What Disney and Apple have in common

You have a great product and you know it well, but how do you get people to WANT it? You can give all the information about it, but how do you make them realize that they need your product?

If I ask you to name two companies that are the most innovative, creative, popular and regarded as the top in their industry, at this time you would most likely name Apple and Disney. Both of these companies have a large base of customers that wait on them for their next big release. How have Apple and Disney continued to grow their customer base; the level loyalty shown to both brands by their followers is fascinating. I have identified two marketing tactics that may explain the great success of Apple and Disney.

 

Artificial Scarcity

Holding off on releases of their products.

This tactic allows them to build up anticipation in their audience. For Apple, this would be on their new products. Their computers with their upgrades, their software with their features and their phones all are changing. For Disney, it may be a new ride at the park, a new TV show or a new Movie but even the classics are involved with this. - but when will they change? What changes will be applied?

Many feel that the upgrade to Apple devices are incremental and not worth the time and the money to invest in them. Yet so many people are buying their products year after year. Why is that when you could get the same hardware and sometimes the software that is in an apple device in a different manufacturers device now? The answer lies with scarcity. Keep making your audience wanting more. Get them excited and keep their attention.

The same can be said for Disney. This entertainment company likes to put their movies into a "vault" where you cannot buy them for a while. At the time of this writing, "The Little Mermaid" is currently in the vault and is not available for purchase. The potential buyer will be looking out for this movie and when it is released for it's limited time only, the price will be higher than normal for a movie of this age. People will buy it as well at this price because they know that there is a chance it will go into the vault again and they will have to wait to enjoy this movie at a later time. Again scarcity is making this product worth more.

Scarcity makes us want something and we want it now.

Gateway

That first product that gets you hooked and coming back for more products and services.

Each company has a product that works well with another, it is that first product that provides a gateway into that company's product line. 

For Apple, their computers are designed to talk with their phones and other devices with ease. You can have your data on one device and then pick up your iTouch and interact with that same data. You are even able to extend your desktop on the screen of your TV. Once you buy one product, you'll find it easier to buy another to suit a new need since they are designed to work with each other. With the introduction of iCloud, the devices are even more closely connected even if you are not in the same room, town, or state.

The same can be said for Disney. Their movies come to life once you vacation at Disney World or Disney Land. They bring out the experience in such a way that brings joy to so many. The characters live on in their TV series or games and products. Not many movies are able to do this at the level that Disney can. Sometimes a movie just is a movie. It comes and then goes with the times. Disney has the ability to feel timeless by bringing the characters to life.

 

The Complete package

Giving you no reason to look elsewhere, the complete package for all your wants and needs.

Apple and Disney are all about quality and customer service. These two companies offer the complete package for their customers. Once you have bought from their product line, you find that you are able to find a  device or service that suits your needs without having to go find a cheaper alternative. Apple makes it easy to go between desktop and mobile, store your files, check-in, update, and do everything across platforms. Apple did that first, and although the competition has started to try to catch up, Apple got there first and when you're the first brand, you have an advantage. As long as you keep the experience and the quality high, you wont lose that customer base easily. Disney has done this by not only producing movies and merchandise, they are invested in theme parks, theatre, the vacation market, with a variety of ways for people to have that trademark Disney experience that no other brand has been able to touch.

What makes these companies so hard to beat is how big their ideas were and how wide they cast their net, diversifying their products and services. They are rarities in their individual industries. Have you not found that most Apple users don't stray from the Apple product line for computer, mobile, and other technological accessories? They have found Apple tried and true, with little problems. Obviously not everyone has that rosy a view of Apple, but when you don't have to worry about how files and applications will translate among devices, you want to stay within that family of products, or that umbrella. Their product lines are in sync and give their customers a seamless experience. People want their products and services because they are a scarcity, a rarity, it makes them want them even more. The same goes for Disney, they offerings for both children, young adults, and adults. You have a variety of ways to enjoy these brands, they have found a way to add to your life and become apart of your way of life. 

 

What can make your product appeal to the needs and wants of people is by connecting on an emotional level, appealing to the basic needs and wants they have, not simply being informational, but being relatable and easy to understand. Above all charming and different. Find your niche and develop its voice.

 

Tuesday, August 06, 2019 Geoffrey Pyrzynski News 88
The Dangers Of An Over Optimized Website Today there are many different options that you hear about to help make your website faster and more appealing to humans. No one likes a slow website, but how fast is too fast ? Is there a limit or should you just keep enabling everything that you can to make your website load in the shortest amount of time possible?
Monday, July 29, 2019 Stephanie Pyrzynski News 124
2019 Colon Cancer 5k Run/Walk "Get Your Rear In Gear" Has Massive Tinley Park Turn Out July 28nd, 2019 the Colon Cancer Coalition hosted its eleventh annual "Get Your Rear In Gear" 5K Run/Walk in Tinley Park.
Monday, June 10, 2019 Stephanie Pyrzynski News 222
How To Make Your Digital Measurement Better A mistake we run into time and time again with different businesses is poor measurement, whether it be with their website, social media, and/or online advertising. It's literally losing out on opportunities to tweak your user experience, make your content marketing strategy more impactful, save time, the list goes on. And this is all because there were no measures set in place to grab data from these various sources such as their website, social media, and online advertising campaigns. Here's what we do to help those businesses to better how they measure so as to be able to benchmark and be more strategic with their internet marketing.
Monday, May 20, 2019 Geoffrey Pyrzynski News 229
Is it OK to change the page text for SEO? One of the questions that we get alot is: "Is it OK to change the text of this page for SEO?" There are concerns around this, as changing the text can cause unintended consequences.
Monday, April 29, 2019 Stephanie Pyrzynski News 310
Where Your Business Is At Factors Into What Type Of Promotion You Should Try and How Much to Execute Digital has created a shift in industries, so now the way to win more business has become more exciting and unpredictable.
Thursday, March 14, 2019 Stephanie Pyrzynski News 373
How Marketing Works With Press Coverage To Boost Traffic To A Website Back in late 2016 I wrote about PR's role in digital marketing , how the two concentrations now overlap in terms of skill-sets and what they do day-to-day. But still, as I said in the article, they have distinct strengths which helps the other achieve their goal, "Where PR excels in storytelling, marketing excels in reaching and targeting." In this article I want to show, using a personal example, how the right press can help your website reach more people by using principles from PR and digital marketing.
Tuesday, February 26, 2019 Geoffrey Pyrzynski News 594
In SEO Web Design, It's OK to use No Index on some pages Usually in SEO, you want as many pages as possible to be indexed and added to the search results pages. So why use a no index tag?
Monday, January 07, 2019 Stephanie Pyrzynski News 5450
Digital Communication Today Where have you heard these before? "This is a very complicated world, it’s a very noisy world." "We live in an increasingly noisy world." The first quote was said by none other than Apple founder Steve Jobs in 1997. The second quote comes from Lonnie Mayne , President at customer experience (CX) optimization platform InMoment and founder of Red Shoes Living. I bring these two quotes up because I've been thinking a lot about what's missing in digital communication today.
Monday, December 03, 2018 Stephanie Pyrzynski News 767
A Simple Digital Marketing Strategy Goes A Long Way Marketing is a long game, a long-term commitment, not a campaign.
Monday, November 19, 2018 Geoffrey Pyrzynski News 665
What is SEO web design or search engine optimized web design? SEO Web Design is the deployment of SEO research strategy to both influence the design and development of the website. In other words, while a website is in the design phase, the SEO team is researching key phrases, content, structure, and user flow. Using the findings from the SEO research influences the design decisions of the website. SEO has to work with the technology of the website, and this means that the actual use of the website such as purchases, appointment scheduling, contact forms, user forum, etc. have to work together with the SEO findings in order to make the user experience easy and intuitive.
Monday, October 22, 2018 Geoffrey Pyrzynski News 723
Does this top metric that businesses look at "Time On Site," really matter? One of the top line metrics that businesses look at is "Time On Site", or average session duration. It's a unique value that tells you how long the average user is spending on your website. How important is this metric? In the overall business objective of increasing sales, signups, or contacts, how does this metric stack up?
Monday, September 24, 2018 Stephanie Pyrzynski News 787
The Fresh New Sponsors of Tinley Park Oktoberfest 2018, Geoffresh The weekend of September 21st thru September 23rd, 2018 the Tinley Park Chamber of Commerce hosted its second annual "Tinley Park Oktoberfest." Geoffresh sponsored the biergarten and entertainment this year, the weather was blue skies and sunshine everyday with cool and comfortable spring temperatures. The festival is aims to have something for everyone, and music and dance play a big part in the annual event. Traditional oom-pah and polka musicians entertained festival-goers, and Bavarian and German figure dancing was on display.

Signup For SEO Web Design News

Subscribe to our mailing list to read our insights on Data Driven Digital Marketing