Disney Obsession?
October 29, 2009
Prospective customers can be broken down based on three broad categories: demographics, psychographics, and subcultures.
Briefly, demographics refer to characteristics which are easy to observe or determine: age, gender, race, education, location, etc. Psychographics point to more subjective areas including personality, interests, hobbies, and attitudes. Subcultures come into play when psychographics take on a dominant role in the person’s everyday life. Examples might include vegans, bikers, endurance athletes and “Trekkies.”
Let’s look at an example of how you could use knowledge of these characteristics to your marketing advantage.
We have some friends who probably wouldn’t object to describing them as “Disney fanatics.” They have original animation cells hanging on their walls; they own lots of Disney paraphernalia; and they go on Disney cruises for their vacations.
And they’re not alone – there’s a whole subculture of people who have been Disney fans from a very young age (another important lesson we’ll address another time). But if you knew who these people were and had something to sell to them, you could use Disney references, Disney gifts, and Disney stories as a component of your sales letters.
Because when you speak the language of your prospects you connect better with them, build rapport more quickly, and get better results.
Sure it takes a bit of effort to do this successfully, but your list is your greatest asset, and taking full advantage of your unique and intimate knowledge of it is your best marketing weapon.
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Hi Ron,
have attended two of your seminars at AIA Grass Roots and greatly enjoy reading your Tricks and Tales.
Re: Disney. Of course there are lessons to be learned, for who is behind all of the Disney Obsession if it is not Disney themselves? How they sell themselves is ultimately the key to their success. Situated in the top echelons of their corporate management there is a guiding force that nurtures their corporate image, keeps the brand name alive, in the news and always on top.
On a much smaller scale is the phenomenon “Elizabeth Taylor.” It’s been a long time since whe made a movie, but she has always managed to stay in the news.