Commanding over 10 million Twitter followers and over 33 million Facebook fans, Lady Gaga, is also the creative tour-de-force and a key player of the Polaroid team. Her fame is sensational. She gracefully glides between the worlds of technology, music, artistry and marketing. She is the fearless, daring marketing scientist that we all applaud and strive for!
As [trade show] marketers, we are constantly working to leave behind a blazing trail in a crowded industry. Lady Gaga was trying to do the same thing in the over-crowded music industry. Gaga won where others lost.
Here are 3 "gaga" lessons that intrigues me.
Marketing is a Core Belief System: It is a Lifestyle: Gaga has made fame and marketing her lifestyle. Every performance or song release has marketing as a part of its DNA. It is the mindset of the "Gaga" brand. In her very own words: "I used to walk down the street like I was a f*&^ing star... I want people to walk around delusional about how great they can be - and then to fight so hard for it every day that the lie becomes the truth.”
Marketing needs to be in the DNA of your company. Employees in all departments should create content and aid in the company's goal of market domination. Integrate marketing into your business culture.
The Marketing Bedrock: Humility and Appreciation: Gaga has worked tirelessly on accumulating her fans. She drives loyalty by tweeting her fans directly (sometimes on an hourly basis). If you have watched any of her shows you will know how the pop diva keeps re-defining humility in a profound way!. [Watch the video below: you will get the drift] Treat them well and they will make you a superstar is her marketing mantra. Professional photographers are barred from her concerts but she allows her fans to record and distribute videos of her live performance on YouTube.
Appreciate customers and fans for their support. Conduct surveys to ask for input and demonstrate how that feedback is reflected in your business changes. Offer free training, education and surprise gifts for customers to show your appreciation for their business.
Take a Marketing Stand. Drive Your Purpose. Be Fearless. We all target and segment our markets. We do so, because we simply cannot be everything to everybody. Lady Gaga takes it a step further. She does not mind annoying people that she knows she cannot please. It might not be politically correct but being a people-pleaser is just plain boring. Again in her own words, “If you don't have any shadows you're not in the light”
In your business, being controversial isn't about taking risks. It is about doing something unexpected and out of character for your industry. Take a different stand on a topic than most others in your industry would take. Imagine dialogues. Imagine talking with a role model to gain new perspective and insight. Or you can imagine how some role models would discuss your problem. Think about how things originate. Take an object and think about what elements are involved in its creation and how. This will open doors to thinking differently.
Above all, face fear.
What Gautama Buddha preached more than 2500 years ago, Lady Gaga undertakes a contemporary evaluation of the same precept. The whole secret of existence is to have no fear. Never fear what will become of you, depend on no one. Only the moment you reject all help are you freed........Gautama Buddha
“All that ever holds somebody back, I think, is fear. For a minute I had fear. [Then] I went into the [dressing] room and shot my fear in the face..........” Lady Gaga
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka