, 2006

Headline writing used to be an art. A well-crafted headline enticed the reader into your body copy. It was the appetizer, hinting at what was to come and on rare occasion, if it was tasty enough, it could actually satiate an appetite without another word or morsel.

But it seems of late, everything I read is about writing headlines to trick people to visit your blog, even though they have no interest in what you’re actually writing about. Using names of the infamous, "hot" topics and other elements of bait and switch, all for the intent of rankings, rankling, being dugg, ditched and double-dipped. It’s like having a puppet on a string, right? You tug and they jump.

Good short-term gain? Maybe. More clicks? Probably. But at what cost? How about losing the very audience that actually gives a rip about your topic? Or you.

Hype, over-promising or out and out manipulation can’t be hidden forever. People hate being made the fool. Don’t let your headlines, online or off, put them in that position.

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