| A few months back I went to Disneyland... a 9-hour | | | | times during the trip my wife told me, "These |
| car ride with my wife, my parents, and 3 screaming | | | | Disneyland guys are geniuses." |
| kiddies. By the end we were all exhausted, grumpy, | | | | How to apply: Don't just sell photographs... sell the |
| and ready to sleep for about 18 hours. But once I | | | | entire experience. For instance, if you're taking a |
| had time to think about it for a while, I was struck | | | | $1,000 family portrait, don't just take The Joneses |
| by the utter brilliance with which Disneyland markets | | | | out to the woods, line 'em up and start snapping |
| itself. | | | | away. Woo them with scones and coffee... maybe |
| And I'd like to show you how you can apply these | | | | some candy for the young ones. Make them feel like |
| concepts to your photography business. | | | | they are royalty... like they're the only family worthy |
| 1. Every time you get off a ride, you have to exit | | | | of having their portrait taken by you. Trust me... this |
| through a store. This is brilliant... when you get off of | | | | extra effort will pay off dividends for years and |
| "Star Tours," you exit through a Star Wars store, full | | | | years, both in referrals and repeat bookings. |
| of Star Wars merchandise. When you get off the | | | | 4. Get your image out there... on everything! You |
| "Buzz Lightyear Astro Blasters" ride, you exit though | | | | actually get numb to it after a while... all of the |
| a... you guessed it, Buzz Lightyear store. And every | | | | merchandise out there with Mickey, Minnie, or |
| one of these stores was packed. | | | | whoever the latest hot character is... but it's not just |
| Now, to be honest, because my oldest child is 8... and | | | | coincidence that the Disney characters appear on |
| wants to buy everything he can possibly buy... I | | | | everything. |
| found this to be a bit annoying. But it's darn effective. | | | | How to apply: Even though I strongly disagree for |
| How to apply: Every time you send, deliver, or e-mail | | | | branding for branding's sake... select your very best |
| anything to one of your clients, make sure to include | | | | photograph... and put it on everything. On every |
| an upsell. In other words, don't just drop off a set of | | | | business card, on every envelope you send, on |
| completed wedding photographs. Drop off a set of | | | | every advertisement you write. This way, eventually, |
| completed wedding photographs along with a coupon | | | | people will actually associate that image with your |
| for 25% off of a 6-month anniversary portrait. | | | | business. Just like we associate Mickey Mouse with |
| 2. Customer service rules! It doesn't matter if you're | | | | Disneyland. They are, truly, one and the same. |
| asking directions from the Chief Information Officer, | | | | 5. Keep up with the times. Now, for a nostalgic guy |
| Cinderella, or the guy sweeping up popcorn along | | | | like me, this was a bit sad... but it's smart marketing. |
| Main Street... every single person who works at | | | | But some of the "classic" Disneyland rides have been |
| Disneyland is extremely helpful. Even the incompetent | | | | updated to be relevant for the younger generations. |
| girl working at the ice cream stand was really, really | | | | For instance, the Swiss Family Robinson tree house is |
| pleasant. | | | | now the Tarzan treehouse. The 20,000 Leagues |
| How to apply: Treat every customer like gold... | | | | Under the Sea submarine ride is now the Finding |
| because if you do, you might earn a customer for | | | | Nemo submarine ride. |
| life. And as we all know, it is much easier (and | | | | Basically, they're trading nostalgia for cash. |
| cheaper) to make money from satisfied existing | | | | How to apply: Educate yourself on the latest ways |
| customers than it is to get brand new customers. | | | | to market your business. For instance, if your |
| In other words, if all the workers had been snotty... | | | | specialty is taking High School Senior Portraits... you |
| we wouldn't ever go back. But as it stands, we're | | | | need to be able to speak the lingo of your typical |
| already getting out our 2010 calendar and makin' | | | | 17-year old. (But don't ask me... teenagers confuse |
| some plans. | | | | the heck out of me.) In other words, the same |
| 3. Pay attention to the details. If Disneyland were | | | | advertisement you might have used in 1985 will have |
| simply a parking lot filled with rides... nobody would go. | | | | to be dramatically rewritten to be relevant to 2007 |
| The true genius of Disneyland is that you truly enter | | | | teenagers. This all comes back to "knowing your |
| another world... and you're not just paying for the | | | | audience," which is critical if you're trying to actually |
| rides... you're paying for the entire experience. | | | | sell your photography services. |
| And the key to that experience is an astonishing level | | | | And when I go back to Disneyland next year, I'm |
| of detail. This is particularly noticeable on rides like | | | | sure I'll come up with 5 more lessons that can make |
| Pirates of the Caribbean, where every piece of dirt | | | | your photography business even more successful. |
| on every pirate looks authentic. At least a dozen | | | | |