New Disney Marketing

rgilmour

Earning My Ears
Joined
Aug 19, 2002
Messages
26
Just back from a week at WDW and I must admit I was really disappointed in what seems to be new ideologies and approaches to Disney marketing. Before, each store had select items related to where it was located and the items in each store each had a bit of thought, design and style. Not sure if I am just getting older but it seems now that we saw the same items over and over in all of the stores, implying no special-ness in what was available where and the items all seemed very mundane and dull. As I look around my room I can spot exicting and interesting items that I purchased years earlier that have unique or cute little relations to certain characters or films or ideas. Anyone know has there been a major shift in marketing strategies? It seems now the only marketing creativity is applied to pins.

We were also surprised at a slew of grumpy Disney employees. Not enough pixie dust, I guess being spread around WDW?
 
On our 2004 trip we shopped at the Villains store at MGM. We loved all the variety and spent a bundle there. On our 2006 trip we found all the wonderful things replaced with only pirate and skeleton items. These were the same items we had found at nearly all the shops we stopped in during our trip.
I mentioned our disappointment to the cast member and she pulled out a very long petition from underneath the counter asking management to bring back the variety of villain items. It seems that we were not the only ones who were not pleased with management’s decision to market the same items in all their stores.
 

I mentioned our disappointment to the cast member and she pulled out a very long petition from underneath the counter asking management to bring back the variety of villain items.

Wow! I hope you signed it!:woohoo:
 
This is one of those trends that many of us (here on the DIS & elsewhere) have noticed over the last 10 years or so. Princesses don't belong in tomorrowland, Buzz doesn't belong in adventureland, etc. I miss the days when you could find special stuff in shops and every shop wasn't WOD.
 

Thaks for the quick responses found something on another thread from Another Voice that seemed to cover a lot of what I was curious about (text of that post below). It is so sad to see this as one more ploy for cash and saving money. Those new to Disney don't really know the difference and still find magic where they can, but for us ole timers it smacks of becoming too mall-like or as Another Voice suggests, Walmart-like. I miss the extra special touches of magic. "The devil is truly in the detail." And I have always been an admirer of the little things. This trip we took a couple of friends who were Disney neophytes and were hoping they could experience what we have taken for granted for years. The only constant in the universe, is indeed change.

"Okay – the direct answer.

The positive sign I’m waiting for – and haven’t even seen hinted at yet – is for Disney to treat WDW like a business again.

That means decisions are made on what’s best for WDW’s continued growth, what’s best for WDW’s customer base, and what’s best for WDW’s employees. In other words, to do what’s right to make WDW a stable and profitable operation.

That isn’t happening now. On the creative side, WDW is treated as just another distribution channel through which “corporate franchises” can be pushed. The parks aren’t viewed as businesses or shows in their own right, but only in how they can serve to “extend the brand” created elsewhere.

The Mexico pavilion is not made better by putting in a cartoon duck. Normal adults do not need the have dinner with princesses five times in a week. People live full and diverse lives – and I think that’s what they want to experience on vacation as well. ‘The Haunted Mansion’ is a popular ride despite not having a plush tie-in; ‘Stitch’s Great Escape’ is unbearable even with it shop.

It’s time for Disney to rediscover that theme parks are a creative outlet, that it’s possible to make new, fresh, interesting, exciting, awe-inspiring, and world renowned attractions without waiting for a movie first. Disney needs to let its imagination try for something again – try for something that get people talking like ‘Pirates’ did in ’67. People want new and original, not a commercial.

Second, on the business side, the financial demands that Corporate has placed on the park are forcing decisions to be made that are harmful to the long term growth and success of the company. WDW has become Disney’s ATM machine, the fountain that spews out cash to fund corporate mistakes like ABC, GO.com and now this iPenguin insanity.

Everyone has seen the prices soar while the quality plummet at WDW. “Fine Dining” is nothing but a brand now – even the owners of this site are calling some the restaurant’s offering “swill” and “garbage”. The quality of the merchandise is beyond “discount” and the variety…really folks – how many stores now have exactly the same t-shirts. And it’s not just the purists who think there’s something unDisney by selling princess dresses in Fronteirland.

Disney needs to set WDW’s operations back to normal. Let the resort operate at a realistic margin, let the park invest in the correct level of capital to keep the place appealing to guests, and to provide enough “new” so that a repeat visit is worthwhile.


There is nothing written in stone saying that WDW will always be successful and will always be popular. If there’s one thing that Disney should have learned from that festering money pit in Disneyland’s parking lot is that people will reject Disney’s offering and won’t even give it a second chance.


So that’s what I’m waiting for. I’m waiting for WDW to become Disney again, not the local Orlando outlet for WalMouse.


P.S. As for what's keeping me interested now (besides blind hope) - try as hard as they can, Eisner and Iger haven't been able to destroy all that was built before them. They're trying real hard, but there is still some quality left from Disney if you know where to look for it."
 
What's worse, merchandise isn't even WDW specific but rather generic Disney parks.
 


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