How Disney pries even more money from your hands
Earlier this month, I led a group of orthodontists on one of my Discover Disney Boot Camps, and stayed at the Boardwalk Resort on Disney property. While I usually talk about the level of service provided in these blog articles, today I am going to share another way Disney gets even more money from you.
Their marketing machine is still at work almost 30 days after I returned from the trip. Since I returned I have received no less than 10 emails from different “departments” throughout Disney. While a couple of emails were about my stay and asking to take a guest satisfaction survey, the majority were focused on trying to sell me more merchandise or my next Disney vacation. That is an email every three days, consistent and without fail.
It all started while I was still at the Boardwalk Resort. I received my first email before I even checked out of the hotel, with an offer to save 25% if I booked my next trip before I left for home. Once I got home the emails continued to come in with regularity. They would come from the Disney “photo” department making sure I downloaded (BOUGHT) all the pictures taken by the Disney photographers while I was there. The Disney Store of course offered varying discounts on the merchandise found there.
Not only did I get offers from the Disney Store, but from the “Theme Park Merchandise” department. This offer came three times. It tries to sell you on merchandise that can ONLY be found in the theme parks and cannot be purchased anywhere else. So just in case you “forgot” a gift for someone, you can still purchase something “from the parks”.
What does this have to do with your business? EVERYTHING. When do you try to sell additional products or services to your clients or customers? Disney did not even wait for me to have left the property and they were already trying to sell me my next vacation at the resort.
Then they systematically “touched” me every three days with offers “not given to the general public”. These offers were only good for guests who had recently visited Disney. Are you offering EXCLUSIVE offers to your clients, not available to the unwashed masses? What do you do to make them feel special?
How long do you wait to make your customer another offer to buy from you? While they are making the purchase, or very soon thereafter is the perfect time to make an offer or an upsell to another product or service. They are already in a buying mode and will be more susceptible to your offer. In the case of Disney, I bought my next vacation before I left the property. The offer was that good.
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.comor firstname.lastname@example.org .