Why does Disney spend upwards to fifty thousand dollars on their nighttime fireworks display at the Magic Kingdom?
And that $50 large does not include the fireworks at Epcot, The Studios or show at Animal Kingdom.
They could just close all the attractions, close the stores and usher everyone out.
They could… But they don’t….
There is a psychology to it.
Fireworks were not always a part of the theme park experience. They did not show up until about a year after Disneyland opened.
Of course, the fireworks show was created because of the excitement, joy and nostalgia is brought to Disney’s guests. But there was a sneaky ulterior motive. (Cue scary music)
You see, it gets hot in Southern California. Really hot. And in the heat of the day, guests were packing up and leaving.
If they left, they would no longer be spending money and buying things.
Walt needed a reason for people to stay until the park closed.
Enter the fireworks show.
(By the way, did you know that Disney is the second largest purchaser or explosives in the US? Only the military buys more)
Disney shoots off fireworks to keep guests in the parks until the very last minute before closing. Disney wants them spending. Guests, on the other hand, see them as a great show. (They actually think they are getting something for free!)
But there is yet another reason Disney has such a spectacular show to end the day.
And this is the real, money generating, referral generating psychological reason.
It’s all designed to make you forget how annoyed you were when the kids started crying in a 120-minute ride line.
As Sharon Wynne put it “After an expensive, crowded day at Walt Disney World, the parks spend thousands on nighttime spectacles of fireworks, lasers and digital imagery for a “last kiss good night.”
Disney wants to send you off in a good mood.
Remember the law of primacy and recency? The law states that you will remember more at the beginning (primacy) and at the end (recency) than what happened in the middle.
And Disney uses this law to make sure you are happy when you are leaving the park. Because a happy person will:
- Refer
- Return
- Spend
- And spend some more
What is your goodnight kiss for your clients or patients?
- Is the last thing they remember “getting the bill or invoice”?
- Do they stick around until the end?
- How can you create a goodnight kiss in your business?
Not sure?
Well if you become a DSNi Inner Circle Cast Member by 1/31/21, I will personally walk you through how to adapt Disney’s marketing, revenue generating and experience strategies into your business.
Even if you don’t own a theme park, roller coaster or a cast of cartoon characters, your can steal these strategies and customize them for your industry.
You can take care of that here: https://www.deliverservicenow.com/invitation-to-become-a-dsni-inner-circle-cast-member/
