thanks for the great feedback. Now that the dust is settling on D23, the marketing component of this initiative is become more prevalent. I agree with your proposed target market, but I hope that they feature more in park content in the future to keep us “park visitors” happy. I really liked my first edition of twenty three, but I would of liked to of seen for focus on the theme parks.

I look forward to reflecting back in 12 months time and seeing how this promotion evolves.

Aj

If you ARE a D23 member, you get the quarterly delivered (a bonus for me), discounted admission to the Expo (not for me), and special D23-branded merchandise for purchase. The membership card, welcome kit, and lithograph are icing on the cake, IMO.

Also are the “to come” special benefits, like the to-be-detailed screening of Up… and more that has yet to be announced, like other “surprise” events in the parks.

For me, the icing is worth $11, since I was going to get the quarterly anyway.

Great post, AJ… it appears in this marketer’s view that Disney has a target audience with D23, but it isn’t the rabid Disney Park fan; rather it’s the more-than-casual Disney fan, but one that hasn’t quite gone to the next level to attending MagicMeets or Mousefest (RIP) or Westfest or NFFC.

Just my 2¢.

I personally believe that they have seen a business opportunity within the online community and they have tried to combine a revenue generating initiative with a fan club offering.

This is a strange combination of objectives and it will be very interesting to see if these two intentions can live together in harmony.

As a businessperson, I totally understand the need for a focus on the bottom line, but I have doubts that you can promote a fan initiative to reward your loyal customers whilst charging a premium price for participation, especially in today’s challenging economic environment.

It will be very interesting to see what the take up rates are in the first year.

All the best,

Aj

The other half would be the “numbers”.

How many Disney Fans (or fanatics for that matter) are in the US? Canada? Worldwide?

How many families have never been to a Disney Park?

We are definitely in the first group, we’ve been about 13 times in the last 22 years. We were there recently when D23 was released and bought our first magazine. We felt that the quality was so nice and justified the cost of membership and joined up. We have been to non-Disney sponsored events and have many books, artwork, and memorabilia and would classify ourselves as avid fans.

However, this last trip to WDW was the most expensive trip we’ve ever had. Even with the promotion of free extra nights and the $200 gift card, we still spent way more than we had planned to. This trip also had fewer people in my family attending, we usually have 4 (all considered adults by Disney pricing).

It has made us think hard about how addicted we are with Disney and getting our “fix” to attend the parks like you mentioned. We had planned it well in advance but the costs of visiting continue to increase even with their travel promotions. We won’t be back to WDW for some time and hope that we can create a less expensive trip to visit Disneyland instead.

I would definitely appreciate some deals on annual passes, or some loyalty program benefits. You’re right about loyal customers spending more if they feel like they’re getting a deal in return. I understand the costs of maintenance, payroll, and marketing, but I think it’s a great opportunity to look at increasing revenue with loyalty programs. I was a member of Club Disney at one point which was a discount program for corporations and I really enjoyed it.

As far as the families who have never been, we know many people at my daughter’s school and dance program who have never been. They would never consider going due to the high costs of the trip. The might be consumers of movies, retail, and other Disney items, but they don’t really “get” our avid zeal for Disney. They also wouldn’t consider signing up for a D23 membership.

So this leaves me the question: Who are they marketing D23 to?

Thanks for your article, it has really made me think about the situation and what I would like to see more of from Disney.

Cheers to you,
Cynthie

How many Disney Fans (or fanatics) are there in the US? Canada? Worldwide?

How many families have never been to a Disney park ever?

We are definitely in the first group and have been to WDW about 12 times over the last 22 yrs. We recently came back from our last trip during which we bought the D23 magazine and because we had the magazine in hand, and saw the quality of it, we felt that the price of membership was fair.

However, we also came to terms after this last trip that it was the most expensive ever 9 days. We had fewer people attend this trip, we usually have all 4 of my family there. We spent alot more than we planned and realized that we will need to wait awhile to get our next fix again. Even utilizing the promotion with the extra free hotel nights on property – we still spent as much as a year before.

As much as we love Disney, we will need more value for our dollar as we choose our next trip with them. As much as we love WDW, we will probably go to Disneyland next time instead which is a more affordable trip.

As far as the families that have never been, we know many other families that are in my daughter’s school and dance group that have never been. They might be a Disney consumer of movies, retail, and other things, but they wouldn’t consider a trip because of the expense. They also don’t get the adoration that my family has and probably wouldn’t join the D23 club as well. This group also needs an incentive to jump on board.

So who are they marketing to exactly? Your blog made me think more about that question.

Cheers to you,
Cynthie