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When you go to a theme park, do you spend time waiting on the best rides and rollercoasters? Or do you bypass them and go for the more sedate ones with the lesser crowd? Or don’t you go for the rides, more the experience of an enjoyable day out with friends and family?
If you’re like me, you’ll happily wait for an hour (or more) for the fastest rollercoaster, or the one with the biggest drop, or any of the other thrillseeker-type rides. It’s a no-brainer, and if I have to wait to enjoy it, so be it.
Yet is it really a no-brainer?
Think about why you want to ride that rollercoaster, or go on that attraction that shoots you 150-feet in the air before bringing you crashing down to earth in a matter of seconds. Is it because of your adventurous side, or is it because of the way the ride has been sold to you? Are the words “‘death-defying”, “ultimate thrill ride” and “your fear is all that stops you” the real reason that you’re in the park?
Theme park operators are some of the canniest minds in marketing. They know how to reach their target audience and they know exactly which buttons to press to get that audience into their parks. And with theme park technology advancing at such a fast pace, hitting your mark is what separates the must-visit theme parks from the sympathy stop-off when there’s nothing better to do.
Own Your Theme Park.
How are you communicating with your target audience? Do you offer the most exciting rides and the reason why customers should choose your business over the competing one? You need to make sure that your customers are happy to stay in your line – you need to offer them an end result that blows them away.
You may not have the fastest ride; you may not have the biggest; but if you have the best (or at least the best in the eyes of your customers) then you’ll fill your theme park up regularly. So, how do you make your ride the star attraction?
Offer choices. A theme park would be nothing if there was just one ride, no matter how exciting it was. The ones with the most visitors get them for a reason – choice.
Your customers are no different – but are you catering to them, or excluding them? Do your products cater to left-handed people, for example? If not, you can knock 10% from your potential sales figures immediately. Are you excluding minorities? Are there different sizes or designs for the same product? If not, should there be?
Look at what you offer and ask yourself if you can offer alternatives for those that need it. Use analytics and market research to understand your audience and what they’re buying. More importantly, understand what they’re not buying and why.
There are thousands of theme parks all vying for your visitors. Are you giving a reason why yours is the best?
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While I enjoyed reading your post and I agree with you I think many clients/brands try too much to create an amusing park beyond their capabilities.
It is a nice practice to ask yourself if you've positioned your product as it should be. If the promise you're giving to your customers is the right one (knowing the good & bad sides of your product) but the key driver should not be to create the biggest park in the area (what our client usually want to do despite the fact that they cannot afford it) but rather to create the most interesting one. One from which the majority of the visitors will go home satisfied. And you should keep in mind that some will go home a bit sad.
Lenart Rudel's Recent post…Naredi povezavo na poljuben del YouTube videa
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I love the analogy. It can be difficult with all the competition out there to separate yourself from the everybody else. But I suppose that type of thinking will get you nowhere fast. I have to think about what I offer that others don't, or at least how to attract business in a way others haven't thought of. I'll let you know what I come up with
Jennifer Larson's Recent post…Keying In To The Proper Keywords For Your Blog
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While I enjoyed reading your post and I agree with you I think many clients/brands try too much to create an amusing park beyond their capabilities.
It is a nice practice to ask yourself if you've positioned your product as it should be. If the promise you're giving to your customers is the right one (knowing the good & bad sides of your product) but the key driver should not be to create the biggest park in the area (what our client usually want to do despite the fact that they cannot afford it) but rather to create the most interesting one. One from which the majority of the visitors will go home satisfied. And you should keep in mind that some will go home a bit sad.
Lenart Rudel's Recent post…Naredi povezavo na poljuben del YouTube videa
I agree, Lenart – as I mention, aiming to be the best as opposed to the biggest is a more realistic challenge and something that all companies can aim for in their niche. Offering better choice, better service, better support – make yourself stand out from the others.
Of course, as you say, you won't please everyone all of the time, but as long as you offer the best you can, no-one can ask for more.
I love the analogy. It can be difficult with all the competition out there to separate yourself from the everybody else. But I suppose that type of thinking will get you nowhere fast. I have to think about what I offer that others don't, or at least how to attract business in a way others haven't thought of. I'll let you know what I come up with
Jennifer Larson's Recent post…Keying In To The Proper Keywords For Your Blog
Theme parks and rollercoasters can offer some of the most exciting moments in our lives. Yet they can also teach us a lot about business branding and marketing.
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Theme parks and rollercoasters can offer some of the most exciting moments in our lives. Yet they can also teach us a lot about business branding and marketing.
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Theme parks and rollercoasters can offer some of the most exciting moments in our lives. Yet they can also teach us a lot about business branding and marketing.
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There's a reason that the most successful businesses are the ones with the keenest ears, and you've just said why. Even if it's just a question on a corporate website about "What are your wishes?" to customers, that can make an immense difference to how that business is viewed. Everyone likes to be listened to – and we appreciate those that do more.
Glad you enjoy the blog. Of course, now you've put me under pressure to perform…
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Hi Danny
People want to have a good experience.
key lesson from Disney:
When there is both pain and pleasure associated with your service, work extremely hard to separate them. remember it when designing or creating content for your site
lucio's Recent post…I’m watching you Mumbrella
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If you ask me, I'd do all of them. I mean, I had bypassed the best rides just to keep myself engaged, avoid them all and spend time waiting.
And yes, you are right. When I did wait, it is time worth spending…
Creating the best user experience should be the goal. That reminds me of a good web designer firm and freelancer. On one hand, you work with a group of professionals, everything is done in a very formal manner. When hiring a freelancer, often times I am the only client at that time so I get the whole attention which is also an experience many people prefer.
While I agree you must provide a wide variety of choices, but at times you should focus. As long as you can make your customers happy, taking the extra mile to make sure that happens sometimes is far more important than making all parties happy.
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For sure – variety is good but keep the quality at the same time. Focusing on your goals will only cement that relationship.
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There's a reason that the most successful businesses are the ones with the keenest ears, and you've just said why. Even if it's just a question on a corporate website about "What are your wishes?" to customers, that can make an immense difference to how that business is viewed. Everyone likes to be listened to – and we appreciate those that do more.
Glad you enjoy the blog. Of course, now you've put me under pressure to perform…
Hi Danny
People want to have a good experience.
key lesson from Disney:
When there is both pain and pleasure associated with your service, work extremely hard to separate them. remember it when designing or creating content for your site
lucio's Recent post…I’m watching you Mumbrella
If you ask me, I'd do all of them. I mean, I had bypassed the best rides just to keep myself engaged, avoid them all and spend time waiting.
And yes, you are right. When I did wait, it is time worth spending…
Creating the best user experience should be the goal. That reminds me of a good web designer firm and freelancer. On one hand, you work with a group of professionals, everything is done in a very formal manner. When hiring a freelancer, often times I am the only client at that time so I get the whole attention which is also an experience many people prefer.
While I agree you must provide a wide variety of choices, but at times you should focus. As long as you can make your customers happy, taking the extra mile to make sure that happens sometimes is far more important than making all parties happy.
For sure – variety is good but keep the quality at the same time. Focusing on your goals will only cement that relationship.
Great analogy Danny…and great post. I'm a big fan of listening to your audience first, then talking with them about what their needs are.
A bit off topic: I usually skim articles / blog posts…but I seem to be drawn to your posts and read them in their entirety. Keep up the great writing!
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I agree, Lenart – as I mention, aiming to be the best as opposed to the biggest is a more realistic challenge and something that all companies can aim for in their niche. Offering better choice, better service, better support – make yourself stand out from the others.
Of course, as you say, you won't please everyone all of the time, but as long as you offer the best you can, no-one can ask for more.
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It's also incredibly cost-effective, Jennifer. While your competitors may be spending thousands on a marketing or ad campaign, you can be offering real-time and value-based services and options. Even the simplest ideas can make a big difference.
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Twitter: ericdbrown
Great analogy Danny…and great post. I'm a big fan of listening to your audience first, then talking with them about what their needs are.
A bit off topic: I usually skim articles / blog posts…but I seem to be drawn to your posts and read them in their entirety. Keep up the great writing!
It's also incredibly cost-effective, Jennifer. While your competitors may be spending thousands on a marketing or ad campaign, you can be offering real-time and value-based services and options. Even the simplest ideas can make a big difference.
creative comparison! PS-love those roller-coasters
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creative comparison! PS-love those roller-coasters