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case study The Magic of Disney An Excellent Case Study for Small Business By Kathryn Bechthold 40 MOMpreneur ® � July/August 2010
Photo courtesy Walt Disney Parks and Resorts, LLC Recently my family and I participated in a special trip sponsored by Disney and I couldn’t help but notice the perfection of the Disney business model. Disney has pioneered many different tools of success which could be helpful to growing our businesses, too. Here are a few that I thought you might like. Multiple Streams of Revenue: Disney’s streams of revenue focus on the park admission tickets, the accommodations, food and beverage services (including Mickey-shaped ice creams!) and souvenirs. However, if you look closely, there are many, many opportunities to engage you so that you stay longer at the park such as strollers, baby care centres that include beautiful nursing stations, and quiet areas to rest, relax and refresh before forging ahead on the next adventure. A girlfriend mentioned “I didn’t care if that stroller cost $100 per day, I would have spent it to stay longer at the park!” (Actual cost is $15/day.) They sell raincoats, rain boots, socks, sweaters, coats – everything so that your magical moments are not disrupted by inclement weather. Customer Service: I don’t know of any other corporation that handles customer service better than Disney. From the moment you arrive on the grounds to the moment you leave, you and every member of your family are treated like royalty. You don’t realize how uncommon this is until you can experience the contrast. A stroller rental attendant told me that when she started, she was trained for about five minutes on the cash register and then from that moment on, her professional development has been focused on making every moment “magical” for every guest in the park whom she encountered. ‘Disney moments’ were not created with large investments of time or money. It was the sticker addressing the girls as ‘princess’ or the boys as ‘mouseketeer’ and the life-sized Tigger posing with a favourite bear rather than trying to hug a skittish child whose mother may have talked a little too much about “stranger danger”. Disney has become so good at delivering what their customers want that they are now offering the Disney Institute for corporations to learn about the Disney models of customer service. If you are interested in attending one in person or virtually, go to www.disneyinstitute.com (another interesting stream of revenue, delivered virtually and in person). Website Marketing: Next time you are thinking of planning a vacation or just hanging out with your kids on the computer, visit www.Disney.com (Disney.ca is where you should go for Canadian travel specials). Learn from the best and duplicate some of their ideas to keep people on your site longer. How interesting is your site? Does it encourage your clients to stick around and return on a daily basis? What could be added so that this will happen? Are you taking advantage of social media sites that are free of charge yet encourage topof-mind awareness? Media/Public Relations: Disney started in 1955, 55 years ago. This year Disney launched the “Give A Day, Get A Day” volunteerism campaign. The initiative gives one free Disney park pass in return for one day of volunteering at a registered charity. It encourages families to volunteer and give back to their communities together and it subsequently has increased visits to their parks – brilliant in terms of a campaign to drive traffic to the parks as well as garner media ‘Disney moments’ were not created with large investments of time or money. attention. This is also something most businesses can do in their own special way. Find a charity in your area that relates to your target market and look for a way to partner with them so that you both benefit. The press event for this initiative was very interesting because Disney did something different. Ahead of all of the Canadian media was a much larger group of “Social Media Moms”. What I found fascinating was that these were not large business websites backed by big corporations; these were moms at home whose blogs have attracted a lot of attention and traffic. Disney knows their influence is integral to reaching their target market. How much time have you spent blogging and if your business is something in the juvenile/mom arena, have you addressed this component of “new” media? Take a look at yoyomama or the Mother of All Blogs or Literary Mama for some examples of great Canadian bloggers. Disney Secrets: I would encourage you to start looking at bigger players like Disney when modeling your marketing plans or even business plans. Not only was this a once in a lifetime family vacation that we will never forget but I came back re-invigorated and ready to be more creative with my business initiatives. Hope you will, too! By Kathryn Bechthold www.theMOMpreneur.com 41
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