Your Business Model should adapt to your customer’s actions and preferences. Not the other way around. If a customer’s actions don’t line up with your Business Model, the solution isn’t to stop them or to put up a sign saying ‘DONT DO THIS’. Follow their lead.
A good example of this was when I recently spent the day at Disney California Adventure, a sub-attraction of Disneyland. I couldn’t help but notice how certain areas of the park were very popular for taking selfies. Often near the entrance or a popular attraction. I also noticed that Disney, which capitalizes on every opportunity to market the Disney brand, seemed to ignore this fact. I came up with a few ideas for implementing this:
- Having a map for all the good selfie-spots and making sure they are out of the way of foot traffic.
- Ensuring these selfie-spots are well taken care of, and incorporate depth of field, lighting, composition, and minimize photo bombing.
- QR codes at each spot for check ins and linked with augmented reality zones
- Social media staff assigned to interact or message guests that check in at the spots and post a selfie.
- Themed contests, prizes, Easter eggs for guests that go above and beyond the normal selfie.