Since the advent of the internet and sites like Priceline and Kayak, travel agencies have been seen as archaic and unnecessary. Why should I pay some third party to plan a vacation that I am fully capable of planning myself? I believe I know better than some stranger of what kind of things I like to do and where I like to eat, and if I need help, I'll just call the hotel or restaurant. The idea of a travel agent is just outdated.
Dreams Unlimited has changed that thinking.
Dreams Unlimited offers "unique planning and concierge services" primarily for those wishing to visit Micky Mouse and friends. Now, they aren't the only agency that handle Disney (Mouseketrips, Small World Vacations, Magical Memories, The Magic For Less, and even Disney itself), and I have no idea if they are the best agency in the marketplace. I have a rewards card that gives me Disney credits, so I always book directly with Disney World for my vacations; however, I have recommended to others that they check Dreams Unlimited out simply based on their marketing.
I expect any legitimate business to have a website, and Dreams Unlimited's is nothing to write home about. Savvy companies like Dreams will have a Facebook page to connect directly with customers. Some travel agencies also host an online forum so customers can ask questions to other customers. What sets Dreams Unlimited out though is the Dis Unplugged, a weekly podcast of all things Disney.
I found the Dis Unplugged on iTunes when I started traveling and downloading podcasts was easier than trying to find a constant radio station in the fields of Indiana. I was planning a trip to Disney World in Orlando with my family and wanted some perspective from what I could expect from bringing my two-year-old. The problem: everything I looked at had this pollyanna view of the House of Mouse, and what I really wanted was a realistic view of Disney. I even had low expectations of the Dis Unplugged once I realized that the major producer was a travel agency, thinking that I would be listening to a overdone commercial.
What I got was reliable information, honest reviews and a big dose of humor. You can tell with the banter and range of opinions that everything is authentic, like your talking with a group of friends, instead of listening to a time-share presentation. The personalities are distinct and you can instantly tell that they are not drinking the Disney Kool-Aid. From the first episode that I listened to host Pete Warner went on a two minute rant about the distaterous move Disney made when they opened a Starbucks within the Magic Kingdom.
Because of the success of the pod and video cast, they have been able to branch out and do some pretty neat stuff for Give Kids the World, a Make-a-Wish type charity focusing on bringing terminally ill children to Disney World. They help organize meet-ups in different cities and take the show on the road. Their graciousness to the their hosts only bolsters their brand and fosters a connection to the cast beyond just Disney freaks. Any business that relies exclusively on customer service needs to have genuine empathy for others, and the way they deal with people at the meets have convinced me to give Dreams Unlimited some business.
The interesting thing in a marketing vein is that I know that Dreams Unlimited puts on this podcast on to generate business and after a month of listening, I want them to succeed. Because I feel like I know these guys (and gals), I actively root for them when they say that they have a new promotion. I get excited about the trips they plan using Adventures by Disney and I feel bad when they have a subpar dining experience. Basically, because they treat their audience like people and not just potential customers, I want their business to succeed. I even sent my parents their way when they wanted to check out a Disney vacation in April.
In your organization, you may not have the time to take on a weekly podcast, but don't discount the way you handle yourself in all your interactions with potential clients. Take it from Dreams Unlimited, that sometimes the best way to sell your business is to not sell out yourself.
Saturday, October 12, 2013
Tuesday, October 1, 2013
Going Forward
The purpose of this site is to not only promote my philosophy regarding the ever-changing world of marketing, but also explain how a company can promote themselves without losing their own sense of well being. I believe that the best way to win friends and influence people is to be authentic and responsive. These aren't revolutionary concepts, but harder to put into practice than many may think. That's why we're innodated with announcement Tweets and post on Facebook that only brag about your accomplishments.
The response I've received from my first three posts have been fantastic, and while I haven't received a lot of public comments, I did get two private emails that show I'm on the right track. Now experiment time is over and its time to get a schedule down. If Marketing With Humanity is going to dispense advice, then I need to start posting on a regular basis. After all, do I want to be that guy who only shows up every few months to crash on your couch and drink your beer, or do I want to be the guy who is always there no matter what?
Look for posts every Friday starting today. Posts will alternate between Yoda-like advice and examples of companies that I think are doing social media well. Every week sometimes is hard to remember, especially when you are managing the online connections to your organization, so sign up and receive our RSS feed by email. Better yet, follow me on Twitter to keep the conversation going.
Thank you for all who sent me notes of encouragement during this month long experiment. And thank you for all who have spent time reading my ramblings. Hopefully, this site helps you avoid the position I was in when I stared into the online abyss seven years ago. After all, we're all in this together.
The response I've received from my first three posts have been fantastic, and while I haven't received a lot of public comments, I did get two private emails that show I'm on the right track. Now experiment time is over and its time to get a schedule down. If Marketing With Humanity is going to dispense advice, then I need to start posting on a regular basis. After all, do I want to be that guy who only shows up every few months to crash on your couch and drink your beer, or do I want to be the guy who is always there no matter what?
Look for posts every Friday starting today. Posts will alternate between Yoda-like advice and examples of companies that I think are doing social media well. Every week sometimes is hard to remember, especially when you are managing the online connections to your organization, so sign up and receive our RSS feed by email. Better yet, follow me on Twitter to keep the conversation going.
Thank you for all who sent me notes of encouragement during this month long experiment. And thank you for all who have spent time reading my ramblings. Hopefully, this site helps you avoid the position I was in when I stared into the online abyss seven years ago. After all, we're all in this together.
Friday, September 13, 2013
Taking your time
The problem with the 21st century is the fact that we all think we can be instantly successful. We see viral videos like Gangnam Style or Kony 2012 and we think that prominence should only live one click away. I've heard smart, successful and passionate organizational leaders believe without a shadow of doubt that they will be an internet sensation because "Our cause is too important to be ignored," or "We offer lower prices than anyone else."
Unfortunately, this line of thinking comes from the misconception that online marketing, especially through social media, is like a real-world advertising campaign. Traditionally, you can sell a product or service by hiring an agency to create some splashy print, radio or television spot and canvas the area in a well orchestrated campaign. People will see these adverts in one form or another and then come running to become new clients. You control the message with this "if you build it, they will come" approach.
Most of the time internet marketing doesn't work that way. Part of the reason comes from users having more control of content. They drive the conversation, and even if your website is produced by J. J. Abrams, people aren't going to come to you unless they they're asked. Now, we can increase our odds through Search Engine Optimization (SEO) and some web ads, but the guy with the mouse is always in charge. Think about all the times you closed a pop-up ad (usually after uttering some expletive) without even reading it. If only we had a way to capitalize on the innate interactiveness of the internet?
The slow lane of social media
Social media is the anti-campaign of marketing. I compare it to hanging out at a party, and just like you don't go to a New Year's Eve bash and actively look for Bob from State Farm because you need a new insurance plan, nobody on Facebook is actively looking to buy your junk. But if you engage people on-on-one in a virtual conversation, perhaps they will consider what you're selling. And will promote you on their Facebook page. And will tell their real-life friends. Which will help you gain more followers which you can engage in conversation. Over a competitor that doesn't listen to them.
And that takes time.
How much time? That depends on some factors:
Unfortunately, this line of thinking comes from the misconception that online marketing, especially through social media, is like a real-world advertising campaign. Traditionally, you can sell a product or service by hiring an agency to create some splashy print, radio or television spot and canvas the area in a well orchestrated campaign. People will see these adverts in one form or another and then come running to become new clients. You control the message with this "if you build it, they will come" approach.
Most of the time internet marketing doesn't work that way. Part of the reason comes from users having more control of content. They drive the conversation, and even if your website is produced by J. J. Abrams, people aren't going to come to you unless they they're asked. Now, we can increase our odds through Search Engine Optimization (SEO) and some web ads, but the guy with the mouse is always in charge. Think about all the times you closed a pop-up ad (usually after uttering some expletive) without even reading it. If only we had a way to capitalize on the innate interactiveness of the internet?
The slow lane of social media
Social media is the anti-campaign of marketing. I compare it to hanging out at a party, and just like you don't go to a New Year's Eve bash and actively look for Bob from State Farm because you need a new insurance plan, nobody on Facebook is actively looking to buy your junk. But if you engage people on-on-one in a virtual conversation, perhaps they will consider what you're selling. And will promote you on their Facebook page. And will tell their real-life friends. Which will help you gain more followers which you can engage in conversation. Over a competitor that doesn't listen to them.
And that takes time.
How much time? That depends on some factors:
- How recognizable are you in the marketplace? When people think of your product category or service provider, do they immediately think of your organization? If not, then you have more work to build up your reputation, and that takes time.
- Who's in charge? Hiring a full-time online marketing person or using a consultant will help you decrease the hours it will take for you to get a healthy online presence. Going alone is possible, but expect an uneven growth model, especially when a large project keeps you from updating your LinkedIn page for three weeks.
- How many platforms will you use? It's tempting to try and get on every social media platform ever made, but hold back. By concentrating on one or two platforms at a time until they are sufficient on their own, you have a greater chance of building up a following. Those who attempt to do it all have a greater chance of succumbing to media fatigue and abandoning their projects all together. Ask yourself this, is it better to have a small, but growing, network or dormant network sprawl?
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