We recently visited Walt Disney World in Florida. You don’t need a billion-dollar budget for your business to put some similar ideas in place:
- Sweat the small stuff. Details separate companies from competition. In Dinoland at Disney’s Animal Kingdom, tiny dinosaur toys sat on a ledge above where families waited in line to meet Goofy and Pluto. At the Starbucks in Epcot, the barista added chocolate drizzle to drinks in the shape of Mickey Mouse.
- Provide convenience. We didn’t rent a car. From buses to trams to monorails, an extensive infrastructure provided us easy access and transportation to Disney parks throughout the day and night. People with fun personalities, one who provided tidbits of behind-the-scenes information, drove modern buses which showed Disney shorts and movies on monitors above seats.
- Communicate well. A Disney employee put a smile on her face and struck a friendly tone even when telling people they couldn’t venture into roped-off areas or stand in spaces reserved for oncoming foot traffic. When we stood in line to take pictures with characters, employees warned us when those characters would take short breaks so no one panicked. Security sparked friendly conversations when checking bags at park entrances.
- Don’t be cheap. Tickets for Disney parks are not inexpensive. However, elaborate shows and fireworks displays are some of several reasons you feel the ticket prices are well worth it.
- Share stories. Disney doesn’t miss opportunities to weave stories of Walt’s inspirational influence or, while we stood waiting in line, share information with us on screens about legendary animators.
- Be flexible. When families posed with famous Disney characters, professional photographers gladly shot additional stills with your smartphones even if doing so might mean you wouldn’t buy their professional shots. And photographers and their teams didn’t hurry us along. They allowed families sufficient time for different poses and interaction with Mickey, Minnie and Goofy.
- Don’t engage in high-pressure sales. At Epcot, a face painter proactively told us where we might find a similar service the next day. He didn’t try to sell us on immediately spending our money.
- Cross promote. While we shopped at Disney Springs, Star Wars and Marvel stores drew us in. An employee standing at an entrance passionately congratulated customers who successfully lifted Thor’s hammer. While we ate dinner at Cinderella’s Royal Table in the Magic Kingdom, the menu reminded us of Disney’s experience in Hawaii.
- Hire brand advocates. We never heard Disney employees publicly complaining about their work, bosses or schedules. We didn’t witness them with disgruntled faces, finishing off cigarettes outside stores or restaurants. At Disney’s Animal Kingdom, even employees sweeping the ground and pushing carts asked if they could help us find something. Other employees danced and sang along with shows at parks. Another employee offered us a fist bump.
- Quickly address concerns without passing the buck. When one of our park entrance cards didn’t provide access into the Magic Kingdom, an employee raised his hand and someone within seconds walked over and quickly fixed the issue.
- Tie into calendar events. During our visit, Disney’s Magic Kingdom held special, nighttime events tying into Halloween, allowing people to wear costumes and trick-or-treat for candy.
- Deploy an awesome mobile app. The MyDisneyExperience app helped us navigate to rides and locations. The app showed us pictures taken of us by photographers at scenic locations. Also, the app let us signed up for Fast Passes, which helped us choose rides and times to essentially jump to the front of the line.
- Be visual and interactive. A Magic Kingdom store called Crystal Arts selling hand-blown glass attracted a crowd inside with an employee demonstrating how to make the glass. At Magic Kingdom, A Pirate’s Adventure – Treasures of the Seven Seas provided us a map and sent us on a scavenger hunt to find “treasure” in Adventureland.
- Know how to say goodbye. When leaving Disney parks, employees said goodbye with the same enthusiasm with which they said hello. They offered small compliments, said congratulations to those wearing branded birthday buttons and welcomed us back. At Disney’s Animal Kingdom, a row of employees wearing oversized Mickey Mouse gloves waved goodbye and offered high fives at closing time.