10 million Twitterfollowers and over
33 million Facebook fans, Lady Gaga, is also
the creative tour-de-force and a key player of the
Polaroidteam. 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.”
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.
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”
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
face fear. What
Gautama Buddhapreached 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..........”