Marketeers Thinking TV For Disney CDs - Brief Article

Brandweek, April 9, 2001 by David Finnigan

The success of Walt Disney Records' two-volume, theme song compilation Disney's Greatest has Mouse marketeers considering possible third-quarter direct response TV marketing to give retailers a fall sales boost.

"We're considering it, looking at it, investigating it," said Michael Bessolo, WDR svp-marketing. "In the music business today, these compilation albums are heavily driven by media vehicles such as direct response television."

Disney's Greatest includes 40 songs popularized in Disney film and TV shows, from 1937's Snow White to 1999's Tarzan. Volume 1 topped the April 7 Billboard kids audio chart, with Volume 2 at sixth place.

WDR's last direct response TV campaign was five years ago for the Children's Favorites CD. A possible campaign for Disney's Greatest is a move designed more for retailers than an already top-selling catalog compilation. Bessolo said surveys have shown consumers seeing 1-800 spots do not necessarily call and buy, but do have the spot's product in mind while at Best Buy or Target.

"It's just awareness building for retailer," he said. "It is beneficial for them and history has shown this."

Disney's Greatest currently is being promoted by Disney online and Radio Disney exposure, new packaging and liner notes from film critic/Disney expert Leonard Maltin.