Pixie Dust & Profits | Small Business Podcast for Disney Lovers

Episode 63: The Importance of Data in Your Small Biz

Jul 5, 2022

Join us as we talk all about Disney’s data collection skills using their Magic Bands and how our favorite place on earth makes something like *shudders* metrics actually FUN and interesting to study! We also pivot from Disney to discuss how YOU could use measurements to grow and understand your business.

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Text us! 207-203-6769 ✨

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Episode 62: Meeting Clients Where They Are

Jun 21, 2022

Episode 007 (not to be confused with Bond, James Bond) aired almost two and a half years ago. In Covid years that must be something like a decade, right? This episode was so important to us, and to all of you, because we talked all about meeting your clients where they’re at and the steps to take to ensure equal presence and opportunity amongst your client base.

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Galactic Starcruiser: Pricing Out Your Audience

Jun 7, 2022

We’ve talked about Disney’s pricey offers before when they rolled out their updated annual pass offers, and now we are going to dive in to their brand new hotel, Galactic Starcruiser. Designed like an interstellar cruise ship, guests embark on the starcruiser together for a 2-night excursion. If you peek out the windows, you will see space as if you are a part of a Star Wars mission. 

Want to know how much this two-night experience costs? $5,000+! Our jaws almost hit the floor with that announcement — but we have no doubt that Disney will fill up the experience in no time. Let’s talk about how Disney positioned their audience to buy into this experience, and how you can do the same with your customers.

Literally Out of This World

Disney guarantees an out-of-this-world experience at their one-of-a-kind Galactic Starcruiser hotel, but it’s still going to be a hard sell for many families (and even the biggest Star Wars fans).

Starting at $5,000, many of the activities and inclusions don’t feel super exciting to us, as you can get those similar dining and experiences at the parks. On the other hand, a really cool part of this experience is that you get to be a part of the storyline during this 2-day excursion. Different from the parks or a cruise ship, the cast members are interacting with you as characters from the movies, and you have a part to play during the experience! 

Disney knows this once-in-a-lifetime experience will be in high demand, which is probably why they priced it so high. They released pricing and initial details back in July 2021, with official booking available in early 2022. It’s a top-tier offer for their Star Wars fanatics, who have been anticipating this grand opening. 

It seems to be a one-and-done experience, as it’s the same storyline each time, so Disney will probably have to refresh their experience in the future. It’s an expensive operation for Disney to put on too, but it’s still not an offer that’s been an “easy yes” for us. At some point, we will probably bite the bullet and go experience it for ourselves!

Start Spreading the News

What does Disney’s $5,000 hotel stay have to do with your business? It teaches us a lot about how to sell a high-ticket offer.

When it comes to your audience and business, it’s so important to let them know about the offers you are going to be releasing (or promotions you have coming up) so they can be prepared and ready! (Especially for high-ticket items like booking a weekend at the Galactic Starcruiser.) Our tips? Leak your exciting new offers as early as you can! Make them feel like an insider with all the secret details, and let them know about the price range, too. You want your customers to be financially prepared when the release date comes around. 

Another thing to consider? The actual price point! We’ve talked about pricing with ascension models before, and you may be sick of hearing us talk about it – but they are so important! You’ve got to meet your audience where they are at. This Galactic Starcruiser hotel excursion is definitely for those in a higher income bracket — and that’s a different type of persona that Disney seems to be targeting with their recent shifts. 

But when you think about releasing high-ticket offers or products, think about your customers. You’ll have clients who need lower-cost items and clients who can pay out higher amounts. What are the differences? What are their pain points? What do they want out of a high-ticket experience? That’s going to be the key to really building the hype for them — so pay attention. It’s important to think through your target audience when releasing these types of offers. 

Are You Ready for Takeoff?

Do you think Disney’s Galactic Star cruiser hotel is ridiculous? Or pure genius? Would you go on this experience? We aren’t quite convinced yet! Text your fairy business godmothers at 207-203-6769 and tell us what you think! 

Don’t forget to subscribe to Pixie Dust & Profits and tune in each week, as we share more tips from the Mouse that can help you grow your small business. See ya real soon!

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Episode 61: Slow Seasons in Business

Jun 3, 2022

It’s so weird listening to episodes that aired in “pre-COVID times.” Episode 13 aired over two years ago! It seems like so much of the world, and how we work within it, has changed. We wanted to revisit this important episode, and the tips we shared in it, to remind you and ourselves that maybe things aren’t as different as they feel.

Download Episode 61 transcript right here

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Building Hype: Disney’s 50th Anniversary Celebration

May 24, 2022

Disney’s 50 Anniversary Celebration was one for the books – and we got to enjoy it more than once! Disney teased all the fun stuff they were going to roll out several months prior to kicking off the actual celebration in October of 2021. Based on how they celebrated their 25th Anniversary, we knew we would be in for a treat (but thankfully not the cake-decorated castle from 1996).

While we will definitely geek out over some of the things Disney did for their 50th Anniversary, we are also going to discuss how you can hype up your products and build fanfare for celebrations and milestones in your own business.

Anticipating the Celebration

Disney went all out leading up to their 50th Anniversary Celebration in October — but the preparation didn’t just start in October. They did quite a bit, including physical updates to the park and castle, teasing merchandise, adding special events and parades, and even creating new fireworks shows at Magic Kingdom and EPCOT.

Two months prior to the celebration’s start, they began showing off all the exclusive merchandise in August, with influencers wearing their gear and getting everyone hyped to purchase it for themselves. They went with a theme different from the standard Walt Disney World logo, branding, and colors to create something completely unique that really signified the 50th Anniversary.

With all of the anticipated events for the 50th Anniversary, Disney needed to find ways to get more people in because they’d been hiding it for so long. Add in everyone’s desire to get back to the parks post-pandemic, and now you have a limited exclusive event opportunity. Disney was even able to increase capacity limits after the height of the pandemic. They also announced they were doing away with Fast Passes and implementing Genie Plus in its place. This new product is great for people who want a more flexible “go-with-the-flow” type of experience at the parks as it gives you suggestions throughout the day, predicts wait times, and much more. (That doesn’t mean it doesn’t have its drawbacks, however, but we’ll reserve judgment on that for later.)

For advanced access to lines, you now have to pay an extra $15 per person, per day with a Lightning Pass. Their goal with both of these new tools was to help disperse crowds throughout the parks, making their guests’ experiences the best they could be. The previous launch of their Magic Bands was another product they released to improve the guest experience. We just hope that Genie Plus is a smooth launch, as there have been unfortunate struggles with Disney’s IT in the past! 

With new rides, limited-edition swag, and a brand new once-in-a-lifetime fireworks display, Disney lovers all over the globe couldn’t miss out on their celebration. But these massive changes don’t have to feel totally out of the realm of possibility for you. If you have a celebration coming up or want to create some big fanfare around a new offer or sale, you can pull that off with a few small changes.

Hype Up Your Customers

You can get your customers just as excited and hyped up for your products and launches as people waiting at the gates for Disney’s parks to open. Every milestone and product is worth celebrating — like hitting 10k followers or launching a brand new product. Smaller milestones like completing a certain number of orders on your site in a day or being able to take Fridays off in the summer are also things worth celebrating — and they’re things your audience can likely relate to or aspire to! Your customers will feel a sense of ownership in your success. They’ll feel like a part of it, and when you bring them in for the celebration, they become loyal advocates for your brand and continued success.

Take a look at the smaller touches Disney adds for things like their 50th Anniversary. They released a totally new logo and colors for the 50th Anniversary, but they also release new sub-brands for different seasons throughout the year, like new sweatshirts in the fall. 

In your business, think about how you can make small tweaks that feel custom to the season or specific to your audience — without overhauling everything entirely. 

​​Have you been offering the same products year after year? Maybe it’s time for a brand refresh or for new videos inside our program. Change up the colors, put a small twist on your customers’ favorite product, or perhaps update your content pillars. Ask yourself, does this align with what is going on in the world right now? Repurpose things you already have in your business that work! 

Bring Your Customers Along

As you start to refresh your offers or look at them in a new way, we want you to think about how you can build excitement and anticipation for your customers. Remember that, regardless of how big or small the milestone may be, your customers want to celebrate with you! 

Disney did an incredible job of building hype for their 50th Anniversary Celebration and creating FOMO that any Disney lover couldn’t resist. Consider the big and small ways you can create excitement with your customers by giving your beloved products a new look or launching a brand new offer! You might even consider things like giveaways for a business anniversary, discounts to celebrate milestones, and even freebies or bonuses if you hit a certain goal with a launch.

If you’re not sure which direction you should go or what you should really take a loot at first…. We recommend our Stop Squirrel Syndrome Workbook

Peter Pan knew the path he needed to take — the second star to the right, and straight on till morning! If you’re looking for a clear direction of what to do next in your business, check out our FREE Stop Squirrel Syndrome Workbook

It can hurt your business if you’re always chasing the next best “shiny” object you see or celebrating things that aren’t in line with your overall strategy (you don’t want to celebrate reaching a new level in your video game if video games have nothing to do with your brand). 

So, instead unlock this workbook and map out the projects that align with the most important areas of your business — so you’re doing the next right thing for your business and your customers!

Don’t forget to subscribe to Pixie Dust & Profits and tune in each week, as we share more tips from the Mouse that can help you grow your small business.

Be sure to follow us @pixiedustandprofits and text us at 207-203-6769 to ask your business fairy godmothers a question! It really is us who will respond.

See ya real soon.

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Frustrating Your Fans: A Cautionary Tale About Disney

May 10, 2022

In August of 2021, Disney announced that they were bringing back their annual pass holder program! Yay! But then… we read the fine print.

Previously, if you planned to go to Disney more than 10 days in one year, it was worth it to have this pass as the annual pass was equivalent in price to a 10 day park ticket. They’ve revamped the program, adding additional tiers where they are charging more for less, taking away perks that were historically included with the annual pass. 

We’re going to discuss the not-so-welcome changes to Disney’s Annual Pass program and better ways that you can unveil unwelcome — and even welcome — changes to your programs and products.

Breaking Down the Annual Pass

Before we dive into the new annual pass program, let’s back up a bit. Annual passes are not for every Disney fan, as you really need to be going to the parks for 10 days, sometimes less if you are taking separate trips, to make it worth your while. In the past, the annual pass holder program has been great for locals and for people who go essentially more than once a year. The other big bonus with annual passes in the past was that it came with perks. You received discounts at certain restaurants, off merchandise throughout the parks, and an included Photopass. 

So what’s new with these reinstated annual passes? There are now four types of non-local passes, two for Florida residents only, and the base prices of all passes have increased significantly. There are also “blackout dates” where you can’t use your pass, specifically high traffic times during the year like spring break and Christmas. We do love the new names and logos on the passes – something we can point out that Disney did right! But Magic Bands and water park access are extra costs, and there’s caps on park reservations, too. They are really pushing their customers to spend more at Disney, offering further incentives for staying on Disney property, like early access to the parks.

The takeaway here is that every business has to take a look at its business model and increase prices at some point. There are labor shortages, the cost of living and manufacturing prices are increasing, we have to consider the impact of the pandemic, and so on. All businesses have to figure out a way to stay profitable. However, we are begrudgingly renewing our annual passes – and it feels like they are “nickel and diming” things with these new passes. 

Before Increasing Prices…

When you are re-evaluating your business’s pricing or offers like Disney just did, you’ve got to take your most loyal customers into consideration. Do you really want them to be the ones taking the hardest hit?

As you’re building your offers, products, sales, and types of promotions think about how they will be perceived from your customer’s point of view. Doubling the price of your program may not increase your revenue because your pool of people who are going to buy into it might shrink drastically. 

Ask yourself: “Why am I increasing the price? What is the justification? Does my target audience change with these price increases?” 

We understand that Disney lost quite a bit of money because of the shutdowns that happened as a result of the pandemic. However, these price increases really ticked off so many of their biggest fans. We’ve heard many people say that Disney is no longer affordable for the average American family; it’s clear their target audience is changing as they are going after a more affluent customer base. 

Before you increase your prices, let your customers know that this is coming down the pipeline and explain why. With a few of our clients, when we had to increase prices due to excessive shipping costs and manufacturing increases, we’d let them know in advance – 30 to 60 day warnings. For the most part, people will understand if you give them a reasonable explanation and increase prices marginally.

Avoid Frustrating Your Fans

Disney definitely bummed out many of their most loyal customers with these changes to their revamped annual passes. While increasing prices is inevitable, no one wants to alienate and frustrate their best customers! We hope you take some of these ideas so you can better reveal changes happening with your products and offers. 

Don’t forget to subscribe to Pixie Dust & Profits and tune in each week, as we share more tips from the Mouse that can help you grow your small business. Be sure to follow us @pixiedustandprofits and check out magic.pixiedustandprofits.com for some free goodies! See ya real soon.

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Measuring the Mosquitos in Your Business

Apr 26, 2022

If you had to guess what brought us together several years ago, you would probably say our love of Disney, right? But actually, it was MOSQUITOS

More specifically, how Disney manages mosquitos on their property. If you’ve ever taken a trip to Florida, you know it’s pretty much “swampland.” So, why then when we’re at Disney, we rarely ever get bit?

We totally geeked out at how Disney manages this mosquito problem from an operational standpoint! Disney uses data to find pesky “hot spots” and adjusts its actions accordingly. Keep reading and we’ll teach you how to use metrics to make decisions in your business! 

Managing the Pests

Disney manages their mosquitos in a number of ways, but the most impactful way they keep these pesky bugs away is with chicken coops. The cool thing about chickens is they’re actually not prone to viruses like Zika and won’t get sick if they have it. Every day, they check these chickens and do little tests to see if they’ve been diagnosed with Zika or West Nile. If they find that these chickens are contracting viruses, they know there is an uptick of mosquitos in the area so they can implement measures to address it.

Avoiding chemicals to get rid of bugs was something Walt Disney wanted to avoid, as it would away from the safe environment he imagined Disney to be. So, they use a garlic spray because mosquitoes hate garlic! They have an entire task force dedicated to managing the mosquitos, and only treat the areas where the chickens are experiencing more bites, saving time and money! They use metrics and data, probably on some sort of dashboard, to wisely manage and use their resources to keep the mosquitoes away. 

Disney is also constructed in such a way that there is no standing water throughout their property, and slopes help to keep water from pooling. Water flows or has mechanisms to keep it moving so mosquitoes can’t settle and hatch their eggs. Additionally, the landscaping on the property allows for proper drainage, and flowers and herbs planted throughout naturally repel mosquitoes.  

Fight Fires Strategically

If you can’t tell by now, it is so important that you know how to measure various markers in your business. Often we will finish something up and think, I wonder how many people came through this funnel or how many people converted here? The thing is, if you don’t have the tools or the necessary means in place to capture that data, it’s going to be a lot more work later on to try and figure it out on the backend. We’ve been there, done that! 

Conversion rates, traffic to your site, clicks on trip funnels, opened emails – these are all markers to put in place so you can use data to make decisions for your business moving forward. How Disney handles the annoying mosquito population is a lot like tracking your business metrics.

Metrics Challenge

Nicole here! I developed a Metrics Challenge to help business owners like you figure out which metrics matter for your business, and how to use them to make advised and forward-focused decisions! I want to help you move from a place where you are tracking nothing to tracking something, and this really is a step-by-step guide to get you in the door to start thinking about using metrics to make decisions for your business. 

Think through this…If your ads are getting clicks, are they turning into leads? Are people actually putting their email addresses in or purchasing the thing that you sent them to? If they’re not, then that tells you there’s something wrong with the landing page because you’re getting clicks. People are getting there and they’re not moving to the next step. If they are going ahead and opting in, but they’re not buying the second offer, then there’s a problem with something on the second page. See how we are using the data to figure out where the disconnect is?

Diagnostics is really the heart of metrics. You can see where the drop-offs are happening and then understand where you need to focus your efforts, time, money, or hire support. Feeling like something isn’t working isn’t enough! You’ve got to take a look at your metrics, and this Metrics Challenge will help you get started. It’s the non-sexy stuff that honestly can result in the biggest life leaps and bounds in your business.

Use Your Data

Don’t let words like metrics, measurements, KPIs, or any of these words scare you! Disney has managed their mosquito situation by simply tracking its data and taking action when the numbers show an uptick in bites. By implementing markers and tracking data for your business, you will be able to better understand what is or isn’t working so you can optimize and improve your business, making it more profitable! 
Don’t forget to subscribe to Pixie Dust & Profits and tune in each week, as we share more tips from the Mouse that can help you grow your small business. Be sure to follow us @pixiedustandprofits and sign up for our mailing list to get some fun extras! See ya real soon.

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Creating New Products With What You Already Have

Apr 12, 2022

You may have found yourself planning a “staycation” over the last few years as a result of COVID restrictions around the globe. Disney, on the other hand, is always adapting – making the most of any environment they find themselves in!

We had the honor of interviewing Diane Barrowsmith of SixCastleCompany to discuss one of Disney’s innovative brand new offers that launches in the summer of 2022. Disney Cruise Lines are famous for enhancing the high seas, but recently they launched a brand new U.K. Staycations with Disney’s Magic at Sea! 

If you’re looking for some magical inspiration to help you pivot and innovate within your business with assets you already have, keep reading!

Disney’s Magic at Sea

Recently, Disney revealed exclusive UK Staycation cruises lasting 2-4 nights that depart from four different ports in the UK, float about at sea and then loop back to port. Previously, Disney only offered longer cruises leaving from the UK, lasting 7-14 days, but they were few and far between with a hefty price tag attached. With these new shorter cruise offerings, they are tapping into a new audience who may have wanted to give a Disney Cruise a shot in the past, but the buy in was too high. 

What’s really interesting is that Disney already offered a slightly similar model with cruises that depart from the U.S., going through the Bahamas. They are shorter trips without a stop at Castaway Cay, which is Disney’s privately owned island, but rather loop back to Port Canaveral in FL. Disney took what was already successful in the states and brought it over to a new audience in the UK!

It was also such an innovative move for Disney to make during the global pandemic. They found a way to make the Disney experience more accessible to their audiences. These UK cruises don’t leave the UK, going from one port and sailing back around, making people feel safe enough to invest in this unique experience. With the lower end price tag and time commitment, they are able to bring in a brand new audience who may not have otherwise been able to afford a Disney cruise. 

The Magic of a Disney Cruise

You may be surprised to hear that we have never actually been on a Disney cruise before! Yes, we know it’s shocking! Even as Vacation Club members who spend quite a bit of time at Disney, their cruises have a pretty big price tag that can be a deterrent, especially for new audiences.

A Disney cruise is typically for someone who’s been to Disney World and knows what to expect. These cruises stand apart from other typical cruise experiences, so there’s a higher price tag that comes along with this level of entertainment and service. Imagine cast members who cut up your kids’ food for you, servers who remember your drink orders, and who make an effort to really get to know your preferences during your voyage. There is a Broadway level of entertainment in the shows they offer, nurseries and kid’s clubs, along with adult only pools. They really provide an amazing balance for families with their wide variety of offerings and accommodations.

Adapt and Pivot Your Current Offers

While the specific details and prices of these exclusive UK cruises have yet to be released (Disney loves keeping us on our toes!), we can learn from how they use their current assets and offers their audiences already love.

Target a new audience

Ask yourself, where’s another audience that lines up with your current audience that you know you already have a base for? Disney took what was already working in the states with shorter cruise experiences and brought it over to the UK to tap into a new audience. Not only did they use an asset that they’ve already got, but they also encourage this new audience to book future Disney experiences without impacting the audience they already have over in the U.S.! For small businesses like your own, take a look at the assets that you have available and all the audiences that you could potentially tap into and how to match those things up. You may need to tweak and repackage your offer to fit this new audience, but you don’t need to start from scratch!

Ascension Models

We’ve talked so many times about ascension models and you may be thinking…Nicole and Yasmine keep on about these models. But it’s because they are so important! Quick refresh – an ascension model is a ladder of different value offerings that grow with the customer. 

Disney does this with their resorts, ticket offers, dining plans, and more. They used this model again to reach people who may have wanted to take a Disney cruise, but the price tag prevented them from doing so. These shorter UK exclusive staycation cruises appealed to a new audience, in hopes that they would taste a bit of the pixie dust magic on this quick Disney experience, leading them to return and try out Disneyland Paris or even make the trip to the states for Disney World or a longer Disney cruise! They bring people in at the bottom of their model, moving up until they become vacation club members like us!

Pivot your offers

When looking at your own products or services, if something’s not selling, it may not be because it’s not a good product. Perhaps you need to look at the environment it’s in, look at your product description page and how it’s being described. Especially if you have something that people might worry about in this COVID world right now, tweak it a little bit, make it sound safer and more trustworthy! 

Shift with the Seas

You don’t have to have it all figured out! Disney hasn’t even released prices and details for these exclusive UK cruises yet, as regulations and protocols are still ever changing in this COVID world. It kind of reminds us that not everything does go to plan that as a small business owner. The ability to shift and adapt as things out of your control come up emphasize that we can’t strive for perfection. Disney is constantly shifting and pivoting so they can keep bringing the magic to their audiences, no matter what the environment around looks like. 

Don’t forget to subscribe to Pixie Dust & Profits and tune in each week, as we share more tips from the Mouse that can help you grow your small business. And be sure to follow Diane @sixcastlecompany!

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Disney+: Behind the Attraction

Mar 29, 2022

Have you watched Disney’s show, Behind the Attraction? If not, now you know what you are doing tonight! But seriously, we couldn’t get enough of it. A peek behind Disney’s attractions? Count us in.

This new series on Disney+ tells the iconic stories behind rides at both Disneyland and Disney World. Disney’s ability to reimagine their characters, rides, and movies in new (and profitable) ways is truly amazing. And as Disney lovers, we continue to buy and consume their content through live-action remakes and new movie spin-offs, as they weave together their stories through multiple new mediums. 

Learn how Disney uses their magic to repackage and reinvent their characters and concepts so you can apply the same key principles to your small business.

Pulling Back the Curtain 

Creating happiness is hard work! Disney released their Imagineering Story right when Disney+ came out, taking viewers on a journey to see what it actually took to create, design, and build Disney parks all over the globe – a peek behind the parks’ curtains. Then, they released their newest documentary series, Behind the Attraction, where they share the stories of how various rides and attractions came to be. 

Disney is so smart in how they create something and then use that same intellectual property in a number of ways. At the same time Disney was filming Imagineering, we imagine they were brainstorming various ways they repurpose that content in a different light – and bravo! – We now have Behind the Attraction. 

Disney repurposes engineering ideas the same way they are now repurposing their content. Take Rise of the Resistance. They used the same technology from Tower of Terror to make the “free floating” feeling happen on Rise of the Resistance. If it works, it works! Instead of reinventing the wheel, they recycle what is working…what their customers are loving. And you can do the very same thing in your business. 

The Magic of Reinventions 

It’s not normal to talk about how to rethink something that already exists. As business owners, we’re trained to constantly be coming up with the “next big idea.” But Disney doesn’t listen to that bad advice. Just think: Disney has remade classic movies and characters we all love into new live actions! Lion King, Cinderella, and Cruella to name a few. Some people love them, some not so much, but we are total fans.

Over the years, Disney has also taken several of their attractions and used them as inspiration for new films: Jungle Cruise, Pirates of the Caribbean, Haunted Mansion. The most successful being Pirates of the Caribbean, where they made a blockbuster movies series from the original ride, and then went back and updated the ride to match the movie!

In your business, think about where you have existing content or an existing product that you could create a spinoff from. Maybe you have an origin story, but perhaps you could share a different path you haven’t yet revealed or divvy it up. Could you take your YouTube video and cut it up to share it on Instagram Stories or on a Live? Ask for yourself: How can you reuse things in different ways?

Also consider how you can look at things from a new perspective: Twenty-five years after 101 Dalmations came out, Disney made a new movie featuring Cruella, revealing her backstory. They did this same thing with Maleficent, and now they have Disney Villains after-hours, a separately ticketed, special nighttime event showcasing some of Disney’s most-loved villains. Who would have thought we would be so in love with even the baddies’ backstories! It’s so complex how they resell us on yet another experience from the same movie characters and concepts. Disney keeps making money, using the same intellectual property and repacking it in so many different mediums.

Leveraging your IP 

Let’s dive into how you can leverage your intellectual property (IP) by recreating and repacking your concepts, ideas, and products. 

Sell the Inverse

For those of you with products, think about selling the inverse of your best-selling product. Take a T-shirt, for example. Hold it up to a black light and do the inverse of it! 

Reapply Frameworks

For service-based businesses, think about how you can take the frameworks you apply to the work you do and put a different spin on it. Here at Pixie Dust & Profits, we teach a similar framework whether our client has a million dollar business or operates a smaller revenue producing business. We can apply the same principles to multiple mediums rather than starting at ground zero, trying to reinvent the wheel.  

Ask for Feedback

Speak to your spouse or friend for some new ideas or feedback on your current offers and see what ideas they have. Take it to a mastermind, or ask other business owners for their feedback! Sometimes, it’s much easier for someone on the outside to see things differently than you. 

Look Through a Different Lens

Go watch Cruella and ask… What would she say about this product? Okay, okay, it may seem like a silly suggestion! But it truly can help you to look through a different lens into your business. 

Use What Your Customer Already Love

Disney is so smart with how they create something and then use that intellectual property in a number of ways. But it’s not just big businesses like Disney that can do this. You can take your ideas and concepts in your business and repackage them in a number of ways! We can’t wait to see what you create next. 

Make sure to subscribe to Pixie Dust & Profits and tune in each week, as we share more tips from the Mouse that can help you grow your small business.

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Episode 60: Make Your Business “Stick(y)”! (Transcript)

Mar 15, 2022

Intro (00:01):
Pixie Dust and Profits is a podcast for small business owners who love Disney and want to sprinkle some of that magic onto their own businesses. Join your host, Nicole Boucher, and Yasmine Spencer. As they explore the mouse’s $12.6 billion operation and break down exactly how you can apply these big scale concepts to your own business.

Nicole (00:26):
Hello everyone. And welcome to this week’s episode of pixie dust and profits. I’m Nicole

Yasmine (00:32):
And I’m Yasin.

Nicole (00:33):
And we can’t wait to break down some Disney magic for your small business this week. We’re talking about making things sticky and you know, what really inspired this is actually some, some stickers at the airport in Orlando. I was there recently for pixie dust, live intensive with Yas and a couple of women and walking through the airport. I just saw how they have themed so much around the 50th Ann of our at Disney world. So if you have not seen pictures or traveled to Disney since the 50th, as soon as you get off the plane and you head to the people mover, there’s probably a real name for that, but I will forever think of it as the people mover or monorail of some sort,

Yasmine (01:18):
The Orlando airport people mover.

Nicole (01:20):
Right, right. It’s not fun. But you get to hear the mayor tell you the, the same little speech about welcome to Orlando. And that’s always like the first interaction you have when you land. Right? So there’s like strong excitement around I’m on vacation. I’m here. When you’re from the north, you’re instantly like, oh, it is warmer in here. It is more humid here. And your first view of these monorails is all of these decals. They have across the entire siding of the windows of all the 50th anniversary statues, there’s, you know, Simba and Bo pee. And they have all these beautiful things showing how important the 50th is. Now, mind you, Disney is not the only thing in the Orlando area, but it totally seems that way when you get off the plane. And so this is all about being sticky and it didn’t stop there. After I left the airport, I was on the road, cuz I got a rental car and I’m driving to our resort and there were 50th anniversary license plates all over the cars on my way to Disney. There’s just, it, it was just this feeling of like it’s everywhere. They’re making it seem so important.

Yasmine (02:33):
And, and those are locals who are getting the special 50th anniversary edition because they love Disney that much. So like not only is it sticky in the sense that like you can’t quite escape. The fact that Disney has turned 50 years old, people are promoting it and they’re excited to.

Nicole (02:49):
Yeah. And you know, it doesn’t even stop there. Right? So I have a Disney visa credit card because why wouldn’t I earn Disney rewards every time I go to the grocery store? Ya unfortunately cannot because she’s in Canada, but they,

Yasmine (03:02):
I was about to say, you, you wouldn’t, if you’re Canadian.

Nicole (03:05):
So they sent a letter in the mail probably two months ago, that was like, Hey, did you know that you could change your card? Like the graphic on your card anytime you want. And by the way, here’s the near 50th anniversary version of the card. And I, I said, yeah, I want that because my card had a picture of Disneyland and I always felt a little off because I have never actually been to Disneyland. But that, it’s just the stickiness of that same logo, those same colors, which don’t even get me started in the colors. I love the colors for the 50th, but it just keeps reappearing in all these different facets of life and in your surroundings, which gives you the importance of it. Right? So they’re pushing this hard. They’re making sure you know, that it’s a special education event. They’re making sure it sticks in your head. And especially where it says the 50th, even though most Disney people know that this is an 18 month long celebration. It’s not just for the year. You are, you are told, get here, get here. Now this is limited time. These special gold, you know, elements everywhere, the 50th stuff everywhere it’s gonna be gone

Yasmine (04:15):
And you don’t wanna miss it. And the reason like why Disney extends it so long and celebrates for a year and a a half is because they have to really accommodate all people’s like times to attend. If they just did it, you know, the month of October in 2021, a lot of us would’ve missed out, but like they’re encouraging you to take it home with you. As we were talking, I held up my phone case that I got at Disney world for Nicole to see and sure enough, it has a 50th auto key on it. Is that what they’re called Otter box and a 50th anniversary pop socket that I got. That’s like glittery. It has the castle, the number 50 there’s like rhinestones totally up my alley. But like I took it home with me, the spirit jerseys we got in a call, those were 50th edition and, and there wanted to take a piece of, yes, it’s really convenient for us. That Disney took inspiration from pixie dust and profits broke palette for the 50th anniversary.

Nicole (05:10):
Oh, well, and it was just my birthday. So my husband is always looking for new things for me and many ears are a great, safe bet. So he went to go see what was out there and surprised me with these 50th anniversary years that are like leather gold. They’re, they’re gorgeous. I don’t know if I can wear them in the parks because I worry about losing them, but you know, their 50th anniversary ears. So if

Yasmine (05:38):
You worry lounge,

Nicole (05:39):
Yeah. I mean, if you wear them outside of this year, is it cool or is it not like, you know, now then

Yasmine (05:44):
It’s vintage,

Nicole (05:45):
Right? It’s vintage. So, you know, they are totally capitalizing on all of this. We have been to Disney and we went in October with pixie dustslive. We went in January just for a day with the pixie dusts live intensive. And in October, when all of us had first launched, they were really struggling with the supply chain of having all of these things in stock. So they built up all of this demand and did not have the supply, which is not a great not a great way to handle anything. They ran out of the light up ears. I think they still don’t have those in stock. And it’s February, March now. So it’s great to make things sticky, but make sure you can deliver on it.

Yasmine (06:25):
So Nicole, why don’t we talk a little bit about how everyone at home can make things in their business a little bit more sticky? Well, one way right off the bat is Disney’s theme across the board is consistent. So they’re delivering what I just said, a consistent brand identity. So everywhere you go, if you see the air quotes, iridescence color palette, you know, it’s 50th related and you kind of want some of that consistency with your brand. I mean, the products that you create, if you’re a product maker, are they uniquely, you does your brand or your aesthetic come through and everything that you put out there, the content and marketing that you put out again, does it align with your brand aesthetic or are you kind of all over the place when you’re not recognizable? It makes it harder for people to find you again. And I can’t tell you how many times I’ve been scrolling for through saw like a pair of ears or something that I like from a small shop or even a service provider. And if their brand or something unique about them, didn’t stick out to me. Sometimes. I just forget when I wanna go back and well, they potentially lost me as a customer, so right.

Nicole (07:36):
You start digging through the section you spoke that says ads you clicked on. Yes. I’m hoping, trying to find it. You can find it. Yeah. But I hate that feeling when you’re like, I know that case I wanted, I don’t remember the maker. How did I find her before? Yeah, it’s really important to be consistent. And the look at Disney Disney has so many things that can be promoting. They have a new cruise ship. They have the gala Dick star cruiser, which we previously talked about. There are so many things they could be promoting, but above all of that, there one message is the 50th, the 50th, the 50th, you hear it over and over again. And so when you think about the fact that you have subbrands or multiple products, it’s still, what’s the overarching thing above that, that P people will remember you for. What’s the tagline, what’s the slogan. What’s, you know what, what’s that one thing, because they’re gonna remember that when they need the product, they remember you talking about and they’ll be like, oh, who’s that person that says, you know, humans first business, second, who’s that person

Yasmine (08:36):
Who says you need a uniquely new business, Nicole. That is that us? I think so. Yeah. So the other way that you can be stickies is through the customer experience that you deliver, when you create a lasting impression on people, they come back and we’ve experienced it in our businesses. We’ve had clients refer us out time and time again. I mean, I don’t think Nicole, you and I haven’t actually like sought out clients in the past couple years. Everyone has come through referrals essentially. Right?

Nicole (09:07):
Yeah. And I mean, my longest clients I’ve been with for four or five years and we can do some amazing things together because we know the business so well that it’s okay. We’re not like starting from the ground up. We know what works, we know what doesn’t. We have processes in place to revisit the goods, the bads, the inspirations, the dreams and goals every year. So it feels easier and easier to redo the things that work or relaunch the products that do well and go from there. So, you know, when you keep getting good results and you’re really consistent, you get the referrals and then you build another relationship with another client that goes on. And I mean, that’s part of the reason why we love pixie dust and the party membership that we have because we get to build relationships with people in a different four. That’s not necessarily us implementing these huge strategies, but it is informing people directly knowing what their business is, knowing their audiences. We can give them much better information than possibly following a course somewhere that probably costs the same amount as the party.

Yasmine (10:13):
Yeah. Other ways that you can deliver that really positive experience for your customers is in the after purchase experience. So we talked about having a great post purchase sequence when someone buys a product, whether if it’s a service from you or like a digital product, and if you’re a product maker creating that really great experience when they open up their package, when you mails something that’s super duper important, too. For example, I have started a product based business recently I’ll share the details at some point in the future, what it works within an episode, but I’ve had one customer literally buy from me 10 times in the past, like two and a half months. And it’s because she loves the experience. She, how I work with her when she comes to me for recommendations, I’ve given her an amazing customer experience in her words. And that I put thought and care into everything that I deliver to her.

Yasmine (11:07):
And she just loves opening up the packages. And to me, that’s literally the greatest compliment that I could get, because that’s the experience that I want people to have and to get some, to buy 10 times in like two and a half months, that’s a huge win for any product based businesses. So I look to the feedback that she’s given me and try to think, okay, how can I really build and extrapolate this across the board for every single customer that purchases for my business. And you know, it’s not always easy, but paying attention to the things have impact is so key in every business, because that’s how you can scale more effectively or like increase the, I wanna say the impact, but like not the impact, like the, should I say the return? Yeah, yeah. Increase the return that you have in your business based on the effort that you put into it,

Nicole (11:57):
We can have, we probably already have another episode entirely on that, those relationships and, and treating each customer like they’re your only customer and the difference that that makes, and it does leave a lasting impression. When you think about Disney, you’re thinking about a scale of how do they leave a lasting impression on the thousands of people that come every day and they can’t do that personalized experience really. And it’s little things like you, you guys know how many trips we have taken, but you know, just going to see VECO and the sphere is glowing into different colors that match the 50th. That’s a completely different experience. It’s lasting to me like that looks different than the last trip. This is special. The new firework shows all of those things make it special and every trip is completely different. So it’s leaving those lasting impressions. Even something as simple as the art festival that we went to, the dishes are different. So they’re different from when I went to the art festival last year, we enjoyed some of our old favorites, but we brought in new things and there were things themed for the 50th. It’s, it’s a lot of fun and that’s how they continually impressed.

Yasmine (13:09):
But like the other interesting thing that Disney does is there are so many unique experiences to the 50th that it makes you want to try it all because once it’s gone, it’s gone. So there’s a scarcity as well that they’re able to push through this, which I mean, it’s worked on us.

Nicole (13:30):
All right. So in your business, the one thing that you can do is a takeaway from this is to talk about your stuff five times more than you think you should put it inside your planner. Talk about one of my products or my overarching tagline this week, like Tuesday what’s today is Tuesday. So pick Thursday, you know, go and put that in your planner, put it on your Asana, wherever you keep yourself on track. Talk about one of your products, your services, your overarching, like philosophy around things. And then do it again on Monday. And then do it again on Wednesday. Talk about your stuff, because we don’t talk about it enough. We are guilty of this as well. We’re telling you this and we it’s something that we’re working on. So talk about your things.

Yasmine (14:18):
Speaking of not talking about our stuff we have something really cool coming up.

Nicole (14:27):
All right. You’ve probably heard that you can create more impact by doing less, but how exactly do you do that? We’ll let you know. We have a masterclass coming up on March 24th, and we want you to join us for it. We’ll help you stop spinning your wheels and find some focus so you can decide on your next right move.

Yasmine (14:48):
So if you wanna join us live, sign up at pixiedustandprofits.com/masterclass.

Nicole (14:55):
Can’t wait to see you there.

Nicole (14:59):
All right. So make sure you join that masterclass. If you’re looking for support and focus. Now, this is the last episode of this season, which I don’t know how it’s come that quickly, but it, you can keep in touch with us on Patreon. And that’s where you’re gonna get some behind-the-scenes content. Even when the season is over, you can find us at pixiedustandprofits.com/patreon. They’ll also be in the show notes. We will do a summer series, which will have fast tidbits for you for your business, just to make sure you’re keeping up with everything as your business goes through the summer, which sometimes can be slower, but for other audiences maybe a little bit busier. So thank you so much for joining us. And don’t forget to follow us on Instagram @pixiedustandprofits. We’ll see you real soon.

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