In Ryan Tracy's "
Disney's Powerful Marketing Machine" he discusses how Disney uses a unique approach in order to gain profits. The company is known for their illustrious characters, and this is an essential component of the company's success. However, the main aspect of Disney is the skill they possess of being able to take an idea, and branch off of it. In other words, each step in marketing leads to another, forming a chain reaction, that continues to grow and the company solely benefits. What Disney does in order to bring awareness to a film is to expose commercials, and advertisements globally, which leads to having a larger audience. A person that Tracy interviewed, by the name of DiClemente, stated that "Disney has a much more robust, mature, well-built-out global licensing operation". The article gives an example of this process by sharing the success of
Toy Story 3. Tracy discusses how
Toy Story 3 had a global marketing campaign that resulted in $1 billion at the box office, and the creation of products such as action figures, apparel, books, magazines, and etc. Disney did not stop there, they went on to produce more attractions, video games, and apps. The article also discusses how Disney uses other sources, whether that'd be other networks or channels, to gain more viewers for their films being released. Disney's money is flowing in from many different areas of the business, and that includes Disneyland, Disney Channel,
Disney Stores, and
Disney Cruise Line. The company is also capable of earning back any profits they've lost, and it is one of the best companies out there. As Tracy said "Disney has demonstrated a consistent ability to turn almost anything it touches into a cash machine".
Disney is definitely on the right path, targeting different aspects of the business world. They know what they want to accomplish, and they have the experience to be successful. Disney really takes into consideration the audience that they have, and what it is that will draw their attention into everything they produce. The company does a great job with raising awareness of any projects being released, and they know exactly how to gain a lot of extra cash. Disney has the concept that if people enjoy something they will mostly want to purchase that DVD, video game, or that toy for their kid. With this mentality it's no wonder why Disney is flourishing.
References
BoxOffice.
(n.d.). BoxOffice® — Toy Story 3. Retrieved from
http://pro.boxoffice.com/statistics/movies/toy-story-3-2010
Disney
Cruise Line. (n.d.). Disney Cruise Line. Retrieved from
http://disneycruise.disney.go.com/special/special-offer-stacked/?keyword_id=j0wScIyT%7Cdisney+cruise%7C54897497%7Ce%7C1540tw413989&CMP=KNC-DCLGoldPSLPMSN%7CM%7C4153700.CL.AM.02.01&s_tnt=62218:2:0
Disney.
(n.d.). Disney Store | Official Site for Disney Merchandise. Retrieved from
http://www.disneystore.com/?CMP=KNC-DSPTDSMSN&s_kwcid=AL!4279!10!5093480922!14893021080&ef_id=VHPFAQAABZWePFRH:20141126044134:s
Tracy, R.
(2010, November 3). Disney's Powerful Marketing Machine. Retrieved from
http://www.newsweek.com/disneys-powerful-marketing-machine-69771
Very thought provoking. The Disney Company makes a well made strategy when advertising their movie, thus making many people want to see such as Toy Story 3. I agree with you that Disney makes effort in getting their audience to interact with other sources of entertainment and that everything they touch turns into a cash machine. Disney is the one company that can retain that inner sense of childhood throughout an individual's life.
ReplyDeleteVery well thought out. Your blog made me realize just how large of a company and how successful Disney is in marketing and creating franchise films. I felt that you provided relevant an interesting facts that only made your blog better. Your blog only proves how Disney is timeless and can always bring out your inner child.
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