After a week at sea aboard the Disney Cruise Line, I can tell you that it was a wonderful experience and done with all the magic that is Disney. From the breezy check in to the quick and easy disembarkation, Disney has developed systems that enable the crew to move thousands of people though the process with relatively little pain.
The folks at Disney know exactly who their target and secondary markets are and that’s the first business lesson for every business owner. Without that knowledge, you are thowing spaghetti against the wall to see what sticks. On board, there were morning, noon and nightime supervised activities for children of every age. Now this magical company also knows that their secondary market, the parents, must also have some of their own activities without children. They have many “no kid zone” sections and an adults only dining room.
Again, the magic of the DCL shines when marketing it’s “magical experiences”. This business lesson can never be overlooked. Know Your Market and focus your attention on it. Identify your company’s strenghs and leverage them. Are you selling to higher end clients? If so, your marketing materials, ads, promotions etc must have a high end appearance in order to attract them. Is your market more middle of the road and perhaps more quantity oriented? In that case, your materials will scare away propsects if they have a slick, high priced look. Know your market and sell to it. But first, know who you are and what your company represents.
Coming up next: Service at Every Level.