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

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

How One Crazy Idea Hit the Marketing Bullseye

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

Writing or Producing a Star Wars Story?

MEDIA ADVISORY WHAT:  Doing a Star Wars story? Disney synergy expert Lorraine Santoli is available for interviews to address Disney corporate cross-promotion from a historical standpoint in light of the massive promotional support of Star Wars: The Force Awakens. WHO:  Santoli, a 20-plus-year former Disney marketing executive and decade-long (1990-2000) Director of Corporate Synergy for The Walt Disney Company, is a well-respected Disney historian and the executive who created the first Disney’s synergy department. In that role she managed all internal marketing communications for over sixty independent Disney business segments bolstering synergy support across the company. She is also the … Continue reading Writing or Producing a Star Wars Story?

Interview With Lorraine Santoli Airing on TV Confidential Radio

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

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

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?

Profit Boosting Secrets from Inside the Disney Marketing Machine

The Walt Disney Company is well known for more than just Mickey Mouse.  It is revered in business circles for its masterful marketing expertise.  In particular, how it manages to generate support for individual projects across its vast landscape of diverse business segments.  Silo-busting is routine at Disney and is orchestrated with panache…and perhaps a little pixie dust. Disney’s former Director of Corporate Synergy, Lorraine Santoli, gives a first-person, behind-the-scenes account of how, under the leadership of Michael Eisner and Frank Wells, she and her colleagues ignited a synergy spark within the organization that ultimately generated a firestorm of marketing wins and soaring profits. … Continue reading Profit Boosting Secrets from Inside the Disney Marketing Machine

How Disney is Making Sure You’ll Never Be Able to Escape Star Wars

The following story, posted today on Wired Magazine’s website wired.com, was written by Julia Greenberg and focuses on Disney synergy.  As the author of the book “Inside the Disney Marketing Machine,” I was interviewed (along with others) for the story and one of my quotes was used.   With ABC, ESPN, and Lucasfilm, Disney’s reach goes far beyond its animated characters. Here’s a look at some of the company’s major divisions and products that shows how franchises like Star Wars are promoted across the Disney empire. When it comes to marketing, Disney has it almost too easy. Just consider the past few … Continue reading How Disney is Making Sure You’ll Never Be Able to Escape Star Wars

“WE THE PEOPLE SPEAK” MARKETING CAMPAIGN

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

Do You Think That Synergy is Laughable?

“Synergy” is perhaps the most frowned up, derided, and misunderstood word in business today.  According to Webster, it is defined as the action of two or more entities to achieve an effect of which each individually is incapable. Integrated into a diversified business environment it can be a spark that ignites an extraordinary divisional cross-promotion, elevating projects to new heights and dizzying corporate profits.  In fact, the word “synergy” is so considered a foolish corporate buzzword that big business has chosen to disguise it with euphemisms that better capture the mindset of the 21st century such as “business intelligence,” “franchise … Continue reading Do You Think That Synergy is Laughable?