The power of influencers.
Ignore them at your own peril.
PS - If you've seen my "Everything I Every Learned About Marketing, I Learned from McDonald's" talk - you'll know that 20% of McDonald's sales come from...Happy Meals.
PPS - Do you know any 2 year olds that buy their own lunch????
|"Hannah Montana is a musical genius!"
The above is a direct quote from Jamie B., a good friend of my daughter Eloise. They are both 16.
They both are BIG fans of Hannah Montana.
Hannah Montana fans are (usually) girls 6-18.
Old enough to have/make some money, but
NOT old enough to spend HUNDREDS of dollars on a SINGLE concert ticket on their own.
Somebody is buying tickets for millions of tickets for six year old girls.
Did you know that the AVERAGE - that's right, AVERAGE - ticket price for a Hannah Montana ticket was...$258.00
TWO HUNDRED AND FIFTY EIGHT DOLLARS for one ticket.
6 year old girls do not spend 258.00 on a concert ticket.
6 year old girls do not go to concerts by themselves.
6-18 year old girls were the POWER INFLUENCERS behind concert ticket sales for 2007.
How do I know?
Top 10 Concerts of 2007
1. Hannah Montana - avg ticket price $258.00
2. The Police - The Reunion Tour
3. Bruce Springsteen and The E Street Band
4. Van Halen
5. Justin Timberlake
6. Kenny Chesney
7. Jimmy Buffett
8. Bon Jovi
9. Dave Matthews
The Hannah Montana "Best of Both Worlds" tour was
the highest grossing tour in 2007, AND in the history of StubHub, based on
dollar volume. Her tour's sales surpassed legendary acts like Van Halen, Bruce
Springsteen and The Police.
I could go on and on, BUT, the point is...
If you are marketing and you are not marketing to the influencers,
you are making a BIG mistake.
Clearly, as evidenced by the HM concert tour, influencers have some
And, If you don't think influencers are as, if not MORE, important then the rest
of your target markets, you haven't been paying attention.
Did I mention that the Hannah Montana concert tour was also
the #1 most requested EVENT of third quarter 2007.
#2? Chicago Bears
#3? The Police Reunion Tour
Who are the influencers for your particular business?
Make a list right now!
Need any hints?