Category: Marketing

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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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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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Marketing Imagination Inside the Disney Marketing Machine

Lorraine Santoli

The article below is from the Winter 2016 issue of Italian America Magazine, the most widely read quarterly for people of Italian heritage in the United States.  It is the official publication of the Order of Sons of Italy in America and covers newsmakers in science, medicine, government, law, academia, and business. As an Italian American, I am honored to have been featured in this publication.   Continue reading Marketing Imagination Inside the Disney Marketing Machine

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Trump’s Power Play Elevates Marketing to “X Games” Levels

Lorraine Santoli

I am a marketer.  In fact, in July 2015 my book, Inside the Disney Marketing Machine was released.  I know marketing.  But never have I seen marketing expertise taken to greater heights than what Donald Trump has employed vs. his opponents, particularly the tactics being utilized with his current headline grabbing feud with Fox News and the Iowa debate.  To me, it’s less about watching a presidential candidate battle than having a ringside seat to the “Marketing X Games.” I am not advocating for the candidate here.  I’m just pointing out how important marketing is to any business, product, place, … Continue reading Trump’s Power Play Elevates Marketing to “X Games” Levels

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How One Crazy Idea Hit the Marketing Bullseye

Lorraine Santoli

The idea in the quote below was laughed at…and not in a good way. But Walt Disney World Publicity master Charlie Ridgway had keen PR instincts and knew, at the very least, he could get a good photo out of it that would run in the local Orlando print media so he decided to do it anyway. If you spend any kind of time on idea development, sometimes your “crazy idea” does have legs. My intent with this blog post is to let every marketer know that sometimes you just need to go with your gut feelings. Usually our initial … Continue reading How One Crazy Idea Hit the Marketing Bullseye

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Interview With Lorraine Santoli Airing on TV Confidential Radio

Lorraine Santoli

Author Lorraine Santoli will appear on the next edition of TV CONFIDENTIAL to discuss her book Inside the Disney Marketing Machine, airing Dec. 16-21 at the following times and venues: WROM Radio Detroit, MI Wednesday 12/16 8pm ET, 5pm PT 2am ET, 11pm PT Sunday 12/20 8pm ET, 5pm PT 2am ET, 11pm PT Click on the Listen Live button at WROMRadio.net KHDN AM-1230 KBSR AM-1490 KYLW AM-1450 Billings, MT part of GLN Radio Network Friday 12/18 3pm ET, Noon PT Saturday 12/19 6pm ET, 3pm PT Monday 12/21 3pm ET, Noon PT Share-a-Vision Radio San Francisco Bay Area Friday … Continue reading Interview With Lorraine Santoli Airing on TV Confidential Radio

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Will Star Wars: The Force Awakens, Out-Synergize The Lion King?

Lorraine Santoli

According to a story in The Wall Street Journal on Dec. 7, 2015, as The Walt Disney Company planned its campaign for Star Wars: The Force Awakens, Chief Executive Robert Iger had a question for his marketing team: “How much do we really need to do?”  Apparently, the feeling was that Star Wars: The Force Awakens, carries its own marketing weight that brings much to the table on its own. Having been the Director of Corporate Synergy for the Disney Company for a decade in the ’90s, and the author of the new book, Inside the Disney Marketing Machine – in the Era … Continue reading Will Star Wars: The Force Awakens, Out-Synergize The Lion King?

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“WE THE PEOPLE SPEAK” MARKETING CAMPAIGN

Lorraine Santoli

Will our administration and government ever get a grip on defending our country against islamic terrorism? Against importing Middle Eastern refugees by the tens of thousands that may well include terrorists among them? Will they ever understand that the majority of “We the People” want to fight back against these barbaric jihadists with the strength and resolve we have always put into action when needed whether for our own country or for our allies? I think it’s time to let them know, in a big way, using a discipline never expected to be used for such a purpose – marketing. … Continue reading “WE THE PEOPLE SPEAK” MARKETING CAMPAIGN

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Can You Name All of Your Company’s Business Segments?

Lorraine Santoli

Excerpted from Chapter 21 of Inside the Disney Marketing Machine – in the Era of Michael Eisner and Frank Wells, written by Lorraine Santoli, former Director of Corporate Synergy for The Walt Disney Company.  The chapter is titled “Educating the Company About the Company.” Despite its synergistic history, The Walt Disney Company, like most large corporations, certainly suffered a degree of divisional tunnel vision.  Executives were fervently aware of the projects happening and in-development within their own business units, but how much did they really know about the goings-on and priorities in the other divisions? At the time I started … Continue reading Can You Name All of Your Company’s Business Segments?