There was so much to see and do when I was in Disney last week; it has given me a chance this week to share with you how they handle some of their marketing challenges.
I have to say one of the ones I saw that I felt was fascinating is how do you create a demand for something when no one knows what it is. Many companies struggle with that situation but I have to say Disney is the master.
My first question is do you know who Duffy is? My guess is there are a lot of you that don’t. I know I am a big Disney fan and I had no idea who he is. Yet if you walk around the parks Duffy gets almost as much merchandising as Mickey himself.
Duffy is a bear that Minnie made for Mickey. They took this little known character and he is EVERYWHERE. The stores have him at the entrance and he has a wardrobe for all occasions. In Epcot they offer kids crafts in the different countries and each one had you decorate something to do with Duffy.
Even watching the Christmas parade on TV I saw Duffy immediately. You would think Disney wouldn’t be at a loss for characters to promote but in this economy many Disney fans already have merchandise with the characters they love. It might be harder for them to buy more of a character they already own.
But if it’s a new character then no one has anything and you are more likely to take advantage of the deals and justify the purchase by telling yourself you don’t already own anything like this now.
When it comes to marketing no one does it like Disney.
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Sandy Miller has been helping clients with marketing and advertising projects for over 15 years. In that time I have seen lots of changes but nothing as exciting as the introduction of social media.