From the Far Eastern Shore of Maryland
,
Well, well, well. Look who’s making a killing off of fake babies at Disney Parks.
Yes, you heard that right.
I caught a newsclip earlier today that, on the surface, was somewhat disturbing.
Resellers are now bringing fake babies to the happiest place on earth to get their hands on coveted merchandise.
Ain’t that just swell?
It seems that getting your hands on those limited edition Disney goodies has become a game of cat and mouse with these resellers. They swoop in faster than a cheetah on Red Bull and clear out entire stores within minutes.
And don’t even think about asking them to share the wealth – they’ll have all members of their party purchase the maximum amount allowed and then move onto the next store.
Here’s how it works:
- Disney launches a new line of “limited time offer” merchandise that can ONLY be found in the Parks, not online. (Marketing lesson here: offering something that you can only buy if you purchase a ticket to get in)
- Reseller goes to a Disney Shop in a park with a stroller with fake babies (dolls).
- Disney smartly limits the number of items you can buy at one time to 2 per person. (Here’s a marketing lesson, as well; creating scarcity)
- The reseller can now buy SIX of the same item (2 for them and 2 for each of their fake babies)
- They go to the next store in the park and do the same thing over again. Results? 6 more items
- They go home and plop them on Ebay for a 2-3x mark-up.
Not a bad days work.
As you know, Disney is a master at extracting money from your wallet and leaving you happy at the same time.
They also have 100’s of millions of raving fans (or rabid lunatics, take your pick) that will buy stuff from Disney and not ever set foot in the park.
But what do they do when “In-the-Parks-Only” merchandise is launched?
They turn to the black market
E-Bay
Because… they just HAVE to HAVE it!
What do Fake Babies and the Black Market Have To Do With Your Business?
Well in the literal sense, I hope not much.
But in the context to which I am talking… LOTS!
Disney knows how to create DESIRE.
Desire for their product
Desire for their vacations
A desire so strong that people are willing to commit a crime to get what they want… geez, sounds like an addict looking for their next score.
What about your customers and prospects?
Are they drooling with anticipation, waiting for your next product / service/ offer?
Do you have your customers ‘hooked’ on your service or product? Compelled to keep buying and buying to satisfy their desire.
DESIRE is a very powerful emotion (sin?) that will send people to great lengths to get what they desire.
How can you create DESIRE for your business?
Remember, you won’t profit unless you implement,
Vance ” ” Morris
P.S. The End of the Email
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