Marketing Lessons from Disneyland

As far as brands go, Disney is one of the most valuable and recognizable in the world.  It consistently ranks in the top 10 brands in terms of brand equity, and has been able to maintain that streak despite changes in consumer choice, technology evolution, and economic ups and downs around the globe.

So how do they do it?

I had the opportunity to visit Disneyland Resort in California during the recent Christmas break to see for myself.  Although much of the park has expanded in the 15 years since I had last visited, much has stayed the same.  Watching the operations through marketing glasses, there are a few things that Disney does extremely well to manage the brand.

Marketing Lessons from Disneyland

1. Keep the Brand Consistent
   What does the Disney brand stand for?  I recall hearing a 4-year-old tell her mom after watching a Disney commercial say, “We have to go there – that’s where dreams come true!”

   Maintaining an image of a dream-maker would be a high order for anyone.  Fantasyland, the ornate castle, and quaint Main Street all support the image of the fantasy dreamworld of Disneyland.So how do you have scary Haunted House and Pirates of the Caribbean rides while staying true to the brand?

   I was fascinated to see that the main difference between these rides of 15 years ago and today was that they have now been completely sub-branded.  The Haunted House is now fully branded under Disney’s “Nightmare before Christmas” and the Pirates of the Caribbean is branded under the Johnny Depp persona that made the movie franchise so successful.

   Rather than risk brand dilution, Disney has deftly sub-branded both of theses aspects of the park to that they have their own unique character, yet are still tied to the overall brand.

2. When Selling a Service, Invest in Training
   The people-management skills of the staff in the Disneyland park are something to behold.  If Disney ever gets tired of managing traffic in their parks, they could lend their expertise to traffic congestion in major North American cities.What is more astounding than the traffic management process is the fact that the staff seem to manage it with a smile.  Under conditions that most employees would become impatient and rude, the Disney staff seems to keep it under control.  Some of that can be attributed to the hiring practices, but it is obvious that Disney invests heavily in training not just in the logistics of the job but also the attitude that the staff shows.

   As I left after midnight on New Years Eve, the staff was still in great spirit wishing everyone a Happy New Year.  They must have been exhausted and annoyed at the mass amounts of people, yet were still all very upbeat.  That type of customer service doesn’t come by accident or by chance.

3. Watch, Learn, Adapt
   As the rides became more popular and the lines became longer, Disneyland noticed a couple of concerning trends:
   1. Moods tend to get worse the longer people stand in line.
   2. When people are standing in line, they aren’t buying souvenirs or food.

   Disneyland implemented an innovative FASTPASS solution that involved allowing customers to obtain a free ticket to come back later in the day and skip the line.  This has a number of positive effects:
   - Customers are guaranteed at least four or five rides, even on the busiest days.
   - Customers can enjoy the park more because they’re not waiting in lines.
   - Customers don’t feel like they need to pay a premium to receive special treatment.

By keeping their brand consistent over all touch points, investing in training, and adapting to their environment, Disneyland has been able to maintain a very strong brand image.

Any service-based company would do well to take lessons from the success that Disneyland has had over the years.

Chris McPhee, MBA
Email: Chris.McPhee@Marketing-Matters.org