Originally founded in 1923, Disney has had many years to perfect its strategies, to figure out what worked and what didn’t. This is one of the primary factors that puts them so far ahead of other companies - the huge amount of time they have had to learn and revise their marketing strategies. Their marketing teams are extraordinary at coordinating complementary marketing events; a good example is the release of Toy Story 3. When it was released in theaters, it generated a very positive response, earning $1 billion in the box offices. It wasn’t long after the movie’s release that the retail market was flooded with toys, souvenirs, apparel, and other items, all related to Toy Story. A few months later, a new Toy Story attraction was opened in Disneyland Paris; although it was an attraction that had been in production for years, its release was scheduled to coincide with the release of the movie to amplify the Toy Story frenzy. As well as that, Disney World was then able to add to their already existing Toy Story attraction to make it relevant to the new movie (Tracy). These are only a few of the strategies used to draw attention and interest to the products of Disney. The Disney marketing teams do not allow their products to leave customers’ minds, and are always introducing new products to keep the Disney brand fresh in fans’ minds. Through their careful and specific advertising and marketing, Disney is able to do that successfully with nearly every franchise they launch.
Another reason that Disney is so far ahead of many other entertainment companies is because, quite simply, they were the first company to successfully launch what they are most famous for; animations. In 1928, Disney was the first to release an animated short that was synced with sound, Steamboat Willie. It was a huge hit, which gave the company the advantage of being the first to offer such entertainment. They were also one of the first to release a full length animated film, Snow White and the Seven Dwarves, and revolutionized the entertainment industry by being the first studio to produce programming exclusively for television (Tracy). By starting so much earlier than most other companies in the field of film and animation, Disney gained a huge advantage, and more time to perfect its production and presentation to audiences. Their aptitude for continuous improvement of this strategy has rewarded them well.
Another social media strategy that Disney uses is building communities of people brought together by a common interest - Disney - while extending the community beyond that sphere. Some communities such as Disney Living or Disney Baby maintain a focus other than Disney, but the Disney mystique is what initially helps draw interest and bring the consumers together in a community. It is also another technique to always keep Disney in mind; while mothers might be having discussions about their babies or parenting-related topics, they are still linked together through a Disney community (Warren). Disney offers a variety of products and communities, that range far from the expected merchandise and movies associated with Disney in order to have impact and relevance in all aspects of life. Even when people aren’t specifically discussing Disney, they are still linked to it through the very community they inhabit.
It is quite outstanding how the Disney machine has managed to expand its reach into such a variety of business ventures - including merchandise, games, movies, amusement parks, cruise lines, and online communities. Disney creates this diverse range of business not only by creating its own franchises, but by acquiring outside businesses, such as ABC Family, Pixar Studios, and Marvel, which allows Disney access to a whole new range of popular, well-known franchises (Tracy). When Disney gains access to the earning power of companies that are already popular and successful, it increases the likelihood that their own success will grow. One would not expect any of these companies to be a part of Disney at first glance, further proving the point that almost any aspect of business and entertainment can be related to Disney, and further enhance its brand.
Due to its wide and powerful influence, Disney plays a large part in the economy. Their merchandise fills store shelves, their movies generate income for movie theaters, and their advertisements are visible everywhere. If Disney did not exist, it would result in a significant loss of income for many other companies. For example, Disney has quite a few amusement parks scattered around the world. All of the businesses, hotels, and restaurants in the towns surrounding Disney properties depend on the business gained from all of the tourists who are there to visit “the happiest place on earth.” If the parks were not there, these companies would lose the considerable business produced by the constant barrage of tourists. A huge number of jobs are also created in Disney parks, stores, studios, and other operations, all of which would be nonexistent without Disney. Disney has built a strong, influential hold over society and its economy.
In conclusion, Disney has used its countless years of experience and practice in order to make itself into one of the most successful and influential companies in the world. While it would not be impossible for other companies to copy Disney’s business model, they would likely have a difficult time replicating Disney’s success. If you need evidence of that, look at all the ways that Disney surrounds us and try to imagine another brand achieving such a universal presence.
Citations
-Barnes, Brookes. “The Downfall of a Disney Marketing Executive.” Nytimes. 1/8/12. Web. 11/30/12.-Tracy, Ryan. “The Business of Magic.” The Daily Beast. Newsweek. 11/3/10. Web. 11/30/12.
-Warren, Christina. “Disney Marketing: The Happiest Social Media Strategy on Earth.” Mashable. 8/3/11. Web. 11/30/12.
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