Fresh from our trip to Hong Kong, my family had a great time in Hong Kong Disneyland (especially my daughter Bianca). Internet marketers can take a few lessons out of Disney’s book in their online business.
The Art of the Pre-Sell: Stepping into the MTR (mass transit rapid) subway station at the Sunny Bay station, we got onto the train bound for Hong Kong Disneyland. The folks at Disney have decked the train out with small bronze statuettes of iconic Disney characters, and the regular plastic seats in the cabins have been replaced by plush velvet cushioned-seats.
As you step out of the station, the PA (public address) system starts playing tunes from various Disney cartoons like Snow White and the 7 Dwarfs, and other cartoons.
Internet Marketing application: In your site design, strive to create an emotional experience for the visitor. Music can be highly evocative, as can be appropriate images. Since royalty-free music and low cost photo stock can be purchased inexpensively, there’s no reason why these tools shouldn’t be used.
Disclaimer: I hate “branding” type commercials and ads just as much as the next Internet Marketer. You should consider how music and image elements can be used in a “direct response” context, rather than in a pure corporate branding context.
A Multi-sensory Experience: The theme park featured a number of live performances, and with the added zing provided by technology, featured 3D effects, smoke, confetti, fireworks and other pyrotechnics. These effects served to heighten the emotional experience and create memories that you can see, hear and feel (visual, auditory and kinesthetic) for months and perhaps years to come.
The best part is the “upsell” element, with the exits typically connected to the souvenir store.
Bianca Wee with my mum-in-law
Taking a piece of Disneyland back home with a souvenir is the icing on the cake for your kids (and Disney’s Profit and Loss statements).
Internet Marketing application: Create a positive first impression with either a free report or a $7 report and you’ll find an easy upsell to a $47 or $97 product.
If you need to, go guerilla. Create a $7 report based on the techniques contained with a $97 affiliate product. Use your $7 report to upsell the high value product and you’ll see a number of easy affiliate commissions slide by your way.
Smart Internet marketers will always keep their eyes and ears open and adapt unconventional tactics to get the results you want.