Back in the late 2000’s, one of the promotions we ran at Disney was The Year of a Million Dreams, a promotion in which theme parks guests could be selected to win one of many prizes. The idea centered on smart marketing and while I’m more an operations guy, I learned some beneficial marketing strategies along the way.

As leaders in business, we can’t shy away from quality marketing and promotion. How we stay relevant, how we keep our brand fresh, how we create urgency …these are all important topics we must consider when engaging our customers.

In my experience, I’ve found the best marketing metric is ‘intent to return’. By this, I mean viewing loyal customers as a company’s biggest asset and rewarding those customers through research, giveaways and similar opportunities. During my Disney tenure, this perspective on marketing not only helped our customer retention but also improved our future retention. As I discuss in this episode, when you perceive promotion through the lens of repeat visits, chances are you’ll discover new ways to capture more of your audience.