Drew's Marketing Minute header image 1

Entries Tagged as 'Magic of Disney'

How Disney says "I'm sorry"

by Drew McLellan

November 24th, 2010 · Branding, Love affair with customers, Magic of Disney

Disneysorry_drewmclellanIt's inevitable…we're going to make a mistake or disappoint a customer.  And while Love Story might have told us that "love means never having to say you're sorry" I'm pretty sure that if we really want to create a love affair with our customers — we do on occasion, have to apologize.

The brilliant marketers at Disney know that for many, a trip to one of their resorts is a once in a lifetime event for a family.  So if they mess up, they'd better apologize in a big way.

Like most hotels, check in at Disney's Boardwalk is 4 pm.  But our room wasn't ready until around 6 pm.  Oops.

How did Disney handle their error?  First, we got a $200 credit on our room tab.  And then, there was a knock at the door and room service presented us with this beautiful (and delicious) 8" white chocolate Mickey and four tuxedo'd chocolate covered strawberries.

Do you suppose that right after we finally checked in, someone scrambled to figure out how to make things right with us?  Of course not.  Disney had a plan in place and all the cast member had to do was put it into action.

How about you — what's your white chocolate Mickey?  Don't wait until after you've disappointed a customer to figure out how to apologize.  

 

Enhanced by Zemanta

→ 6 CommentsTags:

Are you evolving with your marketplace?

by Drew McLellan

May 13th, 2009 · Branding, Magic of Disney, Marketing, Strategy

One of the challenges for any mature business to to balance the two ideals — staying true to your brand's core and yet still being nimble enough to evolve with your marketplace.

As you may know, I am a bonafide Disneyophile.  I have been to Walt Disney World at least once a year since it opened in 1971.  Back in the late 70's and 80's, the only real competition to Disney was SeaWorld in Orlando and if you wanted to make the drive, Busch Gardens in Tampa.

I can remember leaving Disney property to head to SeaWorld as a kid.  It was a great day — Shamu the whale, feeding the dolphins the dead fish and watching a water skiing show.  There were many things to see and watch, but there wasn't a lot to do.  As a pre-teen boy, I was full of energy and loved thrill rides, like roller coasters.  So after our initial SeaWorld visit, my parents couldn't convince me that going back was worth losing a day of Disney's rides.

In the late 90's, Universal Studios added to the market by building two theme parks, packed with thrill rides.  Which I'm sure added even more pressure to Sea World.  They had two choices.  Stick with just Shamu & gang or branch out and add a thrill ride or two.  They opted for #2 and just last week opened The Manta.

Want to see how it might feel to ride the Manta?  Check out this POV animation of what the ride will be like.

What do you think?  I'm a little torn.  They did a good job of keeping the ride tied to their brand.  And I'm sure it will help them attract more young families, whose kids want thrill rides.

But on the flip side, their brand is about learning more about sea life and getting up close and personal.  Did Orlando really need another roller coaster?

If you were on the planning team at Sea World, would you have recommended the thrill ride or something different to keep up with the marketplace?

Check out Sea World's new Manta roller coaster!

P.S.  The logo below tells you that I heard about the Manta from IZEA and because I'm using their link, I'll get paid a whopping 50 cents per click.  I use that sort of money to pay for mailing out the free books etc. that we do here on the blog.  Pretty sure I'll never break even but you never know! ;-}

Support My Sponsor
Code Of Ethics

Related articles by Zemanta
Reblog this post [with Zemanta]

→ 8 CommentsTags:

It was inevitable, really.

December 13th, 2008 · Life, Magic of Disney · 13 Comments

I will probably be posting quite a bit less often with this latest development.  I wanted to share the news with you as soon as it was made public.  (feed and e-mail readers, please click on the headline to see the video) You know there are very few things that would take me away from [Read more...]

The ingredients of WOW!

June 2nd, 2008 · Customers/Clients, Employees, Magic of Disney, Passion · 4 Comments

When was the last time you raved about a business?  Was it because their product was so notably superior?  Or was it because something they did WOWed you? Think of the companies that we hear about every day.  Disney, Nordstroms, and Whole Foods comes to mind.  We don’t hear about their rides, shirts or olive [Read more...]

You are always on stage

December 8th, 2007 · Branding, Customers/Clients, Magic of Disney · 11 Comments

I pulled into a Jiffy Lube to get my oil changed.  The guys had the bay doors closes to keep out the wind.  Just as I was about to knock on the window, I heard the very annoyed manager ripping into the employee standing next to him, "I don’t give a %$#* if you need [Read more...]

Mickey and Minnie send their best!

November 29th, 2007 · Life, Magic of Disney · 6 Comments

I'm back! It looks like you all have been having quite a few lively discussions while I've been away.  To my readers — thanks for welcoming the guest bloggers with open arms and plenty of comments.  I am sure they feel well read! And for my guest bloggers — thank you, thank you.  You added [Read more...]

Cam Beck: The Magic of Childhood

November 22nd, 2007 · Branding, Magic of Disney, Passion · 4 Comments

At first glance, the mission of Disney seems too simplistic to be useful. They create happiness. Perhaps it is simplistic, but simplicity is often the tool geniuses use to break down seemingly insurmountable obstacles. Although growing up is always fraught with both common and unique difficulties, for most, the word "childhood" conjures memories of carefree, [Read more...]

Putting out the welcome mat

November 20th, 2007 · Collaborations, Life, Magic of Disney, Marketing · 4 Comments

Today begins my family's annual pilgrimage to the mouse house!  That's right, we're Disney bound.  Last year, you'll remember that I wrote a series of posts about the magic of Disney marketing.  (You can download the PDF)  This year, I decided to take a break and really enjoy the down time.  But I didn't want [Read more...]

Does Disney really care if your kids are fat?

October 30th, 2007 · Branding, Customers/Clients, Magic of Disney, Marketing, Strategy · 17 Comments

I don’t need to tell you how pro-Disney I am.  I love the brand, I love the culture, I love the actual experience.  It is where I go to re-charge and relax.  It is, in my mind, my place. So it pains me to call bull#&*@^ on Disney.  But I’ve got to. Thanks to a [Read more...]

How brands help us decipher features

August 25th, 2007 · Branding, Innovation & Creativity, Magic of Disney, Marketing · 2 Comments

A good brand sets up expectations.  The more definitive the brand, the better we can anticipate the experience.  We can almost sense what would be a "right or wrong fit" based on the brand values or behaviors. For example…see how many of these you get right: What shape is Disney Cruise line's most popular pool? [Read more...]