Create an environment for selling
I just got back from speaking at Mike Crow’s Millionaire Inspector Community annual “3 Days of Secrets Revealed” conference where I shared the stage with Joe Theismann, Ernie Hudson (the African American actor in the movie Ghostbusters) and a slew of top marketing professionals. Let me tell you, Mike puts on a great conference and there are a ton of lessons to be learned from his production.
Setting/Environment: He was all in. He designed the hotel ballroom to make it feel like the attendees were in HIS world. People forgot they were at a seminar, they were fully immersed in Mike’s world. From the stage props to the vehicles parked on either side of the stage, to the Ghostbusters costumes he and the team wore during the opening ceremonies. Even the Stay-Puft marshmallow man was there.
The walls and stage were adorned with his version of Ghostbusters and played on the Ghostbusters theme song “I ain’t afraid of no growth” and “Who ya gonna call? Excuse Busters”! They even rerecorded the theme song and created a video a la the movie.
One evening he did a Q&A with Ernie Hudson, one of the original Ghostbusters, who then did photo’s next to the supped up ambulance that was the iconic ghostbuster mobile. Mike even went so far as to have the pictures printed for the entire audience of 350 people.
In Disney-speak, there are both on-stage and off-stage areas. The on-stage areas are guest areas. It is here that 99% of all Guest/Cast interactions take place. And each environment or setting is “themed” to that attraction or resort. For example, you will never see a “Jungle Cruise” employee at Space Mountain, nor would you see a Polynesian Resort employee at the Grand Floridian Resort. If either happened, it would most certainly ruin the illusion of the setting.
The off-stage areas are where the magic is created. Parade floats are moved and staged, food and merchandise are trucked in, employees take breaks, vehicles are repaired and trash is hauled away. Guests rarely see the off-stage area, otherwise the illusion of the magic show would be spoiled.
The importance of managing the setting and ensuring that off/on stage, Jungle Cruise/Space Mountain never cross, is that everything in the Environment or setting speaks. Here is what I mean: John Hench, one of the original Imagineers (the people who design and build the parks, resorts and attractions) watched Walt create the transitions between the lands of Disneyland.
He would insist on changing the texture and color of the pavement as you moved between the lands. There is a transition area between every land. Next time you are at Disney, look down at the ground as you walk between Frontier Land and Fantasy Land. There is a gradual change in texture and color as you move from one to another.
What are you doing in your business to create your own environment for your guests or clients? Do you have a back stage and an on-stage area? Do the two ever cross? If you are visible, you are on stage; watch your image and look sharp accordingly if clients or prospects can see you. Appearance regarding your positioning matters a lot. You are either helping or hurting your performance anytime you are visible to your audience.
For more on Disney Style Service and small business marketing, check out my free special report “Systematic MAGIC, How to Disnify Any Business”. Vance Morris is a Walt Disney World Resort Management Alumni, having spent 10 years as an executive in the Resorts. He runs the only Disney Service & Direct Response Marketing business on the planet. Here he coaches companies to create Disney Style Service Systems and then monetize them through direct response marketing. He is also the GKIC 2015 Marketer of the Year. He can be reached at www.DeliverServiceNow.com or firstname.lastname@example.org .