Disney needs better targeted marketing for their cruises

[LAKid53]

I've noticed a pattern for a while. They target family with little kid ads to all ages, when they could absolutely push Serenity Bay, the elite service, and other things as I've specifically laid out...

There's no good reason to not do so, other than "it's what we've done so we just are going to keep doing it."

Have you thought that YOU might not be the target for some of those experiences?

Serenity Bay on both islands is marketed.

 

[LAKid53]

If you’re a TA then maybe those targeted ads are to help you sell a DCL cruise to your clients? Don’t know but possible.

I knew the kids clubs had open times, but I thought that was for parents and kids. Which ship has the huge slide in the lobby down to the kids club? I’d love to try that!

The Wish class ships have the slides from the Grand Hall to the Oceaneers Club on the deck below.

 

[Pizza Moon]

Have you thought that YOU might not be the target for some of those experiences?

Serenity Bay on both islands is marketed.

You're missing my point please, please focus on my specificity.

For targeted ads, I should be receiving Serenity Bay ads, adult pool area ads (never ever marketed in ads), etc.

Teenagers should get Vibe marketing, etc.

That's not what is happening, I am not saying to change their general marketing on ESPN, ABC, whatever.

But that, it would take next to zero effort to do what I'm describing, which they should, because their ships appeal to all ages, not just small children, and certainly it's silly to make cringey out of touch ads in general.

 

[Pizza Moon]

The Wish class ships have the slides from the Grand Hall to the Oceaneers Club on the deck below.

A great idea actually! I feel like the next class is going to be legendary.

 

[nickys]

You're missing my point please, please focus on my specificity.

For targeted ads, I should be receiving Serenity Bay ads, adult pool area ads (never ever marketed in ads), etc.

Teenagers should get Vibe marketing, etc.

That's not what is happening, I am not saying to change their general marketing on ESPN, ABC, whatever.

But that, it would take next to zero effort to do what I'm describing, which they should, because their ships appeal to all ages, not just small children, and certainly it's silly to make cringey out of touch ads in general.

Did you actually read @LAKid53 ‘s post? She does receive targeted ads.

Which makes me think that DCL have your “status” / category down as a TA. When you book a cruise, do you do so as a member of the general public or as a TA?

 

[LAKid53]

You're missing my point please, please focus on my specificity.

For targeted ads, I should be receiving Serenity Bay ads, adult pool area ads (never ever marketed in ads), etc.

Teenagers should get Vibe marketing, etc.

That's not what is happening, I am not saying to change their general marketing on ESPN, ABC, whatever.

But that, it would take next to zero effort to do what I'm describing, which they should, because their ships appeal to all ages, not just small children, and certainly it's silly to make cringey out of touch ads in general.

You're a TA? You won't receive the same ads a client would.

I get emails regularly from DCL. Some are general. Some are focused based on the data DCL has captured from my cruises, response to the satisfaction survey and a follow-up survey after the cruise is completed.

Marketing takes many forms. But the most effective approach is to focus on those who can book and pay for a cruise....and it isn't a 12 year old.

Disney is one of the biggest data mining companies out there.

 

[LAKid53]

Did you actually read @LAKid53 ‘s post? She does receive targeted ads.

Which makes me think that DCL have your “status” / category down as a TA. When you book a cruise, do you do so as a member of the general public or as a TA?

You know what I want, based upon the very effective marketing DCL is doing? Evie the towel animal dog with the Mickey ears hat. Which is apparently a highly desired purchase on the Adventure maiden voyage. Hopefully it's on the Destiny during my trip in early August.

 

[LAKid53]

A great idea actually! I feel like the next class is going to be legendary.

The next class, yet unnamed, will be smaller than the Wish class ships. Sized between the Magic & Dream classes.

Hopefully NOT designed by the same person who did the Wish class.

 

[Pizza Moon]

Did you actually read @LAKid53 ‘s post? She does receive targeted ads.

Which makes me think that DCL have your “status” / category down as a TA. When you book a cruise, do you do so as a member of the general public or as a TA?

I was referring to beyond too. It’s not a new phenomenon.

Do teens get vibe targeted ads? This is actually a dive that would be cool.

 

[nickys]

I was referring to beyond too. It’s not a new phenomenon.

Do teens get vibe targeted ads? This is actually a dive that would be cool.

You created this thread claiming that DCL should target their ads.

@LAKid53 does receive such targeted ads.

I don’t think teens should be targeted with ads, unless they’re 18+ Maybe US rules are different.

 

[mkt]

You created this thread claiming that DCL should target their ads.

@LAKid53 does receive such targeted ads.

I don’t think teens should be targeted with ads, unless they’re 18+ Maybe US rules are different.

Simple rules of thumb in the US:

1- Advertising to kids under 13 is allowed.
2- Collecting or tracking their data for advertising generally requires parental consent.
3- Deceptive advertising is not allowed.
4- Advertising to parents or the family unit is allowed.

Common strategies:
1- Skip traditional advertising and create long-form entertainment that sells the product indirectly. Think Transformers, GI Joe, or Toy Story.
2- Package ads as entertainment through content marketing. Unboxing videos and gameplay videos are common examples.

The result is what is called "pester power": kids see something they want and repeatedly ask their parents until the parents give in.

 

[LAKid53]

Simple rules of thumb in the US:

1- Advertising to kids under 13 is allowed.
2- Collecting or tracking their data for advertising generally requires parental consent.
3- Deceptive advertising is not allowed.
4- Advertising to parents or the family unit is allowed.

Common strategies:
1- Skip traditional advertising and create long-form entertainment that sells the product indirectly. Think Transformers, GI Joe, or Toy Story.
2- Package ads as entertainment through content marketing. Unboxing videos and gameplay videos are common examples.

The result is what is called "pester power": kids see something they want and repeatedly ask their parents until the parents give in.

Such as the DVD DCL used to provide.

 

[mkt]

Such as the DVD DCL used to provide.

 

[Baron Von Capybara]

Such as the DVD DCL used to provide.

What's a dvd.
Is that something from the olden days ?

 

[Stripes]

After watching this new ad, I really, really don’t think DCL needs any pointers on their ads.

The thread title is, frankly, hilarious.

 

[Pizza Moon]

Elite ad.


Will say though, this wouldn’t be a good TARGETTED ad for a 16 year old or a 24 year old, that was my original point, not that DCL can’t do ads at all, but they should make better targetted ads.

Changed the thread title to better reflect this point.

 

[Pizza Moon]

Simple rules of thumb in the US:

1- Advertising to kids under 13 is allowed.
2- Collecting or tracking their data for advertising generally requires parental consent.
3- Deceptive advertising is not allowed.
4- Advertising to parents or the family unit is allowed.

Common strategies:
1- Skip traditional advertising and create long-form entertainment that sells the product indirectly. Think Transformers, GI Joe, or Toy Story.
2- Package ads as entertainment through content marketing. Unboxing videos and gameplay videos are common examples.

The result is what is called "pester power": kids see something they want and repeatedly ask their parents until the parents give in.

That’s basically Disney’s current cruise strategy but it isn’t very effective marketing for a 16 year old that would be better drawn to an add showing off Vibe, just for one example of many.

 

[mkt]

That’s basically Disney’s current cruise strategy but it isn’t very effective marketing for a 16 year old that would be better drawn to an add showing off Vibe, just for one example of many.

That's not a strategy.

Thems is rules kiddo. Industry standards. What is expected.

 

[Pizza Moon]

That's not a strategy.

Thems is rules kiddo. Industry standards. What is expected.

You’re not listening, they can continue doing these ads while also delivering targetted ads too. Show Teens vibe, advertise a 21 year old their nightlife, or show off Quiet Cove Pool and Serenity Bay. You can have those targeted ads online too, it can’t hurt.

It literally would only be a net positive. There are no downsides.

 

[mkt]

You’re not listening, they can continue doing these ads while also delivering targetted ads too. Show Teens vibe, advertise a 21 year old their nightlife, or show off Quiet Cove Pool and Serenity Bay. You can have those targeted ads online too, it can’t hurt.

It literally would only be a net positive. There are no downsides.

So... why not write a letter to Disney rather than complain on a message board that will have no bearing on Disney's decisions?