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Disney Internal Marketing Success WOW


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

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Disney Internal Marketing Success WOW

  1. 1. By: Drew McLellan<br />‘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.<br />Article Review Prepared By:<br />Erin McCormick - Lawrence Samuels - Sarah Fogle<br />
  2. 2. AGENDA <br />Video<br />Reasons for selecting article<br />Key learning points<br />Application to Enterprise service audit<br />Challenges of implementing concepts<br />Helping us become service leaders<br />
  3. 3.<br />
  4. 4. Marketing Media and servicers workers relationships <br />Unique marketing service has led to Disney success<br />Proves the service profit chain<br />Allows service provider to think like customers<br />Correlates with Relationship Marketing<br />ARTICLE SELECTION<br />
  5. 5. KEY LEARNING POINTS<br />Surprise: keep customers curious and excited<br />Privilege: make spending money a privilege<br />Details: pay attention to details<br />Evolve: be willing to change with the times<br />
  6. 6. KEY LEARNING POINTS (CON’T)<br />Listen & respond: give customers what they want<br />Expectations: Create and exceed expectations<br />Reward: reward and create good customers<br />Eliminate Barriers: make it so <br /> everyone wants to buy<br />
  7. 7. VALUE IS IN RELATIONSHIPS<br />Theatrical-Drama-Entertainment<br />Need Recognition-Information search<br />Emotion Mood experience<br />Lasting service intensifiers<br />Listen and Respond <br />Set expectations<br />Listening Gap<br />Service Design and Standards<br />Communication Gap<br />Performance Gap<br />
  8. 8. APPLICATION FOR KEY CONCEPTS –SERVICE AUDIT<br />Clear, Compelling vision, direction, and objectives<br />Realistic Expectations<br />Power of people, performance, processes and practices<br />WOW is the lasting intensifier that encourage word of mouth<br />Positive leadership, Employee Development, Big Picture<br />Listen and Learn, Learn and Apply, Apply and measure <br />
  9. 9. CHALLENGES OF IMPLEMENTATION<br />service delivery, service recovery, relationship focus, and upward communication from internal and external customers<br /> changes in the market, consumers, and <br />expectations <br />Resistance to change/fear of the unknown<br />Getting people and/or companies to take risks<br />
  10. 10. ARTICLE IS HELPFUL TO SERVICE LEADERS BECAUSE…..<br />gives an inside look at how extraordinary service is done by a master<br />provides easy to follow steps that will allow service leaders to incorporate Disney’s strategies<br />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 <br />