Have you ever watched a Disney movie and thought, "How on earth do they make it look so effortless?"
It’s not just about the talking mice or the singing crabs, I assure you. There’s a lot more going on behind those perfectly animated smiles. You see, Walt Disney didn’t just build an empire by making movies; he created an experience. And buried within that sparkling, glittery empire is one very specific marketing lesson that could turn your small business into a household name.
Now, don’t roll your eyes thinking I’m going to talk about Mickey ears or selling nostalgia by the bucket load (though, if you can pull off the former, by all means). No, the lesson here is in how Walt Disney approached storytelling – and no, it’s not what you’re thinking.
1. Create a Cohesive Story Across Every Touchpoint
Walt Disney had this irritating habit of being right all the time. His big marketing lesson? Consistency is king. (Or, should I say, the king of the jungle?) Anyway, whether it was a film, a theme park, or a Mickey-shaped ice cream bar, every single touchpoint told the same story. It’s like that moment when you walk into a Disney park and, suddenly, the music, the smells, and even the trash cans all make you feel like you’ve just stumbled into an alternate universe where taxes don’t exist and everyone is on their best behavior.
Imagine your business is a well-oiled train. Each part – the marketing, the sales, the customer service – is a carriage. If one is off-track or heading in a different direction, the whole train derails, and suddenly, it's a mess. Nobody wants that.
Your Move: Take a long, hard look at your marketing. Is it cohesive? Does your social media sing the same tune as your website, or is it the marketing equivalent of that guy at the pub who’s shouting about how much he hates karaoke? Get your ducks in a row (or mice, in Disney's case), and make sure every part of your business is telling the same story. If your Instagram is all about professionalism but your emails read like they were drafted by an over-caffeinated meerkat, well, it’s time for a rethink.
2. Craft a Customer Experience – Not Just a Sale
Walt Disney once said, "Do what you do so well that they will want to see it again and bring their friends." Disney doesn’t just sell you a ticket to a theme park; it sells you a happily ever after. It’s the reason why people keep going back despite the astronomical prices and the distinct possibility of getting heatstroke while waiting to meet a sweaty guy dressed as Goofy.
Imagine you’ve just opened a bakery, and someone comes in to buy a loaf of bread. Sure, you could hand over the loaf, take their cash, and call it a day. Or you could offer them a little taste of a new pastry, ask about their weekend plans, or even throw in a sticker for their kid (because who doesn’t love a good sticker?). Now, it’s not just about the bread; it’s about the experience. It’s the difference between being a local legend and just another shop on the high street.
Focus on creating memorable experiences for your customers. This might be as simple as a handwritten note with each order, a follow-up email asking if they’re happy with their purchase, or remembering that they hate anchovies on their pizza. Go the extra mile, sprinkle some metaphorical pixie dust, and turn your transactions into interactions.
3. Leave Them Wanting More (and More…and More)
Here’s the thing: Disney is a master at leaving its audience wanting more. It’s why sequels, prequels, and spin-offs exist. By the time you’re done watching the latest movie, Disney’s already got you excited about the next one. It’s all about keeping the story going, creating anticipation, and ensuring that once you’re hooked, you’re in for life.
Oscar Wilde once said, "The only thing worse than being talked about is not being talked about." With Disney, the magic lies in the fact that people don’t just talk about it – they rave about it, recommend it, and remember it. Your job? Create that kind of buzz for your brand.
Your Move: Keep your audience engaged by always having the next thing ready to go. Whether it’s a new product launch, an exclusive behind-the-scenes peek, or just a tantalizing hint at what’s coming next, keep the excitement alive. Don’t just settle for the quick sale; think long-term. Build a relationship that keeps them coming back – because the second you stop telling your story, your audience stops caring.
So, what’s it going to be? Will you embrace the Disney way and start telling a cohesive, captivating story? Will you create experiences that leave your customers grinning from ear to ear? Or will you keep doing what everyone else is doing and hope for the best? Give it a shot, add a dash of Disney magic, and see how your small business transforms from a pumpkin into a carriage. Or at the very least, from a slightly soggy sandwich into a decent meal deal.
Until next time, remember: If it doesn’t have a story, it’s just noise. And nobody queues for noise. 🪄✨
