Marketing Review — Fall 2008 - (Page 49)

Cruise Line. “They want to compare the cruise to other vacation alternatives. They’re looking for information on specific topics from staterooms to dining options and activities for kids of different age groups.” “Magic & Wonder: Cruising with Disney” (www.disneycruise.disney.go.com) features 15 podcasts, three to four minutes each, and hosted by the perky Emily Kaufman of “Travel Mom” fame. Five episodes are devoted to activities for various age groups from toddlers to teens and adults. FALL 2008 • HSMAI MARKETING REVIEW “While there is great content on the Web site, at times it’s easier to watch a quick video clip or podcast on the specific topic you’re curious about,” says Rand. Indeed, the videocasts give an immediate impression of the cruises in a way a static presentation of photos and text can’t begin to convey. Judging from the Magic & Wonder podcasts, Disney cruises bear little resemblance to cruises aimed at retirees or honeymooners, taking their cue instead from Disney World and Disneyland: noisy, high-energy, tightly cho- reographed—in short, designed to keep youngsters captivated and entertained. In the episode “Everyone’s Invited: Deck Parties,” arriving guests are greeted by dancing and costumed characters the moment they step onboard. Kaufman has to shout to be heard over the din. An introductory podcast shows giant video screens constantly playing beside pools and on-deck eateries. For balance, episode #13 takes you inside the “relaxing and peaceful family-friendly staterooms” and a “health and wellness” episode focuses on the fitness center and spa treatments. But the emphasis is clear: This is a floating Disney theme park experience without the rides. Given that most people considering a Disney cruise are parents young and affluent enough to afford a three-day cruise for a family of four, the target demographic would seem perfect for a podcast. Such consumers might be expected to own and possibly travel with iPods or laptops, to know how an RSS feed works and whether to download a podcast via Windows or iTunes. If they don’t, the podcasts are presented in a user-friendly format. “We know that in some cases, this technology may be new so we want to accommodate everyone,” Rand says. “On the Web site you can click on these units to watch the videos or easily download to an iPod. There are very specific icons and links that tell you how to do that, how to send an episode to someone else, and how to subscribe.” After 60 days up and running, data was collected and analyzed. “We want to figure out how many downloads each episode is getting, how many programs each person is downloading, which episodes are being forwarded,” says Rand. “We’re very much on the front end of this, trying to get a sense of how to make it work.” Rand is convinced the time is right for marketing to consumers via podcast. “It’s a very simple thing to conclude when you see how many people are consuming digital media, downloading podcasts, making information portable. I know that I listen to a lot of informational podcasts myself when I’m exercising,” Rand says. “There are so many podcasts you can download today as more and more people are getting digital media players. And they’re not just listening to audio, they’re watching videos as well. We’re experimenting with both.” n 49 200381361-001/Kelvin MuRRay/getty iMages http://www.disneycruise.disney.go.com

Table of Contents Feed for the Digital Edition of Marketing Review — Fall 2008

Marketing Review – Fall 2008 Contents The Online Marketer Success Stories Forecasting Trends Ian Schrager: The Revolutionary Man Leaving No Stone Unturned: The Quest for Ancillary Revenue Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable Effectively Weathering the Ups and Downs of the Economic Cycle Experiments in Podcasting Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand

Marketing Review — Fall 2008

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