If you have ever been to Disneyland or Walt Disney World, you know they have some delicious treats to graze on while you walk the park.
There are two HUGE business lessons in that last sentence.
Guess what they are…
Go ahead, guess…
Give up?
Let’s take the first lesson; delicious treats.
- Want to channel the inner cave man in you, have a Turkey leg (BTW they sell over 6,000 per day)
- Need a frosty sugar pick me up? Have a Dole Whip (Sponsored by Dole)
- And then there are the churros.
The perfect combination of fat, sugar and calories. Essentially they are deep fried dough sticks that are then rolled in cinnamon sugar.
One will set you back about 7 bucks.
Now here is the sneaky part…
At Disneyland, they are just called churros. At least that is what their signs say.
But just across the street, at Disney’s California Adventure Park, they are called…
Are you ready for this?
California Churros. At least that is what those signs say.
So, what is the difference between a Disneyland Churro and a Disney’s California Adventure Churro?
The sign.
Same sugar, same fat, same calories. Just a different sign.
This is a perfect example of Disney marketing the “California” at the California Adventure.
It makes perfect sense to have multiple versions of the same product and then label them accordingly. Making them resonate with the target audience.
How can you adapt this to your business?
Lesson #2: Graze while you walk.
Did you ever wonder why Disney has so many carts and kiosks selling food and drink?
Yes, the easy answer is “to make money”.
But it is how they make money.
They are not really selling turkey legs, churro’s, soda, popcorn and hot dogs.
They are selling convenience.
And it is even more than just convenience, it is an impulse buy.
You are spending money without actually going into a restaurant or store. It is almost magical the way Disney extracts money from your wallet.
That “convenient churro and bottle of Coke” costs about the same as getting a meal at one of the sit down quick serve restaurants.
Grocery stores and gas stations have mastered the convenient impulse buy, stacking gum, candy and single bottles of drinks at their registers.
How can you provide an impulse buy or make purchases more convenient for your clients?
