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.”