Monday, May 25, 2009

The Disney "Halo" Effect

I guess it is not out of the question, but this is the first time I've heard of a Disney person spoke of the Disney "halo" effect. It is part of the Disney marketing strategy in getting corporate sponsor and involvement.

In at least one instance, though, Disney is giving away some of the space. It pledged to do so as one of the lesser-known components of the incentive package to lure La Jolla, Calif.-based Burnham to Orlando three years ago.
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In case you ever wondered how deftly Disney pitches its sponsorship opportunities, this should give you an idea: The company goes as far as to boast of a "halo effect" for companies associated with the Disney name.

The story cited a document written by a Disney salesman to pitch a potential client on space at Innoventions.

"Our research shows that guests perceive a company inside Innoventions as a world-leader in their specific field," he wrote. "From a psychographic standpoint, guests entering Innoventions enter with an open mind that is ready to be entertained. This is simply a different mind-set from that of a consumer inside of a store, watching television at home or sitting in front of a sales agent."


"psychographic"?

:)

Zz.

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