I guess additional park tickets and the hope that people buy merchandise and food on site is where they're banking.
It must be a complex formula, but however you slice it I'm sure having people on property, in the parks is better than no people on property or in the parks - even if those people are there with a healthy discount. From a marketing perspective it's probably a three-pronged attack - #1: get people in the parks. #2: get people to stay on property. #3: get people to spend $$$ once in the parks or on property. Each of these things brings its own income stream and requires different marketing approaches. Ideally you get all 3 but at this point I'm sure Disney will take 2 out of 3.
I'm a marketing consultant/writer... I tell my clients that their product or service has to have greater importance and value at this time. You can cut other things, but you absolutely can't cut XXXXXX! For Disney fanatics like many of us, cutting a Disney vacation is almost the LAST thing you cut. But for the normal family, it's easy to understand how you cut the Disney vacation and opt for something cheaper, something local in a year like this.
I think Disney needs to go on the offensive a bit, saying #1: NOW is the time to go to Disney because prices are low. If you couldn't afford a Disney vacation before, you can afford it now. This is a time for smart financial decisions, and going to Disney NOW is a smart decision (versus a more expensive time). #2: It's a time to decide what's important, to decide what to cut. Your family IS important - these are times you will always remember and this time will not come again. There are expenses to cut this year but your Disney family vacation is too important to skip.
I'm sure they are already doing these things (although I haven't seen many new ads lately). I actually have friends and business contacts in various aspects of Disney marketing. Maybe I should call them and offer to have them fly me down to discuss my ideas. Since we keep having ice storms here, NOW would be a good time. LOL.
As a resort guest I seek that balance between a healthy year for Disney (more money for new rides/park improvements!) but not TOO healthy so the lines aren't too long when I go in May.
