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The Walt Disney
Company“There’s a great big beautiful
tomorrow shining at the end of every day”
Introduction
The Walt Disney Company, officially established in 1923, has been a leader in Public Relations, Personal Selling, Sales Promotion, and Advertising throughout their rich history
Company seems to follow the model set by the lyrics to the song from Disney’s Carousel of Progress:
“Man has a dream and that's the startHe follows his dream with mind and heartAnd when it becomes a realityIt's a dream come true for you and me”
Each area illustrates how Disney lives up to this model
History“It was all started by a mouse” – Walt Disney
History of the Company
Walter Elias Disney, Born 1901
Started animation company with his brother Roy
Mickey Mouse debuted in 1918
Expanded business to parks, television, radio, and more
Public Relations“The way to get started is to quit talking and begin doing”
Public Relations for Disney Parks
Head of worldwide public affairs: Leslie Goodman
Controlling of press releases Deaths in Disney
Disney in the Community
Focus on making Disney available to everyone
Radio Disney Targets younger fans and their parents
Personal Selling“To all that come to this happy place: welcome. Disneyland is your land.”
Company Wide
• Forbes Magazine’s Most Reputable Company 2013
• “Four Keys Basics”
• Cast Members are trained to use these personal selling Techniques
• Provides consistency in service
Disney Parks vs.
ABC Television Group
• Directly interact with guests• Provide magical moments• Trained Travel Agents
• Radio Disney Road Crew • Prizes/Contests• Nationwide presence
*Personal selling efforts made by other businesses (e.g. Studios) are minimal in comparison to the ones shownhttps://www.youtube.com/watch?v=aDqJSPlC4mY
Sales Promotion“You’re dead if you only aim for kids. Adults are only kids grown up, anyway.”
Sales Promotion Overview
Promotion of a company means connecting and communicating with the public in order to get them interested in to buy your companies products and or services.
3 largest areas of sales promotion:
-Parks and Resorts
-Film and Television
-Sports Media Networks
Parks and Resorts
Sales promotions job is to promote the parks/resorts by making them appealing to people of all ages
Total of 11 parks/resorts specifically placed in certain areas around the world
Disney is promoting the Magic Your Way Package
Film and TV
Disney has made over 300 movies and continues to that usually appeal to younger children
They have been bringing back old movies such as Cinderella to appeal to older people as well as younger people
ABC and ABC Family Networks
Disney Channel
Commercials/ movie trailers
Sports Media Networks
ESPN
Worth 40 mil out of 84 mil
ESPN Wide World of Sports Complex
Advertising“I have been up against tough competition all my life. I wouldn’t know how to get along without it.”
3 Main Advertising Focuses
Disney ParksDisney HotelsWalt Disney Studios
Disney Park Advertising
Lure of bringing animated Disney characters to life
Allowing other companies to advertise in the parks.
Constantly improving and adding rides
Disney Hotel Advertising
Offering package deals for Disney Hotels
Extending the Disney experience
Walt Disney Studios
• Merchandise opportunities that arise from Film and Television projects
• Expensive cost of advertising films
• Creating their own market from their Productions. (Disney Channel, Disney Stores)
Advertising in other Areas
“I’m going to Disney World!” Well known slogan Super Bowl MVP’s always scream after game
Using celebrities as promotion for the Company
Conclusion
Bring entire company up to same standards as the Parks
Expand target audiences
Ending scammy/dishonest practices or be more open about them to change perception
“We keep moving forward, opening new doors, and doing new things, because we're curious and curiosity keeps leading us down new paths.”
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