Unexpected Value for Clients: Cooking with Mickey

When I was a leader at Walt Disney World, guests would constantly ask us for the recipes of the dishes they had just finished. And this became the easiest upsell in the world. I just whipped out the official Chef Mickey Cookbook, added $19.95 to their check and sent them on their merry way. Since the late 80's, Disney has been producing cookbooks with many of their guests "favorite" recipes. It started in 1987 with "Cooking with Mickey" followed quickly by "Cooking with Mickey Vol 2" They now have cookbooks coming out their ears:

• Delicious Disney Just for Kids
• The Disney Bakery
• Chef Mickey: Treasures from the Vault
• Mickey's Gourmet Cookbook
• Disney Villains: Devilishly Delicious Cookbook
• Disney Princess Baking

And on and on and on.... Why would Disney give away (or more accurately sell) their secrets? Many restaurants would be afraid to do this, but not Disney. Not only was this a ginormous profit center, it became a shrewd marketing strategy. Every time someone picked up the cookbook to make something for dinner, they are reminded of their magical vacation to Disney. They become nostalgic, their kids start to nag and BAM! They are booking another trip to see the Mouse. Not only was this shrewd marketing, it also became a road map for the guests when they returned to Disney. You see, the recipes named the restaurant where that item could be found. And when guests returned to the resort, they mapped out their dining experiences based on the cookbook. What's a Disney cookbook have to do with your business? Altogether now... EVERYTHING What products and services do you offer that can be repurposed into another product or service? Maybe you should create a cookbook and send it as a bonus to clients. You could pick your favorite recipes and add a story about how you came across it or what memories it evokes. Cookbook not right for your business?

• How about a "Special Report" or "White Paper"?
• Maybe licensing a product or purchase items wholesale?
• Are you in the medical field? How about a book about healthy eating or exercises you can do without gym equipment?
• Copywriter? Teach people how to write copy.
• Alternative Medicine? Foods you must eat every week to prevent flatulence.

The possibilities are endless. The next time you are at a Disney park, look around. They can and do make products out of everything.

Remember, you won't profit unless you implement