Disney Knows Its Audience. Do You?

During the Oscars this year, the company premiered a new commercial for Disney Cruise Lines. The spot follows a father and son’s quiet tradition of midnight strolls through the ship over several stages of their lives.

I won’t spoil it for you.

You can watch it on YouTube, but it’s set to the music from the Pixar classic “Up,” and will have you fighting back the tears by the time the tagline “Where Magic Meets the Sea” pops on the screen.

Yes, Disney Cruises Cost a Lot

Now let’s get this out of the way. Disney Cruises, like many cruise ships, are expensive. Costs vary, but you pay anywhere from $5,000 to over $13,000 for a family of four.

The idea of generations of families enjoying this experience feels impossible for many. If you go on social media, specifically X, that becomes the overwhelming comment on posts reacting to the video.

Comments like:

• “It’s funny because it’s a single child. Anyone with more than one kid can’t afford this dream.”
• “Grandpa must have done well for himself to afford that many Disney cruises.”
• “I just might take out a mortgage now to go on one of their cruises.”
• “They must be rich to be able to go on a Disney cruise more than once in a lifetime.”

And my favorite: “Look son… this is where your college fund went.”

So yes, breaking news. Taking your family on vacation costs money.

Disney Is Not Trying to Please Everyone

But that is the point.

Disney knows not everyone will pay for what one X user called a “petri dish of germs.” The commercial speaks to families who will.

Disney wants them to invest a large portion of discretionary income in the House of Mouse.

That clarity drives the entire strategy.

There is an adage from publishing. “If your book is for everyone, it is for no one.”

Authors dream about writing the next Great American Novel or the book that changes lives. Most fall into the trap of writing for a vague audience.

When you fail to define a reader avatar, you create something bland. The message softens. The point disappears.

You end up building work for everyone and reaching no one.

Every Industry Does This

Look at industries built for the masses. Grocery stores sell the same core products. Yet Whole Foods sells a different experience and price point than a typical supermarket.

Soap costs less than a dollar in many stores. A bar of Dr. Squatch sells for around seven dollars because buyers value natural ingredients.

Airlines all fly the same aircraft type. A large metal tube with seats. On Delta, you pick between a cramped seat or first class with a hot towel and more space.

The product stays similar. The audience shifts.

Disney, Whole Foods, Dr. Squatch, and Delta accept a simple truth.

Some people will not buy.

Those brands do not chase those customers. They focus on people who will pay the price. They shape the experience around them.

The Same Rule Applies to You

Whether you are a plumber, content creator, or artist, the rule stays the same.

Know your people.
Serve them well.
Ignore the noise online.

Even if the comments stay hilarious.