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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