As I was scrolling down my Facebook feed I came across a cute photo of my friend’s daughter. She was dressed up in a cute glittery princess outfit for her birthday. The theme for her birthday was inspired by Disney’s movie Frozen. I haven’t seen the film and even though it was released this past holiday season (almost 6 months ago) I can tell you that I’ve come across the something Frozen related several times. Actually, this happens every time a Disney movie is released. Even if you are like me and don’t have kids running around all day, each time Disney releases a movie you’ll hear about it in some way or another. So, it got me thinking and researching. What lessons can I learn from the way Disney movies are made and advertised? Can I apply them to my business?
What I learned is that they haven’t really done anything out of the ordinary or pulled any marketing tricks. What they have done is use familiar core marketing strategies that have worked for them time and time again.
4 Core Marketing Techniques That You Can Apply to Your Business
Who Are Your Repeat Customers?
You can spend a ton of time and money figuring our your target market. You may just want to focus on what has worked before and go back to the same audience in which you’ve already experienced success. For example, at Garrett Specialties, we have a high rate of repeat customers. We love to service our repeat customers by offering them annual reminders that it’s time to purchase the promotional items again or by giving appreciation discounts. Well, Disney time and time again has given us heart felt princess story’s that have our young girls dancing, twirling and singing along. They know how to reach their young female market.
Reach Adjacent Markets
Have you noticed that movies like Frozen not only attract girls but have the whole family hooked. That’s because Disney knows how to pull in adjacent markets as well. What I mean is while the main focus of the movie is fairly tale princess based, there is almost always a scene in their for the boys too. Usually some sort of action or adventure. They don’t leave out parents either. Have you listened to some of the dialog? I remember watching Shrek for the fist time and laughing my butt off. They throw in jokes geared towards adults. Like Disney, we can consider adjacent markets. Using your main target audience, how can you reach through and expand your market? Maybe you can tweak your strategies and make them unique based on industry. For example, we categorize almost all of the items on our site into an industry. Industry related promotions help you reach your marketing goals.
Find a Promotional Business Partner
Partner with other businesses and come up with a plan to promote each other’s brand. The same way McDonald’s uses Disney toys to sell Happy Meals you can partner with another company and come up with a promotional plan. It’s a win win situation.
Warm and Fuzzy Feeling
Of course, Disney always gives us that warm and fuzzy feeling. You can give your customers that feeling with good service or by showing your good side. Do something positive, give to the community, donate time or money to a charity. It’s a great way to make a lasting impression and reach your client’s hearts.
Watch the movie trailer for Frozen below. Can you see how the 4 core marketing techniques mentioned above are used?
What can you learn about marketing through Disney? What’s your favorite movie and how did it reach it’s target market? Can you take those ideas and apply them to your business?
It’s so true, sticking with the basics pays off and helps to keep us on track. After all, it really is about our repeat customer and the audience they represent. They are the ones who will bring in new customers through the almighty word of mouth. When you add that warm and fuzzy filling to the package, you have a home run, much as Disney does over and over again. 🙂
Susan Cooper recently posted…Homemade Candy For Mom: #Recipe
Hi Susan- Simplicity does work and getting back to basics. My greatest gift is our repeat customers. They should be serviced and cherished of which we try to do. Disney knows how to do it.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Absolutely to the point Arleen! What an awesome list of lessons from Disney!
Yes, basics always pay big dividends. Consistency pays. Knowing our target market, joint ventures and then just doing it over and over again, is a great technique!
Thank you for sharing these Arleen. Appreciate you for such a creative and keen thinking!
Regards,
Kumar
Kumar Gauraw recently posted…10 Strategies To Write Effectively Even If Writing Isn’t Your Passion
Hi Kumar- I agree that consistency pays off. That is why Disney has the reputation they do. We all can apply this to our business, even if it is just one of their ideas. After all they have spent a lot of money on marketing that most of us do not have.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
I found you via LinkedIn “Blog Zone” community. I really need to improve my marketing skills, so will add you to my bookmarks.
Merrie Hansen
Livin’ Out Loud for Jesus
http://www.MerrieHansen.com
Facebook.com/MerrieHansen
Hi Merrie- I am happy to see you visited my blog site and have happy my site to your bookmarks, Welcome.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Hi Arleen. Disney certainly practices good core marketing techniques. I have been involved in numerous licensing programs with them over a long period and found them consistently professional and lateral
Paul Graham recently posted…BEST OF THE BBC ?
Paul- Disney policies are very stringent. Working with them I can say first hand they market with audience in mind.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
So true! Back to basics and it’s really not that hard, right? I had to laugh when I read your comment about Shrek…absolutely loved it but would never have discovered it without my 2-year old great nephew! And it reminded me that in my childhood, my father really loved to watch Fractured Fairy Tales with me. I never understood why until I watched them as an adult! Nothing beats a warm and fuzzy…Disney has that down pat!
Jacqueline Gum (Jacquie) recently posted…Happy Mother’s Day… Where’s The Justice?
Jacuqui- Isn’t it interesting how Disney has been able to relate and tell us good lessons. Warm and fuzzy also works in business.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Repeat customers is really important. Agree with you that adjacent markets and finding a partner to broaden what you have to offer. Maybe not when it comes to promotions but actually working as a “network company” i.e. you both have your own companies but work together as one and can hence offer something more than you can do individually.
Catarina recently posted…Is the world heading for patrimonial capitalism?
Catarina- My business thrives because of repeat customers. I receive referrals from them as well. I agree with you working as a network company can make you both stronger.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Love these insights about the marketing strategy of Disney. We had the chance to see Frozen when visiting my granddaughters a few weeks ago. For me, I thought the story line had some moments in it that escaped real meaning for my 3 and 8 year old granddaughters. In that respect, it makes me think of Disney when I was growing up. Obviously, they are counting on these 2 as repeat customers as they get older.
Love this post Arleen. Thanks.
Patricia Weber recently posted…Light up Your Business Meetings the Introvert Way
Patricia- I think most of Disney’s productions have some sort of meaning. If Disney hadn’t done such a great way of marketing throughout the years, no one would waste their money to go. So it is working.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Who doesn’t love Disney? Such high standards and appeal to all generations. The marketing techniques are pretty standard but they produce such great products that people love to see the newest things.
Beth Niebuhr recently posted…Comment on Don’t Let People Steal Your Time! by Paul Graham
Beth- Disney does have very high standards. I have sold promotional products to them and everything is scrutinized. I even had to increase my liability insurance to meet their standards.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Warm-fuzzy feelings are super important in business dealings. Excellent experiences lead to repeat business. And yay for promotional business partners! Thanks for reminding me of the basics.
Happy Skywalker recently posted…Can you do yoga?
When your customers have a good experience, they do come back. Most people do like familiarity so if you service your clients, they will be back
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
There are so many ways in every aspect of life to make sure we confuse ourselves and complicate the task at hand. Simplicity wins every time. As I am sitting here looking for a new mirrorless camera I am drawn to the marketing that offers me the least complicated approach. I think that should be a life lesson and one that Disney obviously, on the outside, adheres to.
Tim recently posted…More than a Dry Spell
Tim- We tend to think that marketing has to be complicated but it doesn’t and sometimes the simplicity of communicating get a point across and you come out the winner.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
We just watched Frozen this past weekend and I have to say I thought it was lame and boring! My girls are 16 and 19, but that doesn’t stop my husband and I from checking out the latest Disney movies on DVD because we usually enjoy them. Disney has the bucks to hire geniuses in the marketing industry. I must say I do not agree with their decision to collaborate with McDonald’s. Their food is terrible for young people and encouraging parents to take their kids to eat an overly processed, poison piece of chicken is a disgrace. I feel so strongly about healthy food that their marketing expertise does not impress me.
Laurie Hurley recently posted…How A Root Canal Wrecked My Editorial Calendar
Laurie- I can’t say Frozen was my favorite Disney production, but it is still popular. Disney knows how to pull an audience in. I also would not eat at McDonald’s but there are thousands of people who do so teaming up with them has paid off.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Hi Arleen! I have no idea how to market books (which will be my business soon) – but I am going to have to learn! Perhaps I will be able to apply some of your strategies when I do. I think appealing to a teen audience is something Disney is good at (was good at) and I do know that I will have to have help from others (like book bloggers) to help spread the word about my book (my book of short stories will be out soon). As for reaching adjacent markets? I’d love to hear your advice on how to do this, if you have any. Thanks!
Lorraine Reguly recently posted…What Are YOUR Colours (and what do they say about you)?
Lorraine- Writing books is definitely not my forte. It is hard enough to get the blogs done. The strategies I have suggested you should be able to use in any business. There are a lot of writers in our groups so maybe you can team up with one of them as a promotional business partner.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Good idea! 🙂 I have a few connections in the “book world” already, but I guess I was looking for ideas from someone NOT associated with that industry, to see an alternate perspective.
Lorraine Reguly recently posted…What Are YOUR Colours (and what do they say about you)?
Lorraine- Use Linkedin and Google + and find a promotional business partner. You need someone who is in your niche
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
You are right. After reading this post, I can understand some of their advertising strategies. They know their target viewers quite well and keep it simple yet effective.
Tuhin recently posted…Ways to end sibling rivalry
Tuhin- W can learn from Disney who spends thousands of dollars on marketing.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Hi Arleen
Really enjoyed your article. The section about finding a promotional business partner really interested me and something I will be working towards. Thanks.
Lenie
Lenie recently posted…Five Ways To Avoid Washer Problems
I think it is great when we can help one another. It becomes a win win situation
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
I’m a huge fan of Disney, they are always thinking about their audience. It’s easy to say they have lots of money and so can accomplish a lot, but Disney uses smarts. They were worried about the personal brand of their actors long before the rest of us even knew what personal brand was and they have always understood that kids don’t go to movies by themselves. We had a Barney free zone when my children were growing up because the makers of that dinosaur never worked out that mom and dad had to tolerate the show too.
Disney even changed how princesses behaved when they realized that the damsel in distress routine didn’t stand a chance against the likes of, The Paper Bag Princess. Little girls wanted to ride to the rescue, get dirty and have adventures, so Disney gave them Shrek’s Fiona and many more. Great post!
Debra Yearwood recently posted…Etiquette – Things You Learned in Kindergarten
Debra- It is just like packaging for a dog product. The dog has no idea what it looks like, but the owners do. Disney markets as you say not only to kids but to the parents. It also gives the parents something to talk about with their children after they see the movie and it is continued with the partners. I know we are not Disney but we can create what our customer’s want.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
I enjoyed this very much, especially the “Reach Adjacent Markets” section.
William- Reaching adjacent markets is such a clever idea. I hope to use it in my business
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
It’s good to know that Disney’s tried and true marketing techniques are not unique and can be used by most any business. I would imagine though that Disney’s advertising budget and reach far exceed what most of us are capable of achieving. I particularly appreciate what you say about the value of a promotional business partner.
Michele Harvey recently posted…Traveling Solo Through Chile For Personal Growth
Hi Michele- I sure don’t have Disney’s money but their ideas are useful. I think the idea of using a promotional business partner can really help. As they say “No Man is an Island”
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Unlike disney we (meaning me or bloggers) have to use social media to remind those who wanted to come back to our sites but got busy and forgot. I am struggling with finding a way to get people to subscribe to my site. If I could figure that out then i could get more repeat customers than I have now. This is great information. thanks for sharing
Jay- One of the best bloggers that I can suggest that knows how to get visitors to her site is Adrienne at Adrienne.net. Her following is amazing.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
I’m always impressed with how Disney markets their movies, but I also think one of the keys is having a truly wonderful product. The buzz will die out if there’s not something to back it up when the consumers who first try it aren’t impressed enough to add word-of-mouth to the arsenal. Frozen is one of those rare movies that lives up to the hype. 🙂
Meredith Wouters recently posted…Spring Leaf Palette
Meredith- Disney always comes up with good songs that go along with the movie. The song “Let it Go” has a melody people like to sing along to. Disney tries to find some part of their marketing that will appeal to the consumer.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Walt Disney is a perfect example of not only an entertainment genius, but also a marketing trailblazer. Many feel if alive today, the Disney company might be more aggressive in choosing projects, and possibly even more effective marketing. However, my favorite movie is Independence Day. As a young salesperson I adopted the strategy of the aliens in that movie: huge attack in the beginning and then prepare to attack on the smaller scale.
Edward Reid recently posted…Does Michael Jackson’s Music Need An Update?
Edward- Disney productions knows what it takes to keep Walt Disney’s dynasty going. You are not a kid and your favorite movie is Independence Day. Disney leaves in a message in everything that they do. I think it is great that you are able to use what you took from the movie and relate it to your business.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Disney does a great job. They know their customers very well. By targeting children they have fans/business for life. I am working on trying to get more customers and also provide that warm and fuzzy feeling.
Jason B recently posted…May Updates
Jason- Just be yourself and your customers will come. I have always been a no nonsense person and my customers like my honesty. I have found that service, service and more service has been my key to success.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Jason-They sure do. Who knows where Disney would be if Walt was still alive, but they never forget the importance of the family
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
I haven’t seen Frozen yet either, but am intrigued that Disney is finally putting out more princess stories where the princesses don’t need to be rescued by a man. The best cartoons really are the ones that contain something for all audience segments. Toy Story 3 had really dark undertones, but still appealed to kids as well. The narrative layers in the Lego Movie were pretty impressive as well. Eventually, I hope to find that sort of sweet spot in my creative writing–to appeal to readers who love the craft but to also appeal to readers who read mostly for plot.
Jeri recently posted…The Legend of King Arthur: When #Fiction is the Greater Truth
Jeri- It is interesting how Disney has had the knack to change with the times. I feel with all can learn something from Disney. Let’s face it they spend millions of dollars on marketing. As they say there is always two sides of a story. Hope it works for you.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Basic techniques that we often lose sight of. In Disney’s case, they’ve also built a reputation and following over the years. We can’t forget to focus on quality in products while we’re busy marketing.
Donna Janke recently posted…Declutter Your Story
Donna- I totally agree with you that what Disney has done, we should not lose sight of in our own business. Building a good reputation takes time and working on marketing the product is better accepted. My focus for my business has been building a good reputation so my customers will come back.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Repeat customers are really important as they will help you grow.
I liked your marketing techniques , that you learned from Disney . They have reputation from over the years and they always bring such a product that attracts masses.
I think quality of product with way of presentation matters a lot.
andleeb recently posted…Our Problems… Do you have a solution?????
Andleeb- Having the repeat business is like gold. With more and more sites coming up on the internet everyday, I heavily rely on previous customers. Whenever they want to purchase promotional products I want to always think of my company.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
What a great analogy – the core techniques you note are very appropriate, and we use association in all kinds of ways to draw readers or customers back. Disney has it hands down on the fuzzy feelings and engaging the whole family. McDonalds taps into the same strategy to a certain extent, tho that has also backfired a little with them as people are more concerned with obesity in children. Good post Arleen Thank you:-)
A.K.Andrew recently posted…Kickstart Your #Flash Fiction With #PhotoFlash
A.K.- McDonalds is also trying to change their image and offering healthier foods. Are they there yet, I would say no. At the end of the day McDonald is thriving so why not team up with a partner that has weathered the storm.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
I loved Sleeping Beauty so much that I wore the VHS tape out watching it when I was a child. Definitely going above and beyond for your clients is always a good idea. I sell items on eBay and leave a nice note in the package. I write it out with their names because most people do not take the time to write out a note. Great article! =)
Crystal Ross recently posted…I torture my husband with my laughable sleeping habits
Crystal- What you do on Ebay is such a nice touch. I hope that gets you repeat business.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Very good insights there Arleen. Disney definately mastered the art of marketing. I like adjacent marketing, where something targeted at a specfic market appeals to various other markets as well and will not make them feel left out.
Welli- I also think partnering with someone is a great idea. I think I could partner with just about anyone because I sell promotional products.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Hi Arleen. Disney it’s one of the greatest companies practicing very good core marketing techniques. My favourite company ever in the marketing field is Coca Cola, simply the best!
Ilaria- There is something we can learn from all the great marketing companies out there. What I like about Disney is that appeal not only to the children but the parents, so their marketing dollar goes further.
Arleen recently posted…Core Marketing Techniques That We Can Learn From Disney
Hi Arleen,
It is so true. Our repeat customers deserve our full attention. As for Disney, they sure know what they are doing, targeting the entire family unit.
They always have that warm fuzzy feeling attached to their movies. They just don’t reach out for little girls and fairy princesses, but appeal to some action oriented themes for the little boy crowd too. And of course, their back end products must be included.
Looking at Disney and the way they make and market their products, is a great way to emulate ours. Why re invent the wheel?
Great post!
-Donna
donna merrill recently posted…Persistence For Online Success
Donna- I agree why reinvent the wheel. We know what they do works, why not take a little of their examples and work it into our business. They have an appeal to everyone, which if I could emulate I would be in heaven.
Arleen recently posted…How Mentally Strong People Run the World
Disney def knows how to market. My family and I LOVE frozen. It’s such a great movie. My two sons love it as well. I hear it’s kind of like The Little Mermaid was when I was in elementary school. All of the kids are singing it.
Krystle Cook recently posted…Gang Awareness: Recognizing the Warning Signs
Krystle- What is interesting is that Frozen appealed to your sons as well as it does girls. Disney has cornered the market on knowing what makes thing work. Even better singing their tunes so it stays with you for a long time
Arleen recently posted…How Mentally Strong People Run the World
Hey Arleen,
I’ve heard so much about that movie but never even watched the trailer. What an adorable movie but Disney is so good at bringing us such entertaining pieces. Makes me want to see it now.
I agree with your list and I did notice them in the trailer. Let’s face it, who has not seen a Disney movie ever? Okay, we’re not talking about newborns either now. I’m all about repeat customers and giving them what they want. We all know how word of mouth can spread like wildfire and bring in so many new people to our business just because they heard about us from a friend.
Really great list and you always are showing us how life relates to business. Dang, you’re just so good at that Arleen!
~Adrienne
Adrienne recently posted…Walking On The Blog (Wild) Side
Adrienne- There is nothing like word of mouth. The movie Frozen you hear people talking about from kids to adults you love the music, etc. That is what we want in business is to have our customers refer us.
Thank you for compliment. I try to be different and I think it is working.
Arleen recently posted…How Mentally Strong People Run the World