Blog
24
What is it behind one of the most powerful and eccentric brands in the world? I’ve always been in awe of the Lady Gaga brand. She is not your typical sexy popstar… yet she’s dominating the world. Her brand ID is raw, full of vice and in-your-face, yet she appeals to a pretty wide demographic. Her brand strategy has proven effective and can be applied in a variety of industries. We can all learn plenty from the Gaga Brand.
1. Lady Gaga knows her fans and speaks their language. Doing your research and highly targeting your market is a key component in running a successful and efficient campaign. Gaga knows her fans are online. Team Gaga spends alot of time creating content that their fans would want to share and they place it on the appropriate networks. Another element of researching is finding niches in your market. Gaga fits into several niche markets with her eccentricities. She intuitively speaks the language of these various niche markets. She is an ambassador for thousands of smaller “groups” who don’t necessarily feel represented in the larger market. What language do your consumers speak?
2. Gaga incentivizes her fans.
Gaga recently threw an album release party for her fans in Downtown LA Gaga. Fans were able to gain admittance by showing a valid proof of purchase of Born This Way or by purchasing the album at the door. In an industry that is losing sales, this is a solid strategy to boost sales and build fan loyalty. With the possiblities of internet growing everyday, incentivzing your consumers has become a standard today. What are your consumers receiving from you? Also, its important to remember the point of incentivizing to build brand loyalty but also to generate leads through sharing. Make sure to give out incentives with VALUE.
3. She is confident and and takes risks.
No matter how fat, ugly or insufficient one might feel, confidence is always attractive. According to Hollywood, Gaga isn’t a sexy sensation- but she’s real and she holds her head up high. She also takes risks and defies cultural standards. While not all her fans may not act that way, they wish they did. Gaga has also managed to make an art out of “shock factor marketing.” What it really comes down to is that she has confidence of steel.
What are your thoughts? Have you done anything similar with incentives at events to either increase sales or build brand loyalty? What risks have you taken with your brand?