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Celeb News: NY Times on Gaga & Troy's marketing strategies
Member Since: 1/1/2012
Posts: 19,672
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NY Times on Gaga & Troy's marketing strategies
5 Marketing Lessons From Lady Gaga:
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You may love Lady Gaga. You may hate her. But no matter what, it's hard not to respect what she's done as an artist. With 23 million albums sold, five Grammy Awards, and Forbes’ distinction as one of the world’s most powerful celebrities, at age 27, Lady Gaga is one of the most well-known pop artists in the world. Known as much for her voice as for her over-the-top wardrobe, few people recognize Lady Gaga for her business acumen.
And yet, Gaga has cultivated legions of loyal fans worldwide—fans who are eager to buy her music, concert tickets, and products. Her social networking prowess is off the charts with 36 million Twitter followers and 57 million “likes” on Facebook. Not only has she created a brand but she has built a fanatical group of consumers, known as her “Little Monsters,” who will follow her for decades to come.
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1) Focus on your One Percenters:
Lady Gaga spends much of her effort on just one percent of her audience - the highly engaged superfans who drive word of mouth. Despite her tens of millions of followers in social media, she focuses more on the die-hard fans that make up a small but valuable part of the fan base. It’s these fans who will truly evangelize for her and bring new fans into the fold.
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2) Lead with values:
Gaga differs from many of her contemporaries by standing up for issues that she cares about and for sharing her values. She champions those in society who feel marginalized and bullied for being different - and that has drawn many people to her. Customers feel a deep emotional connection to you when they can identity with your values or causes that you care about.
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3) Build a community:
Gaga knows that connecting One Percenters to each other strengthens their bonds not only with each other, but with her and her brand. So she built her own social network for the die-hard fans called LittleMonsters.com. Fans set up profiles, post fan art and photos, message each other, and find links to concert dates. They even get their own LittleMonsters.com e-mail address, linking their online identity to Gaga. The pop star is on the site weekly, posting special messages to fans, “liking” and commenting on their fan art, and participating in chat discussions.
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4) Give your fans a name:
Creating a name for your One Percenters, like Lady Gaga's Little Monsters, assigns them an identity. With that identity comes a set of recognizable behavioral or personal characteristics that everyone with that name shares. In essence, a name gives your fans something further to join, to be part of, and to feel connected to. The simple act of referring to themselves by the name gives customers a strong sense of belonging.
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5) Give them something to talk about:
Lady Gaga is the queen of word-of-mouth marketing. She understands that you must continually give your One Percenters - and everyone - things to comment about so that they have reasons to talk to others about you. From popping out of an “egg” at the Grammys to lighting her piano on fire, to the famous meat dress, one thing nobody can dispute is that Gaga gets people talking.
You don't need to wear a meat dress to get people talking. But you should think about what you can say and do to get your customers and fans talking about you in a positive way. Whether it's a VIP club, surprising and delighting customers, a color that really stands out, or something else entirely, in general, the more you give people to talk about, the better.
Lady Gaga has set the standard for brand marketing through engendering loyalty, standing for strong values, building community, and word of mouth marketing. The good news is, you don't need to be a pop star, or even wear outlandish outfits, to reap the rewards of the lessons Gaga teaches us.
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Gaga and Troy really are marketing genius' 
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Member Since: 9/15/2011
Posts: 2,389
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These marketing strategies didn't make her a success though and are pretty flawed. The article mentions she focuses on her superfans, which that might be true, but the article doesn't say how it actually helps her. She might have created a social network for them, but how relevant is Littlemonsters.com nowadays actually?
It also talks about she's learning her fans values, yet when people think of Lady GaGa fans they think of the Twitter monsters trashing everyone and everything. That brings me to the fact that giving your fans the name 'Little Monsters' doesn't seem like a great idea after all. Little Monsters are seen as actual monsters. Who wants to be a fan of Lady GaGa and immediately being associated with those people? Not me. That really doesn't give me a strong sense of belonging as the article states.
I will give them that Lady GaGa does know how to make people talk about her, with her meat-dress and appearing in an egg. Yet these talks don't last forever. Lady GaGa pretty much disappeared from the world today and nobody seems to care for her anymore.
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Member Since: 5/21/2012
Posts: 13,571
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The only marketing strategy on there that actually worked is number 5 and that eventually backfired during the Born This Way era.
Her marketing strategies as mentioned above are what's making ARTPOP way more important than just another album, she needs to pull in the REAL marketing strategies for this album to avoid become a slightly more successful Cindy Lauper and continue to become a Madonna (no shade/pun/whatever intended)
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Member Since: 10/2/2010
Posts: 4,387
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Honestly, Gaga just understands FAME.
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ATRL Senior Member
Member Since: 3/22/2012
Posts: 53,769
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Quote:
Originally posted by Pat
These marketing strategies didn't make her a success though and are pretty flawed. The article mentions she focuses on her superfans, which that might be true, but the article doesn't say how it actually helps her. She might have created a social network for them, but how relevant is Littlemonsters.com nowadays actually?
It also talks about she's learning her fans values, yet when people think of Lady GaGa fans they think of the Twitter monsters trashing everyone and everything. That brings me to the fact that giving your fans the name 'Little Monsters' doesn't seem like a great idea after all. Little Monsters are seen as actual monsters. Who wants to be a fan of Lady GaGa and immediately being associated with those people? Not me. That really doesn't give me a strong sense of belonging as the article states.
I will give them that Lady GaGa does know how to make people talk about her, with her meat-dress and appearing in an egg. Yet these talks don't last forever. Lady GaGa pretty much disappeared from the world today and nobody seems to care for her anymore.
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It's pretty basic knowledge that the superfans are what make you last - hence the fact that Lotus, for example, even made it halfway to gold. Littlemonsters.com is just as strong as eer, and since it's only her super fans there I don't get how its relevance to the outside world matters. Most normal people don't have any clue what a Twitter monster is like and even disregarding that, the negative image of Gaga fans is blown far out of proportion. Again, it doesn't really matter much when the article focuses on maintaining a sales base rather than constantly appealing to the GP. And though nobody seems to care about her anymore, magazines still publish articles with her name and about her influence, her fans are still active, and most importantly, here we are discussing her.
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Member Since: 6/16/2009
Posts: 7,224
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It's funny how some of you come after her for having a bad era like BTW when in reality it was more successful than some of your faves' entire careers. So sad but yea Gaga, Slay!!! Snatch them wigs from a wheelchair!!!!
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Member Since: 8/15/2010
Posts: 8,808
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ARTPOP? 
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ATRL Senior Member
Member Since: 3/22/2012
Posts: 53,769
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Originally posted by Wilkes
ARTPOP?
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WAIT 
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Member Since: 6/17/2012
Posts: 15,261
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Originally posted by JakeHouser
Honestly, Gaga just understands FAME. |
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Member Since: 9/15/2011
Posts: 2,389
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Originally posted by Retro
It's pretty basic knowledge that the superfans are what make you last - hence the fact that Lotus, for example, even made it halfway to gold. Littlemonsters.com is just as strong as eer, and since it's only her super fans there I don't get how its relevance to the outside world matters. Most normal people don't have any clue what a Twitter monster is like and even disregarding that, the negative image of Gaga fans is blown far out of proportion. Again, it doesn't really matter much when the article focuses on maintaining a sales base rather than constantly appealing to the GP. And though nobody seems to care about her anymore, magazines still publish articles with her name and about her influence, her fans are still active, and most importantly, here we are discussing her.
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Yet the interest in Lady GaGa today according to Google is as high as when she released her debut in 2008, which isn't impressive as there wasn't really much interest in Lady GaGa back in 2008. Not to mention that while Born This Way the album was a huge success, it didn't have that of an impressive chart run. Most of it's success is also to thank to the fact that it's the album that came after an era where the interest in Lady GaGa was enormous. The singles after Born This Way the single did very poorly. I feel like she alienated a lot of people by releasing an album with a message mainly directed to gay people. It's too silent around Lady GaGa nowadays and I wonder if she will able to grab the attention again with ARTPOP.
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Member Since: 7/12/2009
Posts: 15,281
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Quote:
Originally posted by Pat
These marketing strategies didn't make her a success though and are pretty flawed. The article mentions she focuses on her superfans, which that might be true, but the article doesn't say how it actually helps her. She might have created a social network for them, but how relevant is Littlemonsters.com nowadays actually?
It also talks about she's learning her fans values, yet when people think of Lady GaGa fans they think of the Twitter monsters trashing everyone and everything. That brings me to the fact that giving your fans the name 'Little Monsters' doesn't seem like a great idea after all. Little Monsters are seen as actual monsters. Who wants to be a fan of Lady GaGa and immediately being associated with those people? Not me. That really doesn't give me a strong sense of belonging as the article states.
I will give them that Lady GaGa does know how to make people talk about her, with her meat-dress and appearing in an egg. Yet these talks don't last forever. Lady GaGa pretty much disappeared from the world today and nobody seems to care for her anymore.
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You are wrong. There are multiple interviews they say they care more about 500k LM devoted fans than xM twitter followers who never buy anything, and are worth less.
Source?!
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Member Since: 8/1/2012
Posts: 7,895
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Quote:
Originally posted by Retro
It's pretty basic knowledge that the superfans are what make you last - hence the fact that Lotus, for example, even made it halfway to gold. Littlemonsters.com is just as strong as eer, and since it's only her super fans there I don't get how its relevance to the outside world matters. Most normal people don't have any clue what a Twitter monster is like and even disregarding that, the negative image of Gaga fans is blown far out of proportion. Again, it doesn't really matter much when the article focuses on maintaining a sales base rather than constantly appealing to the GP. And though nobody seems to care about her anymore, magazines still publish articles with her name and about her influence, her fans are still active, and most importantly, here we are discussing her.
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Exactly. The One Percenters (or stans) are the most valuable asset an artist has, which is why it's all very well to jizz over artist X having huge amounts of followers/likes/views, popularity with the GP or even hits, but none of that benefits them in the long run as much. They'll ensure you sell a decent amount of albums and keep you touring even when your latest music flops.
Gaga's desire to create superfans and focus on solidfying them is an incredibly savvy marketing move. If she keeps it up, she'll have the highest career security of all the current pop girls (see: Madonna and Britney).
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Originally posted by Pat
Yet the interest in Lady GaGa today according to Google is as high as when she released her debut in 2008, which isn't impressive as there wasn't really much interest in Lady GaGa back in 2008. Not to mention that while Born This Way the album was a huge success, it didn't have that of an impressive chart run. Most of it's success is also to thank to the fact that it's the album that came after an era where the interest in Lady GaGa was enormous. The singles after Born This Way the single did very poorly. I feel like she alienated a lot of people by releasing an album with a message mainly directed to gay people. It's too silent around Lady GaGa nowadays and I wonder if she will able to grab the attention again with ARTPOP.
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What is there to be interested in right now in Gaga world, exactly? Why would people be Googling her in great numbers?
The singles after BTW did not all do "very poorly". Please check the receipts an compare them to perceived more successful pop girls.
As stated above, any "alienation" that happened during BTW is counteracted with a solidified fanbase. Those loyal fans are infinitely more valuable to her than fickle bandwagoners who would have jump ship at some point.
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Member Since: 12/7/2011
Posts: 21,578
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Originally posted by Wilkes
ARTPOP?
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How long has she been planning this 
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Member Since: 2/16/2010
Posts: 69,775
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There's even more than what's on this list. Her radio deal & rerelease changed the way those are done in the industry today.
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Member Since: 12/2/2011
Posts: 52,765
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Wait not her referring to ARTPOP only 4 weeks after BTW dropped
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Member Since: 8/19/2011
Posts: 8,761
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Quote:
Originally posted by Pat
Yet the interest in Lady GaGa today according to Google is as high as when she released her debut in 2008, which isn't impressive as there wasn't really much interest in Lady GaGa back in 2008. Not to mention that while Born This Way the album was a huge success, it didn't have that of an impressive chart run. Most of it's success is also to thank to the fact that it's the album that came after an era where the interest in Lady GaGa was enormous. The singles after Born This Way the single did very poorly. I feel like she alienated a lot of people by releasing an album with a message mainly directed to gay people. It's too silent around Lady GaGa nowadays and I wonder if she will able to grab the attention again with ARTPOP.
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They did very poorly? Maybe you should look up their Billboard peaking positions. 3, 6, and 10 are doing very poorly?
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Member Since: 5/27/2010
Posts: 37,025
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Quote:
Originally posted by Pat
These marketing strategies didn't make her a success though and are pretty flawed. The article mentions she focuses on her superfans, which that might be true, but the article doesn't say how it actually helps her.
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Hum, did you see the BTWB tour receipts? That is the value of having a die-hard fanbase who sticks around even after a "disappointing" era (or w/e) that the general public didn't exactly take to.
It's only common sense that having a large amount of really devoted fans tends to pay off greater dividends than having a wider swath of casual fans who may like you and all but aren't willing necessarily willing to shell out any meaningful $$ on your behalf.
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Member Since: 5/27/2010
Posts: 37,025
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BITCH 
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