Disney Pins: Marketing Lessons For Your Business
Disney Pins: Nobody Markets Pins Like Disney!
In a moment I will show you how to get trading pins at better than factory direct pricing. But since we are talking about pin marketing ideas and pin promotions I felt that I would be doing you a dishonor if I didn’t share some great marketing lessons from Disney, the quintessential pin marketing King.
The word quintessence is defined as:
- the pure and concentrated essence of a substance.
- the most perfect embodiment of something.
Lets look closely at a recent news article that talks about the pride Disney takes in the creativity of Their Pin Designs and Marketing Efforts.
Exclusive Disney Pin Trading Event – (FX International)
During April 17-20, 2009 , the first annual Disney Pin Trading Event will be held at this year’s FX International at the Orlando Convention Center.
Listen closely as you can benefit by incorporating one or more of these marketing ideas for your pin trading.
- They are offering 6 exclusive, officially licensed, FX Disney Pins, for Disney Pin traders. This means that they will be very hard to get and possibly worth a lot in future pin trades. They are available no place else EXCEPT at this convention.
- They offer a seventh exclusive completer pin that is only available when you buy all of the other 6 pins in a beautifully designed boxed set. This is a great one because if a pin collector REALLY wants to have that pin they MUST get the whole set!
- Two designs will be released for sale daily during the convention. This gives Disney the opportunity to sell pins to a pin trader on more than one occasion. For those that perhaps went home to “sleep on it” before making a purchase, they have the opportunity to buy it along with today’s release. This also gives Disney the opportunity to market additional products including food and beverages on more than one day.
- The 7-pin boxed set will be limited to 150. This is excellent. There will only be a limited release of these pins. After the 150th is sold the pin is retired. This creates a sense of URGENCY that requires a collector to ACT NOW. It also means that because these pins will be harder to get there will be a higher PERCEIVED VALUE on the part of collectors. How can you use this idea for your business?
- Pins will only be pre-sold on their site http://www.fxshow.com/ Think about this for a moment. By taking pre-orders only – Disney is assured of CREATING a demand and being able to sell all the pins BEFORE they may even be produced. This is a great marketing technique that also assists in creating cash flow for your business.
- Pins are only available with a three day pass to the FX convention. This is brilliant. In order to have the privilege to buy he pins a person must buy a 3 day pass to the convention. A 3 day pass that includes the limited edition set with completer pin is $135. This is not including all of the food, drinks and additional souvenirs that may be purchased over the 3 day event. Can you create a package like this that would appeal to your most devoted collectors?
- Pin trading will be set up on the second floor mezzanine at specific times on Friday, Saturday and Sunday. By doing this Disney makes pin buying and selling a more social experience where by people can meet, trade & swap stories with other Disney fans.
How can you borrow from these pin marketing ideas?
Disney Pins
- Can you release limited edition pins and pins sets?
- Could you limit the number of pieces that will be released?
- Could you use special packaging to turn an $8 pin into a $75 set?
- Disney uses a special logo for all limited edition pins which makes them more collectible. These are dated as well. These logos are not on their standard trading pins. Could you do something like this?
- Sometimes they will frame the pins with a piece of artwork in the center also include a special pin that can’t be bought separately. This turns an $8 pin into a $75 or more piece of art. By adding the cost of a print and frame you can substantially increase your margins.
- include certificates of authenticity/ artist name/ limited edition of 100 pieces. Think about this. For the cost of printing a certificate you ADD VALUE to the pin in the eyes of the pin collector. Why aren’t you doing this yet?
- Disney promotes pin trading at the parks. Cast members often wear pins no one else has. The kids offer to trade 3 or more of theirs for this special one. Disney not only gets their pins back, but the kids go back in to buy 3 new pins to add to their lanyard! Can you promote pin trading days?
- Give a release date : A PRESS RELEASE announcement tells traders to order now- or be in park on this particular day to pick them up. Pins are sold and paid for before ever made! Why can’t you do this?
- Disney designs pass holder limited edition pins. In other words a person must hold a pass to a park or convention to purchase the pins. Even better than that Disney stamps these special pins as “pass holder limited edition” pins. This increases their trading value. More importantly from a business standpoint, an $8 sale becomes a $135 sale or more.
If you are in the pin marketing business then I hope you were taking notes as you read this article. You might want to even print this page out to see how many of these tips you can start to use in your pin promotions.
Why am I giving out all of this helpful information? Because we at Little Dragon Pins believe in GIVING before GETTING. Our hope is that when you are ready to order your next batch of pins you will let Little Dragon Pins, a real lapel pin manufacturer provide you with quote. Until then we hope you have found these Disney Pins marketing lessons helpful.
Did You Find This Article Helpful?
We invite your comments and your ideas below.
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Tags: Disney, disney-pin-trading, disney-pins, disneypins, disneypintrading, lapel-pin-manufacturer, pin+marketing, pin-marketing, pin-promotions, pinpromotions, promotional-items, promotional-marketing
April 6th, 2009 at 11:59 am
[…] promote their work. You can even number the pins & give thema certificate of authenticity as Disney often does with their custom […]