Walt Disney World and Disneyland parks are often called “The Happiest Places on Earth,” however if you ask many of Disney’s detractors they’d say that Disney’s marketing just tells a good story. Regardless of how you view Disney (I personally am a huge fan), you should grab your Moleskein or netbook and take a trip to either park for a couple of days to take notes and learn how to “Disney-fy” how you tell stories.
When I talk about “Disney-fying” your story, I’m not talking about making a simple story, I mean think about how to create a more immersive story, using multiple media, online and offline, community development and more.
I was watching a special on Disney World when I started writing this piece. The show was describing the Disney Animal Kingdom’s Everest Ride, and how the “story” behind the ride started long before you arrived at the ride – it started as soon as you entered the “village” area for the ride, with posters about the yeti being shown on screen, and how the little shops, food areas, etc around the ride had elements about the yeti and the Nepalese mentality of “forbidden areas” around mountains that are believed to have yeti. These elements gave more of an “asian flavor” to the ride, giving it more background and depth than just another basic rollercoaster ride. (Think of your messages in this way, what can you do to provide more information or depth to your message – going beyond just having another message to tell.)
When you visit one of the Disney theme parks there are a myriad of stories being told beyond the obvious “Walt Disney” story. Far too often people are rushing around to really let the stories sink in with them, and if your communication efforts aren’t ready to meet the challenge of connecting people, they’ll rush away before your message resonates with them. (regardless of if it’s a sales message, a communication message, or a community building message)
This also goes to show you that you the importance of having people knowledgeable about storytelling and the elements of your organization, people who can’t fake this interest and knowledge, engaging with your audience in these multiple media. How do these elements work together, how do you play on their various strengths to tell your story?