5 things Financial Planners can learn from the success of Disney+
I finally caved this week, subscribing to Disney+ one evening.
I’ve not quite completed Netflix or Amazon Prime yet (!), but the offer from Disney+ was compelling and it was far too easy to click subscribe.
The entertainment platform was in the news this week, with reports Disney+ has achieved 50 million subscribers in just five months since its launch. To put this customer acquisition progress in context, it took Netflix two years to tally up 30 million subs.
There’s a great deal Financial Planners can learn from the success of Disney+.
I’ve recorded a video to share five key learning points I believe we can apply within the marketing of a Financial Planning business.
These five lessons are:
Nostalgia – Disney has been creating much-loved content since the early 1920s, with their products deep-rooted in our childhood. My question for Financial Planners is, when was childhood for your target audience?
Simplicity – it was very simple to subscribe to Disney+. How easy is your on-boarding process? Put yourself in the shoes of your prospective client and knock down any barriers (real or perceived) to becoming a client.
Omnipresence – marketing messages from Disney+ seem to appear everywhere. They will spend an estimated $600m by the end of this year on marketing the platform, with a wide-ranging campaign covering multiple channels. Are you sharing your marketing messages where your ideal clients hang out?
Timing – Disney+ came along at the perfect time for many people who are self-isolating. There’s an element of luck behind this timing, but there is also science to getting your timing right.
Compelling proposition – I would have subscribed if the platform solely held Disney content. Throw in content from Pixar, Marvel, Star Wars and National Geographic, and the proposition becomes a no-brainer. Disney+ also kept the proposition relatively simple, teasing future content and focusing on one series, The Mandalorian. Is your proposition a no-brainer?