It's my fault which makes it hard to blame the Magic Kingdom for all the Disney World directed digital marketing that we've been recently lately. A few weeks ago, I went to www.disneyworld.com to look into a potential hotel reservation for President's Week break next year. I didn't book anything but the search obviously triggering something in Disney's CRM.
At our family e-mail address, which we likely provided on a previous vacation, we've gotten three different "Dear Verbraska Family" messages showing the dates and resort I had searched and inviting us to visit in the most cheery terms. One message had attractive photos of the selected Polynesian Resort, another promoting a special event during President's Week, and a third with 'special rates' for theme park tickets. A customer service phone number and link to complete the searched reservation were prominent in the e-mail communications.
Can't be sure it's related but at the same time we also received a couple emails advertising Delta Air Lines flights to Florida, specifically Orlando where Disney World is located! And it seemed that Google searches around the same time generated more Disney vacations advertisements than would be reasonably expected.
A few months ago, I met the Disney Parks & Attractions SVP of Revenue Management who told me that if you have visited one of the company's resorts, Disney "knows more about you than you know about yourself" and will "proactively" provide information based on your inquiries and overall pattern of vacation planning. How they do this he did not say. Disney certainly had me tracked, delivered engaging follow-up marketing, made it easy to convert interest to sale, but we're NOT going to Disney World in February.
No comments:
Post a Comment