Disney is one of the most successful businesses in the world.

Here are 11 surprising takeaways from their marketing playbook you can use today.

Their business model is the epiphany of "create once sell twice"

It all starts with their movies. The characters are Disney's most important assets.

Create a digital version of yourself.

- an email
- a course
- a video

Create once. Sell infinitely.

Disney characters are recognizable & unique

How can you stand out?

- Choose a tiny niche
- Build in public
- Become the go-to resource in that niche (the bar is still low)

Marketing in 2021 is focusing on one channel (like Twitter) & helping others every day.

Disney has product & price differentiation down to a science

$4 for a comic book
$10 for a movie ticket
$100 entrance fee to the park

Create products with different prices.

Fans buy everything. People who're testing the waters will start with your $4 (or even free) product.

"The factory is the product"

https://twitter.com/elonmusk/status/1348716679774265344?s=20

Disney's factory (studio) is the product. You can visit it.

What part of your factory can you open up that will interest people?

Know your audience and speak their language

Disney asked their users to use a password containing 6 "characters".

All the youngsters misunderstood and created passwords like this:

ElsaMickeySnowwhiteEtc.

They now give an example of what password to create.

Disney has a powerful brand

When you buy something from Disney you know you're in for a lot of fun and no disappointment. That's the power of a brand.

Impossible for you to do? No.

Honor your best clients. Showcase how they successfully use your product.

Rinse and repeat.

Disney outsources sales with licensing

Anyone can apply for a license to create products with Disney's characters.

What can you license?

Easiest is to start an affiliate program. You give away a share of your revenue by licensing someone to do sales for you.

Be visible where your customers are

If Disney only sold toys in their theme parks they wouldn't make a dime right now. Instead, Disney products are in clothing stores, gift shops, book stores, etc.

Don't focus on just your own website. Be visible where your audience is.

Disney makes cartoons, celebrities

Corporate brands are fading into obscurity.

The new celebs are personal brands. People other people can trust because they:

- share the same social channel
- help people just like them
- are approachable

Be personal & you'll build a brand.

Disney has "cast members"

Employees go "on stage" and "perform" for "guests".

All employees go to Disney University. Where Mickey hands you your badge.

Their university is hired by outside companies to teach them the ropes.

Create a fun culture for your employees & customers!

Disney weighs every word because imagination is everything.

Staying young at heart is the best way to make your dream a reality.

Stay open-minded.
Always go the extra mile.
Don't take everything so seriously.

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