Monthly Archives: February 2019

Disney’s Details

One of the greatest challenges in today’s competitive business environment is to continue to raise the bar. Marketers need to pay incredible attention to the details.

 
How do you raise the bar in branding and marketing? By finding and following great examples.
 

In Tom Connellan’s book “Inside the Magic Kingdom: Seven Key’s to Disney’s Success”, he shares examples about how Disney continues to raise the bar. Two of my favorite examples are about the horse-head hitching posts and 23-karat gold leaf paint.

 

The horse-head hitching posts that line Main Street at Disney have wear points from daily use and the posts get stripped down and repainted each night. In order to be painted and completely dry by the time the park opens the next day, the actual starting time for the work to be performed is determined by the temperature and humidity conditions.

 

The second example is about the 23-karat gold leaf paint on the carousel. Disney painted the carousel with 23-karat gold leaf paint, not just regular gold leaf paint, but 23-karat! The kids and parents certainly can not tell the difference and neither can most cast members. But the cast members know it is 23-karat gold leaf paint and it serves as an important symbol. The guests are the true gold and even though the cleaning of the carousel is not a pleasant job, the cast members are reminded of the real gold, the guests, and clean up becomes more worthwhile.

Ask for Testimonials

Testimonials are one of the most powerful and effective, low cost marketing tools available. You should have testimonials on your website and in your advertising and marketing materials. When potential customers see testimonials, especially from someone they can personally relate to, they will gain confidence in you.

 

Don’t be remiss or shy about asking your customers for a testimonial when they have expressed a high level of satisfaction with your product or service.

 

 

I recommend a couple ways to obtain testimonials:

 

You can show respect for your customers time by offering to write it for them and then provide them with a draft so they can review it and approve it.
You can utilize the services of a consulting expert that offers Customer Experience Interviews.

 

Be careful about using testimonials that only display a person’s first name or show it as generic such as: “from a satisfied client”. While the testimonial very well may be legitimate, the consumer will likely think it is unreliable or fake. Photos are powerful images to convey emotion and credibility so I highly recommend you ask for a photo to accompany the testimonial.

 

Testimonials are more believable than your own advertising so utilize them as often as possible.