PardonMyFrench

Using Disney Parks to Market Princess and The Frog

As some of you readers know, I've always been very impressed with Disney's marketing especially with the way they use their parks.  Well in an awesome display of integrated marketing Disney is really using their parks to pump up their newest movie with their newest princess The Princess and The Frog.   

Now as anyone knows, Wall Street and the media always look at the openings to see how  successful a movie release is going to be.  Disney of course know this too and that's why they are using one of their tools in their arsenal which most movie studios don't have - tens of thousands of people going into their parks every day and the vast majority of them with young kids.   

So what is Disney doing?  Simple - giving away a ticket for each kid with a corresponding adult.  We picked ours up in Disney Studios and using a simple activation code and website, we picked up our free children's movie ticket guaranteeing that we will see the movie the first three weeks it is open - December 11 - December 31.  

I think this is a simple, yet brilliant integrated marketing tactic and costs Disney very little in the way of promotions.  Sure there are cards to print and marketing materials to put out in the park, but compare that with what you'd expect other marketers to do - direct mail, radio, emails, display ads, etc.  We were already in the park, likely to be their target market, and all we had to do was agree to receive the cards at a counter while we were checking out with a purchase.  That's Disney at its best using integrating marketing.

PardonMyFrench,

Eric

Disney Still The One To Beat On Customer Service

So the Frenchmans are back from our annual pilgrimage to the house that Walt Disney built in Florida and I usually come back with some marketing factoids that I notice that Disney Corp does better than anyone else.  This year was no exception, but pretty much the marketing tips centered around customer service, marketing, and defending your competitive turf.  Seriously, year after year I don't really looks for these things, but as is the case with Disney they pretty much smack you in the face with their marketing prowess.

1. Personalized Service That Makes You Feel Special - After the second full day in the park which was spent at The Animal Kingdom we went to one of our favorite restaurants Boma.  Boma is the only dinner buffet we will ever go to because the food doesn't sit at all in chafing dishes, the food is unique, and is brought out fresh as soon as it is finished cooking.  We noticed the head chef TJ making the rounds in the dining area and he stopped by our table when we told him how special we thought Boma was.   Next thing we know TJ sends out a special plate of ribs and a version of mushroom tempura for us and then later on he sent us a dessert he made for us.  We didn't realize it but evidently Disney considers him their best chef and he refuses to go anywhere else but Boma.  He said we have a new friend at Boma and we should ask for him next time we come in - I can only imagine how many people TJ has told that to in a year.
2. Pirate and Princess Party In The Rain Shows Their Training - So the last two times we went to Disney we paid an extra fee (yes) to go to a special party at the Magic Kingdom at night.  They close the park early and then in order to enter the party you need this special pass.  Sure they hand out cheap beads at special locations marked via an X, but the park is virtually empty and you can walk on rides as often as you want with no wait (unlike Magic Hours).   This year it started to rain about 2 and half hours into the party chasing us and a bunch of other families.  However, the Cast Members went right along with their jobs and business not even flinching when the rain was slamming them.  Personally, I thought it was a masterful example of their training and the focus of their employees;  I think 99% of companies would crave for that level of dedication.
3. They Listen to Customer Feedback - One of the many complaints over the years with Disney Dining was that they didn't have your typical reservation system and you were often seated within 15-30 minutes of check-in which most people (your truly) complained about; it always reminded me about that Seinfeld skit (taking a reservation is easy, holding the reservation is what counts).  This year I noticed that they took no walk-ins and we were always seated within 2 minutes of checking in.  Clearly someone figured out that the old reservation system was upsetting the people who planned in advance while walk-ins were treated on the same level unlike any other restaurant scenario (tough luck).  Not saying it is right, but that's the way reservations work outside Disney.  BTW - they also improved the Magical Express service, but more on that below.
4. Protecting Your Customer From The Competition - On the way back to the airport (we took a cab to spend more time in the park), I noticed that the cab driver was not taking I-4 back so I asked him why not.  He explained that as part of their Disney training, they are told not to take I-4 back to the airport because the other highway is just as short and you don't take the customers by Sea World or past Universal billboards.  I thought this was brilliant on Disney's part but what I thought was even more amazing was that this cab driver had Disney training.  According to the cabbie, Disney's Magical Express, the cabs that are found on property, as well as any limos you may rent are all owned and operated by Mears Transportation.  You remember Mears, don't you?  They were the bus transportation company that you thought Disney put out of business with Magical Express.  Nope.  They are the exclusive ground transportation for Disney.  Talk about a) getting a sweet deal for both companies b) making sure that the Disney customer is cared for to and from the airport c) making it seem that Disney does not have complete control over you, when they ummm really do.  Brilliant!

There weren't many things to complain about.  Heck the concierge had access to the latest radar readings to help us make an informed decision about spending extra money to go to a water park.  Since Disney seems to have their Mouse Ears up - here are three things I'd like for them to fix for me besides lowering the cost....

• Equip people with some sort of text message, social network space, early warning system so that we can make informed decisions regarding which park to travel to.  One day Disney Studios was invaded by a cheerleader competition swelling the park population so I could be heard mumbling "I used to like cheerleaders..."
• Instruct parents that every kid that has ever been to a Disney park has been cute at least once in their life.  I was so annoyed with a father who let his younger kids sit in a wheelchair row with the look back to the crowd of "look how cute my kids are I can't control them".  EVERY KID IN DISNEY HAS BEEN CUTE AND YOUR LITTLE CRITTERS ARE NO DIFFERENT (actually the complaint is to please leave the wheelchair accessible rows open until instructed by a cast member.  No person who can sit there should have to ask someone who should not be there to move)
• More butter and less margarine.  One day for breakfast at the counter service location in the hotel (a deluxe one) I decided to have pancakes.  All I could find were some chemical enhanced butter substitutes which really upset me.  Come on Disney.  How much money do I need to pay per day to have a friggin pat of butter.

PardonMyFrench,

Eric

(BTW - if I seem off tonight it is because I had to put my 15 year old cat to sleep today.  RIP Puglsey)

Disney Staying on Script

Well, we just got back from our annual trip from Walt Disney World; thanks for hanging in there with me while I was offline.  Unlike past trips, I had only one major marketing observation.  Sure, the finger-printing of the adults still weirds me out, but what I noticed this time is how everyone is so perfectly scripted it is almost refreshing.

Executives from many different companies like to talk about how their team is on board with objectives from the top right down to the janitor, but precious few companies actually walk the talk.  Disney  is definitely one of them and is probably one of the crown jewels of this management strategy.  I'm not saying they are perfect, in fact, when they step out of the script is when you can appreciate when the cast members are on point.

Sure all cast members greet boys as princes and girls as princesses, big deal.  What is amazing is how they spring to life when little ones just start talking about their day or something they remembered.  No matter how busy they are, how long a line is, or whatever the situation is, they spring to life and actually are interested in talking with kids.  All ride attendants direct people, take pictures, and are generally helpful.  Heck, one of the nicest touches that Disney does is making sure there are greeters at the park when you arrive and when you leave.  Every single night near a park closing they had someone there to wave good bye.  Imagine that at Yankee Stadium!!

There were a couple of non-Disney moments for us this time around, but the bulk of them came with luggage not being delivered until very late in the night, but eventually we got it resolved.  The only scripting problem that I noticed had to do with our priority seating just as a restaurant opened.  Twice we made reservations at the start of dinner and both times we were told to wait 15 minutes, even though there was NOBODY in the restaurant, the help staff was literally standing around b-s-ing, and we were clearly on time.  The first time, an older, well dress man called their bluff and the next time my wife did it (as usual).  The scripting works around priority seating except at the opening.

All and all, you have to be impressed with the top-down approach and Disney magic wielded by everyone there.  It is almost like they put happy pills in their coffee and make them listen to motivational tapes before they go to bed.  My old AT&T friends and I used to joke about pushing objectives down to get everyone on board -  boiling them down to a few key tactics that everyone can understand and deliver.  Clearly the Disney Cast Members have it down to a Disney science.

PardonMyFrench,

Eric

P.S. - What possesses the morons that get on the end of a 110 minute standby line for Space Mountain?  I wanted to talk with the folks at the {rear} end of the line, but Mary grabbed my arm and pulled me back.  I actually over heard a brain dead New Yawker say to his wife, "oh the line is only 60 minutes, let's get on it!"  I turned to him and said - "pal, it is like 2 hours." He replied "really did you just get off the line?"  Yeah, right....I can't buy any pills, legally, that would make me want to do that.
 

Disney.com Gets a Face lift

I certainly had other posts on my mind today, but I read one that downplayed Disney's new version of their website as not having a enough Web 2.0 bling in it and I felt the need to respond.  And the response is pretty simple.  Perhaps Disney knows a lot more about their users than we give them credit for.  We are getting ready for our annual trip and I have to tell you, our family is vastly more technologically savvy than the majority of park visitors.  I'm not bragging, so don't take it that way, but I think we are making an assumption that Disney's audience pays attention to blogs, RSS feeds, widgets, moving content around, embracing the community, and all the other Web 2.0 functions.

Disney.com badly needed a face lift.  The old version was outdated, had too much of a childish feel to it, and not enough video upfront.  I still did most of my bookings via the phone because the website wasn't warm or user friendly enough for me.  The new site is a vast improvement and so what if they left out RSS feeds?

Sometimes knowing your audience and keeping it simple for the families that are true Disney customers are better than jazzing up the site for analysts around the country.  Clearly  they know about the bling, so why can't we give them the benefit of the doubt that they actually researched and tested it with customers and went with the better choice?

PardonMyFrench,

Eric

Disney and The Fingerprinting

So, we are back from our second vacation down in Walt Disney World thanks for hanging in there with me last week.  As you can see, I preloaded posts before I left.  One of the biggest changes since February (besides the unbearable heat at the end of August in Florida) was that almost every park is now matching your fingerprint with your park pass.  Disney told us it was to protect you in case you lose your park pass.  However, my mind started spinning about all of the data Disney collects on us.  And, I guess I'm not the only one because Donna Bogatin over at ZDNet had a similar observation in a post called Walt Disney World "fingerprinting" Visitors: Magic Kingdom, or Mickey Mouse?

You can read Donna's article for a quick look at the technology and the company behind it; however, I'm taking a different approach.  Let's look at the data Disney collected from me that can now be theoretically matched with my fingerprint - name, address, email, age, children's name and age, credit card, phone numbers, emails, which parks I visit, potentially which rides (via fastpass), food, purchases and more.  Wow, that is a ton of data, but what could Disney do with it?  According to their Park Privacy Policy almost anything they want.

Q3. How may we use and share your personal information that we collect? A3. We may use and share your personal information collected under this Privacy Policy in a variety of ways, including, without limitation, for example:

One of the examples they give is this:

We may disclose personal information when we believe in good faith that such disclosures (a) are required by law, including, without limitation, for example, to comply with a court order or subpoena, or (b) will help to: enforce contest, sweepstakes, promotions and/or game rules; protect your safety or security, including, without limitation, the safety and security of property that belongs to you; and/or protect the safety

Now I don't think Disney is up to anything sinister, but what jumps out at me with their data/privacy policy combination is that they theoretically could build a national fingerprinting registry and hand it over to the US Government. 

Over at Wikipedia they reference that in 2005 the Magic Kingdom had over 16.2 million visitors.  Not all of those people are US citizens or are being fingerprinted (kids), but based on a 250 million US population I wonder how long it would take Disney to build a sizable database of US fingerprints.  Clearly this system is not Mickey Mouse.

PardonMyFrench,

Eric