There are one million reasons why The Walt Disney Company has been an entertainment colossus for several decades. But one thing is certain: Disney has mastered the art of persuasive marketing so much, other businesses are willing to pay Disney Institute thousands of dollars to take courses on everything from customer service management to direct marketing and intergenerational marketing–meaning, how you sell to people of all ages. By delving into Disney’s annual reports and client service courses, you can figure out four key strategies the company uses to create amazingly loyal customers.
1. Using history, myths and legends
Disney taps into our collective psyche to invent characters that seem to come out of nowhere but nonetheless have a historical appeal to the masses. Disney’s strategists study things like Middle Age and Prehistoric Era to formulate character concepts that appeal to the vast number of individuals–not only in the States, but globally. The beauty of legends is that children aren’t the only ones believing them. Besides Disney, other entertainment businesses have tried to leverage the same “historical fabric”–take the Harry Potter franchise, for example.
2. Making everyone a prince or princess
Who doesn’t want to feel special? People tend to remember the days when they felt very unique, pampered, the center of all attention–be it on wedding day, graduation, eighteenth birthday, the list goes on. Disney makes you feel special everyday! That’s what makes you and your family go back to Disneyland each year, every month, or every now and then.
3. Applying full immersion
Disney astutely invites customers into the action. Nobody is left alone, feeling comfy as a spectator. Disney shuns the passive voice in its marketing strategy, deploying strategies that make the customer active in all entertainment projects. Think about it: when was the last time you visited a Disney resort or park and sat down throughout the visit? Not recently, or maybe never, right?
4. Theming, theming and theming
With Disney, it’s all about theming. Themes that change all the time, and it is not unusual to see different themes during the same day or season. You want to know why? Because Disney thinks you’re special and therefore deserve the best treatment, entertainment and fun. You’re unique, and so is each of Disney’s themes.
