You’re watching ABC with the family and see an ad for Disney+. They’re streaming the Parent Trap (how nice, you remember that from childhood).
You pull up your phone to check sports on ESPN and see yet another offer for Disney+. They’ve bundled with Hulu and now you can get it for cheaper! You’ll have to remember that…
Later, you go in for a haircut and see a full-page ad for Disney+ on the back of a National Geographic magazine. There’s an entire section devoted to wilderness documentaries on Disney+.
In a single day, you’ve learned everything you need to about purchasing Disney+ for the family, and you pull the trigger.
How did Disney guide you easily through the buying funnel and get you to make a recurring financial commitment in a single day? By advertising on their own platform and by generating universal content.
Let’s talk about what it takes and how you can do the same with your business.
Do your kids watch the Disney Channel? Have you ever seen a single ad for anything other than Disney? In that moment, the kids are in the world of Disney, and Disney knows it. If they get the kids’ endorsement, they get your wallet (you know it’s true).
So looking at Disney +, you say, “why would anyone need yet another streaming service?” After all, you already have Netflix.
Because on Disney+, you live within a single TV universe.
What if Netflix only streamed Netflix originals? Or Apple TV? Would you still be interested? Disney is totally unique in that the Disney+ movies & TV shows streamed are exclusively Disney content. And people love it!
They love being able to guess the next line of the movie they’re watching. They love seeing references to Toy Story in Finding Nemo or watching the Avengers movies first to last. I know I do!
Look at another example. Why is Apple popular? Because if you have an iPhone, it only makes sense to get a Macbook, an Apple Watch and Air Pods to go with it.
For you, it’s a no-brainer. For Apple, it’s a $5,000 sale, not to mention lifetime value of you as a loyal customer.
Disney already has you going to theme parks, downloading apps, and buying merchandise. Why not get you to stream with them, too?
So how can you replicate this for your own small business? Think in terms of content: if you’re already on a service call for a garage repair business, why not sell the supplies you have with you on the job straight from your website?
Your customers can see which supplies you used at their house, then buy the material themselves as “insurance” against future issues! You save yourself a follow-up call, and you get another transaction for your business.
If you’re a mattress company already making a single sale, why not try a bundle pricing strategy to get the user to explore another part of your business?
Bundle the mattresses with the box springs or headboards at a slightly discounted rate and double your Average Order Value!
If you have a YouTube channel, advertise your Facebook page. If you’re on Tik Tok, advertise your YouTube channel. Complete the strategy with a single central hub at your website, linking out to everywhere you exist on the internet.
If you want to make money like Disney, advertise like Disney (minus their unbelievable ad expense budget). Find ways to connect the arms of your business and keep touring customers to different parts of your website.
Like Disney, exploit what makes your business exceptional, and you may just be the next company to need a streaming service.
Resources:
https://www.nytimes.com/2019/10/27/business/media/disney-plus-marketing.html
https://www.androidauthority.com/disney-plus-movies-tv-shows-1040529/
https://smallbusiness.chron.com/bundle-pricing-strategy-67049.html
https://www.statista.com/statistics/685554/walt-disney-ad-expense/
