What companies do you think of when you hear the phrase “world class marketing?”  I may be biased, but I had a 22-year marketing career at the one that I consider #1 in that discipline – The Walt Disney Company.  It is an organization that is known for being perhaps the most marketing savvy in all of corporate America.  It is also known for many “firsts” upon which they have built their amazing reputation including: the world’s first synchronized sound cartoon, Steamboat Willie starring Mickey Mouse the world’s first theme park, Disneyland the world’s first full-length animated film, Snow White … Continue reading WORLD CLASS MARKETING SECRETS REVEALED

Are You a Crazy Idea Person? Go With Your Gut.

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 Are You a Crazy Idea Person? Go With Your Gut.

Are You Walking the Synergy Walk and Don’t Know It?

Anyone involved in social media may not realize it, but they are using synergy every day.  If you maintain multiple social accounts, you are a synergist.  Think about it.  You post a blog, then tweet about that blog, then post it to your Facebook page, use images to connect it to your Instagram account, add it to yur Linkedin pages, and on and on.  You are cross-promoting and linking back to the root item and stretching it as far as it will go in the universe of social media.  The same concept, when applied inside a business enironment, works equally … Continue reading Are You Walking the Synergy Walk and Don’t Know It?

Don’t Tell Me What to Do!

One of the greatest obstacles to making synergy work is by issuing decrees.  By that I mean that no marketing executive should tell a business segment of a corporation what to do when it comes to driving internal cross-promotion on a given project.  It is counterproductive. Suppose business “A” has a project that is a major priority for the overall organization.  The company CEO has placed that priority in the number one spot for cooperation across business barriers.  In some corners of corporate America, business “A,” initiating the project, decides to use the leverage of having the CEO behind the … Continue reading Don’t Tell Me What to Do!