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Research Outline
Prepared for Vanessa T. | Delivered November 4, 2019
Email Marketing
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Goals
To explore how to create compelling email campaigns to inform a potential marketing campaign to Disney.
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Early Findings
How to Pitch an Idea to Disney
A bit-dated (but still highly relevant) article from Disney Creative Director
Will Gay
explains how to pitch to the company. His advice includes: “Focus on telling a
story
,” which doesn’t mean pulling out all the stops, and just means telling a great story that starts “in one place and end[s] in another – there’s change, struggle, or
transformation
.”
Will Gay also says to practice many many times before presenting, taking as many tips from “
great
pitchmen and pitchwomen” as can be taken. He recommends studying the great techniques of others and taking inspiration from them. Another recommendation he offers is to “read the
room
”. If you get in a room with Disney people and it doesn’t seem to be going well, change tactics based on what you’re hearing and seeing from the people to whom you’re pitching.
The Disney Creative Director also encourages people making pitches to “
speak
their language when you sell your ideas.” He recommends tying “your big idea back to key business goals using your audience’s language,” like ROI or conversions, and incorporating “those points into your
pitch
.” Lastly, he recommends taking your audience on a journey by demonstrating that “you’ve thought about their business just as much as they have … and that you care about it and want it to
work
.”
An article from
BizFluent
about submitting ideas to Disney encourages anyone wanting to pitch an idea to them to get an agent to represent them. Disney does not take unsolicited ideas “in large part to protect the
company
from legal claims.” The author states, “
Disney’s
policy is to reject all unrepresented, unsolicited ideas.”
The article encourages people who want to pitch to the company to practice-practice-practice and
refine
the presentation by presenting to critical and tough-minded friends and colleagues. It also suggests that if Disney doesn’t work out to try a different (smaller) company, as “
there
are dozens of other companies that may be more receptive,” as well as easier to work with.
Email Marketing Best Practices
To create email marketing campaigns that drive results,
Hubspot
recommends several best practices: use fewer than 3 typefaces in the email, include an email signature on the email, put the “
main
message and call-to-action above the fold,” personalize the greeting, format the email so that it’s a maximum of
500 – 650
pixels wide, conduct A/B tests on subject lines, calls to action, and language, place the company logo in the top-left corner, and conduct a “five-second
test
,” which identifies if recipients can spot the CTA (call-to-action) with five seconds. If not – rethink the email or CTA.
Other
recommendations
for successful email marketing campaigns include: send the email at the optimum time (based on the intended audience), keep copy/text simple and clean, make sure to presentation in the email is directly relevant to the recipient, and test everything before sending.
Proprietary Database Search
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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