At age 23, Lady Gaga has rocketed to global fame in less than two years. Playing piano at age 4 and New York nightclubs at 14, she recently broke Billboard’s record as the first artist to have her first five singles reach number one. She’s won two Grammys, and has sold 8 million albums and 15 million singles digitally worldwide. While her performance art-style stage shows and bizarre outfits have garnered much buzz, it’s her loyalty marketing that may sustain her for years. Gaga is dedicated to her fans and clearly knows the elements of cultivating a community of evangelistic fans.
It’s usually a little hard to compare the marketing for pop stars to that of brands, but you might learn a few tips from Lady Gaga. Her fans are some of the most loyal out there, some even going so far as to get tattoos. She employs a few simple community building devices that have already proven themselves for brands. Instead of calling her supporters “fans,” she created a unique name for them, “Little Monsters” (based on her album “The Fame Monster”).. Once the Little Monsters were established, she empowered them to express themselves and connect with her through social media and crowd interaction during concerts. You find the same actions done by the most talkable brands.
Gaga has the requisite Facebook fan page (over 5 million fans) and Twitter ID (almost 3 million followers) but it’s how she uses them that drives loyalty. On Twitter, she tells fans what she is doing, such as tweeting them before she opened the Grammy Awards. She also tweeted to fans that she was buying them pizza for waiting overnight at an album signing.
Okay, so maybe we’re not rock stars or not even close to being a celebrity, aren’t there some lessons we can learn from Lady Gaga? The real question is how would you go about trying to build the same loyalty with your customers? Follow us on our Facebook, Twitter or Blog and share how you might try to build loyalty for your brand?