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Old 03-05-2013, 04:03 PM   #16
Bob Roberts
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The Magic Kingdon has been averaging approximately 17M visitors/year. I don't think they have a visibility in the market or name recognition issue. I'll take the suits and imagineers at WDW and Disney Corp vs. 1 man's opinion on how to run a MNC.

And at the end of the day, as a publicly traded company, their #1 responsibility is to the shareholder. It's wrapped in providing the #1 vacation and entertainment experience to the consumer, but that's secondary.
Could you imagine if the average person knew all what there is to do in Walt Disney World? 17 Million visitors per year into the Magic Kingdom would seem like nothing and all you profit people would be even more happy. There has to be something wrong with marketing in my books if the average Joe on the street does not know that there is more in WDW then the place with the castle. It's as simple as that.
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Old 03-05-2013, 06:15 PM   #17
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Could you imagine if the average person knew all what there is to do in Walt Disney World? 17 Million visitors per year into the Magic Kingdom would seem like nothing and all you profit people would be even more happy. There has to be something wrong with marketing in my books if the average Joe on the street does not know that there is more in WDW then the place with the castle. It's as simple as that.
You're basing your "average Joe" hypothesis on...what exactly? Anectdotal evidence.

Unless you have a study, peer reviewed, that supports your position I'm going to maintain what the numbers support, that the theme park business for Disney is not suffering and marketing is doing a pretty darn good job.

Profit doesn't occur in this instance without a boatload of people attending the parks. DISBoards and other sites like it, aren't driving as much of the attendance as you believe.
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Old 03-06-2013, 01:13 PM   #18
Bob Roberts
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Originally Posted by TheShea's View Post
You're basing your "average Joe" hypothesis on...what exactly? Anectdotal evidence.

Unless you have a study, peer reviewed, that supports your position I'm going to maintain what the numbers support, that the theme park business for Disney is not suffering and marketing is doing a pretty darn good job.

Profit doesn't occur in this instance without a boatload of people attending the parks. DISBoards and other sites like it, aren't driving as much of the attendance as you believe.
I really do believe that the Walt Disney World Resort has a problem with how it is perceived in the general public. I am going to do a survey of 1000 people and get back to you on this. I will be surprised if there is more then 20 people that will know what it has to offer.
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Old 03-06-2013, 02:07 PM   #19
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Its really sad to me how money $$$$$$$ trumps anything now a days. No one can think outside the box because "hey they make lots of money so your argument has no merit whats so ever." Do any of you see the potential of what the Walt Disney World resort really could be? If it was marketed as "The Vacation Kingdom of the World" and everyone knew what was there and what it had to offer, then the Magic Kingdom would not be receiving its first update in over 20 plus years. The Disney Hollywood Studios would not be considered a half a day park. Epcot would have more countries added to it because you know they just added Morocco in 1989.

My point is that they have not presented the product properly and if they did, we would have 7 theme parks by now and countless additional themed resorts to relax at. But as long as stock holders and corporate are happy nothing will ever change, and it will never live up to what it really could be. I bet some of your buddies who go on Golf Vacations would be shocked that they could go on a golf vacation in Walt Disney World. But once again Disney is known as the place with the Castle and the tea cups so it would never come across their minds. Its called hitting a broader market segment.
What you fail to include is 2 new cruise ships, updated parks in CA and all the other expenses over the last 10 years Disney has incurred in the "parks" division. As a stockholder and someone with a marketing background, Disney is selling an emotion, not a hotel or product. "How can you not want to take little Susie to Disney? Look at how happy they all are." That is the hook. They get you to make the emotional decision to spend your money and then the rest falls into place.

As far as theme parks goes, there is no way they would have 7 parks built. They are not in the "theme park" business, they are in the business of customer service. Theme parks is one tool they use along with other locations, the cruise ships, adventures round the world, golf courses, etc.... New theme parks cost billions to build. An investment that is not and will not be made unless they feel the return on that billions is going to happen. I do think a new theme park will be built at some point. But it won't be until they have enough DVC and hotel rooms to service the additional volume that would be expected.

I think you are missing the message and that is OK. From the recent success, enough people are getting the exact message they are trying to send.
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Old 03-06-2013, 03:58 PM   #20
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I really do believe that the Walt Disney World Resort has a problem with how it is perceived in the general public. I am going to do a survey of 1000 people and get back to you on this. I will be surprised if there is more then 20 people that will know what it has to offer.
Good luck with your survey, I'm sure it will be scientifically sound.
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Old 03-07-2013, 07:59 AM   #21
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2 points to this:

I think all right-thinking people in this country are sick and tired of being told that ordinary, decent people are fed up in this country with being sick and tired. I am certainly not. And I'm sick and tired of being told that I am.

And secondly, I meet a lot of people and I'm convinced that the vast majority of wrong-thinking people are right.
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Old 03-07-2013, 09:52 AM   #22
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Marketing

I believe Disneys biggest marketing problem come with teenagers and young adults. I'm a teenager and I love going to the parks but if talk to a number of others they "oh disney is for little kids and stuff like that" but really its better than going to like six flags or something. I've always loved going to the parks from an early age and still do.
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Old 03-07-2013, 01:21 PM   #23
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In order for a survey to be scientific, a thorough explanation of the sampling methodology, demographics of selected sample, breakdown of the obtained results and a copy of the survey. The same questions should be asked to each of the individuals sampled and, in this case, a variety of samples selected. There is no disrespect intended here, but sampling only individuals in a trailer park qualifies as a cross-section of potential visitors to Disney. There are so many things that invalidate the results of survey that it does not present a true picture of what America really knows (or does not know) about Disney.
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Old 03-07-2013, 01:23 PM   #24
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Bob, you've got way too much free time on your hands.
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Old 03-12-2013, 08:51 AM   #25
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~Disney is wise to shy away from marketing their resorts. They're nice, but not for the price -- offsite hotels blow them away when compared dollar for dollar, imo.
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Old 03-12-2013, 02:05 PM   #26
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Well, I am a marketing person, in marketing, and I'll tell you why that commercial works.

It appeals to the heartstrings of moms. Who in turn, by the vast majority, plan and budget for vacations that give experiences to their children. It's a simple yet powerful demographic to hit (and I do it.) The dads, in turn, say "hey, a package" and even though it may not be a "deal" to us, who know better, it is a one-stop shopping trip.

Their little girl/boy, running up to something they have only heard about in dreams. The camera angle shoots up at them, like they are growing (and almost out of the house.) Soft focus, sentimental, classic, "you too need to give your child, and yourself, these memories."

They aren't selling a vacation. They are selling memories. And as a fanatic, my memories get added to and updated every time I go. But again, as a marketing director, I know what they are selling me. And I happily buy.
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Old 03-17-2013, 12:53 PM   #27
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Originally Posted by LastLookAtTheCastle View Post
Well, I am a marketing person, in marketing, and I'll tell you why that commercial works.

It appeals to the heartstrings of moms. Who in turn, by the vast majority, plan and budget for vacations that give experiences to their children. It's a simple yet powerful demographic to hit (and I do it.) The dads, in turn, say "hey, a package" and even though it may not be a "deal" to us, who know better, it is a one-stop shopping trip.

Their little girl/boy, running up to something they have only heard about in dreams. The camera angle shoots up at them, like they are growing (and almost out of the house.) Soft focus, sentimental, classic, "you too need to give your child, and yourself, these memories."

They aren't selling a vacation. They are selling memories. And as a fanatic, my memories get added to and updated every time I go. But again, as a marketing director, I know what they are selling me. And I happily buy.

Very true! My boys are going to be 11 and 14 when we go this summer. I remember taking them there as babies! We have the memories of my oldest being speechless the first time he saw Buzz in person! Chip and Dale made my youngest cry whenever he saw them (don't know why!). They love looking at the pics and love planning the next trip! You are right that it is all about memories!
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Old 03-18-2013, 06:14 PM   #28
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Thanks Bob for the commercials. I forgot about Mickey being up so high I remember getting excited just watching that one when I was 10.
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Old 03-18-2013, 09:35 PM   #29
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The reality is that WDW advertising seems to be half heartedly done just because they feel some obligation to make a show of it.

I rarely ever saw a commercial when i was a kid...and still see relatively few today.

But everybody knows damn well its there and its waiting for them.

The reality is that WDW is such a unique arrangement and they put so much work/ time/ money into it over the last 40 years (really, if you think about it they have spent what amounts to a small state's budget worth over time) that the marketing doesn't matter.

If they built it...they will come...

and they have. EPCOT alone was a construction project that will never be duplicated, adjusted for inflation, by a private entity. Nor would the initial ground work, site prep, dredging, infrastructure.

Will not happen again...even the Disney Chinese projects or Euro fail to really meet what they did in the US in Florida.

There are books written on this...quite a few in fact.
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Old 03-19-2013, 05:28 PM   #30
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I just have to say that every time I see a Disney World commercial, I get teary-eyed because I love this place so darn much. I've been going there since the age of three years old where I rode my very first roller coaster (Thunder Mountain) and I love it even more now and can't wait to take my kids when my husband and I have them. They are marketing memories and what's more important than that? People see the commercial, go to Disney World's website to find out more and that's where everything is for them to see.

I do see your point, Bob. I truly do, but I'm not sure how much of a difference it would make. I go to Disney for the memories. Yeah, I stay on site because I like to be spoiled (EMH, ME, ect...). But, honestly, I'd still go to Disney even if they didn't have their resorts.
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