It’s the most magical place in the world… A place that families, children and people of all ages adore. There’s a lot of things that make Walt Disney World such an exceptional place to visit, but even beyond all the fun and fantastic memories let’s face it, Disney’s success certainly didn’t happen by accident. Walt Disney World definitely knows a thing or two about successful marketing, and these same tactics also apply when using on hold messages. Anyone who has ever visited the Magic Kingdom has been exposed to the successful marketing strategies of the world’s most famous mouse.
Let’s take a look at a few of their marketing tactics and how on hold messages can have the same impact for your business model.
1.Sell More to Existing Customers:
While at the Walt Disney World theme parks you are continuously offered other products / services to purchase.
* Upon exiting attractions, you enter a store themed to that attraction with gifts.
* During travel on trams, monorails, trains, boats, etc. there are always marketing announcements. These recordings inform you of ways to upgrade your ticket, to stay longer, to visit other parks, to dine at restaurants, to stay at resorts or to go to other attractions.
* Booths in the parks have representatives selling Disney vacation packages for future visits.
* Stores with gifts and restaurants with food are on every corner for your convenience.
Disney knows that current customers are the easiest customers to upsell. As a result, they take every opportunity to sell you more. Your business can follow this same principle when using music on hold and messages. When a customer calls your business, you can use hold time as a way to Sell More. How? It’s easy, by cross-promoting additional product/service offerings to your captive audience. Be it an upsell on your existing offer, an add on to your offer or another product, your customers on hold are your best prospects when it comes to selling them more. So follow Disney’s success strategy # 1 and sell more to your current customers!
2. Always Change your Offerings:
Disney is never complacent. They are always growing, building, expanding and improving. With their existing theme parks they continuously work to add in new attractions and shows. They update old outdated rides, as well as refurbish and modernize long standing favorites. These regular improvements draw back repeat visitors, as well as impress new visitors, so they’re sure to come back.
Your business should recognize the importance of bettering your offerings too. One of the many advantages of using on hold messages is that the on hold script content can easily be changed to reflect season products/services, introduce new product/service offerings, promote changes in technology, inform callers about upcoming trade shows and events, etc. Business is about effective communication. If you don’t keep customers in-tune with changes within your business or industry, your competitors will. And soon you’ll be out of business.
3. Making Customers Feel Valued:
Most organizations expend 95% of their marketing efforts chasing after potential business. Once a client is in the door, it’s onto the next. Chalk up the win and go after the next big fish in the pond, right? Not so fast my friend. It’s your current clients who keep your doors open, and are the most likely to give you new opportunities and sales. Disney understands while its great to get new faces into their theme parks, they need to reward those most loyal guests as well. One way they do this is by extending park hours to those guests who are staying in a Disney owned resort. With a special wrist band, Disney resort guests can enjoy the most popular rides and attractions without long lines. There’s an air of exclusivity at being able to wave your wrist band and stay to play another few hours. It sure makes us glad we’re staying where we are. How do you make your callers feel special and valued? Are you sure they know about the little extras you give them? Don’t be so sure. On Hold Messages will get these points across to your callers, and let them know you value their business.
4.Brand Image:
Disney is different. No other entertainment company – perhaps no other company period – evokes the feeling of wholesome family goodness that Disney does. Disney has taken extreme care from its early roots under founder Walt Disney in 1928 to ensure that its image is fun, imaginative, clean, and appeals to people of all ages. In other words in people’s mind when they think of Disney World they think of fun, excitement, memorable and safe. That is the image they wanted, and that is what people associate with their brand.
No matter what you want to believe, your image affects your business. People judge based upon first impressions. “What you see is what you get.” In fact, your image is nine-tenths of success. A potential client will determine whether to connect with you in less than one minute. Since the vast majority of the time customer interaction with your business is via the telephone, it is important how callers perceive your brand. On Hold Messaging will give callers a positive first impression, and that’s exactly how you want them to relate to your brand image.
Walt Disney’s genius was not animation or theme park design, but in truly understanding the human heart. Somehow, in the midst of ROI, measurability, counting clicks and studies that can track a person’s eye movements to see what part of an ad captures their attention first -- we that marketing and branding is ultimately about wooing and winning someone’s heart.
Your telephone system is like the entrace to the Magic Kingdom with your patrons waiting to come in for fun. Your on hold messages can upsell, is easy to change for promotional offerings, makes callers feel valued and provides a professional image of your brand identity. These are all the successful marketing strategies used at the world’s most famous theme park, and why Walt himself would have loved on hold messages.