DLP Marketing

[TeamJones22]

Sorry for another new topic! im very much into my marketing,i have a lot of qualifications for marketing,and it seems to me that DLP's problem is the lack of marketing and promotion,and the quality of it when it is done.For example,this year they opened 'wishes' and space mountain mission 2,how would you even know if you didnt look on the internet? These things could do a lot to attract a whole new group of guests,but they dont use the opportunities they have.Maybe some of the money they are investing in new projects and attractions could go towards marketing in all European countries,to target more than just families with young children.im 21 years old and i love disneyland paris,its not all for young children. Sorry for the rant,but does anyone know why they dont bother with specialised marketing and customer research,to attract more visitors to DLP?

 

[dlpSteve]

I think I've seen 3 or 4 different DLRP adverts on TV this season.

I guess the problem with Wishes and Space Mountain is that they are too specialised to feature in a 30 second advert. The main aim of an advert is going to be to bring attention to DLRP to people who haven't been before - with that in mind mentioning Space Mountain or Wishes will mean little to them. The best way to grab people's attention is to feature lots of Disney characters which will be familiar to almost everyone and to feature as many of the exciting parts of DLRP as possible - that way they get across how there is so much at Disneyland Resort Paris and there will be something for everyone. In the time it would take to get across to people what Wishes or Space Mountain 2 is, a large proportion of your advert is gone and you haven't showed them any of the other 50 odd attractions, 7 (plus offsite) hotels, Disney Village, Restaurants, shows and parades.

To get the maximum impact on the whole audience I think the adverts they do would be better than specialised ones which could miss the mark with a whole bunch of people who either aren't interested or get left wondering if that's all there is.

 

[TeamJones22]

i appreciate that,but the adverts ive seen dont really say anything interesting or anything that would catch the eye,maybe a seperate advert for each of the new things at DLP would make a few more people come.Adverts can be aimed toward people other than families,as there is a big market there waiting to be exploited.Marketing works,and DLP has seen a high season of dismal numbers which means theyve lost yet more money.i have heard from some 'inside' sources that the figure that will soon be announced to shareholders,if it hasnt been already is near to -100 million euros loss. Disney is a for profit organisation,and DLP is there for a long term profit,and right now the numbers dont add up.something has to change,hopefully some creative advertising with the new attractions coming in the next few years,otherwise you have to fear for the long term life of DLP.a company cannot continue to make such shocking losses and still exist.So lets hope something changes,otherwise DLP might not be around for the next generation to enjoy.

 

[emmaness]

I think you make a good point actually, TeamJones! Like Steve said, I've seen quite a few DLP adverts... it's just that they are quite clearly aimed at families with small children! They are full of little kids and their parents grinning away! And Disneyland is most definitely not just for families with small kids. After all, my parents, 15-year-old sister and my 18-year-old self are going at Christmas!! They don't seem to be very interested in attracting people like us, and I think they could be missing a real trick there. No wonder they are making a loss. 'Tis a shame, really!

 

[Miffy2003]

I guess it depends on a number of different things - not least who their target market is - do they think families with small children will spend more on merchandise for example?

I agree they could do more promotion for the "thrill" rides but I have to say I rarely (if ever) see any DLP ads on terrestrial TV (I don't have Sky). Cost issue, maybe? Though I think you have to spend on advertising to make more money (up to a certain limit)


Teamjones, I have to say, you start some very interesting threads.

 

[dlpSteve]

I think I'm probably looking at too much through my own eyes and not through the eyes of the whole potential audience - thrill rides don't interest me so not advertising Space Mountain 2 is not something that I see as a bad thing, for me!! The thing that worries me about concentrating on Space Mountain 2 is that you are going in direct competition with places like Alton Towers which probably offer more thrill rides and is a far cheaper alternative. Maybe they see their strengths in things that places like Alton Towers can't offer, like the magic of Disney.

Also, as a holiday destination, Disneyland Paris is pretty expensive comapred to package holiday deals which will have better weather and more 'young people ' centred activities. I'm 31 and DW is 25 and we love DLRP but none of our friends are in the slightest bit interested and I just think that on grand scheme of things they aren't the strongest choice to appeal to that market - not by a long long way and they know that, so concentrate their advertising elsewhere.

Maybe advertising that drew on the film tie-ins would be effective too - 2 films in the last 2 years have come out based on Disneyland Rides, Pirates of the Caribbean in particular is one of the most succesful films of all time and has 2 sequels on the way - could be a good advertising vehicle.

 

[TeamJones22]

thank you very much miffy and emma,very nice of u to say so!

Good point as well with the films definitely something DLP could cash in on.A ''you've seen the film,now ride the ride!'' sort of thing maybe?

im 21 myself and single,i dont have any kids,and i agree there is just nothing aimed at anyone our age.Obviously the Disney brand is primarily aimed at children and therefore a lot of attractions and adverts will be aimed at families,but people 18-25 are most likely to have disposable incomes and where better to spend it than disneyland paris?!
DLP do,however,have a lot of exciting stuff going on from now until 2009 i think it is.So that could herald the start of profit making with the right advertising,and this is hopefully the start of a very exciting time for DLP.Marketing is so important for DLP though,as there is no point building new attractions if nobody outside of France knows they are there.heres hoping its the start of something great for DLP!