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How to Market Unlikely Events

Lorraine Santoli

The following article features a partial chapter from my book Inside the Disney Marketing Machine entitled, “Marketing an Unlikely Anniversary.”  It focuses on how taking an idea that most would consider a non-starter can be molded into a phenomenal success when full force creativity in injected into the mix.  Enjoy! For Disneyland’s 30th Anniversary there had to be a great PR angle that would give Disneyland Publicity the opportunity to promote the celebration every day of that year, 1985. The big idea that served as the marketing anchor for the yearlong “birthday party” came from Disney’s marketing master, Jack Lindquist.   At … Continue reading How to Market Unlikely Events

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RESALE SWEEPS ACROSS THE COUNTRY

Lorraine Santoli

According to the 2017 Annual Resale Report, “It’s not your mama’s fashion industry anymore.” As the report states, gone are the days of going to the mall to pick up the same clothes as everyone else has. The modern woman is an agent of change – speaking with her wallet and creating a massive shift in the fashion industry from retail to resale. Shopping secondhand isn’t a sacrifice; it’s an investment in you. The apparel resale segment of the fashion industry shows explosive growth and is currently an $18 billion industry. Clothing, shoes, and accessories show the largest upward trend on the resale landscape … Continue reading RESALE SWEEPS ACROSS THE COUNTRY

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INSIDE THE DISNEY MARKETING MACHINE

Lorraine Santoli

Complete Book Introduction Author – Lorraine Santoli For years I’ve heard from people who have wondered what it was like to be employed by The Walt Disney Company, especially from a marketing perspective since the organization had always been lauded for its genius in that discipline. Having worked inside the Disney marketing machine for over two decades, from 1978 to 2000, I decided to share my experiences through this book. It is part memoir, part “take-a-lesson,” and will provide a peek into what goes on behind the marketing doors of the Mouse House, specifically during my tenure. Marketing is defined … Continue reading INSIDE THE DISNEY MARKETING MACHINE

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President Trump, A Spoonful of Synergy Will Help the Medicine Go Down

Lorraine Santoli

“Fake news” is running rampant 24/7, particularly as it impacts the new Administration in the White House.  Right now, one story where the fire burns hot is President Trump’s executive order that in part bars refugees of seven Muslim-majority countries – Iran, Iraq, Libya, Somalia, Sudan, Syria and Yemen –  from entering the United States for a period of 90 days.  As soon as the original document was signed, the mainstream media began reporting that the order was a “Muslim ban,” a narrative that the White House mightily refuted as “fake news.” As defined by the Administration, the correct basis of the executive order is … Continue reading President Trump, A Spoonful of Synergy Will Help the Medicine Go Down

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Hate Synergy? Discover the Hidden Magic Behind the Word.

Lorraine Santoli

Synergy may be of the most detested buzzwords in American business.  But why such a bad rap?  As the former Director of Corporate Synergy for The Walt Disney Company, I suspect it’s because no one really understands how to put the concept into action and insure accountability for results. Under the leadership of Michael Eisner and Frank Wells, both open-minded executives that understood the value of synergy as an actionable reality, I created the tools that underpinned Disney’s amazing success cross-promoting its products from within, from films to television to theme parks.  Developed was a detailed relational and transactional process … Continue reading Hate Synergy? Discover the Hidden Magic Behind the Word.

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Where is Rocky When You Need Him?

Lorraine Santoli

Have you ever seen such a knocked down, dragged out fight outside of the ring as the nasty public battle that continues to ensue between Donald Trump and Ted Cruz for the Republican presidential nomination?  They have given new meaning to the words “tabloid politics.” I’m beginning to feel a little sorry for the Hollywood druggies, alcoholics, adulterers, and divas who usually adorn the front pages of the tabloids along with stories of alien sightings and the hidden secrets of Area 51. Trump and Cruz have knocked them all off the covers as we witness an alien encounter of our … Continue reading Where is Rocky When You Need Him?

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DOES PREPARATION COUNT? YOU BET IT DOES!

Lorraine Santoli

On March 25 my 23 year-old nephew, Robert Santoli, appeared as a contestant on television’s popular game show, Wheel of Fortune.  And although the episode had been recorded nearly two months earlier he kept his outcome a secret, not even sharing how he did with family and friends (other than his mom and dad who accompanied him to the show).  He wanted us all to experience the result when the show actually aired just a week ago. As it turns out, not only did he become the big winner of the day ($76,086 and two cruises), but his appearance became … Continue reading DOES PREPARATION COUNT? YOU BET IT DOES!