Lifeguards as a marketing tool

Just returned home from Disney World and wanted to share yet another example of how Disney and brands like Disney "get it."

The weather was great and thus the kids wanted to swim at the resort pool. Luckily, I wanted to have a cocktail at same pool so everyone won. As our kids swam, I and the other parents noticed the elaborate actions of the lifeguards.

First, there were three for a pool that couldn't have been more than 30 feet from side to side and at most held 20 or so kids...most of which were in the shallow end.

Second, the lifeguards shifted positions and new ones rotated in every 30 minutes.

Third, at the change of the guard, the incoming and outgoing lifeguard would each walk the entire perimeter of the pool, carefully scanning the pool for children that may have fell below the surface and were not coming up. At the point where a full scan had been completed, the outgoing lifeguard would give a hand signal to the incoming lifeguard and then the change was completed.

During the 30 minute tour, the remaining 2 or three (depending on number of kids in pool) would constantly rotate position so that they could easily cover a vector of the pool. Much like a soccer goalie creates angles for oncoming shooters to make it harder to get a ball by him.

The entire thing was total overkill but it sent a clear Disney message -- children are safe here and you adults can just relax and enjoy yourselves. Uncle Walt has it covered.

It was truly one of the most powerful and impactful things I've ever seen. There wasn't a single parent on this trip that at one point didn't make note of the lifeguard dance.

Once again, a great example of how everything is marketing and marketing is everything.