It wasn’t an unusual experience: one man books a trip to Disney for his family. He books online and waits for the travel day to arrive so they can begin the fun. But to his surprise the fun starts way before that as Disney churns its one-to-one marketing machine into full force.
The communications begin with a personalized direct mail piece, unlike
any he’s gotten before: a mini book. The book, filled with all things vacation, including details about his reservation, sends him online to customize his trip and to download an app. The author is struck by what he calls the “beautiful” look into the future of one-to-one marketing. This article includes three tips from the Disney communications plan, what this means for the rest of us and what we, as marketers, need to do.
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