Magic of Disney Archives - Page 3 of 4 - McLellan Marketing Group

Extending your brand’s reach

February 26, 2007

Brand extensions are nothing new. The reality is, we see more bad ones than good. Want proof?

Cheetos flavored lip balm
Chicken Soup for the Pet Lover’s Soul dog food (bad idea and really long name!)
Starburst (yes the candy) shampoo, body gel and conditioner

There’s a great survey that is done every year by BrandWeek and TippingSprung (NYC branding agency) that highlights the best and the worst. A hat tip to Nancy Friedman’s post that reminded me of this annual brain food.

So what makes a smart brand extension?

Does it add value to the core brand?

Think of this a a math equation. Does A+B=C? If you take the core brand and add a new element, does it create something new that’s of value. One of the survey’s winners was the Red Cross who is now marketing emergency radios. You can see the logic and thought process that created the extension. Not only is the extension itself smart, but it reflects well and adds potency to the core brand.

The quizzical look factor.

You know that expression that a dog gets, when it cocks its head and looks confused? When you say, "hey, look Cheetos flavored lip balm" most people get that same expression. That’s a big clue that the extension is a disconnect. If the two elements are miles apart, it’s going to be tough to get the consumers to buy the connection.

Has anyone asked?

20 years ago, you couldn’t even find a Mickey and Minnie in wedding garb to use as a wedding cake topper. Today, Disney has a wedding pavilion on the grounds of Disney World and the bride can arrive in Cinderella’s coach, if she’d like. How did this come to be? Disney listened to its guests and their requests.

Just this week, in the Wall Street Journal, I read that Disney is now partnering with couture bridal designer Kirstie Kelly to create Disney princess inspired wedding gowns. Check out the Orlando Sentinel story here. (Download kellydisney.pdf )

How credible is it?

Here’s one where I disagree with the survey results. They lauded the Snoop Dog extension into pet products, like dog beds. I’m sorry but just because the man’s made up name includes the word dog does not make him a dog bed or doggie coat expert. Could he be a funny spokesperson for a dog bed manufacturer? You bet. But that’s different than the man opening a line of dog sweaters.

Brand extensions are tricky business. Bottom line — how does it strengthen your core? How does it introduce you to new customers who would find benefit in both the parent and the extension? How does it add value to your current customers?

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Want to be princess for a day?

February 12, 2007

Talk about brilliant branding…and they get us to do all the work!

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Hey there…it’s a Marketeer!

January 25, 2007

A couple days ago, I unveiled the coveted Marketeer ears and described what it takes to belong to this club.

I’d like to introduce you to the first Marketeer and let her work illustrate the traits that elevate someone to this status.

Here are some of the Marketeers themes and how our first Marketeer, CK, fills the bill.

Fun with Senses. CK asked a smart question “why do you blog” but then took the answers and created a visual that said as much as the words it contained.

Guest Star. Wise enough to understand that the audience is the star, CK talks straight about blog rankings, numbers and what really matters to the audience.

Anything Can Happen. Over at her Marketing Prof’s Daily Fix gig, CK posts about the concepts of beauty, social responsibility, and the frailty of some human truths. Another example of CK’s Anything Can Happen attitude is her creation of the Marketing Profs Book Club. Within days of her announcing the club and its first book, over 500 people had opted in.

Surprise! In a culture that turns celebrities into icons, CK takes a surprising and interesting take.

Talent Round Up. CK is all about celebrating others’ talents and smarts. I got the benefit of her spotlight yesterday but so have many others — she has a whole category on her blog about other bloggers.

Without a doubt…ears on or off – CK is one worthy Marketeer! Hey there, hi there, ho there CK! Why? Because we love you!

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Marketing Lessons from Walt…the PDF

January 24, 2007

It started innocently enough.

We were on vacation at Disney World.

I write a marketing blog.

I am fascinated by Walt Disney’s imagination and genuis.

Add those factors together and voila — blog posts about the marketing wisdom of Walt. It evolved into an 8-part series that was a blast to think about and write.

Then the marketing whirlwind that is CK posted a very kind review of the series and said "Drew, here’s an epiphany if you’ve not yet thought of it: repackage this content into a PDF for your clients and prospects (and we bloggers) and send them a special-delivery holiday package from Mickey!"

She then went on to suggest a slight variation to the infamous ears to better reflect the content.

Who could resist? So slightly after the holidays, here’s the Marketing Lessons from Walt PDF. I hope you will not only enjoy it, but nod your head once or twice and maybe even make an inspired shift in how you’re marketing.

Download marketingwalt.pdf

Update: CK honors her promise and dons a snappy set of ears and pig tails to promote the PDF.

And Gavin Heaton adds his take on opening your ears and really listening at Marketing Profs Daily Fix.

Thanks to you both for using your voice to share the PDF!

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Hey there, hi there, ho there…Marketeers Club!

January 23, 2007

The Mouseketeers reined supreme in the late 50’s as the ambassadors of the Mickey Mouse Club. They sang, they danced and they were the symbols of all that was wholesome and good.

They hosted the Mickey Mouse Club and if you remember, each day had a special theme.

Mondays: Fun with Music
Tuesdays: Guest Star
Wednesdays: Anything Can Happen
Thursdays: Circus
Fridays: Talent Round Up

Well, fast-forward about 50 years (gulp!) and I’d like to introduce you to a new club and its ambassadors – the Marketeers!

Like their predecessors, they gather together to celebrate what they believe in and the tools of their trade. Here are some of the Marketeers themes.

Fun with Senses. These Marketeers understand that to engage their audience their marketing efforts must use words, ideas and visuals to tickle the senses.

Guest Star. Our Marketeers are smart enough to realize that the real guest star in any marketing is the consumer. They deserve the spotlight, the attention and the applause. Rather than hogging the mic, they wisely hand it off to the consumer, so they can share in the conversation.

Anything Can Happen When You Use Your Imagination. You can count on a Marketeer finding an inventive way to think creatively and tap into a human truth or two.

Surprise! Yes, like the circus theme of the original club, this day is all about not communicating in a trite, tired cliché just because its easier, cheaper or the client will buy it.

Talent Round Up. An easy way to spot a Marketeer is that they’ve surrounded themselves with other smart, funny, clever, thought-provoking marketing pros. Better yet — they reach out to help and support one another. A Marketeer understands that the age of cooperation and sharing is a part of the new day.

A tough club to belong to, eh? I agree. But, the benefits are well worth the effort.

So who do we know that’s worthy of being named a Marketeer? Who has earned the right to wear these hallowed ears?

Keep an eye right here for our inaugural honoree!

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Give Walt a marketing tip

December 29, 2006

Picture this.

You have saved for a couple years. You have disappointed family by saying you’re traveling over the holidays. You have revved the kids up to a frenzied pitch of excitement because they are going to meet Mickey Mouse.

This is going to be the Christmas to remember for all times. This is "Parent Hall of Fame" Christmas. Disney World.

You get everyone to Florida. You get everyone on the monorail. You walk up to the Magic Kingdom’s entrance gates, tickets in hand and the kids are so excited you think they might actually go into some sort of shock. Then, you hear the cast member say "I’m so sorry, but we’re closed due to over crowding."

It happened Wednesday and yesterday to thousands of people. And not just the Magic Kingdom but two of the other three parks as well (MGM Studios and Animal Kingdom) From Disney’s perspective, there are codes and rules they have to comply with. But, from a customer service point of view, it can’t get too much worse.

Most of the people outside your gate live a plane ride away, have sacrificed plenty to get there and may never be able to get back.

If you were the head of Disney’s guest relations — what would you do to mitigate this disaster?

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Knock down the barriers (Marketing Lessons from Walt)

December 2, 2006

This is the last 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.

On the road to every sale there are barriers. It might be price, or timing or who knows what. A smart marketer removes as many of the barriers as they can anticipate. Disney is a master at this. Throughout their theme parks, there are shops. Lots and lots of shops. You can buy anything from t-shirts to works of art and just about everything in between. Hauling those packages around with you all day is a pain. And could deter many a purchase. But never fear…Disney has lots of options.

You can have the packages delivered right to your Disney resort
You can have the packages shipped home
You can have your packages sent to the front of the park and pick up your treasures on the way out
You can rent a locker and put your packages there
You can take one of the business cards, jot down the item number and call later to order it

What barriers keep your customers from buying? What have you done to remove them? Do your customers know?

Marketing Lessons from Walt – The Series:

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Dance with the one that brought you (Marketing Lessons from Walt)

December 1, 2006

This is the seventh 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.

Most organizations expend 95% of their marketing efforts chasing after potential business. Once a client is in the door, it’s onto the next. Chalk up the win and go after the next big fish in the pond, right?

Not so fast my friend. It’s your current clients who keep your doors open. And are the most likely to give you new opportunities and sales. Disney understands while its great to get new faces into their theme parks, they need to reward those most loyal guests as well. One way they do this is by extending park hours to those guests who are staying in a Disney owned resort.

With a special wrist band, Disney resort guests can enjoy the most popular rides and attractions without long lines. There’s an air of exclusivity at being able to wave your wrist band and stay to play another few hours. It sure makes us glad we’re staying where we are.

How do you reward your current clients? How do you make them feel special and valued? Are you sure they know about the little extras you give them? Don’t be so sure. It may not be a wrist band…but be sure you find a way to reward your good clients and make sure they know they’re appreciated.

Marketing Lessons from Walt – The Series:

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Set Expectations (Marketing Lessons from Walt)

December 1, 2006

This is the sixth 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.

Human nature dictates that we are much more comfortable with the known. While surprises are nice if they’re fun-filled, no one likes a nasty surprise, like a rush charge or an extra long wait for a product or service delivery. The folks at Disney understand that human truth. So they set expectations for their guests.

At the front of every attraction there is a sign that tells you the current wait time. (Night photography is not my forte!) You make an informed decision — is Space Mountain worth a 90 minute wait? Is Big Thunder Mountain enough fun to stand in line for 45 minutes? Customers don’t mind boundaries or consequences if they know in advance what they are. I’ll bet it won’t surprise you to learn that if there’s a 20 minute wait posted at a Disney attraction, the real wait time is more like 10-15 minutes. Set expectations and when possible — exceed them.

Do you set your clients’ expectations? Billing, delivery times, levels of service, your availability, etc.? How do you do that? Conversation? A New Client handbook? A contract?

How you set them is a communications choice. But setting them is just smart business.

Marketing Lessons from Walt – The Series:

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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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