The Disney On Ice Pricing Strategy
This weekend I had the privilege of taking my children to the Disney On Ice show at the Denver Coliseum. What a lesson in marketing that was! Disney is known for their excellent marketing. Just take a look at the pricing strategies employed.
Minimum Quantity Pricing
This whole charade started when I got an email through a mommy’s network saying that there was a special deal on tickets; buy 4 for $44 with extra tickets at $11 per person. Having a family of 5, this seemed very affordable. So, I got the coupon code, and went online to buy tickets.
The discounted seats weren’t available at all the dates and times of the show. It took an hour to find the day and time that they were still available. It is common to use the low price to drive demand and the scarcity of the opportunity plays into the psychological effect of persuasion. It is the fear of missing out that makes us want it even more. This brings us to….
I think they were hoping I’d give up shopping and buy more expensive seats. Do I really want to sit in the nosebleed section? Wouldn’t those ringside seats be much more enjoyable for my kids?
It is common to lure a customer in with a low price offer and then make that available in limited quantities so that when it sells out, or is inconvenient for the buyer, they will spend on the more expensive item. Just look at the car dealer ads in your local paper. They always show one car at an unbeatable price with a limited quantity (by law they have to have one) and it peaks your curiosity so you stop by to see what it like and end up looking at the more expensive models.
The special deal created a buzz that spread through the community. The psychological triggers that were used to create the buzz included scarcity (limited quantity) and inclusion (you needed to get that special code for the discount). Because you needed the special code, not everyone was privy to it so it spread virally as moms shared the offer with each other.
What should have been $55 worth of tickets turned out to be over $90 when you add in facility charges and processing fees! They basically led with a low product price then recovered their costs with handling fees.
The Add-on Sale
Being a mom, and this being an evening event, I did the usual and packed snacks and drinks for the kids so as to prevent any meltdowns. However, the Coliseum wouldn’t allow us to bring water or food into the building. They had us poor the water out of our water bottle and into the trash can. It was like going through airport security. And what is to prevent us from filling the bottle up with water from a fountain or sink once in the facility? I knew this was a ploy to require us to purchase food and beverage once inside.
But the Disney on Ice production hadn’t even gotten started. I knew we were in trouble when half the people had light-up wands and sticks while waiting in line outside the coliseum. What I wasn’t expecting was that every box of popcorn and every beverage container included an upsell for a Disney plastic toy or hat or cup. The cheapest box of popcorn was $10 and it was in a cardboard Disney princess box. It was an extra $3 for the plastic souvenir tub (which probably cost less than 50 cents to produce). The popcorn vendors that walked around had popcorn with a plastic Disney hat, your choice of Lightening McQueen or a fairy hat for the mere price of $15.
The snow cone came in a plastic Tinkerbell cup that cost $12 for the cup alone. I think it was $15 for the cup with the snow cone inside. Everywhere you turned; there was Disney paraphernalia for sale.
The Premium Price
Being that this was a Disney production, every item carried a premium price. This is the power of The Disney Brand. Even the plain box products weren’t completely plain, they still carried the Disney brand on them and they still carried a premium price.
The cost of producing each souvenir item was pennies. The retail price had nothing to do with the cost of production. It was about the value of The Disney Brand and what the captive audience was willing to pay.
From the revenue perspective, this event really wasn’t about the skating or the show, it was about all the stuff they could sell to us while we were there. It was a portable Disney store with paraphernalia at every point.
Room for Growth
As a true marketer, I have to evaluate each opportunity from the perspective of how we can expand and grow revenue in the future. So, the bathrooms were devoid of Disney stuff, but hey, there’s the opportunity for expansion in the future. Do I hear the call for Tinkerbell toilet paper?