The Walt Disney Company has been a leader in public relations, personal selling, sales promotion, and advertising since it was officially established in 1923. Disney follows Walt's model of having a dream and making it a reality through mind and heart. Their PR focuses on press releases and managing messages about deaths at Disney parks. Personal selling techniques provide consistency in service across Disney businesses. Sales promotions make Disney parks appealing for all ages and bring back classic movies. Disney advertises its parks, hotels, and films while allowing other companies to advertise in the parks to improve the experience for guests.

1. The Walt Disney
Company
“There’s a great big beautiful tomorrow shining at the end
of every day”

2. Introduction
 TheWalt 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 start
He follows his dream with mind and heart
And when it becomes a reality
It's a dream come true for you and me”
 Each area illustrates how Disney lives up to this model

3. History
“It was all started by a mouse” – Walt Disney

4. 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

5. Public Relations
“The way to get started is to quit talking and begin doing”

6. Public Relations
for Disney
Parks
 Head of worldwide public affairs: Leslie Goodman
 Controlling of press releases
 Deaths in Disney

7. Disney in the
Community
 Focus on making Disney available to everyone
 Radio Disney
 Targets younger fans and their parents

8. Personal Selling
“To all that come to this happy place: welcome. Disneyland
is your land.”

9. 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

10. Disney Parks
vs. ABC
Television
Group
• Directly interact with guests
• Provide magical moments
• TrainedTravel 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 shown
https://www.youtube.com/watch?v=aDqJSPlC4mY

11. Sales Promotion
“You’re dead if you only aim for kids. Adults are only kids
grown up, anyway.”

12. 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 andTelevision
-Sports Media Networks

13. 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 MagicYourWay Package

14. 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

15. Sports Media
Networks
 ESPN
 Worth 40 mil out of 84 mil
 ESPNWideWorld of Sports Complex

16. Advertising
“I have been up against tough competition all my life. I
wouldn’t know how to get along without it.”

17. 3 Main
Advertising
Focuses
 Disney Parks
 Disney Hotels
 Walt Disney Studios

18. Disney Park
Advertising
 Lure of bringing animated
Disney characters to life
 Allowing other companies to
advertise in the parks.
 Constantly improving and
adding rides

19. Disney Hotel
Advertising
Offering package deals for Disney
Hotels
Extending the Disney experience

20. 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)

21. Advertising in
other Areas
 “I’m going to DisneyWorld!”Well known slogan Super Bowl MVP’s
always scream after game
 Using celebrities as promotion for the Company

22. 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.”