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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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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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