Articles Tagged ‘Customer evangelists’

Disney – the Marketing Machine

Monday, August 22nd, 2011


Disney has many options for visitors to make them feel special. For instance, we received “1st Time” buttons for my daughters, which was supposed to give them extra attention throughout the park. And another extra package my daughter, Elaina, got to experience was at the Bibbidi Bobbidi Boutique, where she received the royal treatment from her own, personal “fairy godmother” with a princess dress, hair, makeup, tiara and accessories.

Despite the 90-degree heat, she didn’t want to take the dress off for most of the day! I also experienced what it was like to see my daughters meet and get autographs from Ariel, Cinderella, Snow White and all of the princesses for the first time at a Disney Character breakfast. These experiences made the Disney trip extra special for them (and for me), and were worth the extra cost. Business Marketing Takeaway: Could you offer some kind of VIP package or special treatment for customers willing to pay more for the experience?

Improving Customer Service: One of the coolest features of the two days at Magic Kingdom were the Fast Passes. These allowed us to avoid waiting in 90-minute lines with impatient toddlers just to enjoy a 60-second boat ride. We were able to skip around between several rides by picking up a Fast Pass ticket, and then coming back later to ride the ride or see the show with no more than a 10-minute wait. Disney has done a great job with this system, because it alleviates a common complaint that visitors have had for years — lines are long during peak operating season — and improves the overall customer satisfaction with the Disney Experience. Business Marketing Takeaway: Is there something you could improve upon in your current business process to enhance the customer experience, wait time or service expected?

Creating Memories (and Brand Evangelists): Aside from the many Mickey Mouse eared-souvenirs we could purchase from the various gift shops throughout Magic Kingdom, Disney also gave us a photo pass, which we could use to get our picture taken in various places throughout the park. While in concept, it’s a great idea for an additional service offered (and who wants to tote around a digital camera all day?) the drawback to this was the $15 per photo price tag, which made it a negative for me. One marketing tactic that I think they’ve done well with is their “Let the Memories Begin” ad campaign. If you’ve seen the TV spots or magazine ads, they feature submissions from real families visiting the parks, sharing a photo or video of their experience with Disney parks. One photo shows a family riding the famous teacups ride, and another features a video of two parents (and the children’s reaction) telling their kids that they’re packing their bags for Disney. The website also allows you to share your own memory, and thus feeds the emotional connection between the Disney brand and the customer/visitor. They have also re-purposed these memories on their social media sites, blogs, ad campaigns and more for greater impact. Business Marketing Takeaway: How can you create an emotional bond with your company and its customers, and get them to share their experiences with others, as brand evangelists?

Overall, I was very impressed with my most recent trip to Walt Disney World – from the hotel staff at the resort to the rides and the experiences. And I was even more impressed with Disney’s marketing prowess. Hopefully you can learn a few lessons from a marketing master on how to improve your marketing and customer experience.

Susan Young, President
AimFire Marketing
(317) 858-7669 office/fax
(317) 414-3623 cell
syoung@aimfiremarketing.com
http://www.aimfiremarketing.com

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10 Ways to Create Customer Evangelists using Social Media

Friday, February 4th, 2011

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It is an interesting trend… to watch the conversations change in the world of social media. We have talked about becoming a better personal brand, and telling your personal story to the world. Now we are discussing integration with traditional media and we welcome the idea of the client becoming the sales person.

There is extreme value in building a customer system that encourages them to become evangelists for your brand. How do you encourage the mother who purchased a toy from your shop… to tell her friends? On top of that… how do you encourage her to do it… via social media.

Here are a few pointers on building a system to create create customer evangelists for your brand.

1. First. Make sure you prepare yourself for the focused effort of turning happy customers to loyal promoters and evangelists. Prepare your mind. You need to ask yourself if you care enough to spend more time making sure your customers are actually happy and fulfilled.

2. Use ExactTarget to build an email marketing list to keep in contact with current and future customers.

3. Import your email contacts into the social media sites you are using for marketing and promotion of your brand. Try to contact and encourage them to become involved in your brand :
Importing and Exporting Contacts Using:
Facebook, LinkedIN, Twitter, and Plaxo.

4. Once you have connected to most of your customers start communicating on a daily basis with them. We are not talking about sending sales information or product information but asking about their day… etc.

5. Create a list of your high level and value customers. It helps to have a list in place to set some goals toward customer evangelists. Start out with 5 people or companies. You can create lists in Facebook and Twitter to manage multiple accounts. Also, Hootsuite has excellent features to manage groups.
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