The Miley Marketing Machine
- Posted by Julia Shea on February 6th, 2008
filed in Marketing |
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While my colleagues were all enjoying the Super Bowl (and mostly the cool commercials we all look forward to), I was enjoying the Hannah Montana 3-D concert movie! I’m sure the Super Bowl was the only reason I succeeded in getting these hot, “one week only” tickets for this can’t miss, mom-daughter experience. Talk about marketing genius. Disney is maximizing the Hannah Montana/Miley Cyrus phemonenon to the max.
It’s simple marketing arithmetic. Illusion of High-Demand plus Narrow Target = Marketing Success. The target? Pre-teen/adolescent girls…and their MOMS! We love Hannah because she’s still wholesome. With all the crap on TV (’xcuse my French), we will pay the outrageous prices for sold-out concert tickets ($150 average), 3-D movie tickets ($15), $30 concert programs, $25 t-shirts, and monthly online fan club fees, because we think she’s a good role model for our daughters.
Disney works its magic with convergence marketing, hitting us from all channels – from the obvious Disney Channel to Bed, Bath & Beyond, to my daughter’s ring tones.
No surprise that Miley made the Forbes “Top 20 Earners Under 25″ list. I worry that she’s working too hard for a 15- year old. I worry she’ll turn into a Brittney or Lindsay. I know that will be impossible while the Disney brand is behind her, but how I hope she’ll maintain her cute, genuine self as we and our daughters watch her grow up. If she’s smart, she’ll hold on to her parental target market as long as possible…as we’re what’s keeping her on the Forbe’s list.