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  1. #1

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    Attracting More Institutional Patrons

    Does anyone have any creative suggestions for ways Disney might improve this aspect of the operation?

    Institutional patrons have been especially important to Disney through the years, but many of these companies were offended by Pressler, Harriss, and Eisner. Several of these enterprises have also been reducing the amounts of money that get invested in institutional advertising. So, how should Disney respond now?

  2. #2

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    Re: Attracting More Institutional Patrons

    New management should start taking an initiative to make and fix ties with companies, IMO. The troublemakers are gone now. If Disney was able to fix things with Pixar and join together, then I don't see why they couldn't do it with other companies.

    As to how they would do this, I really don't know, as I don't know very well how companies shmooze with each other. But then again, this was partly why Club 33 was made, after all.

  3. #3

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    Re: Attracting More Institutional Patrons

    Disney snubbed McDonalds for years, and of course there's the Pixar riff that was mentioned, but the solution is this:

    Companies do what is in their economic best interests.

    Showing that, with a plan, is the best way to accomplish what you seek.

  4. #4

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    Re: Attracting More Institutional Patrons

    Disney does need to identify market leaders or premium brands within each industry, and establish or re-establish strategic alliances with each.

    Which companies are good fits?

    Disney has traded Honda for G.M., for example.

    I'd like to see Disney trade Apple for H.P. Apple has low market share in computers and operating systems, but the company does have premium brands, in addition to Steve Jobs.

  5. #5

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    Re: Attracting More Institutional Patrons

    Quote Originally Posted by Frogberto
    Disney snubbed McDonalds for years, and of course there's the Pixar riff that was mentioned, but the solution is this:

    Companies do what is in their economic best interests.

    Showing that, with a plan, is the best way to accomplish what you seek.
    More precisely, the managements of companies do what is in their self-interests and, sometimes, the companies' economic best interests coincide.

    Club 33 and Disneyland's other private lounges are prime examples, although it could be said that such perquisites allow an organization to attract and retain managerial talent.

  6. #6

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    Re: Attracting More Institutional Patrons

    Quote Originally Posted by PragmaticIdealist
    Disney has traded Honda for G.M., for example.
    That's not entirely true. Honda sponsors Remember...Dreams Come True, but GM sponsors Test Track.

  7. #7

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    Re: Attracting More Institutional Patrons

    Another good question is:

    What existing attractions and other locations could be associated with certain institutional patrons?

    Ideally, an attraction should support the image of a particular brand. The Enchanted Tiki Room, for example, conveys to guests an evocative vision that enhances people's perception of Dole pineapple.

    The Matterhorn and Nestle are a good match.

    Kellogg's could have a larger presence on Main Street, U.S.A., as could Coca-Cola and, perhaps, General Electric.

    Arrowhead Water and Grizzly River Run would work well together, especially since the brand started in California and is now owned by Nestle.

    McDonald's could have a 1950's-style Golden Arches location, complete with Mr. Speedee, in D.C.A. as a replacement for Burger Invasion. McDonald's is another global brand that started in California.

    Wolfgang Puck would have probably done better at D.C.A. had he spoofed himself in the Hollywood section, such as at what was Hollywood & Dine.

    Tabasco is a centuries-old brand that could use New Orleans Square to nice effect.

    Wells Fargo was indirectly represented at one time in Frontierland, and I would not mind seeing the name there again.

    I even like the possibility of integrating Metropolitan Life Insurance into The Haunted Mansion. Doing so might be a uniquely effective way to sell MetLife products. Getting people to consider their own mortality is a difficult proposition that The Haunted Mansion could easily overcome with its macabre fun. Life-insurance policies might even add an additional layer of showmanship to the attraction, if Disney were to handle references to the patron with artistic integrity.

    Uniting a brand with a particular location in creative and artistic ways is the key to an effective institutional patronship.

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