July 17, 1955: Disneyland televised its grand opening in Anaheim, California. Where would the promotional products industry be if not for the influence of Walt Disney? The Disney empire is undoubtedly one of the strongest examples of successful promotional merchandise as a brand-building tool. Did you know that over 14 million tourists pass through Disneyland annually? And that they spend about $3 billion at the park?
The goal of any company or organization is to generate a recognizable image for their brand, and Disney has certainly generated a formula for success that all of us in the marketing world hold in high esteem. From branded apparel to patented technology, Disney’s brand portfolio encompasses an enormous selection of promotional goods. Just the sight of Mickey Mouse ears is enough to cause many consumers to reminisce about their personal experiences with the animated legend and his fictional acquaintances.
Now it would be impossible for any brand to replicate Disney’s rise to prominence, but there are some aspects of the promotional powerhouse’s journey to the top that can be applied to any business.
For example, creativity can be a great way to capture peoples’ hearts and loyalty. Disney’s original idea to open a theme park was unlike anything the world had ever seen, immediately causing a sensation. You can employ similar tactics by thinking outside of the box to surprise and impress your clientele and employees. There are a finite amount of promotional products available on the market, but imprinting these items with your customized logo and message are what make them memorable. The possibilities of designing a completely new and distinctive campaign are endless, and the originality you incorporate into your promotional products purchase will be sure to breed positive buzz for your brand. Whether you opt for unique promotional products, or decide to take advantage of our tried and true best selling promotional products, you can make these items one-of-a-kind giveaways through the content you choose to imprint on them.
Disney also makes an enormous variety of promotional products available to consumers worldwide through their retail stores and outlets. This level of outreach is absolutely not appropriate for the majority of corporations in existence, but the more options you add into your selection of promotional products, the better. Your customers and employees are a diverse group, and an automotive item or fashion tote may not appeal to your entire target market. Try to order products with specific recipients in mind, and even consider choosing two independent sets of products to feature as part of the same campaign or promotion.
Finally, we all relish the opportunity to reflect on our youth, so think about the logo imprinted toys and games you could distribute to workers or patrons- take a page out of Disney’s book and look for promotional products that will integrate fun and magic into your corporate image!
Dana
Marketing Assistant
