Disney Method for Repeat Customers

A key element to Disney's success is their great brand recognition and trust in a family friendly image. A great example of the way they maintain this image is their theme parks. Disney has strict guidelines for their park employees to keep up an appearance of cleanliness and friendliness. To keep up morale, employees are encouraged that they are "cast members" in a show, not working. It's true, they must be in character if they are in public view, characters in costume are not allowed to talk and must make sure they are in a safe area before removing their suits so as not to crush some small child's dreams.

Business Week outlined other points of Disney's strategy for a good customer environment for gaining repeat customers. This stresses the role of the secondary customer (the one influencing the core customer, but not necessarily buying anything themselves). These points include:

- "Train employees to be respectful of all customers, including children."

- "Make waiting in line an entertaining experience."

- "Be "show-ready."

- "Keep the show on stage."

- "Encourage your team to be "assertively friendly."

See the site for more info.

Mickey Money

I kind of feel like my friend after she used a meal swipe to get some homeless guy some food only to come back and catch him on his cell phone.

The theme of many recent Disney articles is their desire for more revenue - from parks, new content, etc. - seemingly negatively affected by the recession and crying about it.
Looking at they're annual revenues from 1991 - 2008 (yes, it's Wikipedia, but they're cited), their revenue increases by a greater margin each year.

Last year's annual revenue topped at nearly $38 billion.

You're really suffering guys.

Anyway, the more interesting point is that nearly $16 billion of that is from Disney Media Networks. This isn't surprising when you realize this includes ESPN as well as Disney channels, ABC channels, and Radio Disney.

Here's yet another reason they moved up someone from their TV department - it's been the their most successful area.

With Rich Ross now heading the movie studios, all the additions to Disney World, revamps to all the Disney Stores and more, looks like Disney's trying to get each of it's sectors up to the level of it's Media Networks.

Mouse Round-Up

Getting you up to date on random Disney company projects and going-ons: