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Disney Internal Marketing Success WOW

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Marketing Service Audit Conducted on Disney. Presentation prepared by Lawrence Samuels

Marketing Service Audit Conducted on Disney. Presentation prepared by Lawrence Samuels

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    Disney Internal Marketing Success WOW Disney Internal Marketing Success WOW Presentation Transcript

    • By: Drew McLellan
      ‘I have long believed that Walt Disney’s genius was not animation or theme park design, but in truly understanding the human heart. Somehow, in the midst of ROI, measurability, counting clicks and studies that can track a person’s eye movements to see what part of an ad captures their attention first -- we have forgotten that marketing and branding is ultimately about wooing and winning someone’s heart.
      Article Review Prepared By:
      Erin McCormick - Lawrence Samuels - Sarah Fogle
    • AGENDA
      Video
      Reasons for selecting article
      Key learning points
      Application to Enterprise service audit
      Challenges of implementing concepts
      Helping us become service leaders
    • http://www.youtube.com/watch?v=ov4tE7XRTUA
    • Marketing Media and servicers workers relationships
      Unique marketing service has led to Disney success
      Proves the service profit chain
      Allows service provider to think like customers
      Correlates with Relationship Marketing
      ARTICLE SELECTION
    • KEY LEARNING POINTS
      Surprise: keep customers curious and excited
      Privilege: make spending money a privilege
      Details: pay attention to details
      Evolve: be willing to change with the times
    • KEY LEARNING POINTS (CON’T)
      Listen & respond: give customers what they want
      Expectations: Create and exceed expectations
      Reward: reward and create good customers
      Eliminate Barriers: make it so
      everyone wants to buy
    • VALUE IS IN RELATIONSHIPS
      Theatrical-Drama-Entertainment
      Need Recognition-Information search
      Emotion Mood experience
      Lasting service intensifiers
      Listen and Respond
      Set expectations
      Listening Gap
      Service Design and Standards
      Communication Gap
      Performance Gap
    • APPLICATION FOR KEY CONCEPTS –SERVICE AUDIT
      Clear, Compelling vision, direction, and objectives
      Realistic Expectations
      Power of people, performance, processes and practices
      WOW is the lasting intensifier that encourage word of mouth
      Positive leadership, Employee Development, Big Picture
      Listen and Learn, Learn and Apply, Apply and measure
    • CHALLENGES OF IMPLEMENTATION
      service delivery, service recovery, relationship focus, and upward communication from internal and external customers
      changes in the market, consumers, and
      expectations
      Resistance to change/fear of the unknown
      Getting people and/or companies to take risks
    • ARTICLE IS HELPFUL TO SERVICE LEADERS BECAUSE…..
      gives an inside look at how extraordinary service is done by a master
      provides easy to follow steps that will allow service leaders to incorporate Disney’s strategies
      McLellan adds questions at the end of each section that can be meditated on, answered, and applied in the context of one’s own industry