Disney

Michael Kim

DisneyDisney

Michael Kim

Problem

• Pricing

• Factors for price increases include the general rise of

cost of food and gas nationwide

• Lack of digital foothold

• The modern era demands digital strategies where

consumers are targeted on a 1:1 level

• The need for tailored messages unique to each

consumer is unanswered

MyBuys

• MyBuys is a 1:1 audience platform in the digital

media display space business

• No more “one-size-fits-all” advertisements

• Consumers’ attention demands unique and

targeted messages

How?

• When partnering with a client, MyBuys uses

cookies to track consumer interaction on the

client’s websites

• Pricing, preferences, and other factors are

embedded into unique consumer profiles

• Profiles are continually built with further use

How?

• Applications for Disney

• Through these consumer profiles, vacation

packages and preferences can be personalized

• Different consumers can be targeted through

web recommendations, e-mails, display

placements, etc. on a 1:1 level

MyAds

• MyBuys’ display ad solution, MyAds

• Through MyAds, MyBuys will serve display placements to

consumers in their network who match Disney’s target audience

• Rather than CPC, MyBuys offers Cost per Acquisition

• Clients are only charged when a new customer actually clicks

the MyBuys ad, comes to the website, and makes a purchase

• Since MyBuys takes on the entire risk in this situation, the

budget would be kept down

Target Audience

• General segments

• Family travelers and tourist/adventurous

travelers

• MyBuys’ unique profiles can send

recommendations based on group size, pricing,

etc. through different mediums

Social Media

• Based on the target audience of families, Facebook would be the

best platform to reach the most consumers

• Tactics

• A series of posts with content about Disney vacations

• Around vacation and holiday seasons, a texting program will

be utilized with a discount code

• “Text this number within the next 5 minutes to receive a

discounted vacation package for the next 24 hours”

• Pushes consumers to act on a debated purchase

Mobile Strategy• Mobile App

• Keeps track of prices and vacation package availability

• Pushes notifications to users to help them stay up to date

• Allows consumers to make purchase anywhere and anytime

• Cost

• For well-recognized brands such as Disney, a refined app could be

anywhere from $50,00 and above

• However, since the app does not have to be a full shopping app, and

merely just push notifications about price/availability, a simpler app

could be utilized

Final Thoughts

• 1:1 advertising should be utilized by Disney to

target consumers in this modern era who demand

a targeted message

• Utilizing MyBuys and their consumer profile

builder, Disney can use different mediums to

deliver a message to consumers with unique and

tailored advertisements