Shanghai Disneyland and experiential marketing

                             Shanghai Disneyland and experiential marketing

As the list of every day events has been decided Shanghai Disneyland entered the final preparation stage. (Shanghai Daily, October 19 2015)

Disneyland is always be linked to happy experience. Therefore Disneyland is a typical sample for good experiential marketing. Experiential marketers view consumers as rational and emotional human beings who willing to gain pleasurable experiences (Schmitt 1999).

There are some examples mentioned in Be Our Guest include:

1.    Turning around misfortune: When a young child wait with a parent to go on a ride but find out not meet the height limit, Disney staff are permitted to hand out a special pass to the child that allows to skip to the front of the line of next ride.

2.    Ending the experience strong: Tram drivers in Disney will keep a simple list of what rows they work each morning which help guests to know what location they parked in and find their cars when leaving.

3.    Fulfilling unique needs: Disney created Special Assistance passes and train employees to identify and fulfill the needs of disabled guests without invasive questions.

Shanghai Disneyland will have world's longest parade, biggest Disney's castle and biggest Disney shop. Because of the increasingly demand of experiential marketing nowadays, whether Shanghai Disneyland will be successful or not depend on its service and experience provided.

According to the news before, Shanghai Disneyland already decide to provide wedding service for customers in the Disney's castle. It is actually a smart move. Meanwhile much still remains to be done.

Reference:

1.    Schmitt, B. (1999), Experiential Marketing. Journal of Marketing Management. Taylor & Francis Group

2.    Yang, J. (2015), Shanghai Disney to have world's longest parade. Shanghai Daily [Internet] Available from: < http://www.shanghaidaily.com/metro/Shanghai-Disney-to-have-worlds-longest-parade/shdaily.shtml> [Accessed 19 October 2015]

3.    Gregory, C. (2014) How Disney Creates Magical Experiences (and a 70% Return Rate). Helpscout [Internet] Available from: <http://www.helpscout.net/blog/disney-customer-experience/> [Accessed 19 October 2015]