The most magical place on earth - Walt Disney World
It’s also the most “marketing-centric” place on earth. And I mean that in a good way. I have nothing but the utmost reverence for the Mouse and his house. My family and I just spent a week’s vacation at Walt Disney World (WDW) and had a wonderful time. But as a marketer, I am
always keen to keep an eye out for the subtle (and not so subtle) means to get people to part with their dollars. And speaking from experience, it was easy at WDW. So here is my list of eight reasons why *Disney, and specifically Parks & Resorts, is one of the best (if not THE best) marketers out there:
1. The packages. The Walt Disney World experience begins when you go online to book your vacation. WDW has packaging down: Want dining? Include one of several dining options to your package. Want to visit more than one park in a day? Choose the Park Hopper option. Need transportation from the airport? Guess what? There's the Magical Express, a bus that includes televisions that show you all of the wonderful places you can go (and shop) while at the resort.
2. The upgrades. There are plenty of opportunities to “upgrade” your vacation as you go through the planning process. Most resorts offer room options that offer better views, more amenities or more space. If you’re not inclined to take the Magical Express bus, you can always opt for the chartered SUV to whisk you and your family off to your hotel.
3. The collectibles. My seven year old became well acquainted with the pin collecting tradition while on vacation this year. She’d linger at every pin kiosk, stop to trade with every cast member wearing a lanyard or pin patch, and couldn’t wait until we went to Downtown Disney to visit the largest pin store on the planet. Pins are the most notable, but avid collectors can choose from a number of items (e.g., snow globes, crystal, Mickeys, charms, etc.) to decorate their shelves.
4. The Princesses. As the mother of two small girls, I knew we’d spend a great deal of time with the Princesses and we did. From dinner at Akershus Royal Banquet Hall to a celebratory feast at Cinderella’s castle, we met, took pictures of and received autographs from every princess. But we gave back to the +$4 billion empire as well: We spent money on an entire Snow White ensemble for my youngest, got all dolled up at the Bibbity Bobbity Salon and bought a few of the professional pictures snapped as we made our way into the dining halls.
5. Upsell. Cross-sell. Sell, sell, sell. It starts with the stores that you walk through once you’ve finished your ride. You can’t walk very far at WDW without seeing a kiosk or store selling something. Disney has made a business of “pathing” people through the parks so that it’s impossible to leave empty-handed.
6. Special Events. Princess shows. Fireworks. Parades. Everything is grand and makes you feel like it’s Christmas, New Year’s Eve and July 4th all rolled up into a single, magical holiday.
7. Vacation Club. You can't go far without seeing a kiosk or video or hearing from a fellow vacationer about Disney's Vacation Club, their timeshare program. Vacation Club members have access to premier resorts in the parks, but also amazing vacation spots around the world.
8. And last but not least, the Service. From the impeccably clean facilities to the full cast of characters who are onsite to help guide your visit, Disney understands that customer service is just as important to the overall experience as the attractions, shows and gift shops.
For all these reasons, we keep going back. Many families will visit Walt Disney World two, three or even ten more times. And each of these visits presents an incredible opportunity for Disney to work its marketing magic.
*While Disney is a Quaero client, the information contained in this post reflects a personal experience with the Disney brand.
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