Pixie Dust & Profits

Join us as we unveil the magic of internal promotion – not in ranks, but in marketing! And we’re not just talking about content repurposing. We’re diving into the rabbit hole to find how strategic promotion can help you sell your products from within your existing offerings. Drawing inspiration from how Disney cleverly markets new attractions within their parks, this episode is all about leveraging what you already have to enchant and engage your customers further.

• How Disney uses The Haunted Mansion rides to promote its movies

• Strategies for seamlessly guiding customers from one product to the next

• The importance of creating a "rabbit hole" of related content to keep customers engaged

• And so much more!

Just like Disney creates a sense of anticipation and connection between rides and movies, small businesses can create seamless pathways for customers to discover more products. By integrating mentions and promotions of other offerings within each product or service experience, you not only increase the customer's awareness of your range but also build a sense of a cohesive, interlinked brand universe. Remember, every interaction with a customer is an opportunity to subtly guide them to the next magical experience with your brand.

As we gear up for our next Pixie Dust LIVE event, we reflect on how Disney theme parks consistently surprise and delight their regular visitors. From limited-time treats at the parks to the clever marketing strategies Disney employs, we discuss how small businesses can take a page out of Disney's playbook and share some advice on how businesses can create their own “limited-time offers" to entice and retain customers. Plus, get ready for a bit of an unexpected debate about Disney merchandise.

• The brilliance behind Disney's limited-time merch and its ability to create a buzz.

• Disney's adaptable strategies, from exclusive credit card designs to novel ice creams.

• The business side of limited-time offers and how businesses can incorporate "drops" to attract and retain customers.

• And so much more!

Much like Disney continuously innovates to keep its recurring visitors engaged, businesses too can craft limited-time offers, seasonal products, or exclusive experiences to keep their customers intrigued and coming back for more. This strategy not only creates anticipation but also adds value by making customers feel special and catered to. Whether it's through exclusive product drops or limited-time educational content, there's always an opportunity to delight and surprise your customers.

In this episode, we discuss the changes to the Genie+ system at Disney, sharing our experiences – both successful ones and not-so-successful ones. Though the fluctuating prices of Genie+ can be frustrating, a dash of strategy here and a sprinkle of Pixie Dust there, and you'll conquer these parks without breaking the Genie+ bank to make the most of your next Disney visit.

• How Genie+ replaced Fast Pass at Disney parks, offering Lightning Lane passes for popular rides either through individual purchases or with Genie+, allowing one ride reservation at a time.

• Why some parks like Animal Kingdom and Epcot may not require Genie+ due to shorter wait times or individual Lightning Lane passes for specific rides.

• Nicole and Yasmine’s personal experiences, including times when the value didn’t meet their expectations

• And so much more!

By understanding and adapting to customer needs and preferences, like Disney, you’re able to recognize the complexity and customer feedback to changes in systems and respond in ways that enhance the customer experience. Everything from listens acknowledging customers' needs, adapting offerings accordingly, and continuously seeking ways to improve and simplify the customer experience are best practices of good business. 

In this episode, we discuss a seemingly peculiar design choice of Disney Parks: the bathroom mirrors. More specifically, how they’re intentionally placed away from the hand-washing stations for a very conscious reason—and it’ll make so much sense once you hear it! (No one preens like Gaston, after all.)

• How intentional design can help run your business more smoothly and prevent bottlenecks

• The importance of identifying and addressing these obstacles to enhance efficiency and productivity

• Why effective communication and delegation within teams is imperative for autonomous decision-making and empowering team members to contribute and take action

• And so much more!

By focusing on identifying and addressing bottlenecks in business processes, you’ll be able to streamline tasks, delegate responsibilities, improve communication within a team, and easily be able to identify and move past obstacles that hinder productivity and flow. And by understanding the intentional design behind the absence of mirrors in Disney bathrooms, you can examine your own businesses and implement changes that promote efficiency and keep things moving smoothly.

In this episode, we discuss the concept of content multiplication using Disney's "One Day at Disney" as an example. We can’t get enough of how Disney strategically planned and executed multiple forms of content from a single project, including a coffee table book, a documentary, and short episodes.

• The importance of intentional content planning and structuring to maximize output across different platforms

• The difference between content multiplication and repurposing

• Why pre-planning and considering the unique requirements of each platform 

• And so much more!

By thinking ahead and structuring your content to be easily segmented, any small business can maximize the value and reach of its content across various platforms. This involves considering the specific format and requirements of each platform, such as YouTube, TikTok, Instagram, etc., and tailoring the content accordingly.

In this episode, we discuss the concept of the lifetime value of a customer. Case in point: Disney and Universal. Both are theme parks that illustrate different pricing models. Disney focuses on encouraging longer stays and offers discounts for multi-day tickets, while Universal caters to shorter visits and prices accordingly. Tune in to discover how these insights into different pricing strategies can be applied to pricing services in the business world.

• How Disney’s “loyalty” creates an ecosystem that speaks to their specific target market

• How Universal’s employs an opposite strategy that works great for them

• What the lifetime value of a customer is and how to tailor pricing strategies accordingly

• And so much more!

Your goal when it comes to pricing is to align yourself with the lifetime value of your customers. Understand their behavior, tailor pricing to customer engagement, focus on long-term relationships, create a value ecosystem, and continuously evaluate and adjust. Balancing short-term revenue with long-term customer retention is crucial for small business success.

In this episode, we’re discussing the ongoing battle between Florida's governor, Ron DeSantis, and Disney. It all started when Disney spoke out against a bill in Florida that restricts school children from talking about the “don’t say gay” bill. Disney has been striving to be more inclusive and representative in their content and employment practices. In *alleged* retaliation, Governor DeSantis threatened to remove Disney's special district status, which would shift the cost of managing Disney's infrastructure onto taxpayers. Tune in to discover how Disney is mitigating this and what you can learn from this in your own small business.  

• How crucial it is for business owners to feel empowered to express their opinions without facing retaliation from the government

• Where consumer rights stand when it comes to supporting brands that align with their values

• The need for businesses to consider the ethical implications of their actions and decisions, beyond just providing products or services

• And so much more!

Every small business has the right to exercise free speech and express their values – even if it means taking a stance on social issues – however, they should be prepared with a responsible plan for any fallout that might come with it. 

We’re kicking off summer with a brand-new series! Join us as we discuss the highly anticipated return of the Disney Dining Plan. While it may seem more expensive than paying out of pocket, we explore why people still love it. The convenience of upfront payment and the elimination of worrying about expenses make it a popular choice. We discuss ways you can incorporate convenience into your business offerings, such as offering automated payments and additional services. Tune in to discover how you can make your customers' lives easier and boost your business in the process.

• Business and marketing strategies for slower seasons when focus shifts, and how to implement them

• All about the convenience and prepayment benefits of the Dining Plan

• Comparison of different Dining Plan tiers and the upselling strategy employed by Disney

• Our personal experiences with the Dining Plan and its various options

• And so much more!

Consider incorporating convenient payment options and additional services to make customers' lives easier and enhance the overall customer experience.

Want to mastermind with other business owners in The Happiest Place on Earth? 

Pixie Dust Live is a live business retreat held at Disney World, designed for anyone who needs to find breakthroughs in their biz. During this mastermind retreat, you’ll work with industry experts (that’s us!) and other business owners like you to find 1:1 support and guidance for anything you might be struggling with, or growing towards, in your own biz. 

Plus — we have a lot of fun at Disney too (yes, we ride all the rides and see all the sights, mouse ears at the ready!). 

Want to see if this is a good fit for you? Listen to this week’s episode to get all the details!

Resources mentioned:

Pixie Dust Live application: https://pixiedustandprofits.com/live-2023

In part 2 of our series on leadership lessons from Bob Iger, we dig into what curiosity, fairness, integrity, and thoughtfulness look like as a business owner. 

If you missed part one, we encourage you to go back and listen to that episode first! There, we talk about some of Iger’s greatest achievements and how his unwavering optimism played a role in forging some of the most successful years in all of Disney history. 

Resources mentioned:

The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company: https://www.amazon.com/Ride-Lifetime-Lessons-Learned-Company/dp/0399592091

Frustrating Your Fans: A Cautionary Tale About Disney: https://pixiedustandprofits.com/episodes/frustrating-your-fans-a-cautionary-tale-about-disney/