Page 4 - The Compass 2017 | Volume 12 | Issue 8

MARKETING
by Ray Seggern &
Monica Ballard

Brand like a Wizard, market Like a mouse

agging along like a hopeful kid on every trip to Orlando of the Disney culture, it is likely that if you ask any-
tis the opportunity to experience the first-rate brands of one for their job description they are likely to answer,
theme parks in the area. The high watermark was set years “I’m the ______ and I clean the park.” That goes for
ago by Walt Disney World, although in recent years, Uni- the CEO on down the ranks. Cleanliness is everyone’s
versal Studios has stepped up their game when it comes to job. *How clean are your workspaces, your service
quality. These days it’s more about who you prefer to spend trucks, your uniforms, and your customers’ homes
the day with: Harry Potter, the Terminator, the Minions, or when your company is done? Is there enough “swoop-
Mickey, Minnie, or with Avatars on Pandora. ing?” But more than just literal cleanliness: is everyone
You, my friend, are ready for a day of total immersion. “on message” as far as your company standards? What
By all means, take advantage—but take note of how these does your organization stand for? What do you stand
show-business megacorps offer examples of how you can ar- against? Is there training to emphasize standards and
rive home with more than just souvenirs. a ritual to continually reinforce them?
1. note tHe ConsistenCy WitHin tHe Brand. B) What do you hear at that bench in the park? The
(there’s a reason they’re caLLed theme parks!) piped-in music should have something to do with your
surroundings. The employees should be “in charac-
Without their themes and branding attached, the rides ter” when they speak (if they are permitted to speak!).
from park to park would look pretty similar: roller coast- Their guest interactions should be courteous and con-
ers, flumes, a slow dark ride with lots of music and ani- trolled, no matter how frazzled the nature of the prob-
matronic characters, action-adventure 3-D motion simu- lem being addressed. *What do you hear in your office,
lators. It is the theme that sets these apart. They immerse your trucks, within the home as your workers engage
you in a storyline so that you feel as though you are part of with customers?
the action. Examples are The Haunted Mansion and Star
Tours at WDW and Back to the Future and Harry Potter C) If there is a ride with a long line nearby, you’ll proba-
bly see something there to distract guests so that they
and the Forbidden Journey at Universal Studios. What the remain engaged and time passes quickly for them. It
companies are known for outside the park, they incorpo- could be video screens that set the guest up for what
rate within the park, extending the brand. *Is there some they are about to experience. It could be costumed
common action or procedure that everyone does in your characters. Space Mountain has 87 game consoles
industry that you can present and market in a way that will along the queue. *How does your company handle wait
differentiate you? Can you brand something others pres- times, whether it’s on the phone, before the service call,
ent as ordinary and make it extraordinary? or during the call? How can you keep your customer
2. WatCH and listen to park eMployee engaged as they wait to experience your extraordi-
interaCtions. nary service?
Employees (or “cast members” at Disney parks) all have Theme parks may
appear as child’s play,
a certain “look.” They dress, walk, and talk according but they are actually
to their part, whether that role is as a popcorn seller on serious business. Rath-
Main Street U.S.A. or the bellman at a park-owned resort. er than take the whole day
No employee is sent “onstage” without thorough training off and forget about your
beforehand—not on the job. Every guest dilemma has been company, why not mind-
foreseen, every opportunity for delight anticipated. *How fully learn from the best?
much training do you provide that goes beyond overcom- Those lessons may make
ing objections, but rather focuses on delight and exceeding your service company
expectations? Do your “cast members” know their roles the next big attraction
in your organization and are they prepared to play them in your town!
willingly and with a smile?
3. a Mouse May Be tiny, But details Can Be MigHty! Until next time,
Onward & Upward.
As you take a break on that bench to enjoy that $8 ice-
cream bar, take a moment to zoom in on at least 3 details
that might have otherwise slipped past you.
a) Look around your feet. How tidy is it where you are?
Every Disney employee is trained to spot
trash and “swoop” it up. It’s one graceful
motion that even top-level executives
have been seen doing. In fact, as part

4 THE COMPASS | Issue 8 | 2017