Ignite the magical dream within your heart
When we talk about “Surprise-and-delight.” strategies, it is affordable to think of the brand that “sells dreams”, Disney. Rather than some other companies which mainly focus on the young-age market, Disney also does a very great job to motivate adult customers at the same time by building the company’s culture, making special promotions and keeping the loyalty customers.
According to acquiring such as Marvel and Star Wars. Disney has already created its universe and timeline with famous IP movies across classic to latest themes. Every year fans are looking forward to getting the news for these continuing stories. It is much easier to gain revenue from existed stories than the new one. For example, just in a few days ago, Marvel change the release time of Avenger 3 by accepting Tony Stark(RDJ)’s request on Twitter. It is a smart way to change the release time instead of posting an announcement. Fandom is valuable and powerful. The Communication keeps Mr.Stark’s impression and makes fans feel the story is not just in the movie. It makes them feel Tony Stark, the Iron Man, invites them. This tweet is absolutely a big surprise for fans and makes a nice try for the top news of that day.
Disney also is good at planning special and surprised promotions when the new movies released. For example, when COCO just released, Orlando Disneyland prepared an exciting surprise for visitors. They put a guitar in the centre of the plaza. If any visitors went to Pluck instrument, they would “open” a fantastic Mexican performance. The surprises do not only happen before new movies releasing. Magic happens everyday. The first customer who visits any of Disney Store, they can unlock the “gate locker” with staff assisting and get an exclusive souvenir which is a copy of the key that opens the gate. It is an easter egg for customers because the Disney has never announced this mystery before. Those customers who get the souvenir, they will post the pictures on social media, that’s the great publicity for Disney.
To be a successful company, keeping loyal customers is very relevant. They can help the company get more customers from mouth to mouth sharing. Based on the classic stories Disney created, the animation studio can always surprise their fans by creating continuing epitasis or refreshing the movies. Winnie The Pooh is a good example. This cartoon is famous for several generations and has many Winnie fans. Last week, Disney released two new trailers for the new upcoming live-action movie “CHRISTOPHER ROBIN” and “MARY POPPIN”. It makes fans moved when they see the films, and it also let new customers know about this little Winnie. It’s a win-win strategy.
As a “dreaming” company, Disney is good at surprising and delighting its customer with its creative marketing strategies such as creating individual culture, planning special publicities and getting more loyal customers. Disney aims to let people “Be our guest” and try to be “The Happiest Place on Earth”.
