The Hannah Montana Phenomenon, Why Marketers and Parents Should Take Notice?

By Andy Valadez, StealthMarketer/The Marketing Evangelist

Summary:  When reviewing what is being talked about in the marketplace, it is important to notice how companies Market to children.  It is also worthwhile to support those that Market well and those who support your values.  I particularly like those brands that support healthy relationships, teach about avoiding peer pressure, responsibility for one’s actions, humility, fun and creativity, and recognize of the need to contribute back to the community.  Great brands resonate because they promote wholesome qualities.  Others that rely on the “base” behavior do more harm than good and are losers in my book.  In fact, many I would put in the same category as a “child predator” for what they try to pull in the marketplace as “freedom of speech”. 

I love great Marketing and Billy Ray Cyrus’ team has done a phenomenal job of Marketing to the “Tweens”, those between childhood and their teens (8 and 12).  As a parent of two young girls, I am concerned bout the Marketing messages aimed at our children and many Marketers do want to catch children early to influence their behavior (for good or bad).  Their Marketing practices often, lead our children down the wrong path.  We won’t mention specific brands in this article, but you could probably take a quick poll or do a Google search to find articles like this one <Marketing to Tweens>

The “Hannah Montana” phenomenon is a class act from what I have observed. I remember when I first started hearing about “Hannah Montana” and my girls talking about wearing a “blonde wig”.  In the story, Miley Cyrus is a normal kid, but by night she is “Hannah Montana” a singing sensation (Hannah wears a wig to conceal her identity).  Well, this story appeals to a girls who dream of being a star by night and a regular kid by day (apparently there are millions of them out there).  It represents the “Best of Both Worlds”, the name of Hannah’s road tour and incredible merchandising machine. 

Now, parents across the U.S. have learned to appreciate what their children really like, spawning a desire among many children who are interested in acting, singing, and dance.  Parents now have the ammunition they need to encourage their children to study hard and to work for their dreams.  “Hannah’s” parents are always involved in the story and the transition of unveiling Miley (a new teenage star).  From a Marketing standpoint, this is a coup allowing Hannah to be Hannah and Miley to move out of the childhood years.  Miley is the new more prominent feature of the rest of the story.  Miley Cyrus/Hanna Montana recently came to the Houston Live Stock and Rodeo show.  See the video she made on her new YouTube channel, which I found on-line (weeks old):

Miley and Mandy Show on YouTube Shot Before and After the Show in Houston

The concert had sold out months in advance, in fact over 73,426 people attended, breaking a record attendance for a concert at “Reliant Stadium” in Houston, Texas.

I was very fortunate to take my daughter to the concert which we blog about at www.KaylaVentures.blogspot.com and at www.TheMarketingVortex.com.  Kevin Price and I talk about this phenomenon on the air on Monday, 3/10/08.  I was proud to take my daughter to see an excellent role model and even prouder to buy her a $30 concert t-shirt, that I would normally say “no” to. 

I agree with the values of the Cyrus family and had no problem supporting their message.  That is great Marketing and people are paying top dollar to be a part of the Hannah Montana/Miley Cyrus’ dream.  In fact, we were able to create our own dream in the process, for a night with Miley. 

Andy and Kayla Valadez attend the “Best of Both Worlds” Concert featuring “Hannah Montana”

Marketing Book Recommendation:

I read this book a while back, but you may find it very interesting on how agendas are made and Marketed.  A behind the scenes look at major social change and perceptions, started by Marketers who made it a goal to change behavior and culture. 

If you are interested in learning how to Market well, we would be happy to talk to you.  You can reach us at 281.463.4560 or e-mail:  info@TeamMarketingDynamics.com  Call TODAY, why wait?

Andy Valadez is President and Founder of Marketing Dynamics, a Strategic Marketing firm working with emerging entrepreneurs and growth-oriented companies, movie makers, authors, musicians, media personalities fashionistas, television shows, technologists, networkers and bloggers, non-profit organizations, and real estate professionals with gross annual sales under $50M.  Andy graduated from Texas A&M University with a BBA degree in Marketing focusing on Public Relations, Promotion Strategy, and Sales. He also received an Applied Business Certificate from Tulane University in New Orleans and served our country as a United States Marine during Desert Storm/Shield. Visit www.TheMarketingVortex.com (blog)

“A good name is more desirable than great riches; to be esteemed better than silver or gold.”
– Proverbs 22:1
(A verse given to me by Truett Cathy, founder of Chick-fil-A)

Comments

[Lisa @ Corporate Babysitter]

Thanks for this post. It's good to hear something positive about kids marketing. What's the name of the book you are recommending? It's not coming up in your post.

[Phụng]

I really like Hannah and Lily.Would u mind if I add ur blog to mine?