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Five Lessons From Disneyland Paris

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I’m not sure whether Disneyland Paris felt like heaven or hell, I arrived back after a four day trip and it all seems a bit of a blur. What I do know is that it is a brilliant business and there are so many things that other businesses and brands could learn from what they do.

Here’s my top 5:
1. Everyone loves animals: cats, dogs, mice, ducks, fish, lions, warthogs, vultures, monkeys. It doesn’t matter as long as you make them human. Animals appeal to all ages and all classes. That’s why they’ve always worked in advertising and always will.
2. Make positives out of negatives. Who would have imagined you could make queuing part of the experience. Disneyland do. Their queue management is mind blowing. They keep you moving, they manage your expectations and they provide distractions. There’s no bad tempers, complaints, or queue rage, they just work very hard at making queuing bearable.
3. Make your product your advertising. When Mickey Mouse walks into the room he is a walking advert for the Mickey Mouse franchise and every child in the room runs over for a hug. Wouldn’t you like people to hug your advertising?
4. Do it big. Blow their minds. The Disneyland nightly firework display is simply awe-inspiring. They project onto the Disney Castle, have fireworks, music, flames, lasers, film, animation. Over the top: you bet but everyone loves it.
5. Classic is not the same as old-fashioned. Classic characters, classic ideas, classic themes. They are classic because they stand the test of time. If businesses spent more time trying to create ‘classic’ rather ‘cool’, their brands would be more substantial, more enduring and more successful.