Disney Day 3: Down-sizing and UpsellingPosted: 2012/02/12
The third in a short series of posts that touch on Disneyland as I continue to blog my way through the process of learning two things a day for 66 straight days…
Today I learned:
1. Down-sizing: It took us 2 days, but we have now learned to down-size any food orders in the Park. We had forgotten we were ordering based on U. S. sizing.
How did we learn this lesson? While seated for a late morning kids snack we looked at the two tables next to us and simply observed what was going on.
Table 1: A family of 4 from Ohio (which I hold as a solid assumption based on the plethora of Ohio State garb), each gnawing on their own “Giant Turkey Leg,” which cost about $13 each, along with a Diet(!) Coke AND a cheese stuffed pretzel.
Table 2: A family of 4 people from Japan (which I hold as a solid assumption based on the fact they were speaking Japanese), each sharing pieces from single “Giant Turkey Leg,” and part of a large bottle of water. They all had some Apple slices too.
From that moment on I realized the portion sizes were more likely to give me a heart attack than the Space Mountain Roller Coaster. Needless to say we all split a couple things for lunch.
2. Upselling: If there is one thing the fine people at Disney have figured out it’s upselling. As a patron of the 2010 Olympics in Vancouver I can recall attending several events, mostly in the early days when organizing and queuing methods were suspect , where it was not possible to spend my money. Either horrendous lines or empty shelves empty actually prevented me from getting what I wanted. None of that is true at Disneyland
They seem to understand – better than any other example I can come up with – that the easiest sales to convert are to those people you can already count as customers. With that understanding they make sure to never miss an opportunity. Once you are in the door they try to draw a little more cash from your pocket around every corner.
A few of the best examples I found today:
- Food: There seems to be something new in every different “Land” and (at least in February) there is never more than a 3-5 minute wait to get what you need. Healthy? Got it. Horrendously unhealthy? See the Massive Turkey leg referenced above. Kids sizes? Yup, and toddler too. $12 R2-D2 shaped plastic souvenir container? They have for both popcorn and soft drinks.
- Memorabilia: We all know Disney is famous for their animated franchises and characters, but the tie in to products and ability to find the perfect place for it is equally impressive. At the exit of every Character-themed ride you can buy related product. Perfect placement. Every product you can imagine, plus thousands you wouldn’t have dreamed of tying back to all the Disney and Pixar movies. They know as well as I do that kids will want the Snow White doll, even if the ride just scared the hell out of them.
- Cross-Promotion: If there is a free moment where you might have otherwise noticed a bit of peace and quiet, they have filled it. Audio ads on the Monorail. Posters for upcoming movies. If Disney has a stake in any other product, you will find it on display somewhere here.
- Two-part pricing: Examples of this are everywhere. Admission to every ride is included with the ticket, but on each of the major attractions (typically at the exit), Disney has added secondary products targeted at enhancing the customer experience. Customized driver’s license at Autopia. Photos and t-shirts with your freaked-out face from Space Mountain. They have consistently found ways to extract (or to convince your kids to try to extract) more cash to add-on to the experience throughout the day.
Now, don’t take this the wrong way. I expected it all and I am not bothered by the constant bombardment. I love marketing and I find it impressive when a company can get me to take my wallet out of my pocket when I wasn’t planning to. It’s like we are in a friendly 1 on 1 battle for my cash all day here.