Marketing to children: forget the long tail
November 20th, 2007By Jennifer Brinkmann
David Brooks is one of my favorite columnists. In today’s article , he talks about the increasing fragmentation of our culture using music as the example. He explains that cultural phenomenons like the Rolling Stones would not happen in today’s culture, where we each endorse our own individual styles of music.
While reading this, it struck me why Hannah Montana has been the best-selling concert ticket this year. My theory: children are still looking for ways to belong and associate, unlike us adults who want to identify with increasingly narrow niches of likeminded people who live similar lives.
Those whose job it is to market to children surely have challenges to contend with like managing their reputation through lead poisoning scares or the childhood obesity epidemic. However, unlike other marketers, they still have a fighting chance to experience success at a mass scale. Kids today may be more discerning than prior generations, but they still will rally behind mega-hits like Hannah Montana or High School Musical.
November 21st, 2007 at 1:12 pm
As a mom of two little girls, I’d add that a big reason I think Hannah Montana, High School Musical, etc. are so incredibly popular is that they’re quality examples of the ever-shortening list of appropriate movies, TV and music for young kids and tweens. Trying to find music or movies that’s appropriate and that don’t glamorize prematurely sexualized, hoochie-mama clothing and behavior is extremely difficult.
Marketers, hear this - despite what you may have heard, most parents do not approve of their young girls wearing thongs, singing the lyrics to “Crank That Soulja Boy” and watching torture porn. If you make family-friendly entertainment that’s actually entertaining, we’ll watch it, listen to it and buy it. It’s that simple.
November 26th, 2007 at 1:18 pm
Hear, hear Mistie. My girls (6 and 3) are allowed to watch two or three shows live; the rest are recorded and screened by me. What shocks me is how young word of mouth marketing is starting— my six-year-old is begging for “not-to-be-bought-EVER” dolls because she heard someone at school talking about them. She has NO IDEA what they are.
November 26th, 2007 at 1:20 pm
Sorry; I can clue you in to the brand name of the tasteless dolls if you’re dying to know. Didn’t want to give them any extra publicity.