A Girl, My Shoes and a Mouse

February 19, 2011

in Business

Disney has recently started a campaign to capture kids that are still in the womb! Whether it is a genius marketing idea or just plain brainwashing, the giant media conglomerate knows how to reach its target audience.

I have to admit, the Mouse House sure knows how to market. Disney has its marketing techniques down to a science – its case studies could probably fill volumes. Its marketing gurus study their target consumers, figure out what those consumers want, and give them what they want. That is the most basic of marketing concepts.

Give the customer what he wants, and later he will think it’s what he needs.

The other day, my girlfriend and her toddler daughter came for a visit. No sooner did they walk through the door that the little girl saw my fuzzy pink slippers, rip off her shoes, and put the fuzzies on! It was amusing, and it made me think, “She’s only 2, but the girl that she is loves footwear!”

This little girl knows what she likes. And she went after it. No cajoling or bribing required.

Consumers are still people who know what they want, want what they want, and (if truth be told) love the entire process of being courted in the marketplace. But they are bombarded on a daily basis with all kinds of marketing messages. From sun up to sun down, they are surrounded by billboards, bus signs, shop windows, posters, TV and radio commercials, pop-ups, and even the occasional banner-toting airplane. The consumer is grabbed, startled, and jolted into looking and, hopefully purchasing.

The more savvy marketer will, like Disney, study his subject. Figure out what that subject wants, and then delivers. No hard sell there. Pure marketing – at its best.

Back to my friend’s 2-year-old. After a nice lunch and a quick jaunt at the neighborhood park, we came back to my apartment to relax. I had recently purchased a great pair of platform shoes that I wanted to show my girlfriend. Yes, you guessed it, the little girl saw my heels, stopped what she was doing, squealed with delight and proceeded to slip her tiny feet in my lady-size sandals.


Though this pint-size diva is only 2, she already knows a great pair of shoes when she sees them. Not that I think its wise to start a line of toddler stilettos, but the point is, know your target audience: what they want, what makes them squeal with excitement, and be the one to offer them your product or service. Plain and simple.

It’s all about a girl and her shoes…

Alex@Jocuri February 20, 2011 at 10:47 am

When Disney won’t know how to market for children then the world will come to an end. I think the fact that they have tons of experience and most importantly they know that parents are most of the time influenced by toddlers puts them in the front line of all things that involve kids.

Also, because they know what children want, they deliver it exactly to their target with their awesome campaigns with cartoons and their Disneyland.

Donina Ifurung February 21, 2011 at 1:10 pm

Hi Alex:
Disney is definitely a study in the art of marketing to its audience. As a former Disney employee, I know first-hand how huge their marketing tactics are.

Thanks for commenting.

Christian Andrews February 19, 2011 at 10:41 am

It’s all marketing for Disney. If they really cared about babies, they would stop their corporate sponsorship of Planned Parenthood, the world’s formost abortion provider.

Donina Ifurung February 21, 2011 at 1:08 pm

Yes, Christian, I agree. Marketing is Disney’s way to draw people to their products and services. And it works!
Thanks for writing.

Lennart Heleander@Property Marbella February 19, 2011 at 2:01 am

Hi Donina,
Without knowing the background, it tends to be, “Like master, like dig”. A child’s views and interests are often a mirror of the mother or father. The apple not does case far from the tree. :)

Donina Ifurung February 21, 2011 at 1:06 pm

Hi Lennart;
Yes, sometimes it is true that the apple does not fall far from the tree. I think in this case, marketing, if done correctly can get people to want/ like/ desire what you offer.
Thanks for your feedback!

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